Creative

As ads during this year's Super Bowl featuring Harrison Ford, Sarah Jessica Parker, and Jeff Bridges show, brands can still get a great deal of impact with a high-profile campaign featuring the right celebrity spokesperson. But what is changing is how brands are hiring and activating celebrity endorsers, especially as digital and social channels provide fans more access to celebrities they're eager to get content from, even in the form of an ad.

By Gonzalo López Martí - Creative director, etc. / LMMiami.com

• The global consulting behemoth Accenture acquired Droga5.
• Droga5, in case it doesn’t ring a bell, is a darling of the creative firmament if there ever was one, up there with Wieden & Kennedy, 72 & Sunny and a few others.

Women, men, children, babies – we all love to laugh, right? Most people generally enjoy a good joke, a funny story and embrace a reason to smile. A great piece of advertising can often be the source of that giggle, so why do so few ads featuring women try to be funny?  by  Kate Ginsburg

By Gonzalo López Martí - Creative director, etc / LMMiami.com

• We’ve all heard the conventional wisdom by now:
• “If the product is free, you are the product.”
• “You might think you watch Netflix or Instagram, but Netflix & Instagram are actually watching you.”
• And so on and so forth.

If I asked a group of ad planners what the one thing they most want from their creative partners, it’d be ‘collaboration.’  That's because, like it or not, there is a deep insecurity lurking that whatever brilliant brief we arrive at will be completely ripped apart — or worse, ignored — by the creative people it is intended to inspire. Maybe it’s the intangibility of strategy — its ambiguity in the creative process — that makes us seek any evidence of our value to others.  By Ed Tsue- Anomaly / Group Strategy Director / Managing Director

Circulo Creativo USA is increasingly consolidated as the only organization that works to improve creativity and unite Hispanic American creative talent in the United States, after the successful completion of the first "A week after the Super Bowl" event that brought together the advertising creative industry simultaneously in six different cities across the country.