Creative

Research suggests some ways artificial intelligence, augmented reality, virtual reality, and blockchain are reshaping creative work.

Being in multicultural advertising, I’m always looking for images to use in presentations and on behalf of client work. What I’ve discovered is how hard it is to find any kind of diversity in the Hispanics represented in stock imagery.  by Karla Fernandez Parker

For the first time in history, a brand brings together two football superstars of Latin America, Lionel Messi and Neymar da Silva Santos Jr. (Messi and Neymar Jr.), in an integrated marketing and communications platform to score against childhood hunger and malnutrition in LAC.

No, no and no. Stop. Niet. Nein. Stay away! Don’t even think about it. Leave it to me! I do this for a living, seriously. It’s how I pay for my frijoles! Yankee go home!

Renée Lavecchia and Federico Hauri have been named Chief Client Officer and VP/ Executive Creative Director respectively for Y&R Miami and the Bravo Group.

I have seen ‘brand’ referred to as if it were something to rank alongside production, supply chain and capital; a part of doing business rather than something reflective of how people remember their interaction with a brand. But to do so diverts attention from the importance to shaping and framing those memories to best effect.  by Nigel Hollis

LUNA United announced that Adrian Castagna has joined as Head of Integrated Production.

Lopez Negrete Communications, Inc. got the nod of approval by the competition’s judges for a wide assortment of work created on behalf of its clients, including Walmart, Community Coffee, Lone Star College, the Houston Dynamo, and Fiat Chrysler Automobiles, and highlighted by a “Best in Show” in the Broadcast category. This marks the 15th consecutive year that the agency has earned “Best in Show” honors.

PACO Collective (PACO) is joining forces with Pork & Mindy’s to create memorable moments surrounding food, music, and art across Chicagoland and nationwide.

In barbaric and prehistoric times, before primitive man invented religion and prayed to gods for intercessions, man was isolated and alone, facing an uncertain and terrifying world that worked by its own logic.  Would the sun rise every day?  Would winter fade and spring follow in its stead?  Would there be fish to catch, prey to hunt, rain for water and crops, bountiful harvests, cures for disease, pregnancy and babies, victory in war?  Would the tribe flourish?  Tribes were like advertisers today, looking for certainties and prosperity in a hostile world.  By Michael Farmer

Voices.com eleased its annual industry Trends Report, revealing the most significant marketing and advertising trends of the last year, and predictions for how these trends will continue to drive business decisions in 2018.

If the Super Bowl is indeed a barometer of national sentiment, it is quite clear that the mood of the masses is shifting. Save for some allusions to recent natural disasters, the “cause marketing”, “virtue signaling”, social commentary and moral grandstanding we witnessed last year seem to have taken a backseat. The Dow is a damned geyser. The labor market is tight as a Telemundo weather girl’s dress. Taxes are low, life is good. Rocket man? Border walls? We’ll get to that later. It’s time to make hay now. It’s back to business in ‘murica to judge by the hefty prices brands, movie studios and streaming services*** are paying to appear in the crevices of the last football game of the season. So, what can we say of the repertoire? It was quintessential Super Bowl fare. Crowd-pleasing tropes, unpretentious gimmicks, not too brainy. Don’t overthink it, just throw a ton of money at the brief. Write a simple script, have the planners sign off on it and get a seasoned, big name director to shoot the boards. With “a big name director” I mean someone who knows how to blow shit up and handle celebrities. And their publicists. Problem is, advertising is always a tossup. Even if you throw all the right ingredients into the equation to play it safe with a sure bet, the acid test of memorability can still be elusive. Hence, without further ado, I give you my impressions below.  Disclaimer:  what you are about to read is 100% morning after unaided recall.  By Gonzalo López Martí – Creative director, etc. / LMMiami.com

Miami based the community has been assigned AOR responsibilities for Domino’s.  The agency will handle 360-degree efforts in the mainstream and US Hispanic markets.

Hogarth’s Miami operation is led by Mauro Baz, who boasts more than 15 years of experience in the advertising and marketing industry, partnering with major companies including Nestle, Mattel, Johnson & Johnson, and Unilever. Mauro joined Hogarth Worldwide in London in 2011, and after helping to successfully launch its Brazil and Mexico operations, moved to Miami in 2016 to establish the Hogarth brand in the Americas.

TurboTax focuses on Latino EmpowermentTurboTax announced the launch of its new integrated Latino marketing campaign aimed at giving Latinos the confidence that with TurboTax their taxes are done right with a guaranteed maximum refund.  

GALLEGOS United announced it has hired Dino Spadavecchia as executive creative director. Spadavecchia will oversee development and execution of creative concepts for all clients.

This webinar reviewed the relevant laws and definitions governing workplace discrimination and harassment, clarified the obligations of management and supervisors, reviewed case studies, and discussed how these laws and obligations intersect in the context of a creative work environment.

Republica partnered with non-profit organization, Amigos For Kids, to create a powerful PSA aimed at raising awareness about the subtle signs of child abuse that, tragically, often go unnoticed. Inspired by the insight that abused children often hide subconscious clues of their situations in classroom drawings, Amigos for Kids created a gallery with a dark, hidden twist during Miami Art Week.

Stephen Phillips, CEO of ZappiStore, and Daren Poole, Global Brand Director Creative Development at Kantar Millward Brown, acknowledge that some marketers have doubts about testing digital ads but assert that testing not only improves performance now it helps build learning for the future. They give the example of RB which, working with Kantar Millward Brown and ZappiStore, rolled out a fully automated creative testing process allowing RB to test more content, more quickly and improve results at the same time.  by Nigel Hollis

Influencer marketing is one of the industry’s trendy flavors. Connecting consumers with brands through the voices (and images and videos) of celebrities. Or through anyone with influence.