Creative

Cultural Insight: The Missing Link in Marketing Strategy

Why do some marketing campaigns fail to resonate? The answer may lie in a critical oversight; culture. Marketers and agencies often underestimate the power of culture in shaping consumer behavior. According to Sasu, to gain profit and satisfy the target market, the culture must be understood (Sasu, 2005). Marketers often study demographics, economic conditions, and product features, overlooking the deeper aspects of cultural identities. To customize a message to different groups of people, the marketing strategy must recognize the psychographics and behaviors of those target audiences. Failing to do so can result in campaigns that fail to connect or, worse, offend different cultures. What works for one group might be inappropriate or offensive to another. Even though the ramifications of neglecting cultural marketing are prevalent, marketers still overlook it because of complexity, short term goals, and costs. This essay will explore the implications that are involved in cultural marketing.  By Gabrielle Christina - Florida State University - Hispanic Marketing Communication

Differences between code switching and Spanglish, and implications for advertising to Hispanics

Code switching and Spanglish are two linguistic phenomena that occur within the Hispanic community, but they differ in their nature and implications. A new identity is followed by a new Spanish and English dialect. As Hispanics undergo increased acculturation in the U.S., their language usage tends to become more hybrid in everyday contexts. This involves the occasional insertion of English words into Spanish discourse, a phenomenon known as code-switching, and the development of Spanglish, a hybrid language combining elements of both Spanish and English (Korzenny et al., 2017; Levine, 2023). Both involve the dynamic interplay between Spanish and English, but they differ in their nature and implications. A new identity and way of speaking will become increasingly prevalent and acknowledged as part of Hispanics' experience in the US. This essay will delve into the distinctions between code-switching and Spanglish, drawing on additional readings, personal experiences, and insights from interviews with diverse Hispanic consumers. Furthermore, an exploration of the implications of these linguistic practices for advertising to the Hispanic demographic will be undertaken.  By Katherinne Peralta / Florida State University

Team Global vs Team Local

• A few days back I elaborated on a service we provide in the ad biz called “transcreation”.
• When simply translating an ad campaign is not enough or not advisable.
• Sometimes the need presents itself to culturally localize a campaign because it was created with strategic insights &/or creative premises &/or executional decisions that might sound foreign or be misconstrued by a certain target audience.  By Gonzalo López Martí - Creative Directo

The Challenge of Attention  [REPORT]

Attention is important, so how do we measure it?  For more than ten years now, the sheer scale and volume of media available to advertisers has been proliferating. Digital technologies and platforms mean that consumer choice about how, where, and when they consume media content has exploded and so fragmented. It is no longer possible to reach mass audiences at scale simply by running a TV ad campaign. As a result, many now characterise modern marketing as an attention economy, a multimedia competition for consumer eyeballs.

After Transforming Advertising, AI Is Coming for Marketing

Over the past decade, artificial intelligence (AI) has revolutionized the way advertisers manage advertising campaigns. Platforms like Meta and Google have deeply integrated AI into their systems, automating the once-tedious processes of ad targeting, creative testing, and bid optimization. This transformation has enabled advertisers to scale campaigns with minimal manual input, maximizing performance while reducing operational burdens.

#Transcreation #MAGA #AI

We LOVE a portmanteau in the corporate world.  By Gonzalo López Martí - Creative Director

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.