Lala Wants People to Start 'Yogurting'

Borden Dairy Brand Uses Action and Music in First National Brand Push for Drinkable Yogurt

Lala yogurt has come up with a new word, "yogurting," to promote its smoothies as the brand's U.S. ad budget and distribution are poised to take off.

The brand, better known in Latin America, has been gaining traction in the U.S. as one of the flagship brands for Borden Dairy. After years as a regional player, Lala is pushing forward with its first national campaign on Feb. 15, focused on the brand's yogurt smoothies.

The product, sold in traditional and Greek styles, hits on a mix of trends in the market right now as people want protein-filled and better-for-you products they can consume during busy days, said Desiree Johnson, director of marketing for Lala USA at Borden Dairy.

In a departure from some yogurt advertising, or perhaps because of it, Lala is not emphasizing the nutritional details of the drinks. "Everybody kind of knows that yogurt is great for you," Ms. Johnson said. "What I believe the yogurting campaign does is make it relevant to a younger audience."

As for what yogurting means, "it's really being able to just grab a yogurt and go. You don't even need a spoon," Ms. Johnson said.

An earlier campaign concept from Dieste that touted "no spoon required" did not resonate as well as the new campaign in focus groups, she added. The new campaign from Dieste shows people with the drinks as they do everything from commuting to surfing.

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CREDITS

Agency: Dieste Inc.
Client: LALA USA
Chief Creative Officer: Ciro Sarmiento
Associate Creative Director: Damián Nuñez
Sr. Copywriter: Andres Pedraza
Sr. Art Director: Sergio Rojas
Agency Producer: Gerry Rivera / Jose Luis Chavez
Production Company: Shooters Films
Executive Producer: Mauricio Jemal
Director: Jerry Dugan
Director of Photography: Matt Uhry
2nd Unit Director: Mateo Arias
Post Production: Lucky Post
Music Studio: Yessia

See all the ads from the Super Bowl 50 (2016)

See all the ads from the Super Bowl 50 (2016)

Juan Cruz Vassallo es el nuevo associate creative director en The Community

Juan Cruz Vassallo

El creativo llega a la oficina de Miami luego de trabajar en Conill S&S y LatinWorks, atendiendo el mercado hispano de Estados Unidos. Desde su nuevo cargo Vasallo reportará a Rodrigo Butori, group creative director de la agencia.

La agencia The Community, fundada por los hermanos Mollá, anunció la contratación de Juan Cruz Vassallo como nuevo associate creative director para su filial en Miami. Reportará a Rodrigo Butori, group creative director de la agencia.

Ad Age's 2016 Agency A-List Standouts: Dieste and More

Dieste
U.S. Hispanic shop Dieste boosted revenue and head count by 20%, and the shop was victorious in the biggest Hispanic pitch of the year, AT&T Mobility, plus Miller Lite and DirecTV. Powered by Dieste's insights about Latinos' penchant for almonds, Hershey's With Almonds sales to Hispanics grew by 18% but were flat in the general market. Creative awards flowed in for a Dallas Pets Alive campaign that temporarily gave homeless dogs the names of trending topics like "Kim Kardashian's Butt" and "Celebrity Nude Pix"; with all that social media exposure, dog adoptions quadrupled. And Dieste scored in the top 5% of parent Omnicom's employee engagement survey.

Meet the Shops Whose Work Stood Out, Revenue Grew, Clients Increased.

The Community Is Ad Age's Multicultural Agency of the Year

Andrew Speyer, Tracy McDonough, Joaquín Mollá, Luis Montero, Dominick Concepción, José Mollá and Laurie Malaga Credit: Andrés Henao

Shop Saw Revenue Grow 22%, With Three Major New-Business Wins

To take back summer from other beach-loving beers, Corona Extra called in winter. In The Community's poetic "Dear Summer" campaign in both Spanish and English versions, winter writes a letter to summer, enviously extolling all that people love about the latter, ending with a request to hang out: "You bring the beer, I'll bring the ice."
 
The Community looks at life—and marketing—a little differently. And with its focus on multicultural consumers, the Miami-based shop wants to help its clients avoid building brands for a world that doesn't exist anymore. "They really understand the concept of cultural fluidity, the ability to move in and out of various cultures that defines us," said Diego Scotti, exec VP-chief marketing officer at Verizon, one of The Community's big 2015 account wins.

Alma Is No. 8 on Ad Age's 2016 Agency A-List

(From l.) Leo Peet, VP-director of finance; Angela Battistini, senior VP-account services; Isaac Mizrahi, co-president and chief operating officer; Luis Miguel Messianu, creative chairman and CEO; Alvar Suñol, co-president and chief creative officer; Michelle Headley, senior VP-operations. Credit: Marco Arguello

Shop's Revenue Grew 15%, Partly Because of the Midyear Win of Sprint

When Clorox Co. started a review of all its creative agencies last month, Senior VP-Chief Marketing Officer Eric Reynolds was quick to call Alma from his car and tell the U.S. Hispanic agency, its only creative shop in the world to get such a call, that the business Alma held was not up for review.
 
"For all their work, the results have been spectacular, both in [growing] share and the efficiency and effectiveness of their creative work," Mr. Reynolds said. "Our statisticians say, 'Whatever Alma is doing, it's working.'"

In fact, Mr. Reynolds said the agency is so good at developing universal truths that speak to all consumers that Alma's Hispanic work is increasingly crossing over into the general market.

Anomaly Takes Aim At The 'Last Silo' - Introduces Progressive Approach To Hispanic Marketing

Since its inception ten years ago, Anomaly has been an agent of change, knocking down structural barriers, advancing business models, questioning preconceived notions and tearing down the entrenched silos of the marketing communications landscape. Today, true to this thriving mission, Anomaly takes direct aim at ‘The Last Silo.’ The Hispanic Silo.

Reflecting the seriousness of this intent, Anomaly has issued its manifesto addressing the industry at large and laying out this argument:

The Last Silo
Silos by their nature are bad. They stifle potential. They stand there all tall and rigid. They breed homogeneity. They solidify a bureaucratic mindset, one obsessed with titles and structure, over talent, ideas and results. As we look to the future we cannot help but be inspired by the changed dynamics of America today. We are a more pluralistic, more progressive, more cultured nation.

Now comes the last silo. The Hispanic silo.

As of today we are taking dead square aim. We are creating a very different mission. A mission to make Anomaly a company that can credibly and relevantly communicate with everyone in America. Equally. We will not isolate Hispanic Marketing. Our approach is to live at the intersection of multicultural strategy and progressive ideas that lead to hyper-cultural activation and execution. The intersection with the most challenges and also the most value for agencies and clients.

There is no separate company.
No separate department.
No separate name.
No silo.

It’s the right thing to do.

For Anomaly.
For the industry.
For culture.

Heading up this transformational new approach to Hispanic marketing, Anomaly has hired senior management and creative executives: Giovanni Villamar, previously at Dieste; and Mauricio Galván previously at d expósito, Totality HAVAS and Vidal Partnership.

Giovanni commented, “What is energizing, is the opportunity to impact client’s total business strategy from the inception of the brief, and not have something 'handed down... for adaptation.’”

Founding Partner, Jason Deland added, “With the U.S. now having the second largest Spanish speaking population in the world – the demographics, buying power and cultural influence are undeniable. There is simply no option for progressive companies but to change.”

Dieste promotes Ciro Sarmiento to Chief Creative Officer

Ciro Sarmiento

Sarmiento will report directly to CEO Greg Knipp and will be in charge of agency’s creative vision

Dieste Inc., a leading multicultural communications agency in U.S., has named agency executive creative director Ciro Sarmiento its new Chief Creative Officer, effective February 1st. Dieste’s previous Chief Creative Officer Paco Olavarrieta, who will remain with the agency, as a “Craft-Maestro”, adding his experience to specific creative projects. 

“Ciro is one of the most accomplished creative executives in our field, respected and admired by our team, our clients and praised by his industry peers.  And we felt like he was ready to take the helm of Chief Creative Officer, giving continuity to the great momentum we have as an agency,” said Dieste’s CEO Greg Knipp.
 
Sarmiento joined Dieste in 2013 as an executive creative director under Olavarrieta’s creative guidance. “When I invited Ciro to join the agency I knew that I had found a potential candidate to succeed me as Dieste’s CCO. And for the last year Greg, Tony Ciro and I worked together on a succession plan, giving Ciro all the tools and support needed for a harmonious and successful transition,” said Paco Olavarrieta.  

With over 20 years experience in the U.S. as well as in Latin America, Paco Olavarrieta has created innumerous award-winning campaigns, and has a successful track record working with top-notch agencies across the world.  “When I recruited Paco to Dieste, in 2011, he told me that what he really wanted was to create, to write again, not to manage, but to develop work for clients. I gave him my word that I would. It took me four years, but I have finally delivered on that promise,” said Greg Knipp. 

The Next 20 Years: 
Dieste, founded in 1995, celebrated its 20th anniversary on last December and according to the agency leadership team, it is going through one of its best moments. “I’m extremely excited about the opportunity of helping to shape the agency next 20 years,” said Sarmiento, announcing that one of his first challenges will be to raise awareness of Dieste’s digital and social capabilities. “All the award-winning work we developed lately was conceptually created to work on any media but primarily focused on digital and social platforms,” said Sarmiento reinforcing that the agency as a whole “has a deep understanding of the digital media and the ways multicultural consumers are using it.” Dieste was recently recognized with two Cannes Lions, two Clio awards and several other awards for digital platforms developed for its clients. 

Tony Dieste, agency founder and chairman said that it is very exciting to have Ciro as part of the leadership team. “The next 20 years will be even more challenging than the previous ones and we need creative minds who challenge the odds and leverage the magical, game-changing power of creativity for our clients. We have found that in Ciro and he will help us stay among the best agencies in the world,” said Mr. Dieste. 

Ciro Sarmiento Bio:
With over 15 years of experience in the U.S. in both the multicultural and general markets, as well as international experience in Latin America, Ciro Sarmiento is one of the most talented and respected creative directors in the U.S. Having worked for world-renowned agencies such as Ogilvy & Mather and Leo Burnett provided Sarmiento with expertise in the development of truly innovative work. 

Sarmiento’s creative work has been recognized across the globe, and his extensive list of awards includes several prestigious Cannes Lions, Clio Awards, New York Festivals, LIA, Effie, and The One Show as well as several Latin American award shows such as Wave Festival and El Ojo. He has also served on several international creative festival juries in the course of his career.
Ciro is a New Yorker by birth but grew up in Colombia and has lived in Bogotá, Austin, Chicago and Dallas. He is married with two children. When he is not thinking in advertising, he is thinking in ways to get Ben and Emma into advertising- Did we mention he loves advertising?

Luis Miguel Messianu y Gustavo Lauría entre los presidentes de jurado de El Sol 2016

El Sol anuncia los nombres de los presidentes de cinco de sus jurados

El Sol. El Festival Iberoamericano de la Comunicación Publicitaria ha dado a conocer los nombres de cinco presidentes de jurado de cara a la celebración de su 31 edición.

Así, al igual que el pasado mayo, se contará con la presencia de grandes figuras publicitarias de amplia y reconocida trayectoria profesional de todo el mercado iberoamericano. Y es que, El Sol continúa fortaleciéndose como el referente creativo de la publicidad en habla hispana.

El Sol contará en su próxima edición con los siguientes presidentes de jurado:

• Jurado de TV/Cine y Radio: Fernando Bellotti, Director Creativo Regional de Leo Burnett y Presidente de Leo Burnett y (Argentina)
   
• Jurado de Diarios y Revistas y Exterior: Yosu Aranguena, Chief Creative Officer de Made (México)
   
• Jurado de Digital y Móvil: José María Roca de Viñals, Director General Creativo de DDB (España)
   
• Jurado de Campañas Integradas: Luis Miguel Messianu, Creative Chairman-CEO de Alma (EEUU)
   
• Jurado de Innovación: Gustavo Lauria, Cofundador de We Believers (EEUU)

Luis Miguel Messianu

Gustavo Lauría

Los presidentes de los jurados de Contenidos de Marca, Marketing Directo y Marketing Promocional, Relaciones Públicas, y Medios se comunicarán en las próximas semanas.

La 31 edición de El Sol. El Festival Iberoamericano de la Comunicación Publicitaria tendrá lugar en Bilbao los días 2, 3 y 4 de junio de 2016.

Claudio Lima se despide como CCO de Y&R/Bravo Miami y asume como VP creativo de Ogilvy Brasil

Claudio Lima

Claudio Lima se despide como CCO de Y&R/Bravo Miami y asume el área creativa de Ogilvy Brasil, a partir del lunes 18. El nombramiento marca el retorno de Lima a la agencia donde comenzó en 1999 y donde luego actuó entre 2008 y 2012.

Fernando Musa, CEO de Ogilvy & Mather Brasil, aseguró que Lima dará a la agencia una visión más global, por su experiencia internacional. "Se trata de un profesional que se identifica con la cultura de Ogilvy, conoce bien a la agencia y a muchos de nuestros clientes" dijo Musa.

Luis Miguel Messianu de Alma: El 2015 fue un año histórico en crecimiento de equipo, cuentas y premios

Luis Miguel Messianu

Luis Miguel Messianu, presidente y CCO de ALMA, explica que el 2015 fue un año histórico, por el crecimiento alcanzado en mucho tiempo. En entrevista a PRODU dice que aunque el balance ha sido muy positivo, tanto en facturación, cuentas, premios y equipo, no bajan el ritmo ni calidad de trabajo. "Nos forzamos a nosotros mismos a mantener la humildad, la curiosidad y las ganas de trabajar para ser cada día mejores en beneficio de nuestros clientes". 

Digital y social media crece a pasos agigantados en la agencia, explica Messianu, pero esto no le resta importancia a las pantallas más tradicionales, y medios como la radio o impresos, que también tienen un lugar dentro de la vivencia de los consumidores. 

Fernando Osuna de Lopez Negrete Communications: El 2015 fue un gran año y seguimos creciendo y ganando nuevos negocios

Fernando Osuna

Fernando Osuna, CCO de Lopez Negrete Communications, explica a PRODU que el 2015 fue un año de crecimiento tanto en equipo como en negocios. "Hoy en día tenemos el mejor y más integrado equipo. Tenemos una cultura creativa enfocada en las ideas y tenemos la independencia y la estructura para crearlas. Estamos creciendo y ganando nuevos negocios, no solo en Houston, sino con nuestras oficinas en México, Nueva York y Los Ángeles". 

Para la agencia el secreto de alzarse con tantos premios está en la relación que guardan con los clientes y la confianza, que les permite romper con lo establecido y producir trabajo realmente disruptivo y a la vez simple y poderoso. "Una agencia bien balanceada es la que puede aspirar a crear ideas ganadoras de premios tanto en medios tradicionales como en medios digitales, con plataformas realmente integradas". 

Cannes Lions announces changes to awards

The Cannes Lions International Festival of Creativity has announced changes to the 2016 awards which will see the Press Lions become the Print & Publishing Lions and Digital Craft split from the Cyber and Mobile Lions.

The addition of the Press Lions is considered to be a milestone in Cannes Lions’ history, being the second award to be added to the competition. Simon Cook, Director of Awards, Lions Festivals, commented, “This is an award that’s been with us since 1992. By renaming it the Print & Publishing Lions, we are evolving the category, just as the print and publishing world itself is evolving, to recognise other forms of publishing, along with best uses of press and interactive press.”

Commenting on the splitting out of Digital Craft, Terry Savage, Chairman, Lions Festivals, said, “The Cyber and Mobile Lions juries have told us that with more and more UX and Craft focused entries, it is necessary to have experts in this field sitting on the jury. We’ve chosen to split it out so that this specialist area can have its own dedicated jury, which will also make the hugely labour intensive Cyber Lions judging much more manageable going forward.”

The Digital Craft Lions will celebrate the creative skills and digital craftsmanship behind the content including the quality of design, the technical execution and the overall experience across all digital platforms and devices.

Additionally, Cannes Lions has adapted and changed other Lions for 2016. After continued consultation with a network of product design advisors, the Product Design Lions evolve significantly for 2016 with expanded and redefined categories that recognise the importance of the product as both a medium and brand embodiment, with new additions including Service & Interactive Design for Products.

The Titanium & Integrated Lions are being separated, with Titanium and Integrated now being judged as standalone Lions. Elsewhere, the Design Lions see a new suite of Experience Design categories and an expanded Social section, and the Outdoor Lions grow to include a large Digital Outdoor section.

As previously announced the launch of Lions Entertainment will see two associated Lions. The Entertainment Lions will replace the Branded Content & Entertainment Lions, while the Entertainment Lions for Music are launching due to music’s significant role within the entertainment sector.

Entries for Cannes Lions open on 21 January. Further details of the Lions, rules and fees can be found at www.canneslions.com

Facundo Paglia de Wing: Debemos aprender a leer entre líneas a los consumidores

Facundo Paglia

El fenómeno de los ad blockers resulta un llamado de atención para todos los actores en la industria de la publicidad, según Facundo Paglia, director creativo asociado de Wing. El ejecutivo difiere de la visión de algunos organismos, como el IAB, sobre demandar a las compañías que promueven los programas de bloqueo de publicidad y sostiene que la clave está en analizar la raíz del problema para tomar acciones.

"Debemos aprender a leer entre líneas a los consumidores, entender el mensaje que nos están transmitiendo. Ellos no quieren que seamos invasivos ni que les hagamos perder el tiempo. Si van a mirar algo, tiene que tener valor para ellos y además, un valor social, para que los mensajes puedan ser también relevantes en las redes sociales" apunta.

Marco Vega de We Believers: El siguiente nivel de programmatic es ofrecer algo que sea valioso para los consumidores

Marco Vega

Para Marco Vega, cofundador y jefe de Estrategia Creativa de We Believers, aún queda camino por recorrer en el terreno de la publicidad programática. De acuerdo con el especialista, los anuncios siguen interrumpiendo en lugar de generar algo de valor para el público.

"Como consumidores, programmatic nos ofrece publicidad que aparentemente se asemeja más a nuestros intereses y estilo de vida, conforme vamos dejando información sobre nosotros en la red. Sin embargo, no será suficiente. En el siguiente nivel los consumidores esperan que se les dé algo a cambio, algo que sea de valor para ellos. Si no ocurre, lo notarán y dejarán de ofrecer información valiosa sobre sus hábitos" asegura.

Aldo Quevedo de Richards/Lerma: Durante el 2015 consolidamos el equipo y negocio de la agencia

Aldo Quevedo

Aldo Quevedo, director creativo principal de Richards/Lerma, aseguró a PRODU que el 2015 fue un año muy bueno para la agencia, en cuanto a la consolidación del equipo y negocio. "Empezamos a trabajar para varios clientes nuevos y recibimos nuevos proyectos de clientes que ya teníamos" explicó. 

Como ejemplo de ello, se convirtieron en agencia digital y de SM para MetroPCS para el mercado general e hispano; Dr Pepper Snapple Group los nombró AOR para Clamato y Dr Pepper en publicidad masiva, además de Social Media y digital. En México, empezaron a manejar la comunicación de redes sociales para el Grupo Peñafiel y sus marcas principales. Avocados from Mexico les dio la confianza para manejar su comunicación en social media, para mercado general e hispano. También Richards/Lerma fue seleccionada como agencia de redes sociales para la banda Pearl Jam en su tour en EE UU. 

Pablo Buffagni de BBQ Agency: 2015 fue nuestro primer año de vida y nos ha ido mejor de lo que esperábamos

Pablo Buffagni

En su primer año, BBQ Agency ha tenido un crecimiento de sus proyectos que los ha llevado lejos, como confiesa Pablo Buffagni, fundador y director creativo de la agencia. "Es nuestro primer año de vida y nos ha ido mejor de lo que esperábamos" sostiene. En entrevista a PRODU apunta que su primera participación en un festival lo hicieron para la Fundación Forever -producida por Tono Studios- y quedaron finalista en los Radio Mercury Awards.

"Lo mejor que nos ha pasado son los resultados en nuevos negocios, arrancando desde nuestros inicios con el lanzamiento global de Safedome; la campaña que realizamos junto a RLPR para Infinity Insurance, ante el lanzamiento de las licencias en California; la implementación en USA de la campaña Síguete a ti misma para la lencería Ilusión, y la confianza que nos tuvo una marca tan representativa como Pepsi, al encargarnos su campaña integral de Navidad 2015 para Guatemala, El Salvador, Honduras y Nicaragua" señala.

Gustavo Lauría de We Believers: Las buenas ideas siempre tienen el poder de vender

Gustavo Lauría

Para Gustavo Lauría, fundador y CCO de We Believers, los programas que permiten el bloqueo de la publicidad digital no son un problema cuando los contenidos son de calidad. En entrevista con PRODU, el ejecutivo señala que los anuncios "malos" van a tener el rechazo del público con o sin ad blockers.

"Últimamente no paro de ver gente que genera contenido digital y tratan de incluir marcas, pero lo hacen muy mal. No importa el medio o la plataforma, cuando el contenido es relevante, la gente lo va a querer ver. Las buenas ideas hacen que funcione y siempre van a tener el poder de vender" afirma.

Alexis Budejen de Wing: Las marcas deben enfocarse en los conceptos de sus anuncios para evitar los ad blockers

Alexis Budejen

El creciente uso de los bloqueadores de publicidad ha sido el tema que trae de cabeza a la industria publicitaria, algunos especialistas la tildan como la mayor amenaza que ha sufrido la publicidad en línea e incluso organizaciones como el IAB han planteado la posibilidad de tomar acciones legales contra las empresas de tecnologías que proveen los servicios de ad blockers.

Alexis Budejen, director de Arte de Wing, afirmó que el foco de los esfuerzos debe orientarse a generar conceptos de calidad en sus anuncios, de modo que se establezca una conexión tan fuerte con los contenidos de la marca, que más bien el público disfrute y busque verlos.

2015 Winners Announced at London International Awards

The 30th LIA judging was held at the SLS Hotel in Las Vegas, convening over a ten-day period. The juries, led by their respective Jury Presidents, viewed and scored every entry within their medium, ensuring that all the work was judged equally. They concluded with final discussions to determine Grand LIAs, Statue Winners and Finalists.

The United States picks up 167 Statues and 68 Finalists - 2 Grand LIAs, 41 Gold, 53 Silver and 71 Bronze.

Bravo/Y&R, Lápiz and the community were among the winners. These are the winners for the U.S. Hispanic market:

DESIGN

Art Direction Campaign

SILVER
the community, Miami
The Buenos Aires Public Bike System
"Bike 24 Hours - Dog", "Bike 24 Hours - Baby"

Use of Illustration Campaign

BRONZE
the community, Miami
The Buenos Aires Public Bike System
"Bike 24 Hours - Dog", "Bike 24 Hours - Squirrel"

Installations/Displays - Temporary

GOLD
Lápiz, Chicago
Mexico
"Snow Graffiti"

RADIO & AUDIO

Campaign

SILVER
Bravo/Y&R, Miami
PopClik
"Conference Room", "Skype"

BRONZE
Bravo/Y&R, Miami
FedEx
"Brand New Laptop", "Mother-in-Law", " Replacement Wedding Ring"

Foods

SILVER
Lápiz, Chicago
Dog Chow Little Bites
"BEEP"

Personal Items/Gift Items

GOLD
Bravo/Y&R, Miami
PopClik
"Conference Room"

SILVER
Bravo/Y&R, Miami
PopClik
"Skype"

BRONZE
Bravo/Y&R, Miami
Zippo.com
"Watch"

Public Service/Social Welfare

BRONZE
Lápiz, Chicago
Purple Purse Foundation
"ATM"

Sound Design

BRONZE
Bravo/Y&R, Miami
Zippo.com
"Watch"

Use of Music

GOLD
Bravo/Y&R, Miami
PopClik
"Conference Room"

BRONZE
Bravo/Y&R, Miami
PopClik
"Skype"

TV/CINEMA/ONLINE FILM

Copywriting

GOLD
the community, Miami
Corona Extra
"Dear Summer"