Creative

When was the last time you saw a 60-second ad on TV? I bet it’s been a while. While the media industry has debated the most effective ad length for decades, we know the answer—at least generally speaking—isn’t a full minute. Today, 15 seconds is most common for TV*; comparably, ads on the internet can be as short as a single second. For brand advertisers, that means that regardless of platform, every second matters.

Cannes Lions has announced changes to the 2022 Awards which include the launch of the Creative B2B Lion and an evolved Creative Commerce Lion. The awards, which each year set the global benchmark for creative excellence in branded communications, will open for entries on 20 January with judging and awarding taking place in Cannes in June.

Music can affect audience emotions and make your ad memorable. Used wisely, brave and bold choices can help you differentiate, re-brand and set your advertising apart from the crowd.

As the global benchmark of creative excellence, what can the winners at Cannes teach brands? The winning features of creative brand storytelling.

For 2022 and beyond, Cannes Lions will provide an annual forum for the global industry to address the most pressing issues the industry and the world are facing today.

Just in time for “Día de los Muertos” when we celebrate the lives of those who have left us and beyond all the terrible deaths caused by Covid19, 2021 has marked the passing of three great advertising leaders for whom I worked for.  By Luis Miguel Messianu, Founder-Creative Chairman-CEO Alma

When it comes to audio creative, there are a few commonly asked questions. What are best practices? Is a thirty-second ad better or worse than a sixty-second ad? What is the difference between a host-read ad versus a pre-recorded ad?

How to write, sharpen and present better creative briefs.  By Will Humphrey  – Strategy Director at Wunderman Thompson

Advertising is a small part of marketing. We don’t control the product. We don’t control the pricing. We don’t control the distribution or the customer service or the marketing strategy. The only thing we control is one aspect of communication.

Shutterstock has just released their 2021 Diversity Report, where they analyze the responses of over 2,000 marketers worldwide, to understand how the latest social events around the world impacted visual content trends, and give us valuable insight into the ways in which diversity takes protagonism in creative imagery and visual communication moving forward.

It is hardly a secret that the television advertising landscape is rapidly transforming as consumers’ viewing habits become less straightforward. Audiences can access their favorite shows on traditional pay TV or across any number of digital touchpoints, like streaming services or network apps.

Visual discovery – even when it’s in the form of advertising – drives purchase decisions. Nearly half (49%) of Americans say product images influence their purchases of consumer packaged goods (CPG), while almost three-quarters (74%) say images in search results are very or extremely helpful in determining which products to buy, according to a new consumer sentiment survey commissioned by NCSolutions (NCS).

StitcherAds announced the results of a new commissioned study on how social media advertising influences purchasing habits across generations, analyzing 500 US-based respondents, ages 18 and over.

In recognition of National Preparedness Month and Hispanic Heritage Month (September 15-October 15), FEMA and the Ad Council released new Ready Campaign PSAs developed specifically for the Latino community as part of FEMA’s approach to advance accessibility and cultural competency in boosting the nation’s preparedness.

Miller Lite recently announced their partnership with J Balvin and to continue their partnership and celebrating living authentically, Miller Lite is releasing new creative spots featuring Jose Alvaro Osorio Balvin (a.k.a. J Balvin) and his personal take on Miller Time! – or in this case, Es Jose Time.

Tras la posposición de la premiación correspondiente al año 2020, la Asociación Publicitaria de Puerto Rico otorgó los galardones a la creatividad en una ceremonia conjunta que cubrió dos años de trabajo creativo, que corresponden a sus ediciones 38 y 39. Durante el evento, la industria publicitaria reconoció los mejores trabajos, entre los que destacaron piezas que hicieron latente la importancia que tienen la creatividad y efectividad a la hora de proveer a los clientes y marcas soluciones para enfrentar los retos de un mercado cambiante y lleno de transformaciones.

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2020 Hispanic Content, Data & Social Marketing Report for our readers.

David Droga’s new role as CEO of Accenture Interactive has been a hot topic this week. While many wonder what it might mean for consultancies versus agencies, that may be a moot point as the two hire and acquire their way closer together. And it’s not what I find most interesting about Droga’s new position.  Droga’s ascension signals the increased valuation of creativity. If a business consultancy can put a creative in its #1 position, that says a lot about how it perceives creative’s value for its own business and clients.  By Mark Duval – The Duval Partnership

Celebrities feature in 16% of ads worldwide – but their presence alone is not enough. Used effectively and consistently throughout a campaign they can improve brand impact and sales.

Miller Lite and Jose Alvaro Osorio Balvin (a.k.a. J Balvin) are announcing “Es Jose Time,” a partnership and campaign featuring Jose’s take on Miller Time. Developed with creative agency Alma, the campaign peeks behind the curtain of J Balvin’s on-stage persona and shows what he is like when he’s simply being Jose: the man who values time with his family and close friends over everything else.