Luciana Thiesen

I bet you haven’t seen this Latin American campaign yet 🌞 Cool Fresh (Soda brand) “Coolpable” / “Guilty” by Digitas Perú. A courtroom. A young man pleads guilty. To what crime? Who cares? :) What matters is the pun. Guilty in Spanish is “culpable,” which is very close to - surprise -  “COOLpable” (notice the product name?) Then, the ad closes: “The only rule is that you never stop trying, which is why Cool Fresh brings you two new flavors: orange and strawberry. Guilty / ‘Coolpables’ of trying everything with Cool Fresh.”  🤯 Why I love it? 1. Because of the concept - Name of the product? COOL Fresh. Name of the concept? COOLpables (guilty). Simple, dumb, unforgettable. 2. Because of the storytelling - I love how the concept IS a story. Now, every time I see or hear the word “culpable” or even watch a courtroom movie, guess what: I´m gonna think of this Peruvian soda :) 3. Because of the concept’s potential - They basically own the word “guilty” now. Imagine how many other things can be done with that. :) Applause to Digitas Perú for keeping Latin American creativity up in the sky :) PS: Want me to bridge the gap between you and brilliant Latin American campaigns? Let me know in the comments :) #creativity #advertising #werbung #kreativagentur #digitasperu #latintalent #copywriting

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At #AWNY - #Contextual needs to apply to creative, too - especially with Spanish language content - such as with TelevisaUnivision. It’s the “art and the science”, per Brian Lin “Straight up reach and frequency doesn’t scale for my, e.g. “sneaker heads” audience. I need a mix of mass and targeted so we’re looking at site, traffic — a blending of old contextual with new ways to reach my target. … I’m buying things I’ve never bought a before. I’m buying buckets that look like mass.” - Nick Fairbairn Chime Per David Porter - We can look across all our Warner Bros. Discovery Ad Sales platforms to move away from demos and dayparts to deliver just what marketers want. Eg: we can look at all the scenes of people at an ice cream shop and can ID thousands of those moments and place, say, Ben & Jerry’s on all those. #AWNewYork24

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I won’t sugarcoat it. At Red One México, failure is a fundamental part of our journey. Imagine this: Every failed pitch, every project that didn’t quite hit the mark… These aren’t just setbacks. They are invaluable lessons packaged in disguise. Failure, while often viewed negatively, is not about falling short. It’s about gathering insights that propel us forward. As the saying goes: "Experience is what you get when you don't reach what you aim for." This philosophy shapes our approach. (These aren’t ‘just’ cliché words to us.) We’ve made it a priority to: → Embrace each setback as a stepping stone towards our goals. → Foster an environment where lessons from failures are welcomed because we know that they’ll provide the knowledge for future achievements. → Encourage our team to push boundaries, knowing that growth often lies on the other side of comfort. It's easy to boast about resilience, yet it's another to (truly) embody it. How many can genuinely claim their failures as the foundation of their success?

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📊 Back in July I posted about how Tres Generaciones Tequila entered a testing and learning phase social media channels. I expressed 5 key things were looking at reading from this approach: 𝗘𝗻𝗵𝗮𝗻𝗰𝗲𝗱 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲, 𝗗𝗮𝘁𝗮-𝗗𝗿𝗶𝘃𝗲𝗻 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗠𝗮𝗸𝗶𝗻𝗴, 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴, 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆, and 𝗖𝗼𝘀𝘁 𝗘𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆. 🔍 All of that work on SS24 led to the culmination of how we briefed the creative director for FW24, and how we can look at this type of model to be a potential consistent method. Keep testing & learning folks! 🥃 Be sure to check us out on Instagram and learn more at https://lnkd.in/e_UNkf3t. Salud.

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Why Brands Can No Longer Overlook Hispanics in America? Here are several compelling reasons: 1. Demographic Growth and Influence The Hispanic population is the fastest-growing demographic in the U.S. and is expected to reach 111 million by 2060, accounting for nearly 30% of the total population. With a younger median age compared to other groups, the Hispanic community is a vibrant and dynamic consumer base that shapes market trends for decades. 2. Economic Power Latinos command substantial economic influence, with purchasing power surpassing $2.8 trillion, making them a critical driver of U.S. economic growth. 3. Cultural Impact Hispanic culture has a profound effect on U.S. society, influencing everything from music, fashion, and food to entertainment and social media trends. Platforms like Spanish-language networks and bilingual influencers shape public opinion and consumer behaviors. 4. Digital and Social Media Engagement Latinos are highly engaged on social media, often surpassing other demographics in usage and interaction. This presents a valuable opportunity for brands to connect with an active, digitally-savvy audience. 5. Transcreation and Bilingual Marketing Connecting with the Hispanic community goes beyond translation—it requires transcreation, which adapts messages to resonate emotionally and culturally. Bilingual marketing that mirrors the realities of many Hispanic households can create more inclusive and relatable brand experiences. #lunesdeLinkedin #hispanicmarketing #multiculturalmarketing #community #transcreation #marketingstrategytips #diversityandinclusion #language #success

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Come be "Part of our World" with Jodie Benson -Imagine rubbing shoulders with Canada's own, the Trailer Park Boys... -Enjoy some chicken at Los Pollos Hermanos with Gus Fring aka Giancarlo Esposito, the mastermind behind TV's most unforgettable villains. -Brace yourself for spine-tingling tales from the legendary Robert Englund, aka Freddy Krueger. Dive under the sea with Jodi Benson, the voice of Ariel, and feel the rush as you meet wrestling royalty Rob Van Dam and Kevin Nash. Come join us along with +65,000 others at Palais des Congres from July 5-7th at Montreal Comiccon! Fun fact: 67% of the participants are aged between 18-44? That's right, Comiccon isn't just for kids and the attendees are perfectly split, with 51% male and 49% female Brands: These demographics offer a prime opportunity for brands to connect with a diverse and engaged audience. With 67% of participants aged 18-44 and an even split between genders, brands can craft tailored experiences and promotions that make a lasting impact and foster strong community connections. Parea Group #comiccon #montreal #sponsorship #advertising

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I have just shared in a new blog post on Samba Rock's website the story of how I started my business almost 10 years ago after a layoff from Y&R. Check it out: #inspiration #business #entrepreneur #entrepreneurship #layoff #positivevibes

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🍋 Refreshing, yet, familiar… Taking a closer look at 7UP’s rebrand👇 Last year, PepsiCo unveiled the updated identity of its popular lemon-lime soda: 7UP. They subsequently launched brand campaign broadcasting the new identity. The rebrand was well received, earning multiple awards and praise from brand professionals across the globe. It aligns the brand’s identity with its vision, where 7UP is the number one source of “UPliftment”. Here are three things 7UP did to achieve this: 𝟭. 𝗨𝗽𝘄𝗮𝗿𝗱 𝗙𝗮𝗰𝗶𝗻𝗴 𝗩𝗶𝘀𝘂𝗮𝗹𝘀 The new logo is angled up, signifying upward momentum. As Mauro Porcini, SVP and Chief Design Officer of PepsiCo, states: “𝘖𝘶𝘳 𝘯𝘦𝘸 𝘷𝘪𝘴𝘶𝘢𝘭 𝘪𝘥𝘦𝘯𝘵𝘪𝘵𝘺 𝘧𝘰𝘳 7𝘜𝘱 𝘸𝘢𝘴 𝘪𝘯𝘴𝘱𝘪𝘳𝘦𝘥 𝘧𝘪𝘳𝘴𝘵 𝘢𝘯𝘥 𝘧𝘰𝘳𝘦𝘮𝘰𝘴𝘵 𝘣𝘺 𝘵𝘩𝘦 𝘣𝘳𝘢𝘯𝘥’𝘴 𝘤𝘳𝘦𝘢𝘵𝘪𝘰𝘯 𝘰𝘧 𝘮𝘰𝘮𝘦𝘯𝘵𝘴 𝘰𝘧 𝘜𝘗𝘭𝘪𝘧𝘵𝘮𝘦𝘯𝘵 𝘵𝘩𝘳𝘰𝘶𝘨𝘩𝘰𝘶𝘵 𝘪𝘵𝘴 𝘩𝘪𝘴𝘵𝘰𝘳𝘺.” The energy and upward movement are consistent across all visuals and brand assets. This visual storytelling approach strongly supports the company’s vision. 𝟮. 𝗥𝗲𝗳𝗿𝗲𝘀𝗵𝗶𝗻𝗴 𝗖𝗼𝗹𝗼𝗿 𝗣𝗮𝗹𝗲𝘁𝘁𝗲 Recognizability is everything when it comes to branding. Colors have always been a crucial ingredient of brand recognition. But 7UP wanted to add some new flavor to its identity. So it added a few fresh green shades to the mix. This allows the brand to spice up its color schemes while maintaining familiarity and recognition. A clever way to refresh its brand identity. 𝟯. 𝗖𝘂𝘀𝘁𝗼𝗺𝗶𝘇𝗮𝗯𝗹𝗲 𝗟𝗼𝗴𝗼 Do you remember Coca-Cola’s famous “Share a Coke” campaign? The global campaign featured popular local names on Coca-Cola bottles and cans. It became one of Coca-Cola’s most successful marketing campaigns, significantly increasing sales and consumer engagement. 7𝘜𝘗 𝘪𝘴 𝘶𝘴𝘪𝘯𝘨 𝘢 𝘴𝘪𝘮𝘪𝘭𝘢𝘳 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘺. The ‘UP’ in the logo is now an independent branding element. It will be used to localize packaging, by writing the word ‘UP’ in the market’s local language. By using customers’ local languages, 7UP builds familiarity and trust across markets while maintaining a consistent visual identity. Will this rebrand help 7UP take the number one spot as the go-to lemon-lime soda? Let us know in the comments👇 — 𝗗𝗶𝗱 𝘆𝗼𝘂 𝗲𝗻𝗷𝗼𝘆 𝘁𝗵𝗶𝘀 𝗽𝗼𝘀𝘁? You’ll love our Newsletter. Subscribe here👉 https://lnkd.in/dX9ifb5A 

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Not getting the results you need with LATAM audiences? 🌎 Influencer marketing is booming in LATAM, and we’ve got the pro-tips you need to make it work for you. Our latest carousel breaks down how to build real connections, stay ahead of trends, and tailor your strategy for maximum impact. We’re also heading to Miami this month for Greenbook's IIEX LATAM conference to dig even deeper into what makes LATAM tick. If you’re there, let’s connect and talk shop! 👋🏼 #LATAM #greenbook #iiexlatam #iiex #mrx #marketresearch #influencermarketing #protips

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Check out a few of our pro-tips for connecting better with the LATAM audience online! 💡 #mrx #latam #iiex #iiexlatam

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I began my career as a designer in the film industry before shifting over to he publishing industry. I worked for half a dozen different magazines, thanks to an incredible opportunity to be mentored by one of the all-time most highly respected creative directors. Rhonda Rubinstein was an incredible influence on my design thinking and capabilities. We worked at numerous magazines together but to this day, my most rewarding and satisfying work was at Mother Jones. It was creative, expressive, challenging and it's my "radicalization" began to take shape. (Turns out I've *always* maintained controversial, non-mainstream views.) In the years since I've done less and less design work and more writing and strategic planning. But as Rhonda cautioned, "once an art director, always an art director." More recently, I've been working in the neurodiversity disability space. In diving into his new realm I did a ton of research into neurodivergent-friendly design. Turns out what's good design for autistic, ADHD, dyslexic and other neurodiverse people is good design FOR EVERYONE. Or, if I may make a tiny little leap here, design is a discipline. The advent of apps *cough Canva* that put design within reach of anyone with a smartphone has resulted in a world full of awful, hard to read, difficult to follow design—particularly in social media. So, dear fledgling social media rockstar, dear start-up tech bro, dear content creator...please do yourself a favor and take a design course or two. There is no app for good design. Design is a discipline. But at the very bare minimum… STOP CREATING SLIDES AND CONTENT IN LONG PARAGRAPHS OF ALL CAPS CENTERED COPY BLOCKS. Thanks for coming to my TED talk and stay tuned for my Design Direction for Non-Designers workshop next month.

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With the week coming to a close, I’m still reflecting on everything I absorbed at Mirren Live 2024. Key Takeaways: From Bianca Guimaraes, I’m taking away the importance of distilling the brief into key elements (the “enemy” > insight > brand/product role > emotional benefit) to achieve powerful creative execution. As well as the reminder to always partner with clients along the way, frame the strategy and then share the final outcome/creative/game play once everyone is well aligned on how we got there. The “Innovating Targeting, Data & AI for a Post-Cookie World” session was also super insightful. Remembering Matt Weiss’ focus on personalized content and Tom Morrissy’s reminder to always stay relevant to our clients by proactively sharing with our clients and partners the “must knows” of this ever changing landscape. Most of all, the fantastic follow-up discussions with my partner in crime Emily Fogarty. Plus all the wonderful peers we got to chat with, learn from and hang out. Aside from those mentioned above, special shoutout to Justin Wohlstadter, Erin Spalding, Kyle O'Brien, Simone Oppenheimer Mandel and the teams at Resonate and Mirren Business Development. Feeling energized to apply these learnings as we elevate Part and Sum's strategic solutions. Looking forward to more inspiring conversations on the future of advertising! #MirrenLive2024 #StrategyInsights #DataAndAI #CreativePartnership

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Absolutely obsessed with this launch campaign from Airbnb. To celebrate their latest release, Airbnb is offering a series of once-in-a-lifetime stays and experiences, ranging from a night in a balloon-lifted house inspired by Pixar’s Up to a dream stay at the Ferrari Museum. Why do I love this so much?? ⚡ 𝗗𝗘𝗠𝗢𝗡𝗦𝗧𝗥𝗔𝗧𝗘𝗦 𝗕𝗥𝗔𝗡𝗗 𝗔𝗡𝗗 𝗣𝗥𝗢𝗗𝗨𝗖𝗧 𝗘𝗩𝗢𝗟𝗨𝗧𝗜𝗢𝗡. Airbnb began as an alternative to hotels, and many still see it that way. However, amidst growing concerns about the quality and complexity of stays, Airbnb is stepping up. This campaign brilliantly highlights their expanded vision, focusing on delivering unique experiences, fostering group adventures, and enhancing personal connections. 🔥 𝗘𝗫𝗣𝗘𝗥𝗜𝗘𝗡𝗧𝗜𝗔𝗟 𝗠𝗔𝗥𝗞𝗘𝗧𝗜𝗡𝗚 𝗗𝗢𝗡𝗘 𝗥𝗜𝗚𝗛𝗧. I'm grateful to see truly innovative experiential marketing gaining the spotlight it deserves. For far too long people have viewed experiential as mobile tours and product sampling. This campaign redefines experiential with a blend of impeccable brand strategy and creativity, showing just how dynamic and impactful these initiatives can be. ✨ 𝗜𝗧'𝗦 𝗗𝗜𝗩𝗘𝗥𝗦𝗘—𝗔𝗡𝗗 𝗝𝗨𝗦𝗧 𝗣𝗟𝗔𝗜𝗡 𝗙𝗨𝗡. The campaign's range is impressive, featuring everything from major brand collaborations (like Disney Pixar and Marvel) to partnerships with celebrities and influencers (including Prince, Khaby Lame, Doja Cat, and Kevin Hart), and nods to iconic cultural institutions (like the Ferrari Museum and Musée d'Orsay). It's a diverse and exciting lineup that not only promises great fun but also appeals to a wide audience. #Airbnb #BrandExperience #ExperientialMarketing  

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I once worked for a brand where the CEO encountered a question about a popular slang term that a brand ambassador wanted to use in a campaign. The term was "Latino Gang." When I overheard the CEO’s confusion about its meaning, I was eager to explain the cultural context behind it. To my surprise, the CEO consulted several others and eventually instructed the brand correspondent to change the wording. Reflecting on this experience during Hispanic Heritage Month, I see the importance of making it more than just a theme for one month. It should be an ongoing commitment. I want companies to engage in conversations about social connotations, cultural significance, and the true meaning of words before shutting down ideas that could foster inclusivity. “Latino Gang” has a rising positive SEO presence and cultural significance, largely popularized by J Balvin. As someone that listens to urban music, and loves reggaeton, he gave it a new meaning. For the artist, it means “being proud of where I come from, but also inviting and including everybody. Whoever vibes with Latino music, let’s make them part of the family. Whoever respects our culture is part of the family. It’s all about love. This is everybody’s gang.” (Quote from New York Times J Balvin Interview). CEOs and founders: Don’t just hire people who look like me to check a box. Hire us to truly understand cultural nuances, to hold meaningful discussions, and to leverage our backgrounds for greater impact. Elevate our voices by including us in the conversation—not just during Hispanic Heritage Month, but all year round. #HispanicHeritageMonth #MiamiTech #MarketingStrategy #AffiliateMarketing

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“Treat people like people” at work. I have to give a tremendous compliment to my team, Alyssa Plascencia and Lance Reitelbach, for stepping up to the helm and moving our projects forward despite my sudden departure. That’s when you know you’ve got rockstars 🤩 …when a call comes in, and they say, “Just go.” Unfortunately, we will all have a day when a call comes— whether at home or while we’re at work— and we’ve got to go. We've got to step away from our work projects. And how we treat one another makes all the difference on those occasions. Let's go further... how we treat one another DAILY makes all the difference because our relationships in the workplace can really compound stress, or it can provide camaraderie, genuine support, and belonging in our lives. We spend a considerable amount of time with one another at work. Believe me when I say that kindness (thoughtfulness, humanness, consideration) at the workplace is NOT weakness. It’s confidence! It's strength of character. It's leading. It creates connections, and connection creates wins. We all take the lead when we treat people like people in the workplace. It's so cliche, yet still so true. Leader isn’t a title or position, nope! Not even close. Thanks for leading Alyssa and Lance. I appreciate you both. You made it easy for me to step away, and that was all the difference.

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