Creative

The spectrum of unintended prejudice against the infamous accent mark in Spanish is as wide and diverse as the various Spanish modalities spoken across 22 countries.

Nobody knows your company quite like those on the front lines.  Junior producers, account execs, senior planners – they have visibility on details upper management can never have. These people see firsthand where resources are mismanaged and opportunities are missed.

We live in a globalized era, when many times, as content producers and marketers, we create content for a campaign in one language and then translate it to reach a multicultural audience in the U.S. or consumers in other countries.  by Lee Vann / Captura Group

Black consumers are young, influential and hungry for personalized experiences.

I was chatting with a friend of mine the other day and he suggested that pre-roll ads on YouTube were getting longer. Then he suggested that this was part of a deliberate program to inure people to watching ads on digital devices. I have to admit I found both claims surprising but maybe he is right?  by Nigel Hollis

Ad agency creativity was pure magic in the traditional days of Bill Bernbach and David Ogilvy.  Advertised brands flourished and grew, and iconic brands like Tide, Budweiser, McDonald’s, Visa, Chevrolet, American Express and others became genuine Lovemarks, earning countless millions for their brand owners.  By Michael Farmer

Casanova//McCann produced its newest effort for Client NESCAFÉ Clásico with Latin superstar, Ricky Martin. The effort marks the fourth consecutive year of this successful partnership.

The National Association for Multi-ethnicity in Communications (NAMIC) today announced the winners of its Excellence in Multicultural Marketing Awards (EMMA). The competition recognizes excellence in marketing efforts designed to attract and retain culturally diverse audiences and customers among African American, Asian, Latinx, LGBTQ, disabilities communities and other market segmen

BRAVO Miami has launched an integrated campaign to promote the new Wendy’s Giant Junior Bacon Cheeseburger $5 deal that celebrates young Latino “Giant Juniors.”

Y&R MIA and Bravo has promoted Victor Amador, Ricardo Lopera and Marlon Zanatti to Creative Directors effective August 1st, 2017

ANA slide show

The U.S. Hispanic Creative Circle has announced that entries to the 6th USH Idea Awards are now open. Agencies will have until September 15th to submit creative pieces to the festival that will be held at The Colony Theatre in Miami Beach on Thursday, October 12, 2017.

Bill Duggan penned a piece in MediaVillage.com last week continuing the ANA’s attack on ad agencies — this time over production transparency, which is the code name for unethical and possibly illegal bid-rigging activities conducted by some agencies to secure production contracts at favorable rates.  A previous transparency issue, media transparency, was investigated by ANA in 2016, and it confirmed instances of media agencies enriching themselves at client expense through rebates, kickbacks and other “non-transparent” practices, many of them not forbidden by existing contracts.  Duggan summarized ANA’s view about these two transparency issues: “The advertising industry continues to suffer from a transparency crisis, which has broken down trust between advertisers and agencies … the ad agency community now needs to acknowledge and address these issues rather than continuing to issue denials …”  By Michael Farmer

A year ago, the advertising industry was stirred by the ANA-commissioned report “An Independent Study of Media Transparency in the U.S. Advertising Industry” from K2 Intelligence.  The key finding of that report was that non-transparent business practices, including cash rebates to media agencies, are pervasive in the U.S. media ad buying ecosystem.  By Bill Duggan

On Monday, August 21, 2017, all of North America will experience an eclipse of the sun. The solar eclipse path of totality will stretch from Salem, Ore., to Charleston, S.

So a couple of weeks ago I sounded off about Facebook’s plans to enable sound automatically in its New Feed. I suspect my reaction is not that unusual and that advertisers still need to think about how their video is going to communicate without sound.  by Nigel Hollis

Non-transparent production practices exist at multiple ad agencies and agency holding companies, according to a new study by the ANA (Association of National Advertisers).

All brands have a story to tell consumers, but telling it in a way consumers want to hear can be challenging. Marketers are taking advantage of their ability to use content and ad creative sequentially to present longer, more compelling messages to consumers.

Erik DuPlessis sent me a link to this post titled ‘The Wisdom of Taxi Drivers’  by Damon Stapleton. Thank you, Erik, like you said, “very, very good”. Why? Because it reminds us that the power of stories lies in being interesting, specific and human. It reminds us that we need to keep people – the target audience if you must – at the heart of the creative development process.  by Nigel Hollis

I’am not influenced by advertising. I make up my own mind what to buy’. How many times has one of your friends said this to you? Of course, they are 50 percent right and 50 percent wrong. They do make up their own minds but that decision is likely influenced by advertising along with a host of other forgotten contacts with the brand.  by Nigel Hollis