Creative

This is what advertising music means today: Instead of jingles, we have singles. The Atlantic takes an in-depth look at the cultural trends that have killed one of advertising’s most important legacies: the commercial jingle.

Segura Viudas’ ad agency of record, República, created the campaign’s anthem video, which features an original track by Lunoe entitled “Sip It” that mixes the alluring sounds of Cava —  from the unwrapping of the foil and popping of the cork to the pouring of the Cava itself — with Lunoe’s musical innovation and pure sonic power.

Circus led by Bruno Lambertini, Ignacio Liaudat and Luis Alonso announced the addition of Federico Durán to the Los Angeles office joining the team as Executive Creative Director.

It is imperative that marketing leaders understand their role in driving change toward a new content production strategy.  By Jillian Gibbs, ANA Faculty

It is imperative that marketing leaders understand their role in driving change toward a new content production strategy.  By Jillian Gibbs, ANA Faculty

Historically, advertising production has followed a very traditional path: A marketer hires an agency of record; then that agency hires a production company to oversee the production of a master asset, as well as the post production, versioning, and adaptations, all with a single point of contact from the brand.  With the evolution of global content production needs, many marketers have found alternative solutions to this process. Often these solutions involve a transcreation house that is able to address emerging markets and provide consistency, transparency of spend, speed to market, and lower costs.  By Jillian Gibbs, ANA Faculty

Norbi Zylberberg launched Socialisssima, a new start-up mindset agency based in Austin and focus on the multicultural market in the US.

In an innovative effort to increase brand awareness among U.S. Hispanics, the iconic 50+ giant AARP has launched a new, multi-generational and upbeat Spanish-language brand campaign, a national 360° multi-channel approach under the umbrella message: “Dedicarte a ti es hacer más por tu familia” (Doing more for yourself helps you do more for your family).

Based on the importance and frequency of agency reviews, we created a short survey for client leaders in marketing and procurement and agency leaders to give a sounding board for what’s good and less good in the new business process.

Grupo Gallegos announced that it has been named creative agency for Coronado Brewing Co., a San Diego-based brewery that continues to define West Coast craft beer.

Among all the difficult tasks that face modern marketers, writing an effective creative brief has to be near the top of the list. Creative briefs need to synthesize complex ideas into clear direction that focuses the creative team on the job to be done.  By Jane Maas, ANA Faculty

Joash Brunet and artist and designer Kedgar Volta announced hey have launched Castaño Group, a new content production company specializing in immersive, interactive and multicultural audience experiences in a variety of broadcast, digital and physical formats.

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

• Your garden variety advertising creative has enemies aplenty.
• Real and imaginary.

The multiplatform campaign appeals to the brand’s expanding market of Hispanic customers and will launch with the Ridgeline’s official sponsorship of the Univision Deportes’ broadcast of “Campeón de Campeones”

My latest Red Card goes to Old Spice, which joins Tecate in providing “insult my consumer” creative.

Creative management platforms (CMPs) such as Flite, Spongecell, and Thunder are becoming more important to the digital advertising and media ecosystem, particularly as marketers require more and different kinds of creative assets in real time across many different geographies.

The Cannes International Festival of Creativity is a yearly celebration that recognizes the best in creative advertising worldwide.  June 25th marked the official culmination of the festival for 2016, which reflected a historic performance for Alma. The agency won a total of 8 Lions and 18 Shortlists, establishing a new record for the multicultural industry!

My conclusion is that Cannes is an ad festival by tradition only anymore. What it has turned into is a tech-deal-makers meet, agency-deal-makers swap meet.  Don’t get me wrong. Deal-making is really important. And to have a large number of buyers, sellers and middle men in one place is convenient, allowing for meeting after meeting after meeting in search of a deal. But it has very little to do anymore with celebrating great creative work.

Alberto Cardenas will be gracing the airwaves this summer, representing favorite Old Spice new scent Desperado in the spots titled “Standoff” and “Perfect Ending.”

By Gonzalo López Martí – Creative director, etc / LMMIAMI.COM

• What is it with your average creative that he -or she- whines, kicks, screams and throws tantrums yet he -or she- rarely has the rocks to start his or her own agency?
• How many agencies in America were founded by creatives?
• How many agencies in the US Hispanic market were founded by creatives?