Creative

According to July 2015 polling, nearly two-thirds of US ad agency executives are optimizing or customizing ad creative dynamically based on data. In return, they are hoping primarily for engagement—and clicks.

By Gonzalo López Martí / LMMIAMI.COM

• Once upon a time, strategic planners were market research experts with deep knowledge of consumer behavior, motivations and insights.
• No wonder clients loved them.
• They still love’em hard.
• Sometimes more so than they do us creatives.
• Kudos.
• Well deserved.
• Strategic planners managed to add credibility to creativity.
• Of course, an awful lot of strategic planners are just psychobabbling creative wannabes.

The new campaign materials were created pro bono by Casanova and Misterface and include English and Spanish radio, print, outdoor and web banner ads.

It has already become a classic and as every classic, it is attended with anxiety. The agency Santa Clara and the production company O2 have just released the new advertising campaign for the edition 2015 of El Ojo de Iberoamérica that has an action story as main character, or better said a completely original wrestler.

Luis Miguel Messianu, Founder, Creative Chairman and CEO of Alma DDB, part of DDB Latina’s Group in the U.S., will Preside over the Awards at El Tercer Ojo, El Ojo Integrated Campaigns and Idea Latina para el Mundo in the XVIII Edition of El Ojo de Iberoamérica. The Festival, which Honors the Region’s Best Creativity, Will Take Place this November 4th, 5th and 6th at the Buenos Aires Hilton Hotel.

Marketing professionals are happy with the quality of their own ad creative. But when it comes to creative quality across the industry, they’re not quite as optimistic.

Music is powerful. It can make us smile or cry, bring memories rushing back, and even inspire us to buy a product when it’s combined with the right advertisement.

If you caught Premios Juventud, you might have seen a trailer for a new musical starring Leslie Grace and directed by award-winning Daniel “Cloud” Campos. At first glance it looked like the preview to a new Latino movie, or maybe the Hispanic “Glee,” but the world’s first bachata musical was actually a branded content initiative on UnPoquitoDeLovin.com produced by McDondald’s Hispanic AOR, Alma.

Grupo Gallegos and Comcast’s XFINITY have launched “Perfect for Me” for Bicultural Hispanics as a follow-up to their acclaimed “Because I Can” campaign.

Novamex distributors announced the hire of new creative shop, WALO Creative, Inc. WALO will lead creative and assist with strategic planning for the Mexican beverage brands, Jarritos, Sangría Señorial and Mineragua effective immediately.

Cannes is about creative, but this year the creative conversation is laced with something more than rosé – it’s laced with talk of how data can finally be used to influence the creative process.

Tecate Light debuted the latest chapter of its “Born Bold” campaign in the form of the short film, “One Bold Night.”  Delivered in four easy-to-watch 60-second episodes, the new films depict the iconic Tecate Light Black Eagle experiencing an epic night from gritty, basement boxing match to penthouse party, all shot from the point-of-view (POV) of a friend’s mobile phone.

The Interactive Advertising Bureau (IAB) released “Madison Avenue Meets Silicon Valley and Silicon Alley: Building Collaboration Between Creativity and Technology,” a whitepaper that crystallizes insights and advice that emerged during high-level, West and East Coast IAB summits. They brought some of the biggest names in the technology, publishing, agency, venture capital and marketing communities together to discuss and debate how best to bridge the gap between creativity and technology in order to build better, more sustainable consumer advertising experiences.

The Dodge brand is launching a new U.S. Hispanic advertising campaign for the 2015 Dodge Challenger, Dodge Charger and Dodge Dart featuring actor Danny Trejo (“Machete”, “From Dusk Till Dawn”, “Once Upon A Time in Mexico”).

“Camisetrón”, a digital project developed by Zubi Advertising for Ford, has been nationally and internationally awarded for its creative quality and outstanding results, obtaining 4 Bronze Awards in the Digital Category at Clio Sports Awards (New York), El Sol de Iberoamérica Festival (Spain), Wave Festival (Brazil) and U.S.H. Idea Awards (Miami).

By Gonzalo López Martí  –  LMMIAMI.COM

• What kind of innovation can come out of an organization that buries its talent under layers of hierarchy, paperwork, processes and reporting duties?
• So you are a writer, an art director, a designer, a web dev?
• You spend 10 hours a day in a cubicle working for a multinational corporation?
• And you call yourself a creative?

KFC has launched a new Hispanic marketing campaign that aligns with the timing of its exciting, new broad market initiative. The campaign, called “ para chuparse los dedos,” was created by the Louisville-based KFC Hispanic agency of record, Scoppechio, and announces the return of one of the most famous slogans in advertising history, “Finger Lickin’ Good™.”

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.