Creative

Grupo Gallegos announced the hiring of Lixaida Lorenzo as Creative Director. Lorenzo is one of several additions to the creative department this year, including Executive Creative Director Sebastian Garin who joined the agency in March.

By Gonzalo López Martí  –  LMMIAMI.COM

• I’ve been ranting as of late about a certain isolationism hindering the creative output in the US Hispanic market.
• It is true though that coming up with disruptive creative work in the US Hispanic realm can be awfully hard.
• Let alone selling it to some clients, mostly monolingual folks who usually don’t understand the insights and the in-culture concepts.
• Hence a lot of good ideas get lost or mortally wounded & watered down in translation by the time they manage to see the light of day.
• If they ever do.
• US Hispanic creatives confront lots of constraints.

By Gonzalo López Martí  –  LMMIAMI.COM

• Award shows can become a collective hallucination far too removed from reality. Many a creative considers award festivals a safe haven where “ideas” can be celebrated sans that pesky client intrusion.
• Award shows can be a collective guilt trip too: many a creative feels dirty about making a living in such a capitalist, phony trade.
• Especially Hispanocatholic creatives.
• (It takes one to know one.)
• On the other hand, when self-loathing & dirty consciences are properly channeled in productive ways the outcome can be plenty positive.

This commercial just reminder me once again how much I miss my Mom, who did anything to help me.  Happy Mother’s Day to all of our Industry’s Moms.

In time for Mother’s Day, Coca-Cola is launching a new Mother’s Day video “Inseparable,” an interactive video experience designed to tug at the heartstrings of both mother and child. It celebrates the remarkable, emotional journey of mothers and daughters, and ends with a simple message: “This Mother’s day give mom the gift she wants most. Call her.”

By Gonzalo López Martí  –  LMMIAMI.COM

• Another year, another award season.
• Last week we saw a cool display of fresh thinking at the USH Idea Awards hosted by Círculo Creativo & AHAA.
• The bar is getting visibly higher.
• Biased as it may sound, it was refreshing too to see how the Hispanic Account Planning Excelencia Awards  (HAPE) and the Hispanic Media Planning Excelencia Awards (HMPE) are steadily gaining traction, attention and mileage (as you might know, HAPE & HMPE are an initiative of this publication).
• A tip of the hat to the Zubi gang for their copious HAPE & HMPE harvest.
• Let’s not forget that Zubi is one of the last staunchly independent full-service agencies left in this ever-consolidating wasteland of an industry.
• It is too a healthy reminder of the fact that this business exceeds the siren songs, smoke & mirrors emanating from the creative department.
• In any case, creative award shows are a necessary & useful professional lab to broaden the psychological and factual horizons of our output as a self-proclaimed pop culture-shaping line of business.

Lopez Negrete Communications enjoyed a bountiful Festival del Caribe.

Chicago-based creative agency LAPIZ is serving up a new advertising campaign to promote the 31st Annual Chicago Latino Film Festival – movies with “Bacon Subtitles.”

Ingrid Otero-Smart, President/CEO of Casanova Pendrill announced the addition of Juan Faura to its leadership team as Vice President, Director of Strategic Planning.  

Alma named Adrian Castagna as its new Director of Production. Castagna, an industry veteran with nearly 20 years of experience, was Executive Producer at Casanova, Pendrill, and later helmed the award-winning production company Flip Films.

It’s interesting how creative professionals have never really found a way to be suitably paid. As a writer, I was asked my rate per word, which I found a particularly distasteful way to measure my value. It felt as if I were selling old books to trendy restaurants by the yard, honoring volume over ideas.

Victor Zeiris and Nathalie Jaspar— bilingual advertising executives who previously worked at agencies such as Grey, Saatchi and KBS+—announced the launch of Dial B, an agency specialized in beauty advertising for Latinas.

Award winning audio post house Tono Studios collaborated with Pablo Buffagni of BBQ Agency for a series of highly impactful and unorthodox radio and television spots to raise awareness for nonprofit organization the “Forever Foundation.”

A sad TV drama comes to conclusion, fading to black as music swells, and leaving the audience emotionally torn about the future of the main characters.  Suddenly, the TV cuts to a peppy commercial and viewers are faced with the relentless cheer of an insurance spokesperson pitching their latest money saving product. This is a common occurrence in today’s prime time-driven entertainment culture, but new research from Columbia Business School shows that this juxtaposition of emotions can leave TV viewers puzzled at the swing in content and emotion, so much so that these potential consumers may ignore the ad altogether and will be unlikely to recall the advertiser.

Nothing tells or sells the story of the blood, sweat and tears of athletes better than imagery — but the rules regarding displaying, distributing, and selling images of athletes can be confusing. Here are a few tips to keep in mind when considering the use of athletic images for your organization.

Grupo Gallegos announced the hiring of Sebastian Garin as Executive Creative Director.

The campaign, debuting Wednesday, March 4, consists of four national television spots across U.S. Hispanic media – one :60 and three :30 commercials – and also includes digital and social initiatives

Lopez Negrete Communications, Inc. earned 56  American Advertising Federation – Houston chapter awards, two of which were “Best in Show,” in the Digital and Broadcast categories, respectively. 2015 marks the eleventh consecutive year that the agency has earned “Best in Show’ awards, with this year being the first year it takes home top honors in two categories.

Grupo Gallegos announced two additions to its creative department, Associate Creative Directors Sharon Cleary and Franz Río de la Loza.

By Gonzalo López Martí / LMMIAMI.COM

Some people believe announcers make a lot of money. It is not the norm but in some cases it is quite true. When an announcer –aka voice over artist or voice over talent- is chosen to be the velvety voice of a national brand and lands an exclusivity contract, he or she can see their income skyrocket in exchange for relatively little work.