Provoke Weekly - 11/26 Feliz Thanksgiving!
Feliz Thanksgiving! As Hispanic immigrants to the United States, there are many “American” traditions that we naturally adopt and make our own. None rings truer than the Thanksgiving Day feast. Although Hispanics do not typically celebrate Thanksgiving Day or “El Día de Acción de Gracias” in their native countries, we have all quickly come to look forward to it by fully celebrating and embracing it. Thanksgiving Day’s main elements are central passion points of the Hispanic culture - food, family, friends and fútbol (event if it is American). At this time of year, we stop to count our blessings since we have a lot to be thankful for, from our families to Mexico qualifying for the World Cup and even Black Friday shopping deals. Happy Thanksgiving to you and your family! Juana Makarenko, Account Director Elsa Gonzalez, Senior Account Executive
Provoke Weekly - 11/20 Single campaign a platform does not make.
Single campaign a platform does not make. Once upon a time brands would compete for the most innovative print campaign, commercial spot, or hashtag in their respective industries. Each campaign existing in its own separate realm with maybe the occasional commercial that would include a hashtag. But it’s 2013, and single campaign platforms just won’t cut it anymore. Consumers are people with lives, and while they may engage with your commercial, event, or hashtag, that action is just a small bleep on the radar of their day. Which is why the most successful brands today will be those that use a platform that encompasses multiple points of engagement in concert to produce a coherent narrative. And we’re not talking copying and pasting content onto your different social media accounts, or a commercial with a cliffhanger that ends on your YouTube channel. We’re talking integrated platforms that intersect your targets’ passion points on varying levels. Because once you stop disrupting a consumer’s life so they can see your brand, they’ll start living an experience with your brand. Mario Nguyên, Account Executive, Cultur8
Provoke your thoughts. Provoke Action.
November quote to think about. By: RuPaul
Provoke Weekly - 11/6 Confessions of an Advertising Serial Killer (Not an Ogilvy Parody)
Confessions of an Advertising Serial Killer (Not an Ogilvy Parody) In my short, wicked career collaborating with creatives, I’ve discovered one thing: we’re employed because we are serial killers. We kill because it forces better ideas to live. And not enough gets said about the importance of abandoning and killing crap. All ideas are trying to be crap. Basically, anything that needs craft, from the moment it starts, is trying to be really bad, uninteresting, boring, digressive, like these sentences I’m writing right here. So we torture. We torture ideas aggressively every step of the way to make things right. It is the only choice we have if anything is going to be good. Things that are good are good because creatives are being evil and tough. So next time you find yourself chasing or kidnapping an idea, don’t be afraid to kill. Kill and torture those innocent good ideas and don’t feel bad. After all, good ideas are great ideas’ worst enemies. Jose Benitez, Copywriter
Provoke Weekly - 10/31 ¿Qué es Hispanic Heritage Month?
¿Qué es Hispanic Heritage Month? We in marketing and advertising are all aware of what Hispanic Heritage Month means: the special time of year when brands put Hispanics center stage. It serves as an opportunity to recognize Hispanics' roots, the bicultural reality Hispanics live day in and day out, and maybe sell them a few more of whatever's on offer. But reflecting back on the days running from September 15 - October 15 (and since we were having a hard time remembering our pre-advertising mindsets), we began to wonder what it means to Hispanics. We went out and conducted informal man-on-the-street interviews among Hispanics and found, to our surprise, that virtually no one knew of or was aware of the terms Hispanic Heritage Month, Mes de la Herencia Hispana or Mes de la Hispanidad. The few that have heard something couldn’t articulate what it was and only had heard it on Univision or at work (a Fiesta Supermarket cashier to be exact). Check out the different views this celebration in the articles below, as well as a couple great examples of the right way to engage with the USH segment for HHM. Above all, let's think beyond these 30 days to recognize and connect with this segment all 365 of them. Adeline Cruz-Phillips, Account Director Gabriela Gonzalez, Sr. Strategic Planner
October quote to think about. By: Bob Marley
Provoke Weekly - 10/16 Be the star in a Hollywood production.
Be the star in a Hollywood production. For gamers, the season to be jolly kicked off last week with the release of the highly anticipated game Grand Theft Auto V. After 24 hours, the game had already grossed a record $800 million. In comparison, the biggest opening weekend worldwide for a movie was 2011's Harry Potter and the Deathly Hallow Part 2 with gross revenues of $480 million. Not only can its revenues easily compete with blockbuster movies, but at $265 million, GTA V trails only the $300 million production costs of Pirates of the Caribbean at World’s End. So what does this mean to us? Well, Hispanics are over indexing in the use of digital and gaming devices. They are also more likely to buy games on the day of release. Yet, the number of blockbuster games with Hispanic main characters is almost non-existent. And while various companies have used product placement or partnerships, even more marketing possibilities exist, especially since they offer a more interactive experience than movies. The blockbuster games also have the potential to create a higher frequency of impressions than movies. The links below give a better understanding of the current gaming landscape and ideas about how to capitalize on this new marketing opportunity. Remy Smit, Planner, Cultur8
Provoke Weekly - 10/10 2013 ANA Masters of Marketing Takeaway.
2013 ANA Masters of Marketing Takeaway. If the 2013 edition of the ANA Masters of Marketing annual conference is any indication, leading marketers are optimistic about their growth prospects. According to the ANA organization, the event this past weekend had a record attendance of more than 2,000 marketers. Aptly, the theme of this year’s conference was “Growth: Mastering Brands & Driving Results.” But what should companies do to promote sustainable growth? According to ANA speakers (all CMOs and CEOs), there are four fundamental steps for companies and agencies to grow their business in a sustainable way: Brand Purpose, Agility to Innovate, Smart Partnerships and Big Data. Greg Knipp, CEO Carla Eboli, CMO
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