Creative
These Award-Winning Campaigns Leveraged the Art of Storytelling
Storytelling is forever. No matter how technology advances and changes the way people consume information, work, and even socialize, the power of effective storytelling will never become obsolete; if anything, a compelling narrative can help brands stand out in a sea of sameness and boringness.
General Motors’ Norm de Greve on Creativity, AI, and the Future of Marketing
"It's not humans versus machines; it's humans with machines," says Norm de Greve, SVP and CMO at General Motors. Known for leading transformative marketing efforts at CVS Health and now at GM, de Greve is helping reshape how brands operate in an era defined by artificial intelligence (AI), personalization, and speed.
“Brownsville Bred” – Latina Filmmaker Elaine Del Valle Brings Her Award-Winning True Story to Theaters Nationwide
Writer, director, producer, and casting director Elaine Del Valle makes history with the release of Brownsville Bred, a deeply personal, musically infused coming-of-age drama inspired by her true story. The film, which has already garnered awards on the festival circuit, opens nationwide on September 19, 2025.
UNIVERSITY OF FLORIDA WINS GOLD IN INAUGURAL STUDENT CATEGORY OF THE 2025 HMC STRATEGIC EXCELLENCE AWARDS
The Hispanic Marketing Council (HMC), in partnership with the Ad Council, announced the winners of the inaugural Student Category today as part of the 2025 HMC Strategic Excellence Awards Powered by Collage Group. Charged with creating a compelling social impact campaign, University of Florida took home the coveted Gold award for its submission. University of Miami won Silver and University of Texas-Austin (UTNY Program) won Bronze.
AI Is a Growth Engine, Not a Cost Cutter
Generative AI has the potential to transform marketing—not just by making existing processes faster or cheaper, but by enabling entirely new kinds of creativity, deeper connections, and new services for consumers that were never before possible. But if AI is viewed only as a way to cut costs and reduce headcount, we will choke off the far greater opportunity: to fuel growth, creativity, and innovation that benefit both sides of the client/agency partnership.
AI vs. mani-pedis
By Gonzalo López Martí - Creative Director I was hanging out with a group of colleagues. Naturally, we ended up playing the #1 parlor game of 2025: what jobs will survive the march of AI? “Manicurist”, pondered half-jokingly a friend with a decade-long career in the market research realm. She’s onto something.
For The Culture: How Multicultural Gen Z Creators Are Shaping Brand Narratives [REPORT]
If your brand isn't co-creating with Gen Z, it's falling behind, That is not a provocation - - it's a survival strategy
AI Is Giving Spanish a New Voice — A Creative Experiment by Four Cats.
Creative team Four Cats, founded by Alena and Vicent Llopis, introduces “The Sound of Spanish Through AI”, an AI-generated video that captures the emotional richness of Spanish as spoken across different countries, cultures, and accents.
Sydney Sweeney’s genes.
By Gonzalo López Martí - Creative Director Fashion marketers are accomplished baiters (apologies for broaching the obvious). Calvin Klein was playing the bait card when social media was barely a figment in the imagination of science fiction writers. Needless to say, mainstream Madison Avenue creatives such as yours truly have tried to get our clients to borrow a page from the garment industry baitbook for years.
The limits of AI in Marketing Mix Modelling
In this latest edition, Inés Miranda, Group Director, Marketing Effectiveness, Ebiquity Iberia, delves into a topic transforming the marketing analytics landscape: the role of Artificial Intelligence in Marketing Mix Modelling (MMM). While AI offers remarkable speed, precision, and scalability, Inés explains why human expertise remains irreplaceable. From data quality and interpretability to the critical need for context and emotional intelligence, this piece unpacks the strengths and limitations of AI in MMM. Discover why hybrid intelligence – the fusion of machine efficiency and human insight – is the key to navigating today’s complex marketing challenges with trust and effectiveness.
Early bird insights: The secret to soaring ad effectiveness
The ability to swiftly and accurately gauge the potential of creative ideas can magnify your long-term advertising impact
La Pluma del Circulo – Gabriela Diaz ”Coffee at Five”
El Circulo Creativo USA is curating poetry, short stories, mini short stories, scripts, aphorisms, and articles industry-related by our Industry executives. Gabriela Diaz ”Coffee at Five”
La Pluma del Circulo – Daniel G Milan ”We Are Pasta Makers”
El Circulo Creativo USA is curating poetry, short stories, mini short stories, scripts, aphorisms, and articles industry-related by our Industry executives.
AI and avoiding a sea of advertising sameness
Clients expect more, better, quicker, cheaper. Agencies are exploring and creating tools to help deliver on that promise while working to create new compensation models that protect their ingenuity and financial security.
Different countries. One shared experience: Argentine asado with Argentine Beef.
They came from different backgrounds but had one thing in common: they’d never experienced a true Argentine asado. So we took them to a countryside retreat in Argentina, with premium Argentine beef at the center, filmed it reality-style, and created content to promote our beef around the world at fairs and beyond.
La Pluma del Circulo – J. Luis Tellez ”How PULP’s Common People Rebuilt the 90s”
El Circulo Creativo USA is curating poetry, short stories, mini short stories, scripts, aphorisms, and articles industry-related by our Industry executives. J. Luis Tellez ”How PULP's Common People Rebuilt the 90s”
La Pluma del Circulo – Victor Vetancourt ”Sin cura algunA”
El Circulo Creativo USA is curating poetry, short stories, mini short stories, scripts, aphorisms, and articles industry-related by our Industry executives.
Victor Vetancourt ”Sin cura algunA”
Cannes artists: the rise and rise of fake award entries.
By Gonzalo López Martí - Creative Director What is false and what is real in 2025? Would you break up with your significant other because they have fake breasts, fake nose, fake hair, fake teeth, a fake waistline, Turkish hair plugs or a Brazilian butt lift? Welcome to the French Riviera.
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.
