Creative

Mitsubishi Motors North America, Inc. (MMNA) announced a new Hispanic marketing campaign to support the brand’s 2019 crossover utility (CUV) family.

For memorability and emotional connections, nothing beats a good story.

Throughout the history of mass consumer advertising, creative teams drove the bus while the media team played a support role. The advent of programmatic digital flipped that model on its head. Today it is the media team that leads every digital marketing effort, while the creative team has been relegated to a supporting role.

What exactly separates people from machines?  Two things, actually: creativity and empathy.  No matter what gets developed in AI, these are the two elements that can keep the agency services business alive, and keep marketers busy for years to come.

The new ad announcing the name change from MetroPCS to Metro by T-Mobile create by Richards/Lerma.

Sharing our latest work for Miller Lite: Animales Místicos. It’s an NFL partnership in celebration of Hispanic Heritage Month, and a collaboration between the multicultural specialists at ALMA and the DDB Chicago team.

Círculo Creativo has announced that entries to the 7th USH Idea Awards are now open. Agencies will have until October 29th to submit creative pieces to the festival.

SOMOS Group announced the creation of SOMOS Films, company dedicated to the production of feature films in Spanish.

The Hispanic Gen Z struggle is real. Born and raised in the U.S., they often find language and cultural barriers keeping them from truly connecting with their extended family from Latin America. But there’s one place that is never lost in translation: McDonald’s.  “Uncle Roberto” tells a story every U.S. Hispanic can relate to in the latest brand spot by ALMA.

Lin-Manuel is truly emblematic of the American Express brand. He is someone deeply committed to his local communities – including Washington Heights, a neighborhood in the northernmost part of Manhattan, where he grew up and now lives with his family.  On Monday, September 17th, American Express is rolling out – this Spanish version of the ad via media such as Telemundo.

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

• I guess everything that could be said about the Nikaepernick salvo has already been voiced, written and memed.
• Want my personal opinion?
• It was a genius marketing move.

The promise of digital marketing is very exciting: delivering the right message to the right person in the right place and at the right time. In marketers’ quest for this holy grail, much attention and budget has been focused on the media side of the equation (i.e., the person, time, and place).

The mission is to create a system that puts content in front of a consumer at just the right moment. But all your work stands or falls on what happens then, and success is no accident. It’s the result of delivering content that communicates exactly the right message, for that particular consumer, at that moment in time. Helping to set the stage for this is your messaging framework.

Jesus Ramirez founder and Executive Creative Director of San Antonio based Cartel Creativo with Victoria Murphy Hudson has passed.

In working with many award-winning agencies over the course of my career, one of the challenges I encounter is how to translate awards into compelling messages for new business development. The most common roadblock is connecting an award to business results for the agency client.  by Mark Duval / Duval Partnership

As marketers, we’ve spent decades leaning on the double definition of “creative” to shirk responsibility. We’ve conflated the traditional creativity of artists, writers, and poets, with the creative side of marketing and advertising — the copywriting, art design, and campaign content.

In a previous post I mentioned that there were some disturbing trends lurking in WARC’s analysis of campaign trends from this year’s Cannes Lions. To my mind those trends say a lot about the sorry state of marketing practice today.  by Nigel Hollis

Artificial intelligence (AI) is more than just a job-eliminating technology. It also has the potential to change how people approach creative work.

Emilio Guede Fernández, a pioneer of advertising film production in Puerto Rico, died in Miami last Saturday, July 28th, at the age 90. He was the founder of Guede Films, in Guaynabo, Puerto Rico, a company that opened up offices in New York to service the U.S. Hispanic Market and had offices in Guatemala, Colombia and Panama. Guede was a cinematographer who worked as director and photographer on many television spots for many ad agencies in Puerto Rico, Latin America and the United States. A list of his commercials or those produced by his company includes brands such as AT&T, Procter & Gamble, Colgate-Palmolive, McDonald’s, Kentucky Fried Chicken, Banco Popular and many others.

Transformation continues at a rapid pace for our industry and clients. One thing that remains constant is our commitment to creativity, big ideas and work that drives impressive results.