Creative

Jose Cuervo Tradicional announced the launch of a new film series, designed to tell the multi-faceted and authentic story of Día De Muertos (English: Day of the Dead). Each year, Cuervo Tradicional will capture different traditions around Mexico — sharing storied Día De Muertos moments from different Mexican filmmakers.

But as consumers' entertainment consumption patterns continue to change dramatically, a growing number of brands and organizations are starting to look at product placement in a new light, fueled by integrated marketing and more and more affordable programming options.

At this year’s Cannes Lions, Peter Field’s analysis of entrants into the UK’s IPA awards declared a crisis in creative effectiveness, blaming organisational short-termism for the decline. At Kantar we have long championed the role of creativity in driving brand predisposition, that if converted into action, delivers short term sales and longer-term equity. So, if award-winning ads are becoming less effective, how can we help restore them to their former strong effectiveness?  by Daren Poole - Global Head of Creative / Kantar

The first step to winning a person's heart and mind is being relevant, engaging, and eager to capture her attention. It's the same drill for advertising. Above all, advertising creative is the most important factor for influencing behavior and driving sales.

Telemundo Global Studios (TGS) introduced the inaugural class of its innovative TGS Fellowship Program, the first-ever premier professional development project for scripted content producers in Hispanic media.

At a time when brands have access to so much data, trying to understand who their customers are and their buying preferences, these companies are finding it increasingly important to use that data to create a variety of messaging that a diverse population of people can relate to.