Creative

Cannes Lions announces hat the annual Festival of Creativity will not take place in June as previously planned. We are now engaging our contingency plans for the previously published October dates.

“Ideas and numbers” have always had an uneasy alliance in marketing. To creative directors, designers, and copywriters, creativity is an instinctual process of building emotional bonds with consumers. Bring in too much quantitative analysis and the magic dies.

I am constantly amazed by the way people make assumptions based on data. In response to learning that people only watch online ads for an average of a few seconds what is the typical response? Make shorter ads. Maybe instead advertisers ought to invest more time and effort into creating better ads?  by Nigel Hollis

At least 32 states now have programs in place designed to appeal to brands eager to reduce the costs of producing their ads

Like a good neighbor, State Farm is there when things don’t go as planned, and when this happens nothing better describes the feelings of U.S Hispanics than the lyrics of the popular song “Rata de dos patas” by Paquita la del barrio. State Farm is there for you, even when those “two-legged accidents” happen, just like the song.

It’s one of advertising’s most delicate balancing acts: to create a global campaign while retaining maximum local impact.

By Gonzalo López Martí    Creative director, etc. / lmmiami.com/

• It happens again and again.
• Regardless of the number of weeks or months an agency is given to prepare a presentation for a pitch or RFP, the last stretch will involve sleepless nights, lost weekends, exhaustion and nervous breakdowns.
• Even if the entire payroll of said agency is assigned to the project with ample time to react, the outcome will be the same.
• The very definition of a paradox: the more staff one adds to complete a certain task, the longer it takes to be fulfilled.
• Pathological procrastination?

Marketers have probably heard the phrase “own your data.” The natural tendency is to think this applies only to the stream of media, audience, conversion, and sales data coursing through the advertising fire hose. But marketers navigating the modern marketing landscape must also take ownership of the data behind all their brand creative.

There are many reasons to care about gender issues in the media and entertainment industry—not the least of which is the importance of moving beyond traditional stereotypes and having diverse storytellers share their unique perspectives in film, television, and other forms of print and broadcast media. Women are among the largest consumers of film and television, so they represent a key demographic for this industry and the advertisers that support it.

Talk about brain waves. Emotions, of course, are neurohormones, chains of amino acids produced mainly in the hypothalamus to carry messages throughout the brain and the rest of the body. It takes about six seconds to synthesize a human emotion, according to the neuroscientists at 6seconds.org, a nonprofit organization that promotes “emotional intelligence.” Each chemical burst lasts between four to seven seconds, from the time it’s produced until it’s completely broken down and absorbed.

Cacique Inc. announced it has named award-winning agency GALLEGOS United as its agency of record (AOR) for advertising. GALLEGOS United will be Cacique’s lead agency driving overall brand strategy, creative development across all media channels & social media. The agency’s work on behalf of the brand is expected to begin immediately.

Change the Ref, in partnership with Alma, is trying to bring attention to who is actually behind these Instagram posts and start a conversation about the need for stricter regulations on social media for firearm manufacturers.

Super Bowl advertising has come a long way. This year’s commercials were no longer limited to male targets with creative using guy humor to get a good laugh and be memorable. The categories represented were no longer dominated by the more traditional ones, like beer, soft drinks, snacks and automobiles, but included technology, beauty and, of course, politics. Female-targeted spots were in full force, with empowering, #FutureIsFemale-themed creative including Secret, Olay and Genesis; as were messages of sustainability from Saucony and SodaStream. The casting selection made major strides in terms of diversity, with spots featuring protagonists representing the Black, Asian, Hispanic, 50-plus and LGBTQ+ communities.  By Louis Maldonado – partner at d EXPOSITO & PARTNERS

By Gonzalo López Martí – Creative director, etc / lmmiami.com/

• Here’s Gonzalo’s take on the big game’s advertising extravaganza. Methodology: I made a point of watching the whole thing the way an average Joe or Jane would: untethered to the biases of an industry insider. I might have missed a few spots due to bathroom breaks or sheer disinterest, but what you will read below is unaided recall off the top of my head, which, if you ask me, is the one and only way advertising should be judged and measured. Then again, I’ve been in this racket far too long so the professional critique is there.

For the second year, Bain Media Lab and AI pioneer Hive partnered to analyze marketing within and around the Super Bowl using Mensio, an AI-powered TV advertising and sponsorship analytics platform developed in partnership between Bain and Hive.

Avocados From Mexico proves that avocados are Always Worth It in its Big Game ad titled “The Avocados From Mexico Shopping Network” which showcases just how truly precious avocados are to people. The brand’s :30 second spot will air during the second quarter of the Big Game on February 2, 2020, celebrating the national avocado obsession.

In an attempt to tap into popular culture, brands like Budweiser, Chipotle, and Apple are turning to the film directors who help define it

Northgate Market, the family-owned and operated supermarket chain, alongside its agency Circus (part of MediaMonks, S4Capital’s content practice), launched an ingenious digital campaign featuring “behind-the-scenes” pre-roll ads that anticipate some of the biggest Super Bowl spots, reminding viewers that the products showcased in the ads they’re about to see come from Northgate, “those big game ads start with us .”

Charter Communications, Inc. announced a new multiplatform Spectrum campaign starring global superstar Ozuna (“Hasta Que Salga El Sol”, “Baila Baila Baila”) aimed at connecting with Hispanics at a deeper level through their love for music and technology such as the services provided by Spectrum — advanced internet, TV, mobile, and voice.

UNITED COLLECTIVE announced that seasoned digital and creative executives Francisco “Pakko” De La Torre and Santos Enriquez, have joined the collective as Associate Creative Director and Art Director, respectively.