If the Super Bowl is indeed a barometer of national sentiment, it is quite clear that the mood of the masses is shifting. Save for some allusions to recent natural disasters, the “cause marketing”, “virtue signaling”, social commentary and moral grandstanding we witnessed last year seem to have taken a backseat. The Dow is a damned geyser. The labor market is tight as a Telemundo weather girl’s dress. Taxes are low, life is good. Rocket man? Border walls? We’ll get to that later. It’s time to make hay now. It’s back to business in ‘murica to judge by the hefty prices brands, movie studios and streaming services*** are paying to appear in the crevices of the last football game of the season. So, what can we say of the repertoire? It was quintessential Super Bowl fare. Crowd-pleasing tropes, unpretentious gimmicks, not too brainy. Don’t overthink it, just throw a ton of money at the brief. Write a simple script, have the planners sign off on it and get a seasoned, big name director to shoot the boards. With “a big name director” I mean someone who knows how to blow shit up and handle celebrities. And their publicists. Problem is, advertising is always a tossup. Even if you throw all the right ingredients into the equation to play it safe with a sure bet, the acid test of memorability can still be elusive. Hence, without further ado, I give you my impressions below.  Disclaimer:  what you are about to read is 100% morning after unaided recall.  By Gonzalo López Martí - Creative director, etc. / LMMiami.com

Miami based the community has been assigned AOR responsibilities for Domino’s.  The agency will handle 360-degree efforts in the mainstream and US Hispanic markets.

Hogarth’s Miami operation is led by Mauro Baz, who boasts more than 15 years of experience in the advertising and marketing industry, partnering with major companies including Nestle, Mattel, Johnson & Johnson, and Unilever. Mauro joined Hogarth Worldwide in London in 2011, and after helping to successfully launch its Brazil and Mexico operations, moved to Miami in 2016 to establish the Hogarth brand in the Americas.

TurboTax focuses on Latino EmpowermentTurboTax announced the launch of its new integrated Latino marketing campaign aimed at giving Latinos the confidence that with TurboTax their taxes are done right with a guaranteed maximum refund.  

GALLEGOS United announced it has hired Dino Spadavecchia as executive creative director. Spadavecchia will oversee development and execution of creative concepts for all clients.

This webinar reviewed the relevant laws and definitions governing workplace discrimination and harassment, clarified the obligations of management and supervisors, reviewed case studies, and discussed how these laws and obligations intersect in the context of a creative work environment.

Republica partnered with non-profit organization, Amigos For Kids, to create a powerful PSA aimed at raising awareness about the subtle signs of child abuse that, tragically, often go unnoticed. Inspired by the insight that abused children often hide subconscious clues of their situations in classroom drawings, Amigos for Kids created a gallery with a dark, hidden twist during Miami Art Week.

Stephen Phillips, CEO of ZappiStore, and Daren Poole, Global Brand Director Creative Development at Kantar Millward Brown, acknowledge that some marketers have doubts about testing digital ads but assert that testing not only improves performance now it helps build learning for the future. They give the example of RB which, working with Kantar Millward Brown and ZappiStore, rolled out a fully automated creative testing process allowing RB to test more content, more quickly and improve results at the same time.  by Nigel Hollis

Influencer marketing is one of the industry’s trendy flavors. Connecting consumers with brands through the voices (and images and videos) of celebrities. Or through anyone with influence.

A recent study shows that 55% of U.S. Hispanics identify as bicultural. It's important now more than ever to represent bicultural Latinos and tell their stories. Verizon is at the forefront of this storytelling with their most recent dedicated and original Spanish/bilingual ad for Verizon Fios starring American actor Gaten Matarazzo (known for his role as "Dustin Hendersen" in "Stranger Things" (2017), the thrilling Netflix sci-fi drama) and actor Marcel Ruiz (known for his role of "Alex Alvarez," in the Netflix's 2017 reboot of "One Day at a Time"), portraying bicultural families in a fun and creative way with relatable family dynamics.

Ascential, parent of The Cannes Festival of Creativity is restructuring its Lions awards program, eliminating more than 100 subcategories in the process. The Lions festival will also be shorter — by three days — going forward.  The company has been under pressure to restructure from holding companies and agencies that have concluded the annual awards program had become too bloated with awards that made little sense, were too expensive and were generally too complicated a process.

Category winners in the 17th annual Association of National Advertisers’ Multicultural Excellence Awards competition were announced.

NBCUniversal Telemundo Enterprises announced the expansion of Fluency Studios with the launch of “Fluency Plus,” a new, bilingual digital production studio.

The Creative Board of FUSION, the cable network of Fusion Media Group (FMG), announced an open call for scripted and unscripted television projects. This initiative builds on the commitment by FUSION and its Creative Board to generate new opportunities for young storytellers who span different ethnicities, races, sexual orientations, genders and religions. The open call is aimed at helping to level the playing field for underrepresented creative talent, with or without agency representation, who want to tell stories that are otherwise going unheard.

Cubavera, Perry Ellis International’s Latin menswear brand, celebrates Latin culture with the launch of the Wear Your Heritage web series. The campaign focuses on sharing the individual #SoyLatino stories of influential celebrities, athletes and community leaders and unveils what it is that connects them to their Hispanic culture.

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