La agencia multicultural desarrolló una campaña centrada en la originalidad y la herencia del espíritu mexicano, volcados en la tradicional cerveza. “Viva Montejo” apuesta a conquistar los corazones de los hispanos que viven en California, Texas, Arizona y New México. “Ser capaces de crear una campaña que conecta todos los canales de una manera impactante es una experiencia determinante para una agencia”, aseguró Carlos Muñoz el vp de cuentas de grupo en LatinWorks. En la nota, los episodios de la campaña.
Hernán Cerdeiro, nuevo director creativo ejecutivo de Conill
Hernán Cerdeiro
Procedente de LatinWorks, donde ocupaba el cargo de vicepresidente creativo, Cerdeiro se suma a la agencia dirigida creativamente por Javier Campopiano. Trabajará junto a Juan Cruz Vassallo y Hernán Pettinaroli, que ingresan a Conill como directores creativos asociados de la oficina de Miami.
Deutsch LA steps up focus on Hispanic marketing
The West Coast creative shop aims to help its brands tap into the Hispanic consumer market
Juan Oubina and Montse Barrena
Deutsch LA is bolstering its Hispanic marketing practice with new leadership, as it looks to accelerate its growth in the market and further reach Hispanic consumers.
The LA-based creative shop has named Juan Oubina as its executive creative director and Montse Barrena as its EVP, group account director, for DLAtino. The pair will be leading the practice in their newly created roles.
D&AD Introducing New Pencils
D&AD CEO Tim Lindsay introduces the changes to their Award levels for 2015.
At D&AD, we’re always looking for ways in which we can do better.
Each year we gather feedback from our members, entrants and our board and discuss what we can improve upon. And there’s been one issue that has troubled us for some time: the confusion caused by our awards hierarchy.
So, following much deliberation, from the 2015 Professional Awards onwards, we will be replacing our In Book and Nomination levels. In their place, we are introducing two brand new Pencils: a Wood Pencil (equivalent to bronze) and a Graphite Pencil (equivalent to silver).
Salma Gottfried, Principal and Brand Leader at Richards/Lerma, Wins Artist Competition for Kitchen LTO
Salma Gottfried
Principal and Brand Leader at Richards/Lerma
Now open in West Dallas' Trinity Groves, Kitchen LTO is a permanent pop-up restaurant that reinvents itself three times per year and gives a rotating home to up-and-coming chef and artist talent and their ideas.
Salma Gottfried, Principal and Brand Leader at Richards/Lerma, won the artist position by popular vote and will transform Kitchen LTO's interior walls for the October 2 opening. Blythe Beck won the executive chef position.
Salma Gottfried has a passion for abstract architectural visual interpretation. She notes, "Lines, angles, and shapes are my inspiration. My greatest influencers are photographers who are masters of visual simplicity, yet so powerful in evoking human emotion. In my mind, there is a correlation between adventure, free spirit, travel, and expression, feeling the moment and a memory, and experimentation. I am thrilled to have won this competition and am looking forward to using Blythe Beck's menu as inspiration and giving diners the chance to experience my work."
Salma is a Principal at Dallas' Richards/Lerma, a next generation Hispanic marketing agency with offices in Dallas, Mexico City, and Argentina.
"We are so happy for Salma. This is a great achievement," said Pete Lerma, founder of the agency. "At Richards/Lerma, we celebrate our team's achievements, both professional and personal. What's really impressive is her ability to perfectly balance her professional life with her love for photography. It's truly a pleasure to be around her. She's electric!"
Born and raised in Mexico City, Salma deftly blends the organized approach of a brand manager with the fluidity and expression of an artist. Not surprising, considering that in another life she was a modern dancer and still retains her creative identity through abstract photography. Salma has been featured in a special-edition book published by Mentor Series Worldwide Photo Treks and her commissioned work hangs in a number of high profile venues in Dallas and Costa Rica. Photography is Salma Gottfried's way of capturing art and beauty in things that we might otherwise pass by.
Kitchen LTO is literally "Limited Time Only," as a new restaurant is born every four months. Three times a year, a new chef rotates in and introduces a new menu concept. Simultaneously, a new artist transforms the interior walls. Applicants are screened by a selection committee for qualifications and then voted on through an event, website, and social media channels, giving the general public is the ultimate deciding factor for which chef and artist will take the reigns for the next four months.
Latinworks suma a Budweiser como cliente
La agencia multicultural anunció la conquista de una nueva cuenta de AB Inveb, cliente con el que trabajan desde hace años con otras marcas como la popular Bud Light. “Budweiser es una marca muy importante en la historia del mercado hispano y es un honor volver a introducir la cerveza a una generación de latinos que desconoce su historia y gran tradición”, comentó Sergio Alcocer, presidente y cco de Latinworks.
Richards/Lerma and Digiworks bring the Social Media passion from Brazil to The Social Cup.
It’s no secret that the entire world is watching every play, every blown call by the referees and every goal happening in Brazil. The world is also taking to Twitter to let their voices be heard.
In a joint effort, Richards/Lerma and digital agency Digiworks introduce The Social Cup; a dynamic dashboard where users can see which country garnered the most mentions, the ultimate Dream Team, how many “friendly” messages the referees have received and more.
The project started several weeks ago as an idea to predict which country would win the World Cup based on Twitter activity and mentions.
Richards/Lerma Principal and Creative Director, Aldo Quevedo stated, “Our digitally savvy team built this dashboard as a way to measure and capture the passion around the globe in an easily-digestible and visually appealing format. We have received great comments from clients and other soccer fans around the world, we are very excited to have partnered with Digiworks in this project.”
Go to their website during every game or at least once a day to see what the world is talking about.
Last Cannes Blog Post
As I settle back in to my daily schedule (and actually get some sleep and see some vegetables on my plate occasionally) it’s time to reflect back on the week that was Cannes 2014.
When you sift through the seminars filled with vague mentions of “storytelling” and “disruption,” there were some seriously interesting seminars and speakers making some seriously interesting statements:
“Good things don’t need extra colors or additives.”
-Contrapunto BBDO Creative Director Felix Del Valle
“The bridge between a dream and reality is work.”
-Jared Leto
"In the age of content, think like a marketer. Behave like an entertainer. Move like a
Tech Startup." -PJ Pereira
“Empower the greatest content creators or fuck you.”
-Kanye West
And my favorite,
“Just because you sit on a bean bag doesn’t make you creative.”
-Sir John Hegarty
As for the work, here are a few of my favorite pieces and campaigns that won big:
“Mistakes” by Clemenger BBDO for the New Zealand Transportation Agency
“Bentley Burial” by Leo Burnett for the Brazilian Association of Organ Transplants
“You Are My Son” by Lowe and Partners for the Colombian Ministry of Defense
“Bald Cartoons” by Ogilvy Brazil for GRAACC
It was a great experience, and I don’t think I’ll ever meet as many people standing in line at the bar or bathroom as I did there. A truly great reminder of just how international this business is, and the range of perspectives it takes to create fresh, outstanding ideas that make up festivals like this year after year.
So grateful for the opportunity, and I’m already chomping at the bit to get the brief
and have a shot at going again next year.
Thanks for reading.
Not So Young Creatives Review of Cannes 2014: Au Revoir Cannes!
Au revoir Cannes 2014!
First of all, we would like to start this post thanking the Circulo and all the sponsors involved that supported the Not so Young & the Young Creatives contests the Circulo put together year after year. Truly, we appreciate all their efforts on putting these together.
Through out the festival, we were thinking about the essence of what we were seeing this year, was there a trend in the work? Something new and revolutionary? As the days went by, and as we kept on looking as much work, ideas and conferences as we could, it hit us that the ideas that really moved us were those were something truly "happened"... Work that connected with us because it had some positive consequences.
From the first speaker we saw, Nikesh Arona-Chief Business Officer for Google, with his conference GOOGLE: A HEALTHY DISREGARD FOR THE IMPOSSIBLE, until the last one from Bono and Jonathan Ive, talking about the success and challenges of (RED), the biggest message across the festival was that together: ideas, technology and people now more than ever can make a big difference and affect change, and that these are really exciting times.
As Sir John Hegarty and David Droga said, in what was probably the best conference of all, you need to give something back to the people for their time. Entertainment, hope, emotions... you name it. They need to receive something in exchange if not your brand and campaign will get lost in the sea of mediocrity. And we think that nobody said it better that David Droga with this quote: "An idea is only great when something happens with it". This notion of the possibilities that lie ahead our industry is the most exciting thing that we keep from the festival.
Attending Cannes for us, being really "not so young" creatives at all, was a renovation and refreshment in our passion for this profession and we want to thank the Circulo and sponsors for that.
Below we have put together some links of the work that moved us somehow.
We hope you enjoy it as much as we do.
Best.
Migue and Chris
Here you can access the 3 revolutionary cases that Google shared with us.
Intel Look Inside Campaign.
Hungry for more Fútbol? Take a look at this one: Carlsberg Border Football.
P&G Tough Love
IKEA Start something new
Dentsu Mother Bo
Miguel Ullivarri
Creative Director
Alma