Creative

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

Disclaimer: from here on I’ll delve into some arcane theoretical issues of our business.
Read on at your own risk.
My bet is virtual & augmented reality will push advertising to go surreal.
All the way.
Salvador Dalí surreal.

Sandra Alfaro, Managing Director of Wing, announced that Jose “Pepe” Aguilar has joined Wing as Chief Creative Officer.

One theory of advertising holds that display ads need a degree of nuance or visual complexity in order to capture the viewer’s attention. But that fails to take into account the increasingly cluttered and hectic context in which ads are viewed today, according to Michel Wedel, distinguished university professor and Chair in Consumer Science at the Smith School.

With the doors to Cuba now flung wide open, American film producers, ad agencies and other content creators are rushing to explore this untapped Caribbean nation that for so long has been so close and yet so far.  

Casanova Pendrill launched a 360 Virtual Reality project this week, one of the first in the Hispanic space.

To showcase once again how Heineken is pairing their decades of passion for soccer with the momentum the beautiful game has seen in the U.S., Heineken has launched the “Soccer is Here” campaign

NGL Media co-founded by CEO, David Chitel, and actor John Leguizamo, is expanding its operations around a newly branded full-scale production division, NGL Studios.

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

• As you well know, dear reader, I’m a firm believer in the power and traction of social media influencers.
• Back in the pre-social media age, when we used to call them celebrity endorsers, they tended to be frowned upon under the logic that they could outshine the actual hero of an ad campaign: the product.
• It was not unusual to end up with aided and unaided recall surveys of campaigns in which the celeb was more remembered than the brand.

Heineken unveiled a new integrated global marketing campaign known as “There’s more behind the star.”  Consumers are invited to discover the authentic product stories that are the foundation of an iconic global brand.

The Circulo Creativo has decided to move their creative competition to later in the year, meaning the awards show will no longer coincide with the AHAA conference but will take place in the fall. Additional details about the fall event are not now available.

What goes into an ad?  This question used to be simple, but in today’s world, the lines are blurring between content and ads. How can we find a more harmonious way to co-exist and to bring advertising back to a state of approval, or even enjoyment, for the general consumer?

The theme for the campaign is “Enchanted to meet you” playing off of the name of the brand and also bringing an introductory tone to the newest addition to the very hip and and artistic Bishop Arts District in Dallas.

The verdict: Madison Avenue 2016 is desperately trying to release the social media Krakken at every turn. Still, methinks creatives are not consuming enough amounts of memes, Vine and Snapchat. Plus, planning is prevailing. Big time. Taking refuge in the warm womb of strategy is not enough, folks. Too much tried-n-true stuff. Madison Avenue needs to innovate way more. Yeah, I know, easier said then done.  By Gonzalo López Martí            LMMIAMI.COM

Recalling a positive memory about eating a certain food can make a present experience more enjoyable. Since advertising is in the business of building branded memories, demonstrating a product’s tastiness is an important component to any food and beverage advertising. But is it enough to just communicate good taste?

Viewability is fast becoming the standard for online advertising, but the implications for its full acceptance still need to be discussed.  While there is a lot of good that comes from this change, we should be aware of the challenges that come as well, at least so we know how to respond.

the community, part of SapientNitro,  announced the appointment of Juan Cruz Vassallo as Associate Creative Director.

Danell Leyva, Cuban-American gymnast and U.S. Olympic medalist starts the year off strong with his new role as a milk life Somos Fuertes campaign advocate, setting the example for Latinos everywhere to include nutrient rich milk in their diet.

It’s no secret that emotions are central to advertising. They’re at the heart of the relationship we have with brands. They drive our nonconscious decisions and play a major role in our conscious decisions, too.

Dieste Inc. has named agency executive creative director Ciro Sarmiento its new Chief Creative Officer, effective February 1st.

Denny’s is commemorating the holidays with the launch of its new social media series “Reindeer vs. Camels,” featuring six loveable characters, reindeers and camels, as they battle to become the preferred gift giver during the season.