Creative

Beautiful Beast – Cardiac Risk Index

In 2023, Argentina was facing a period of severe stress and uncertainty. The situation was so volatile that it seemed like every day brought news of the decreasing value of money, political maneuvers, and other factors that were causing widespread concern among the people. This has only been made worse by the upcoming presidential elections, which have added to the uncertainty and left many feeling anxious and worried.

Nékter Juice Bar and Tajín collaborate on a Fusion of Freshness and Flavor

Nékter Juice Bar has collaborated with Tajín, the top-selling chili lime seasoning in the U.S. and Mexico, on three new limited time menu offerings that fuse freshness with flavor, bringing together Nékter’s real, wholesome ingredients with Tajín’s bold and unique blend of mild chili peppers, lime and sea salt for a refreshing and zingy taste sensation like no other.

Celebrating 25 wonderful years of Círculo Creativo

Celebrating 25 years for Círculo Creativo is a significant milestone in the organization's journey. It marks a quarter-century of dedication to promoting creativity and excellence within the U.S. Hispanic advertising landscape.  By Luis Miguel Messianu- Founder- First President – Current Co-Chairman

Latinos in Hollywood: Amplifying voices, expanding horizons

There are about 62 million Latinos in the United States; globally, the heritage of more than 650 million people falls into the broad “Latino” category. US Latinos account for more than $3 trillion of GDP, which would make them the fifth largest economy in the world if they were a country. Beyond this economic power, they are also avid consumers of Hollywood’s narratives and punch well above their weight in supporting the film and TV industry. Compared with a population share of 19 percent, US Latinos account for 24 percent of box office ticket sales and 24 percent of streaming subscribers. To put this into even sharper contrast, US Latinos see films 3.3 times a year, per capita, compared with 2.9 for Asian-Americans and 2.3 for White Americans.

Attention beyond views for creative effectiveness

The marketing industry is almost unanimous in their belief that attention plays an important role in advertising success, and the vast majority believe that attention has an important influence on creative effectiveness. However, despite the strong belief that attention matters, there is still a disconnect with how attention is being measured.

Music with Substance , by the numbers – Residente’s “313”

The always controversial Puerto Rican rapper from Calle 13, “Residente” has released a new album under the moniker “Las Letras Ya No Importan” (Letters No Longer Matter), but even the title ironically conveys his unique style and original approach to music.  By Luis Miguel Messianu- President-CCO- MEL

Republica Havas together with The Fight Against Alzheimer’s Disease Association premiere “SEGUNDO”

Republica Havas, the Miami-based agency of Havas Group, presents its new campaign which focuses on a condition of Alzheimer’s disease that has to do with wandering on the streets. Because six out of 10 people who suffer from the disease get lost on public roads, “Segundo” aims to bring general awareness and education to these types of situations in which patients for an instant lose total notion of where they are or what they are doing there.

4 Ways to Elevate In-House Creative Agencies

The world of in-house creative agencies is witnessing a paradigm shift, one that calls for a transition from tactical efficiency to transformational creativity. As a seasoned strategist and consultant in this dynamic space, I've identified four imperatives that distinguish the best in-house agencies: identity, structure, process, and positioning. Let's unpack these elements to understand how they can revolutionize your agency.

Havas Sharpens Lens on Diverse Audiences with Inaugural Meaningful Brands [REPORT]

Havas has launched the inaugural 2024 Meaningful Brands Special Report in conjunction with Republica Havas and Havas Media Network to sharpen the marketing lens on the fastest growing and most influential audience in the U.S.: diverse consumers.

Total By Verizon on Univision Broadcast of the Big Game

Total by Verizon, a fast-growing prepaid no-contract wireless carrier from Verizon is bringing back 90’s Latin dance music and laughter to the Big Game with a new take on the hit merengue song “Suavemente.” The :30 spot is directed by comedian, producer, and musician Fred Armisen.

These Pizza Ads Are a Study in Success

Musician and spoken-word artist Henry Rollins is said to have once remarked that "pizza makes me think that anything is possible," an observation that captures the intense emotion that the food inspires in so many of us. It's fitting, then, that we should celebrate this remarkable meal-in-a wheel on February 9th, National Pizza Day. In honor of the occasion consider the following marketing efforts undertaken to promote pizza.

Film from Cancer Research campaign reminds US to be on time

Cancer is the leading cause of death among Hispanics, and to raise awareness around this statistic, cancer treatment and research institution Memorial Sloan Kettering Cancer Center partnered with Miami-based creative agency Alma to produce and launch a bilingual Public Service campaign that promotes the importance of cancer screenings. The campaign includes a short film, Late, which premiered on February 4 on World Cancer Day, a global event where cancer awareness takes center stage.  

Nissan thrills sports fans with first in-culture, in-language Latino ‘big game’ experience

Nissan and TelevisaUnivision are teaming up for an exclusive in-culture, in-language broadcast experience for Latino viewers as part of Univision’s coverage of the big game.

PAWS4you showcases Adoptable Dogs Matching the Breeds

PAWS4you, an animal rescue organization based in Miami, is seizing the excitement of the biggest sporting event of the year to launch a compelling pet adoption initiative that gives the local community an opportunity to adopt dogs of the same breed featured in TV commercials during the Big Game. “See a dog. Adopt a dog.” will be the call to action for a campaign that aims to raise the visibility of dogs in need of nurturing and loving homes in Miami.

THE SUPER PARADOX

We share the exclusive column from CIRCULO CREATIVO for LatinSpots with Pablo Buffagni, President and Creative Director of BBQ Agency, and Creative Director of one of the first bilingual and bicultural commercials created by a Hispanic agency for the Super Bowl, by Conill for Toyota in 2006.

Jenna Ortega spices up first Doritos Dinamita Super Bowl

After 23 years of Super Bowl appearances, Doritos® is handing over its platform to spotlight the brand's latest innovation: Dinamita. Doritos Dinamita will launch into the new year by exploding onto snack shelves with new spice-packed flavors and an unexpected new shape – and a fiery in-game commercial for Super Bowl LVIII.

Five Leading Media Advocacy Groups to Make Diverse Content Creators and Talent More Discoverable, Accessible

Gracenote, the content metadata business unit of Nielsen, is joining forces with leading advocates for equitable representation in media on a new Studio System feature, Diversity Spotlight. The enhancement leverages insights from IllumiNative, Gold House, RespectAbility, National Hispanic Media Coalition (NHMC) and Coalition of Asian Pacifics in Entertainment (CAPE) to highlight people and projects that meet a range of diversity-specific criteria and open new casting, funding and collaboration opportunities.

A New Framework for Selling Creative Effectiveness [PODCAST]

Trying to educate the C-suite on the complexities of modern marketing has become an occupational hazard for CMOs and marketers. The problem is that a lot of folks in the C-suite — and throughout the rest of the company, for that matter — think marketing is easy. Create a snappy jingle, add some crisp copy, make it relatable to the target audience and, voila, there's your marketing remit. But the reality couldn't be further from the truth.

What do we mean by creativity in advertising?

This might seem an obvious question until you try and put the answer into words. Marketers talk about creativity all the time, but rarely seem to define what they mean by it. Futile though it may be, this post is my attempt to describe the qualities of creativity in advertising.  By Nigel Hollis

T-Mobile names Dentsu Creative U.S. As Lead Creative Agency and Hispanic

T-Mobile US, Inc. has named Dentsu Creative as its lead creative agency following a competitive review. The partnership goes beyond the traditional advertising and marketing status quo with the ambition of helping America’s 5G leader continue to define its next era in the ever-changing wireless industry.

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