Creative

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

• When you’ve been in the biz far too long -like yours truly- every time you confront an advertising execution of some sort you can see right through it: the stale “strategy”, the focus groups, the power point decks, the creative tropes, the tired gimmicks, the usual clichés.
• Like any drug dealer would tell you, only fools consume their own product.

The Cannes Festival of Advertising, where Lions come from, may not have jumped the shark yet, but it’s headed that way. That’s important not just because the Lions are the Oscars of advertising, but because the festival itself is a mirror of our industry. This year’s look in the mirror gave a rather unflattering reflection. What happened?

How have programmatic platforms and other new technologies disrupted the marketing creative process? In the new episode of eMarketer’s “Behind the Numbers,” we discuss some of the changes with guest Grant Munro, co-founder of Shutterstock Custom.

The bilingual TV spots consist of three executions in which hardcore and novice soccer fans come together to enjoy the 2018 FIFA World Cup every morning over McDonald’s breakfast. As the tournament progresses our novice fans learn more about The Beautiful Game and even some Spanish along the way. World Cup commercials are seen very frequently over a one month period, so we created a series of spots that told a bigger story as a whole and rewarded the viewer with fresh executions throughout the tournament.

In the latest episode of eMarketer’s “Behind the Numbers” podcast, eMarketer reports on some of the key themes at this year’s Cannes Lions festival, including the issue of trust in the media, the impact of GDPR, and the battle for what’s left of the digital ad pie after the duopoly takes its huge share.

Throughout the week at Cannes I have been pondering if the International Festival of Creativity needs to rebrand. The reason? I’ve not seen that much creative. I have, however, attended numerous sessions on AI, machine learning, VR, AR and eCommerce. In one such session it was declared that technology will be the savior of creativity.  by Guest Contributor Daren Poole

Jarritos’ sales are growing on the GM side, it’s becoming more and more known and loved by English dominant consumers. More people are posting about it, talking about it on social and that’s when we noticed something; they were pronouncing it all wrong.

Companies that harness creativity and data in tandem have growth rates twice as high as companies that don’t. Here’s how they do it.

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

• Advertising is under fire.
• As a business, as an industry, as a cultural agent.
• Our relevance and our legitimacy as creators and guardians of the canon and its values is called into question literally 24/7.
• In the age of social media, everything we “create” is scrutinized and torn apart ipso facto by some troll with too much time in his or her hands.
• Everything our creatives come up with seems to be tin-eared, flat-footed or offensive in some way or other.
• Fair enough.
• Question is, do we really “create” in the ad business.

By Gonzalo López Martí – Creative director/ LMMiami.com

• As I said in the first installment of this piece last week, casting “regular folk” in advertising has been tried repeatedly with spotty results at best.
• When I say “regular folk” I mean “racially realistic”.

Wonderful Pistachios announced that sportscaster and TV personality, Carmen Boquín, will serve as the brand’s ambassador during the most important soccer event in the world. 

In the latest episode of eMarketer’s “Behind the Numbers” podcast, we discuss a series of TV commercials from industry giants like Uber and Facebook that attempt to acknowledge their mistakes and move on. But will these ads work?

Amscot Financial—the Florida-based company providing convenient, consumer-oriented financial services through its network of retail branches— reveals its latest Spanish-bilingual campaign geared toward a growing and evolving Hispanic consumer segment. 

Copa Airlines, the Panamanian Football Federation (FEPAFUT) and many popular Panamanian recording artists presented “Sube la Marea,” (“The Tide Rises”) a new tribute song for the Panama National Football team that will participate for the first time in a Soccer World Cup.

Republica announced the promotions of Michael DeJesus and Federico Giraldo to creative directors. In their expanded roles, DeJesus and Giraldo will report to Chief Creative Officer (CCO) Milton Lebron and help lead the agency’s award-winning creative team.

Young Latina Fernanda Vazquez received her first paycheck and celebrates with her extended family in a tender moment of accomplishment in “Girl’s First Check” by Wells Fargo. Notable? Yes, as it was one of the first national ads that featured one of the biggest, yet least acknowledged, shifts occurring in the U.S. Hispanic market – the professionalization of Latinas.  By Stephen Palacios, Principal, Ahzul

The Cannes Lions International Festival of Creativity and the Association of National Advertisers (ANA) has announced the launch of the CMO Growth Council in partnership with the ANA’s CMO Masters Circle.

Back in January, Edward Kim Vice President, Strategy, Nielsen Catalina Solutions, presented “Five Keys to Advertising Effectiveness”. The presentation reported on the findings of over 500 studies of CPG brands conducted during 2016-2017 that sought to understand the sales contribution of five key drivers of effective advertising, including a comparison of TV versus digital.  by Nigel Hollis

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

• Plastic surgery has been around for several decades now.
• What began as a technique to repair scarred tissue gradually evolved into human sculpting for aesthetic purposes.
• The goal: to increase the self-esteem of the “patient”.

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