Creative
What do we mean by creativity in advertising?
This might seem an obvious question until you try and put the answer into words. Marketers talk about creativity all the time, but rarely seem to define what they mean by it. Futile though it may be, this post is my attempt to describe the qualities of creativity in advertising. By Nigel Hollis
T-Mobile names Dentsu Creative U.S. As Lead Creative Agency and Hispanic
T-Mobile US, Inc. has named Dentsu Creative as its lead creative agency following a competitive review. The partnership goes beyond the traditional advertising and marketing status quo with the ambition of helping America’s 5G leader continue to define its next era in the ever-changing wireless industry.
Embracing Diversity: The Integral Role of Hispanic Heritage
The narrative of Hispanic Americans is richly bilingual, a testament to a community where language is as much about cultural identity as communication. The ability to speak Spanish is not merely a skill—it's a vital heritage connector for most of this vibrant demographic. By Sylvia Vidal - Senior Vice President, Insights | Qualitative & Quantitative Research | U.S. Multicultural & LGBTQIA+ Research | Inclusive Research Advocate | Latin America & Caribbean Research Specialist
AI and the Future of Streaming Media Advertising
A few months ago, Tom Hanks warned that his likeness had been used in an AI-generated advertisement without his permission, yet another powerful reminder of what AI can now do. This was clearly a misuse of the emerging technology. However, AI can also serve a more positive role for both streamers and brands, providing powerful new ways to engage audiences and improve advertising performance.
Why does most advertising fail to get attention?
Once again, Tom Roach has produced an excellent, evidence-based review of an essential problem facing advertisers: how to get attention. His answer is creativity. People would rather not be exposed to advertising, so creativity provides the means to get their scarce attention. However, there are a couple of points implied in his article that I believe deserve a little more attention than he has given them. By Nigel Hollis
How to become an advertising rock star
OK, maybe that title is a little misleading. Rock star advertisers usually get awarded Lions at Cannes, and my advice is more likely to win you an Effie. But hey! Maybe you can do both! With that in mind, here is my three-step program to increase the probability of your achieving advertising fame and fortune. By Nigel Hollis
Creative and Audience Modeling Should Be Front and Center
Third-party cookies are finally set to deprecate on Chrome in 2024, but the industry is still reluctant to change. So long as cookies remain available, advertisers, publishers, and their partners will continue to rely on a soon-to-be-old, data-rich way of targeting audiences.
The Jury Speaks
Circulo Creativo has gathered top creative executives that have participated as Jury Members to discuss their experiences.
Creative Trends Report 2024 [REPORT]
The report unpacks five macro trends, each with several sub trends to explore. Each trend uncovers creative trend news, unexpected possibilities, creative examples and what it means for businesses to set your brand up for success today..
A Picture’s Worth a Thousand Words – But Are They the Right Ones?
It's long been said that an image is worth a thousand words. Expressions, lighting, context and scenery, movement, color, and gestures are some of the elements that photography uses to deliver complex and layered messages that can be "read" in an instant. It's for this reason that photography is one of the most potent tools that advertisers and marketers can use, when they have just a few milliseconds to claim the attention of their audiences.
Republica Havas Breaks Record, Winning 18 El Ojo de Iberoamérica Awards and 2 Finalist Recognitions
Republica Havas is the winner of 18 awards and two finalist recognitions across 15 categories from El Ojo de Iberoamérica 2023 that took place in Buenos Aires, Argentina.
How AIMM Is Helping Foster Inclusivity in Front & Behind the Camera
At ANA's Multicultural and Diversity Conference in October, AIMM recently highlighted how its systemic interventions are driving change across the marketing ecosystem in respect to multicultural marketing and DEIB and shared the different resources its providing to support brands in their journey to be more inclusive. AIMM also created its GrowthFront initiative which provides minority-owned media companies with an opportunity to connect with brands that want to increase their investment in multicultural suppliers and audiences.
CREATORS UNCOVERED: Insights from a Nationally Representative Study of US Creators
In the ever-evolving digital landscape, Content Creators wield significant influence, shaping our world through their creations and attracting an increasing share of marketing investment. This newly released study offers the first statistically reliable look at the Creator landscape. It sheds new light on the size, shape and motivations of this influential community and the evolving relationship between Creators and brands.
BEHIND THE CAMERA: Creativity and Investment for Latin America & the Caribbean [REPORT]
This document provides an overview of the audiovisual sector in Latin America and the Caribbean. It uses a hybrid methodology that combines primary and secondary research, as well as nearly 100 interviews with key stakeholders in the industry. We present a map of the region, highlighting its milestones, with a focus on public policy debates and 21st-century skills. We include conversations with emerging creators, producers, entertainment executives, as well as with members of film associations and institutions. Our goal is to kickstart a conversation on the potential of this strategic sector and explore the challenges faced by its workforce. For this purpose, it is necessary to understand where professionals train, how they join a production, and which technical skills are in greatest demand. With 2025 in sight, our region must invest in training and make the most of the opportunities presented by this growing industry.
Elevating Creativity for Impact [REPORT]
During the 2023 ANA Global CMO Growth Summit, Spencer Fox, SVP, Global Business Lead at LIONS Advisory, shared how to adopt global gold standards from the top winners of the 2023 Cannes Lions Awards. Spencer introduced the Align, Build, and Embed (ABE) framework to drive a culture of creative effectiveness. This framework, launched by WARC, LIONS and ANA, identifies the three levels a brand organization, regardless of sector or size, needs to develop to deliver a culture of creative effectiveness.
Less Is More: Reduce Audio Ad Copy Word Count And Improve Effectiveness
A major new study finds the lower the audio word count per minute, the greater the brand standout, which in turn increases campaign web response.
Preserving Brand Authenticity Amid Generative-AI Powered Misinformation
Lately, it seems, misinformation is as pervasive as the web devices we use; generative AI has become both a facilitator and a combatant in the ongoing information wars. As the U.S. gears up for the 2024 elections, the risk of AI-fueled misinformation looms larger than ever.
‘Fluent in Amor.’ – Celebrate Bicultural Love.
Match Group’s Chispa in collaboration with creative agency Majority, is introducing its first-ever brand campaign, 'Fluent in Amor.' An ode to love in the age of biculturalism, the campaign serves as an intimate window into the distinctly beautiful world of modern Latine dating.
“WE ARE THE SPIRIT OF THE 200%” for Buchanan’s Blended Scotch Whisky
The "We Are The Spirit Of The 200%" Camppaign unveiled by Buchanan's Blended Scotch Whisky is the newest iteration of its "We are the Spirit of the 200%" national advertising campaign that unites and honors 200%ers – those who identify as 100% Hispanic and 100% American – and the bolder, and more flavorful world they create.
AI Can Save Time, But It’s Not Saving Advertising
By James Avery Advertising growth swells year by year, with or without artificial intelligence (AI). At face value, AI is a statistical model that predicts what will come next and like other tech innovations, it can certainly help optimize processes faster; but it won't necessarily revolutionize the advertising industry. The reliance on AI today is obvious in how quickly it has been placed on a pedestal of being a saving grace within the advertising industry.
