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1 2 TA K E A W AY S
I
L E X I A’ S F I R S T
CULTURE MARKETING COUNCIL
2 0 1 9 A N N U A L S U M M I T
By PhD Guido Lara,
...
A
na Navarro - Brilliant, friendly, sharp as we’ve come to know her,
always wielding strong arguments and solid principles...
C
ulture-The voice of Hispanic marketing finds the concept of culture as
a powerful umbrella that feeds conversation, high...
5
6
E
legance- An elegant presentation, full of style in depth and form was
made by Julia Estacolchic, Director, Affinity ...
I
nclusion- The dominant paradigm of old advertising rested on the notions
of exclusion and exclusivity. It illustrated a ...
9
10
N
arrative curve-The digitalrevolution transformseverything and destroys
old paradigms, among others, the old classic...
S
tars on the rise- The annual summit recognized outstanding marketing
professionals aged 35 and under. A new generation i...
contact@lexia.com.mx@LEXIALatinos www.lexia.cc
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LEXIA's First Culture Marketing Council 2019 Annual Summit - 12 Takeaways

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During June 10-12, LEXIA Insights & Solutions participated in the 2019 Culture Marketing Council Annual Summit, hosted at The Statler Hotel in Dallas, Texas, where we took part in valuable industry discussions and panels. We share our 12 takeaways from a great conference.

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LEXIA's First Culture Marketing Council 2019 Annual Summit - 12 Takeaways

  1. 1. 1 2 TA K E A W AY S I L E X I A’ S F I R S T CULTURE MARKETING COUNCIL 2 0 1 9 A N N U A L S U M M I T By PhD Guido Lara, CEO LEXIA Insights & Solutions
  2. 2. A na Navarro - Brilliant, friendly, sharp as we’ve come to know her, always wielding strong arguments and solid principles. She shared the great difference that exists between a political strategist and a professional commentator. While one must keep quiet, the commentator is free of ties and can give free rein to what goes on in his/her’s mind and heart, just as she does whenever she is on a stage or television set. Another relevant insight was the affirmation that the divorce between Latinos and Republicans is not beneficial because it grants Democrats their support almost unequivocally, obtaining our vote in exchange for very little. If there is no competition, there is incompetence, that is why it is convenient for new political actors of the GOP to build the bridges of communication and understanding that Trumpism has broken so badly. 1 B eauty-While Latinos still have a long way to go in industries such as science and technology, in areas such as the arts and aesthetics we are in the forefront. Beauty is inscribed very clearly in our cultural DNA, which we should feel proud of and manifest. Two campaigns that were presented caught my attention the most. The first one was undertaken by Casanova Pendrill for the California Lottery, in which they commissioned a great artist that was able to translate the traditional cultural game of ‘Lotería’ in Mexico with characters such as ‘El Catrín, El Valiente, La Sirena’ into a contemporary synthesis depicted in a celebration of color and graphic lyricism. The second, was the Shine Your Way campaign by the beer brand Sol, which spoke to a bicultural generation in a fresh and luminous way, highly contemporary with music and freestyle dancing as its flag. - https://www.youtube.com/watch?v=mwKe6YlpOzI - 2
  3. 3. C ulture-The voice of Hispanic marketing finds the concept of culture as a powerful umbrella that feeds conversation, highlights differentiation and creates a platform for the development of the industry. It’s the values, beliefs, traditions, habits, aesthetic expressions and distinct priorities in life, that make Latinos a segment destined to inject new blood in the cultural richness that is the United States. We see culture not as a barrier that creates isolated identities, but as a key resource and a rich patrimony, open to mixture and to fusion to create a society that would be much more integrated and a life that will be more beautiful and fun. C hair- Special acknowledgement to Isaac Mizrahi and the whole team of colleagues that worked insatiably to create an agenda rich in perspectives and inspiring presentations. Thank you, what is labored in seriousness and professionalism, clearly stands out in the stage. You have set the bar very high for 2020. The CMC can count on us to add to those efforts. 3 4
  4. 4. 5 6 E legance- An elegant presentation, full of style in depth and form was made by Julia Estacolchic, Director, Affinity Brand Marketing, Match who addressed an issue that is often surrounded by prejudices like “tinderization”. Online dating mirrors the dynamics of real-life dating; however, it multiplies the possibilities of connection by going beyond the person’s acquaintance circuit. Match is innovating by taking segmentation to the core of their business growth. The galaxy of existing applications (more than a thousand according to her) serves different communities within the framework of its culture and life cycle, such is the case of two applications she presented: Chispa! (for Latinos) and Our Time (for empty nesters). Each app is perfectly directed to the circumstances and needs of each target to raise the quality of UX with a careful work of data analytics. By instance, the first instruction for the prospect users of “Our Time” is simple: “Turn on your computer.” H all of Fame- Special recognition to Ingrid Otero-Smart of Casanova Pendril, Al Aguilar of Creative Civilization, Tony Dieste of Dieste, Alex López Negrete of López Negrete and Luis Miguel Messianu of ALMA, who were inducted to the CMC Hall of Fame. Hard work, passion, discipline, leadership, and generosity is the common denominator in these giants of our industry, those who have led the way and defended our position in this great country. There is still a lot to do, but thanks to everything they’ve achieved, an important first step to keep building has been made. It is significant to mention that they are full of life, alive and kicking, with a capacity to keep piling successes, as well as being leaders that inspire a generation of new leaders themselves. It is worthy of celebrating the generous words that honorees and presenters exchanged. Buena vibra inundó el salón.
  5. 5. I nclusion- The dominant paradigm of old advertising rested on the notions of exclusion and exclusivity. It illustrated a vision of the Darwinian world where the strongest defeated the weakest. This vision has exploded into pieces and much of the global political turmoil can be explained by the reaction of the forgotten, ‘los ninguneados’ that with their vote of punishment have put at the head of their nations a true circus freak (Trump, López Obrador, Bolsonaro, Boris Johnson, Orban, etc.). Inclusion and the value of inclusiveness are emerging as a paradigm that can bring great benefits to the brands that adopt it. The LEVI’S Circles campaign presented by Karin Onsager-Birch of FCB West is an exquisite metaphor about the economic, political, social and commercial value of inclusion. The circle envelops us, celebrates us and reinforces our sense of belonging. -https://www.youtube.com/watch?v=ZgcgFP9nGqY - L exia- For the first time we attended this conference as a strategic step of forming part of this community. We found a group that is vibrant, active, and ambitious, which shares our cultural coordinates and are committed to making the world a more inclusive, diverse and better place for everyone beyond borders. We will be back, and you can count on us to keep on building this community. It was a real pleasure saying hello and meeting everyone personally, as well as seeing industry leaders in action, such as (in alphabetical order): Francisco Cárdenas, Manuel Campos, Felix Contreras, Meghann Elrhoul, Julia Estacolchic, Gil Gastelum, Edgardo de la Garza, Gonzalo de la Fa, Alex López Negrete, Hector Fernández, Jonathan García, Louis Maldonado, Luis Miguel Messianu, Isaac Mizrahi, Isaac Muñoz, Karin Onsager-Birch, Victor Paredes, Eduardo Perez, Aldo Quevedo, Angela Rodríguez, Cecilia Rivera, Carlos Rodriguez, Ciro Sarmiento, and Cecelia Wogan-Silva, among many, many others. 7 8
  6. 6. 9 10 N arrative curve-The digitalrevolution transformseverything and destroys old paradigms, among others, the old classic narrative schemes. Cecelia Wogan-Silva, Director of Creative Agency Development of Google presented her model based on three A’s: Attention, Authenticity, and Assistance. Behind these concepts is the key to not getting lost in the noise, in the simulation or in the disconnection with people who want and need a tangible help that will generate value. The digital versatility allows generating messages that are specially segmented and directed to the emotions that characterize a genre, a life cycle, a culture, etc. The trailers to promote the first season of Westworld were very eloquent. The first one addressed to women was conversational, self-referential, and seductive. The second was violent and made up of men as refugees in their own silence. Attractive and effective for the chosen target. R esearch- It was very clear that market research is being transformed in the era of big data and artificial intelligence, posing new questions and facing relevant challenges to be more agile and at the same time not losing depth. AARP (Edna Kane-Williams and Yvette Peña), hand in hand with d’expósito & Partners LLC (Daisy Expósito-Ulla and Louis Maldonado) highlighted the importance of researching culture, motivations, and life- cycles of their target audience. Without research they would not have achieved campaigns as successful as theirs, in consonance with desires of love and health. Nielsen on the other hand presented a holistic scheme that is relevant to articulate the multiple and diverse touchpoints that connect consumers: “Media is often planned in silos, leaving the potential for cross channel synergies untapped.” The whole conference was about building bridges and transcending barriers. For his part, Isaac Muñoz from Southwest contributed the relevancy of a strategic vision that asks the correct and revealing questions to the almost infinite databases that are generated in e-commerce.
  7. 7. S tars on the rise- The annual summit recognized outstanding marketing professionals aged 35 and under. A new generation is knocking on the door, with innovative and fresh ideas that are taking the world by storm. It is time to follow their leadership and learn from them. Recognized are Jonathan García (Associate Creative Director – ALMA), Isabel Rafferty Zavala (CEO – Canela Media Inc.), Veronica Ruiz del Vizo Pedrique (CEO – Mashup Agency). W isdom- Rishad Tobaccowala, CGO, Publicis Group, arrived at the stage in a full sense of tranquility and serenity, feelings known only to those who know what they want to say, without graphic help and by hypnotizing the audience with a torrent of ideas and relevant experiences, not only for the marketing and communication industry, but to life itself. He showcased with clarity the irreversible trends of globalization and his personal experience regarding the need to place the Indian culture in which he was raised in parenthesis to experiment American culture first hand as an indispensable condition to keep growing in his profession within the United States. Only the deep immersion in the culture for which we will create advertising will allow us to achieve the objectives of the brands to which we offer our services. Every good advertiser is a good seller and I already bought in presale his book ‘Restoring the Soul of Business: Staying Human in the Age of Data’ that will be released on January 28, 2020. 11 12
  8. 8. contact@lexia.com.mx@LEXIALatinos www.lexia.cc

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