Creative

The Ibero-American Creativity & Strategy Festival (FICE) has named Richards/Lerma its 2019 Independent Agency of the Year in the USA Hispanic and Multicultural category. The recognition celebrates Richards / Lerma’s work creating disruptive and impactful content for a diverse, multicultural America.

Cultural intelligence is an invaluable way to cut through the clutter and deliver campaign results. That’s why, as the media landscape becomes increasingly fragmented and mobile audiences grow harder to reach, cultural intelligence should sit at the core of content production and distribution.

Conill announced that advertising creative Gustavo Sarkis will join the agency as its Executive Creative Director effective November 20. In this new role, Mr. Sarkis will lead all Conill creative teams and client campaigns across its offices in Los Angeles, Dallas and Miami.

Ford, Walmart and Google share a common accolade as of today: these and others were named among the top quartile of advertisements measured by the breakthrough new ad metric CIIM™ (Cultural Insights Impact Measure), developed by The Association of National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM) in partnership with NBCUniversal and AIMM member companies.

Jose Cuervo Tradicional announced the launch of a new film series, designed to tell the multi-faceted and authentic story of Día De Muertos (English: Day of the Dead). Each year, Cuervo Tradicional will capture different traditions around Mexico — sharing storied Día De Muertos moments from different Mexican filmmakers.

Republica Havas announced the appointment of Jason Wolske and Danny Alvarez as the agency’s Executive Creative Directors, effective immediately. Based out of Republica Havas’ Miami headquarters, Wolske and Alvarez will report to Luis Casamayor, Co-Founder, President and Chief Creative Officer. In the newly created roles, they will lead the agency’s creative team across a roster of major clients.

But as consumers’ entertainment consumption patterns continue to change dramatically, a growing number of brands and organizations are starting to look at product placement in a new light, fueled by integrated marketing and more and more affordable programming options.

With so much content available to young adults these days, their media consumption differs greatly from that of older age groups.
In this constantly changing ecosystem, TV channels and digital platforms are competing creatively to nurture their appeal to this audience.

At this year’s Cannes Lions, Peter Field’s analysis of entrants into the UK’s IPA awards declared a crisis in creative effectiveness, blaming organisational short-termism for the decline. At Kantar we have long championed the role of creativity in driving brand predisposition, that if converted into action, delivers short term sales and longer-term equity. So, if award-winning ads are becoming less effective, how can we help restore them to their former strong effectiveness?  by Daren Poole – Global Head of Creative / Kantar

While color is important, it can also feel abstract and arbitrary. How should marketers think about color in the digital age? What’s the role of color in the age of social media? Should brands jump on the bandwagon of trendy colors? These are increasingly crucial questions when it comes to brand identity.

The first step to winning a person’s heart and mind is being relevant, engaging, and eager to capture her attention. It’s the same drill for advertising. Above all, advertising creative is the most important factor for influencing behavior and driving sales.

As I sat patiently through another irrelevant YouTube ad recently, I reflected on why so many ads fail to grab my attention or create a lasting impression. But in a world where marketers can create content for a few thousand dollars and ‘noise’ supersedes quality, why should they exercise caution? Everyone else is doing it so why shouldn’t they?  by Hannah Nicholl

Telemundo Global Studios (TGS) introduced the inaugural class of its innovative TGS Fellowship Program, the first-ever premier professional development project for scripted content producers in Hispanic media.

NBCUniversal Telemundo Enterprises announced it acquired the internationally-renowned production boutique Underground Producciones based in Argentina.  The new wholly-owned subsidiary will become an extension of the successful Telemundo Global Studios designed to super charge its growth and premium content production capabilities for prime time and digital platforms.

At a time when brands have access to so much data, trying to understand who their customers are and their buying preferences, these companies are finding it increasingly important to use that data to create a variety of messaging that a diverse population of people can relate to.

The ANA has teamed with the Boston Consulting Group and Reed Smith on an initiative to understand the top concerns in-house agencies have for both creative content development and legal issues. Importantly, our work also provides strategies to address those concerns.  By Bill Duggan

This week, I’ve rounded up six valuable tips on pitching from agency insiders. Some come from industry experts who have previously shared their expertise on The New Business Blog and some were sourced from other online sources. All of them will help you win your next pitch. As we approach the time of year when major decisions will be made for next year’s marketing budgets, take a look and think about opportunities to improve your “pitch game.”  by Mark Duval – The Duval Partnership

After last year’s Cannes Lions, I opined that there was not enough talk about what we were there to celebrate: great creativity. I’m pleased to report that this year there was much more talk of how to create winning content. But I was shocked – and maybe I shouldn’t have been – to learn that creative award-winning ads have never been less effective.  by Daren Poole – Global Head of Creative / Kantar

As businesses work to localize their marketing strategies, advances in artificial intelligence (AI) and machine translation (MT) are making it easier to customize content for multinational audiences. As a result, the language services industry—which specializes in translation and localization—is experiencing a huge digital transformation, leaving translators and other language experts increasingly anxious about the future of their profession.

Casanova//McCann announced that it was the most awarded Hispanic advertising agency at the 2019 Cannes Lions International Festival of Creativity. This is the second consecutive year that Casanova//McCann has earned this recognition.