Creative
Circulo Creativo: Join us in celebrating 25 years of creative excellence in the Hispanic market by submitting iconic ads that made a lasting impact.
Circulo Creativo: Join us in celebrating 25 years of creative excellence in the Hispanic market by submitting iconic ads that made a lasting impact.
Humberto Maldonado and Matias Candia Calienta Bancas “Mysterious Apple Watch Time Traveler”
El Circulo Creativo USA is curating poetry, short stories, mini short stories, scripts, aphorisms, and articles industry-related by our Industry executives.
Media Agency Pitches Don’t Talk About Creative Data, Here’s Why They Should
If there's one universal truth for agencies, it's that no client agreement is guaranteed to last forever. Sooner or later, they will face a request for proposal (RFP) that initiates the familiar dance of re-courting client favor. But as advertising trading methods and targeting approaches evolve, sticking to "how we've done things before" won't be enough.
TV Ads on Spanish-language Networks Outperform Ads on English-language TV by 31%, per EDO
EDO has released a report revealing that ads airing in the Spanish-language media environment have outperformed ads on English-language TV by 31% in the past year — a 24% increase over the previous period.
AI Report 2024 [REPORT]
ThinkNow is increasing its reach into Latin America. The market research company has expanded its Spanish language panel offerings to Argentina and Colombia, further solidifying its dominant position in LatAm markets.
Celebrate Latino Excellence: NFL’s “Por La Cultura” Campaign Launches Powerful New Spot!
The NFL released a powerful 60-second spot as part of its “Por La Cultura” campaign, which celebrates Latino players, coaches, and staff while celebrating Latino excellence and sharing authentic stories of the community.
How do you feel when companies send you direct marketing materials in Spanish without checking if that’s your preferred language first?
Many companies are incorporating Spanish-language marketing into their strategies to better connect with Hispanic audiences. However, while this can foster a sense of inclusion, it can alienate certain groups if not done thoughtfully. A recent study conducted by Ingenium Research involving 158 Hispanic consumers across the U.S. reveals how Spanish-language marketing is perceived based on language dominance and age. These findings highlight the importance of understanding the diversity within the Hispanic market and language's impact on marketing efforts. By Maria Lucia Parra- I am a Bicultural Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives as “one size does not fit all”.
DOUBLE WIN for Lopez Negerete Communications & Hyundai at the ARF David Ogilvy Awards
Lopez Negrete Communications was honored with a Silver Award and a Bronze Award in the Multicultural and Automotive categories at the Advertising Research Foundation's (ARF) 2024 David Ogilvy Awards for its "Viejos Cuentos" ("Cautionary Tales") all-electric IONIQ campaign, created for client and partner Hyundai USA.
SeeHer Releases Its First-Ever Campaign: “She Matters: Bottom Line”
The Association of National Advertisers’ SeeHer, the global movement dedicated to ensuring accurate representation of all women and girls in media, marketing, advertising, and entertainment, today released its first campaign highlighting the economic spending power of women and girls and how they are a growth multiplier for brands. Created in partnership with creative advertising agency Curiosity, the new campaign, “She Matters: Bottom Line,” focuses on the spending power and economic impact of women and girls through the lens of Generation Alpha.
Drip Across America
The Drip is in the Details, NFL Shop is looking to highlight “main character energy” - the energy we all get when we wear clothes that makes us feel like we’re bringing our best. The campaign does this by diving further into the details of not only the style, but the fans sporting the merch!
Hyundai Empowers Hispanic Drivers to Right-Size Their Ride in New Tucson Marketing Campaign
Hyundai and its U.S. Hispanic marketing agency, Lopez Negrete Communications, launched a new creative campaign for the enhanced 2025 Tucson SUV. The campaign is designed to empower Latino consumers across all age and demographic segments to right-size their ride without sacrificing or settling in a sea of underwhelming safe-bet alternatives. Titled “Rightsizing,” the campaign is brought to life in both Spanish and English and highlights the Tucson’s bold design, innovative technology, connectivity and safety features, that perfectly fit Hispanic lifestyles.
Why Hope Needs to Be Key Advertising Message This Election
Watching the various online ads and campaign videos from this year's U.S. presidential election should come with a health warning.
La Pluma del Circulo – ALEJANDRA HARO GARCIA – “garabato”
El Circulo Creativo USA is curating poetry, short stories, mini short stories, scripts, aphorisms, and articles industry-related by our Industry executives.
La Pluma del Circulo – Luar Zorrillo – “La Plaza de la Peste”
El Circulo Creativo USA is curating poetry, short stories, mini short stories, scripts, aphorisms, and articles industry-related by our Industry executives.
Three ways behavioral science can improve marketing
Most marketers claim to have at least a passing awareness of behavioral science. However, their familiarity often begins (and ends) with the concept of “nudging” - or perhaps a handful of heuristics (such as Loss Aversion or Present Bias) that they’ve employed in the past.
ADVERTISING AS IMPRESSIONISM
I would like to present an alternative theory of how advertising works, and how we should think about the creation of advertising. I believe the advertising industry has an incomplete theory of how advertising affects people. Traditionally we have described the elements of advertising impact as a blend of logic and emotion. By Bob Hoffman
It’s time for an agency review when….
In a perfect world, a client would never have to change agencies. We don’t live in that world.
SeeHer in Sports
This year’s Olympics was a pivotal moment in history with female athletes seizing the spotlight like never before. The Paris Games were the first to have gender parity, with equal numbers of women and men competing. However, parity doesn’t mean equality. Women still lag behind men in most areas of sports, including sponsorship deals, media exposure, pay and roles such as coaches, referees, commentators, and executive leadership.
The Re-Birth of the Spanish Dominant Hispanic Consumer in The US
Interesting title, since we are being challenges every year by sources that state that the Spanish Dominant Hispanic Consumer is not growing, and that mainstream and digital media are imposing attrition to our US Hispanic Spanish Dominant media that serve the US Hispanic Consumer. I have yet to hear our media companies, our ad agencies and other sources bringing forth the notion of what has happened in the last four years to the growth of the US Hispanic Market due to recent immigration patterns. In 2010 there were 50.2 Million Hispanic in the US. In on decade, the 2020 Census detailed the that US Hispanic population grew by 11.9 Million or + 24%. In just four years since the 2020 Census, the possibility that the US Hispanic Consumer base grew by 10-12 Million is in the realm of possibility or by a 19%, due to recent immigrant growth. I am not here to discuss the political issue surrounding the influx of immigrants into the US, but I am here to highlight:
- Our Hispanic Consumer base could have a growth of +15-20 Million in 4 years and projected out to average growth over 10 years in the 2030 Census could reach +30% or 80-85 Million US Hispanic Consumers. That’s clout.
- Close to 100% of the US Hispanic Consumer Base growth is Spanish Dominant Hispanics in the last 4 years.
- Hispanic TV, Radio and other media are going to enjoy a real bonanza of new viewers, listeners and readers
- With this growth, the hierarchy of US Hispanic Market and their relationship to mainstream markets will be impacted dramatically, since a good portions of this new immigrant consumers group is congregating in the largest US Hispanic Markets in the US.
- The Hispanic composition of our top markets will grow. LA, NY, Miami, Chicago, Dallas, etc have become much larger and important markets, due to US Hispanic Consumers.
- The Hispanic composition of markets besides the Top 5 will grow and change not only the US Hispanic Market ranking but re-organize mainstream markets into a new ranking order.
- The US Hispanic Market is leading the growth opportunity in the US.
Lopez Negrete Communications launches Influencer Proprietary Tool with Call to Action for Bilingual and Bicultural Creators to Join
Lopez Negrete Communications unveiled its innovative proprietary tool, the Latino Network of Creators (LNC) with a call to action for all Hispanic content creators across the United States to join. The tool currently houses over 600 Latino U.S.-based content creators.
