Creative

Advertisers are realizing anew that where their ad appears is just as important as what the ad says.

The events of 2020 have been a catalyst for a focus on humanity over technology

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.

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.

Now I understand the LatinX phenomena …….

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.

Five steps to establishing a strategic production-spend management program

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.

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/

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.

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

The craft of putting words together in a unique, memorable, and empowering way is not dead (yet); but it’s sadly neglected nowadays.

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

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.

The campaign, called “A New Frontier in Beer,” features the brand’s flagship craft brew, Sea Señor Mexican Lager, and launches with :30-second ad spots in both English and Spanish.

A great majority of marketers believe that future brand growth will be tied to marketing innovations and technology, but many of them spend little time learning how to utilize either of those tools, according to a new ANA report.

LA-based Acento has added advertising veteran and digital innovator, Vicent Llopis, to its cross-cultural team. In his role as VP/Executive Creative Director, Llopis brings a proven record of fostering innovative thinking, particularly in the digital space with some of the top agencies in the business.  

Walton Isaacson CEO says a ‘seemingly benign idea’ has turned into ‘a brutal affront to our communities’

“Price is what you pay. Value is what you get.” It’s one of Warren Buffet’s most famous quotes. And it goes to the heart of the calculation of return on investment (ROI), which, of course, is at the core of marketing success. Brand storytelling with sight, sound, and motion comes with a growing price. Video production costs run the gamut from very low (user-generated content) to very high (multiday shooting, with expensive talent). To bolster and exceed their ROI goals, marketers need systems and processes that enable their teams and partners to leverage produced assets without friction or slowdowns.

To become more inclusive and LGBTQ+-friendly, brands need to lead with actions rather than just words. Making statements isn’t enough anymore. Instead, culture needs to change from within a brand, not just within its creative copy.  How can this happen?