Creative quality is the most efficient route to brand impact. So why is creative testing often excluded from brand tracking? Especially during COVID-19?
Creative
Why creative testing must be part of brand tracking
Flor Leibaschoff named President of Círculo Creativo USA
Círculo Creativo USA announced today that Flor Leibaschoff has been elected as its new President for the 2021-22 term.
El Ojo de Iberoamérica presents 2020 Winners
For the US Hispanic Market, Miami based ALMA and New York based d exposito & Partners were honored in several categories.
LERMA Created a Campaign to Raise Awareness During Colorectal Cancer Awareness Month
In recognition of Colorectal Cancer Awareness Month during March, LERMA launched the #SafeWordColonoscopy campaign. The awareness campaign, which began on March 1, used magical acts, radio public service announcements (PSAs), billboards and social media to spread the word about the importance of people getting colonoscopies to save lives.
What type of creativity makes advertising effective?
In this video made for EffWeek, Paul Feldwick lays out the argument behind his upcoming book, Why Does the Pedlar Sing? When it comes to creativity, Feldwick asserts, advertising has lost its way. Rather than seeking to be popular with a broad audience, he suggests that all too often advertising is created to win the approbation of those dishing out advertising awards. By Nigel Hollis
Circulo Creativo USA opens and expands its membership model
2021 memberships for Círculo Creativo USA are now open. There are some major changes in next year’s membership model. Before, there were 2 types of memberships: individual and corporate. Now agency, individual, production and post-production house memberships are available.
Context is critical
Advertisers are realizing anew that where their ad appears is just as important as what the ad says.
Delivering Creativity Based on Human Truths
The events of 2020 have been a catalyst for a focus on humanity over technology
TIGHT5 Launches $1,000 Online Short-Form Screenwriting Competition for Writers from Culturally Diverse Groups
TIGHT5, a non-profit organization and online community for emerging writers, has launched the first of its online screenwriting competitions, in short-form storytelling, to encourage, enlighten and empower people of color to find and develop their authentic voice.
Why creativity and emotions in advertising matter more than ever
Slashed budgets, layoffs, mergers and acquisitions, bankruptcy, social and political turmoil – the pandemic is adding additional pressures to the already fast-moving modern media landscape. Amongst this chaos, brands can struggle to develop advertising with appropriate tone and relevant emotional messaging for their audiences. In an environment of heightened tension, connecting with audiences through advertising that showcases creativity and emotional sensitivity may be more important now, than ever before.
When Your Latinx Latin Ex Is Also Named Latino – Alternatino
Now I understand the LatinX phenomena …….
Multicultural Agency INFUSION Has Another First With Virtual Shoots
INFUSION has been in a whirlwind since Covid hit, except instead of struggling with clients, they are struggling to keep up with increased Client work demands and new business pitches accelerated by ‘Black and Brown lives matter’ and the 2020 Census which underscore the Multicultural marketing business imperative.
How to Manage Advertising Production’s Bigger Picture
Five steps to establishing a strategic production-spend management program
Burger King celebrates Pride by declaring their love to McDonald’s
The long-awaited kiss can be widely seen in outdoor and print advertising as well as in Burger King’s own channels and restaurants around Finland during Helsinki Pride Week.
What I miss from before. And what I really don’t.
Do you remember the big productions in Los Angeles, when the agency stayed at Shutters? Do you remember the big productions? Do you remember those three-hour flights each way, to attend a 90-minute new business meeting? Do you remember when you had to wear pants for a meeting with a CMO? I don’t. By Aldo Quevedo – Principal, Creative Director, LERMA/
When TV Commercials Ruled American Culture [EXCELLENT READING]
The pandemic has accelerated the death of a once-crucial medium: the TV ad, which had the surreal job of heroizing a product in 60 seconds or less.
Cultural Dissonance in “Mamaste”
In the age of cultural-messaging, there is no room for error when it comes for brands to recognize and acknowledge Latina-mom-segments based on who they are, even more if they want to engage with them in their own terms. But, are brands culturally engaging with Latina moms? By Claudio Perez-Korinko
Long live the Long Copy
The craft of putting words together in a unique, memorable, and empowering way is not dead (yet); but it’s sadly neglected nowadays.
The massification of the resource depreciates it, or what multicultural marketing can teach everybody during this crisis
During this quarantine we’ve been naming new products, creating new campaigns, doing planning and/or resetting objectives for clients and business prospects because we’re certainly in uncharted territory. It’s like playing a game while the rules are changing (We play to set the new rules.) I’d like to share some thoughts that I’ve identified as a result of this process. By Pablo Carpintero
An Inside Look at Award-Winning Campaigns from CAPE Awards – Part 1
With culture in a state of volatility, uncertainty, and change – multicultural insights are more imperative than ever. An in-depth discussion with Alma and Urias Communications, gold and silver winners of the 2020 CMC Culture Account Planning Excelencia (CAPE) Awards. This webinar took an in-depth look at the art of planning and the cultural insights behind these award-winning campaigns.
