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Best of 2012: Brands show the power of campaigns with cultural insights
7 de enero de 2013
La acción desarrollada durante 2012 por Bud Light, Amigos y carne asada, es un ejemplo de la tendencia
Continuing with our Special Coverage: The Best of 2012 at PRODU Hispanic Publicidad, we recall how important it became, following the 2010 Census, for brands to strengthen their communication strategies by making insights into Hispanic culture their own.While this is nothing new and many brands have developed these insights, the fact that the Census states categorically that Hispanics are Americas biggest demographic minority has shown advertisers how absolutely advisable it is to create strategies targeting Latinos with projects that celebrate their traditions.Bud Lights 2012 nationwide campaign Amigos y carne asada (Friends and Grilled Beef) featuring acclaimed chef and TV host Aaron Sanchez is a prime example of a project based on a popular Latino tradition.As for ad agencies and how they see this trend, Marco Vega, managing partner, brand management of The Vidal Partnership in New York, said that brands are going to reinvent themselves in a world where the consumer is their best ally during these lean times.For their part, Mario Granatur and Rafael Ramirez, both VP/creative directors at Conill in California, agreed that what is most important is that admen who plan, create and execute ideas know the consumer inside out. The real driving force behind what we do is the cultural insight, they said.
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