Creative

ALTHOUGH CREATIVE TALENT HAS LONG been at the center of most traditional agencies, online advertising has spurred a shift in the balance of power between creative and media. Thousands of online publishers and their myriad of potential placements create an overwhelming array of media options. Through strategic planning and data-driven optimization, media planners now play a critical role in the success of most online advertising efforts.

Casanova Pendrill announced the launch of a new Microsoft Xbox Hispanic television advertising campaign beginning November 22, 2004. The effort consists of a :30 TV spot “Glider” which emphasizes the value of the Xbox bundle in the spirit of great holiday gift-giving for the entire family.

Conill Advertising announced the launch of its first Spanish-language television campaign for T-Mobile USA. Consisting of two television 30-second spots, the campaign, which launches this week, utilizes smart humor as a way to reach the much coveted Hispanic market, and support the company’s Family Plan and Whenever Minutes.

The ads focus on the value of State Farm and how it feels to have an agent on your side to immediately begin recovering from the unexpected. These spots illustrate the personal care State Farm customers experience and feature real agents telling true stories of how they helped policyholders when they were most needed.

Three in four Americans are turned off by commercials, but even more are tuning them out. According to the second annual Emergence Slogan Survey, which tested consumers’ recall for some of the most familiar product tag lines, an overwhelming number of Americans were unable to identify even the most familiar slogans, despite the fact that corporations spend millions and millions of dollars to create and communicate these prominent brand identifiers.

Ad Age and the Association of Hispanic Advertising Agencies held their annual creative competition awards ceremony of Friday October 1, 2004. The competition and the event demonstrated the high level of creativity and resentfulness of the Hispanic Market’s creative teams.

Pizza Patron announced that it has unveiled its long-term branding strategy in the company’s first TV spots which started airing on August 16. The campaign includes TV, radio and print collateral.

Several leading highway and auto safety groups sent a letter today to G. Richard Wagoner, Chairman, General Motors Corporation (GM), protesting the widespread, primetime airing during the Olympic Games on network television of an advertisement for the company’s 2005 Corvette.

Southeast Toyota Distributors, LLC (SET) unveiled this week its new television spot for the Scion brand entitled “tC and the Scion Garage Band.”

Pablo Buffagni, Creative Director at Conill Los Angeles, has been elected the new president of the Circulo Creativo for 2004-2005.