It’s a big marketing move for SeaWorld Parks and Entertainment as it seeks to build its share of Hispanic vacationers and local visitors through direct Spanish-language communication — something never done before on a major level. BY Adam R Jacobson, for HispanicAd      

One morning recently, an impromptu discussion broke out in the office about what makes for great advertising. We discussed a few of our favorite recent ads and, as one can imagine, the range of suggestions about which was best was broad. Short form and long form. Funny and sentimental. Product-driven and brand-focused. Rational and emotional. While they ranged in length and objective, one thing was clear: They were “must-watch” ads—not filler in between program breaks, but great creative that we want to talk about, share and watch—over and over again.  By Carl Marci, Chief Neuroscientist

For every ad campaign they execute, brand and agency leaders have to decide on an array of variables: how much to spend on creative development and testing; whether to seek high reach or more precise targets; the context for the message; and how to add an element of recency to deliver the ad prior to the next expected purchase. But it wasn’t too long ago that creative was the most important part of the mix by far. It was a pretty simple formula: Good creative sold products, bad creative didn’t. In 2006, Project Apollo found that 65% of a brand’s sales lift from advertising came from the creative.

Lüerzer’s Archive, one of the world’s leading advertising publications, will be featuring two campaigns created by Y&R Miami. The five print pieces belong to campaigns created for Dell monitors and Alienware computers.

Publicis Groupe's decision to save money by not entering any advertising awards shows next year seemed to have elicited more puzzlement than empathy in the media reports filed from the Cannes International Festival of Creativity, where CEO Arthur Sadoun dropped the bombshell in June.  By Thom Forbes

The spectrum of unintended prejudice against the infamous accent mark in Spanish is as wide and diverse as the various Spanish modalities spoken across 22 countries.

Nobody knows your company quite like those on the front lines.  Junior producers, account execs, senior planners – they have visibility on details upper management can never have. These people see firsthand where resources are mismanaged and opportunities are missed.

We live in a globalized era, when many times, as content producers and marketers, we create content for a campaign in one language and then translate it to reach a multicultural audience in the U.S. or consumers in other countries.  by Lee Vann / Captura Group

Black consumers are young, influential and hungry for personalized experiences.

I was chatting with a friend of mine the other day and he suggested that pre-roll ads on YouTube were getting longer. Then he suggested that this was part of a deliberate program to inure people to watching ads on digital devices. I have to admit I found both claims surprising but maybe he is right?  by Nigel Hollis

Ad agency creativity was pure magic in the traditional days of Bill Bernbach and David Ogilvy.  Advertised brands flourished and grew, and iconic brands like Tide, Budweiser, McDonald's, Visa, Chevrolet, American Express and others became genuine Lovemarks, earning countless millions for their brand owners.  By Michael Farmer

Casanova//McCann produced its newest effort for Client NESCAFÉ Clásico with Latin superstar, Ricky Martin. The effort marks the fourth consecutive year of this successful partnership.

The National Association for Multi-ethnicity in Communications (NAMIC) today announced the winners of its Excellence in Multicultural Marketing Awards (EMMA). The competition recognizes excellence in marketing efforts designed to attract and retain culturally diverse audiences and customers among African American, Asian, Latinx, LGBTQ, disabilities communities and other market segmen

BRAVO Miami has launched an integrated campaign to promote the new Wendy’s Giant Junior Bacon Cheeseburger $5 deal that celebrates young Latino “Giant Juniors.”

Y&R MIA and Bravo has promoted Victor Amador, Ricardo Lopera and Marlon Zanatti to Creative Directors effective August 1st, 2017

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