Creative

From all that’s been written about the importance of radio creative lately, it’s clear that many recognize that poor creative continues to suck the ROI out of radio advertising. What’s not as readily apparent is that poor creative negatively impacts radio’s performance in econometric/Media Mix Modeling modeling, which so often plays a critical role in media selection.

What makes a great ad? It’s an age-old question with no simple answer despite the countless hours and dollars that have been spent to find out.

Grupo Gallegos announced the promotion of Juan Oubiña to the position of Executive Creative Director, where he is based at the company’s headquarters in Huntington Beach, CA, effective immediately. Juan joined Grupo Gallegos in 2005 as a Creative Director and will be reporting to John Gallegos, CEO of Grupo Gallegos.

Los Angeles/Buenos Aires-based Nunchaku <director Jony Perel along with director Nico Kasakoff make soccer (fútbol) fans more than ready for World Cup play in a sidesplitting web campaign “The Fan Trainer” for P&G out of Wing Latino, NYC/Miami for the Latin market. 

Círculo Creativo, in partnership with AHAA: The Voice of Hispanic Marketing, released the names of the nominees for the Third Annual U.S.H. Idea Awards, which recognize stellar achievement in work created by U.S. Hispanic agencies and directed at Hispanic audiences. Fifteen agencies made the short list of nominations, and the winners will be announced during AHAA’s Annual “Thinking Under the Influence” Conference on April 29 in Miami.

The best in Hispanic creative was celebrated last night at the Third Annual U.S.H. Idea Awards with a gala honoring the work of the industry’s most strategic and creative thinkers. Círculo Creativo, in partnership with AHAA: The Voice of Hispanic Marketing, announced a distinguished and diverse slate of U.S.H. Idea winners representing the best in film, radio, graphic media, digital, innovation, production techniques, promotion, design, beyond Hispanic, with new categories in best in public relations, integrated campaign, branded content & entertainment, and creative use of media.

By Gonzalo López Martí @LopezMartiMiami

Creative awards are a necessary sand box for our profession.

No question about it.
Awards can give you visibility.
Awards are healthy boosters for an executive’s career.
Not necessarily for said executive’s employer, mind you.

Lapiz promoted the Chicago Latino Film Festival with a new campaign, “All About Great Stories.”

As part of the Commercials Contracts negotiated last year between SAG-AFTRA and advertisers, all ads made under a union contract must now incorporate Ad-ID.

New research by U-M Ross Professor Aradhna Krishna and her post-doctoral student Luca Cian shows static logos can create a sense of motion and enhance a customer’s evaluation of the brand. The research, backed by studies that tracked eye movements and surveyed engagement, is one of the first to how perceived motion from static images affects consumers.

Activia, is announcing a global partnership spanning more than 50 countries with international icon Shakira. The Colombian-born superstar supports the yogurt brand’s new ‘Dare to Feel Good’ campaign. The new campaign brings to life Activia’s ‘Feeling Good Starts from the Inside’ tagline with a new dance-themed ad.

Agencies across the U.S. will have the opportunity to showcase the best of their Hispanic work in front of a who’s who collective of the best and most revered creative directors in the U.S. and Latin America. Círculo Creativo, in partnership with AHAA: The Voice of Hispanic Marketing, revealed a powerful list of judges for its Third Annual U.S.H. Idea Awards, which is accepting submissions through April 1st, 2014. The award, which recognizes the best creativity in U.S. Hispanic advertising, has added three new categories: public relations; branded content and entertainment; and integrated campaigns.

Allstate Insurance Company is launching its new Spanish-language advertising campaign “Viviendo en Buenas Manos” (Living in Good Hands). The campaign is a celebration of the life journey of Hispanics in the United States.

Imagine seeing a dozen pictures flash by in a fraction of a second. You might think it would be impossible to identify any images you see for such a short time. However, a team of neuroscientists from MIT has found that the human brain can process entire images that the eye sees for as little as 13 milliseconds — the first evidence of such rapid processing speed.

The Creative Capital – the digital agency assigned to the task launched a unique message campaign titled “Ponte Pa Lo Tuyo” or contextualized into English would be “Get with it and start making money”. The spanish-language campaign covered the areas of television, radio and print ads.

Lopez Negrete Communications, Inc. celebrated yet another tour de force at the American Advertising Federation’s 52nd Annual American Advertising Awards, earning Best of Show honors for a tenth consecutive year.

Círculo Creativo, in partnership with AHAA: The Voice of Hispanic Marketing, announces that call for entries for the Third Annual U.S.H. Idea Awards are now open through April 1st, 2014. The award, which recognizes the best creativity in U.S. Hispanic advertising, is adding new categories and embracing the broad spectrum of Hispanic marketing to include public relations; branded content and entertainment; and integrated campaigns. The Awards will take place in Miami, FL on Tuesday, April 29th, 2014, as part of the 2014 AHAA “Thinking Under the Influence” Conference.

AT&T, in an effort to reunite two of the most beloved stars of Spanish-language TV, is rolling out a series of TV ads featuring actress Sofia Vergara and Univision sportscaster Fernando Fiore sharing their passion for soccer.

The Muppets gang and Toyota will take a ride into history this year, connecting with Latinos across the country for the upcoming Toyota Highlander launch and the Muppets’ all-new big-screen adventure “Muppets Most Wanted,” in theaters March 21, 2014.

Xoom Corporation ( has introduced three new television commercials for the U.S. Hispanic market.  The ads began airing this month and all speak to the message of mobile convenience.