Marketing & Strategy

Dominican Republic announces Young Marketers representatives for the 2014 Cannes Lions

 Cannes Lions Festival of Creativity

The race to the 2014 Cannes Lions  has officially begun, and it seems like it was only yesterday when Yasser Mármol and I were getting ready for the opportunity of not only attending, but also representing the Dominican Republic in the Young Lions Marketers Competition.  Inspired by the experience we were about to live, a series under the name of  "Road to Cannes"  was published in order to capture the spirit of what could possibly be considered as the most exciting and mind-bloggling event in the life of an advertising or marketing executive.  

Twelve months and countless posts later, this girl is back and ready for more. As we approach the big day of the festival, the folks of Cannes Lions in Dominican Republic have already started the quest of finding this year's representatives for four of the Young Lions categories: Marketing, Film, Cyber and Design.  In the Young Marketers category, each team of two is asked to produce a brief for a charity or cause and create a product, service or movement based on the topic. The ideas are presented in front of a jury over the course of (and no more than) 5 minutes.

This year's winning duo is Jennifer Terrero and Victoria Feliz, who presented a campaign for the office of the First Lady of the Dominican Republic, under the name of "Programa 360." The proposal included a strategy and plan of action supporting the prevention of domestic violence in all sectors and levels of society. 

Up next is a video on what went down that day. Stay tuned for upcoming posts as the winners of the other categories are announced.


An anniversary in pictures

Banco Popular Dominicano

It's been 50 years since Banco Popular Dominicano opened its doors in the Dominican Republic. Today a leader within the industry, the brand has been keen on embracing new technologies in all parts of the spectrum - operations, products and communications. 

Hace 50 años abrió sus puertas el Banco Popular Dominicano en la República Dominicana. Hoy un líder en su categoría, siempre ha manifestado su interés en acoger e implementar las nuevas tecnologías en todos los aspectos - operacional, dentro de su cartera de productos y en sus comunicaciones. 

To celebrate its anniversary, the bank launched a national photo contest on Instagram and invited the nation to post pictures that reflect the transformation of the Dominican Republic during the last century - pictures that convey changes in infrastructure, urban planning, telecommunications, industrial development, scientific advancements, among other things.

Para celebrar su aniversario, acaba de lanzar un concurso nacional en la red social de Instagram, el cual consiste en motivar a los dominicanos a subir fotografías que reflejen la transformación de la República Dominicana durante el último siglo - fotografías que transmiten los cambios en infraestructura, urbanismo, telecomunicaciones, desarrollo industrial, avances científicos, entre otros.

Banco Popular Dominicano

 The mechanics of the contest are fairly simple: follow the brand on Instagram (@Popularenlinea), upload up to three pictures including the hashtags #RD21 and #Popular50años, assign a title and description for the image, and presto. The ten best photos will take home prizes such as iPads, laptops and photography courses from Chavón

La mecánica del concurso es sencilla: para concursar, la persona debe seguir la marca en Instagram (@Popularenlinea), subir hasta tres fotos con los hashtags #RD21 y #Popular50años, aplicar un título y descripción para la foto, y listo. Las diez mejores imágenes se llevarán premios tales como iPads, laptops y cursos de fotografía en Chavón.

Banco Popular Concurso

To this moment, hundreds of pictures have already been submitted to the contest, triggering a connection between the bank and the people through visual content and social media - proving that universal truth: "A picture is worth a thousand words."

Hasta el momento, cientos de fotos han sido subidas a la plataforma de Instagram para el  concurso, lo cual ha generado una dinámica interesante entre el banco y las personas mediante el contenido visual y las redes sociales - lo cual comprueba esa verdad universal: "Una imagen vale más que mil palabras."

For more information, check out: www.popularenlinea.com

Para más información, entra a: www.popularenlinea.com 

Images courtesy of / Imágenes cortesía de: Banco Popular Dominicano

The Business of Big Ideas: Ogilvy

Agency giant, Ogilvy, is no stranger to the subject of big ideas. 

In 1947, David Ogilvy, mastermind and founder of Ogilvy & Mather, set out to build one of the largest advertising networks in history. His audacity and success were only surpassed by a business acumen and ability to voice concepts that have served as inspiration and a guiding light for professionals in the field of advertising and marketing. When he spoke, we listened. And that we have done for over half a century.

Ogilvy founded his philosophy on three basic pillars: quality and diversity of the people, quality and class of the operation, and last but not least, belief in brands. From here stems that age-long conviction of the development and cultivation of the intangible aspects that make companies (and those responsible for it) unique. "Our history is the evolution of one man's thoughts, talents, and work ethic translated into a company culture, a defining business strategy, a destiny." We must make advertising that sells, but first, make advertising that builds brands. 

So when it comes to ideas worth spreading, what could be better than to share them through social media? The team at Ogilvy has done a great job in creating a platform that both informs and celebrates the passion for ideas set forth by none other than its brilliant founder. For the past year, I've been fascinated with amazing entries featuring infographics, quotes, rankings and facts on the subject of business, advertising, brands, and life.

In keeping with the celebration of knowledge, here are 20 of my most favorite posts from Ogilvy & Mather's Facebook page:

Ogilvy 22

Ogilvy 1

Ogilvy 2

Ogilvy 3

Ogilvy 4

Ogilvy 5

Ogilvy 6

Ogilvy 7

Ogilvy 8

Ogilvy 9

Ogilvy 10

Ogilvy 11

Ogilvy 12

Ogilvy 15

Ogilvy 16

 Ogilvy 16

Ogilvy 17

Ogilvy 19 Ogilvy 20

Ogilvy 23

 

Google captures the spirit of ‘search’ in its new Zeitgeist video

There is no greater moment in advertising than that in which the spirit of a brand is linked to the spirit of humanity.

Since 2010, Google has provided a snapshot of the world's most important events through its Zeitgeist video. From our biggest achievements to our most perilous catastrophes, it reflects what touched us and shaped us during the course of 365 days.

This year's top trends can be found on their website under an array of categories - people, events, consumer electronics, hashtags, etc. - all of which result in a memorable and beautiful video. (see below)

Google Zeitgeist 2013

Google Zeitgeist - United States: 


Google Zeitgeist - France:


Google Zeitgeist - Japan:


Google Zeitgeist- Germany:


 

Previous years:

"Google Zeitgeist 2010: A Year in Review." 

"Google Zeitgeist 2011: How the World Searched." 

"Google Zeitgeist 2012: The World's Biggest Moments."

The Spree of the Season: Black Friday 2013

 Santo Domingo

For this marketer, the chance to experience Black Friday in the flesh is always welcome. It's different, it's fun and it's a great way of witnessing how brands fight it out in the retail battlefield. I mean, what could be a more perfect preamble for the Christmas season?  So just like last year, equipped with my camera and my two cousins, we hit the streets of Miami for a reprise of an unforgettable - and crowded - shopping spree. 

According to the National Retail Federation, consumers spent approximately $59 billion during Black Friday and Cyber Monday in 2012, with an estimated 247 million people who visited stores and websites. As people flocked brick-and-mortar stores, the online platforms exploded. This year was no different.

In 2013, while in-store sales dropped by 2.7%, online sales increased by 15% and 21% on Black Friday and Cyber Monday, respectively. This led many retailers to target mobile and tablets shoppers more than ever before. According to Ron Josey, "This is the first holiday season when mobile is having its mark on overall retail sales. The online frenzy has couriers with higher shipping volumes., with an expected 420 million packages, a 10% increase from last year." The age of online shopping is at an all-time high.

So how did brands compensate? Simple, they started with discounts a lot sooner. By sooner, I mean days -  even weeks - in advance. This substitution effect made us ask ourselves: "Why should I spend the day being shoved, when I can enjoy my discounts beforehand without the masses? Or better yet - in the comfort of my own home?" Is this all still worth the hassle? As Rafi Mohammed from the Harvard Business Reviews points out, retailers are stuck with the "discounting prisoner's dilemma." 

CNN conducted a survey in which they asked people if considered Black Friday to be  worth it, and the result was a resounding "No" by  54%, and comments such as "Online shopping is the way to go" by  37%. True, web deals were hard to beat, but isn't Black Friday supposed to be about the shopping experience? Could online platforms give us that same taste of the holiday season? Is this effort from our part as marketers, to be ahead of the game, to beat the time, eventually killing the purpose of it all in the first place?

On another note, according to the folks of Kenshoo, ad performance was in an all time high. Retailers generated up to 15 times more revenue from Facebook ads on Black Friday and Cyber Monday and saw a growth on its Return on Ad Spend by 93%. But what is really interesting is how Black Friday and Cyber Monday generated triple the average number of conversions with clients.

Will this be an interesting phenomenon to study through the course of the following years? You bet. As far as I can tell, Black Friday is a festivity unlike any other, whose dynamics are transforming before our very eyes. It will be intriguing to see what the next twelve months will bring.

 Check out my pictures from this year's Black Friday:

"Getting ready for the mayhem." Walmart, 4:00pm

Getting ready for the mayhem. - Walmart, 4:00pm

 

50% off

50% off - Michael Kors, 9:00pm

 

All together now

Electronics

 

Get in line

Getting in line at 11:00pm

 

9.99

$9.96 - Walmart

 

Apple

The Red Sea - Apple

 

The best buy?

Best Buy

Meanwhile, in Santo Domingo, my sister snapped this picture of one cute little shopper:

Early adopter

Ms. Panasonic

Source:

"How Thanksgiving lost its Mojo", Rafi Mohammed. Harvard Business Review.

"Cyber Monday Sales at Record as Amazon, eBay win Shoppers", Danielle Kucera. Bloomberg Technology.

"Poll: Do you think Black Friday is worth it?", CNN Money. 

"Infographic: How well did Facebook ads perform during Black Friday, Cyber Monday?", Justin Lafferty. Inside Facebook.