We have seen results from the Census, the impact during the elections, and couple of weeks ago during prime time, on NBC’s show “The Voice”, the world was introduced to Cathia. Read the rest of this entry »
By Mauricio Galvan / d exposito & partners.
Imagine a beautiful new born baby zebra. Cute as hell. Picture her learning to stand up and she takes her first steps on a long journey towards greener pastures. There she goes. But this journey will not be easy, no sir. The baby zebra needs to avoid getting stampeded every time the herd wants to go in a different direction all of a sudden.
If she survives that, she then has to outsmart the hunters. Sometimes she has to camouflage or pretend to be something else, giving up her real self just to stay alive.
Then come months of dryness, in which she has to walk for miles without having a drop of water, fueled only by the idea of what it could be if she makes it through one more day. Read the rest of this entry »
An InsightsOne survey, which was aimed at determining American attitudes and behavior around the ads they see every day, found that fully 87% are now putting their foot down on the number of irrelevant ads they are willing to see before they ignore a company completely. Almost a quarter (23%) of Americans say they will do so after seeing just one spam email or online ad, and 43% say they will ignore a company completely after seeing as many as two. Read the rest of this entry »
Arguably, the most critical conclusion a brand or agency can make is an accurate definition of its prospective target audience. Defining the right target leads to clarity and focus, which leads to insightful and relevant creative, which in turn positively affects your client’s business. It sounds so simple, but with so many consumer segmentation models, new cultural buzzwords and the lingering ghosts of archaic language-based models, it can be challenging to pinpoint the “right” Hispanic consumer. Read the rest of this entry »
Everyone – from Adelaide to Hong Kong, Istanbul to Stockholm, Tallahassee to Zürich – is dancing ‘Gangnam’ style. A handful of brands have embraced the music track, or its dance moves, in a bid to capitalise on the instant recognition they spark in consumers of all ages, and from all cultures. Read the rest of this entry »
With a more fragmented agency landscape, the next generation of CD is emerging from a wide variety of disciplines. Writers are not the only creatives stepping up to the task. Print and interactive designers and developers are bringing a new definition and perspective to a very complicated job. The transition from Creative to Creative Director is not easy. Being a great creative is only part of the equation. Leadership, maturity and strategy all come into play. Clients, account people and creatives alike are all relying on the CD to get it right. Read the rest of this entry »
It’s been said that the average American is exposed to 3,000 advertising messages a day, ranging from emails to billboards. With that kind of ad overload, it’s not too surprising that 76% of consumers think ads are very or somewhat exaggerated, according to a new study by Lab42. (Some 3% think ads are “very accurate.”) This week’s infographic is full of insights from the study, including ways that marketers can make ads more convincing and palatable to consumers. Read the rest of this entry »
This year Draftfcb in Zurich and BMW Switzerland are once again presenting a Christmas greeting which is somewhat speedier than usual, this time with the title “The Fastest Christmas Song in the World”. Read the rest of this entry »
When I worked at a large communications agency early in my career, I found it odd when heralded “creatives” were automatically assigned to generate ideas for client challenges. Conversely, I also thought it odd that some clients had a knee-jerk reaction to outsource so much creative thinking to an agency in the first place, when the client organization was filled with incredibly smart and creative people. Read the rest of this entry »
by Zaida Granados / Guest Blogger at Zubination
I don’t need to tell you that Thanksgiving Day is around the corner. You must be receiving the daily email holiday coupons, constantly being TV-fed the holiday shopping sales…and let’s not forget receiving in the mailbox shoppers filled with pictures of plump turkeys and canned pumpkin. This is the one other holiday – aside from Christmas Day – that touches on all the consumer senses – and it’s those marked senses that drive sales for brands. What I find interesting about Thanksgiving Day, from an advertising perspective, is that Hispanic marketers have not fully tapped into the cultural differences of this American tradition. Read the rest of this entry »
Making sure that consumers remember not only an ad but the brand behind it is the key to advertising effectiveness. A recent Nielsen analysis of CPG TV ads from 2012 found that Ocean Spray’s signature “Men in a Cranberry Bog” commercial tops the list of ads that not only resonated with consumers, but also were linked with the brand itself. In fact, consumers were 59 percent more likely to connect that ad with the Ocean Spray brand than the typical brand linkage of a commercial. Read the rest of this entry »
Heralding the importance and need for a singular, consistent and seamless commercial asset identification process, the ANA (Association of National Advertisers) Board of Directors announced its unanimous endorsement of Ad-ID as the standard for digital advertising coding. The ANA board wants the marketing ecosystem to embrace Ad-ID as the industry standard no later than January 1, 2014. Read the rest of this entry »
LATINO AMERICANS, a three-part, six-hour documentary series produced by WETA Washington, D.C.; Bosch and Company, Inc.; and Latino Public Broadcasting (LPB), will air nationwide on PBS in the Fall of 2013. LATINO AMERICANS will chronicle the lives and experiences of Latinos in the United States from 1800 to the 21st Century. Through its people, politics and culture, LATINO AMERICANS will tell the story of early settlement, conquest and immigration; of tradition and reinvention; of anguish and celebration; and of the gradual construction of a new American identity from diverse sources that connects and empowers millions of people today. Initial funding for LATINO AMERICANS is made possible by major grants from the Corporation for Public Broadcasting (CPB) and PBS. Read the rest of this entry »
At Nielsen’s Consumer 360 Conference, speakers and attendees discussed the attributes, inclinations, and behaviors various consumer groups in the U.S. In a session titled “Marketing that Matters,” three unique consumer groups were identified and analyzed to provide a fresh perspective on the opportunities these segments represent for marketers. Read the rest of this entry »
A lot of time and effort goes into the creation of a 30 second ad. From creative, to design, to branding, to marketing, to media buying, that ad has many uses. But imagine if you could cut it in half and still prove the same or greater impact on the viewer all while multiplying its uses across digital platforms. Read the rest of this entry »