In the Spotlight
iNSPIRE!
It was February 18, and there we sat, huddled around the table, as a team, as a family, when from the podium we heard, “And this year’s Dallas ADDY Best of Best-in-Show goes to…” the anticipation built, “iNSPIRE! for Jesús – The Documentary.” And like that, our Make-A-Wish Foundation work had won us top honors. It was almost a month later when we learned it was the first time in the ADDY’s 100 year history that a Hispanic agency had taken home this Best of Best-in-Show honor – and we were humbled.
See, that’s who we are here at iNSPIRE!, our job is to tell our client’s story – to inspire action in the Hispanic consumer – moving the needle for our client. You’ve probably seen our work for Boost Mobile, McDonald’s or other clients around town, heck probably in other markets and on national TV, too. But you’re probably asking where the heck we came from. Well, in 2007 our fearless leaders – Tommy Thompson and Fernando Sabah-Canto took the reins and turned iNSPIRE! into an award-winning independently owned agency. And my how we’ve grown! We now have 12 offices across the country, and 38 folks working with us.
We’re not your typical Hispanic agency, in fact we don’t consider ourselves a “Hispanic agency” at all, we’re an agency focused on connecting with the essence of the Hispanic consumer, and that means our approach is a little different than the other guys. See, we recognize that there are more than 45 million Hispanics in the U.S., but we also realize that they don’t all speak Spanish, and thus we need to talk to more than just those Spanish speakers. Our theory is that the Hispanic marketplace involves more than one homogeneous segment, instead, they have various unique qualities, likes and dislikes, creating niches within the niche. Understanding this affects how we talk to consumers, and in what language. We get our hands dirty and dig deep into the consumer’s lives – you remember those 11 field offices? Yeah, not only are they client interfacing offices, but they serve as our sensors for what’s going on across the country, as opposed to sitting in an ivory tower simply trying to guess.
One of the things we’ve been working on for the last seven years, and has really become a major focus is reaching the Latino teenager – Lateens, if you will. Since we identified and started talking to this group before anyone one else gave them credit or identifies them as a viable business opportunity, we had to write the blueprint ourselves. We went to concerts and hung out at malls all just to see what made these consumers “tick.” And as their involvement in social media grew we added virtual ethnographies to our research – a fact finding process to ensure we are up to date in how they think and behave in their normal habitat, and what we learned is that these folks are bilingual, tech savvy and have a buying power of more than $20 billion. Because these Lateens are still so overlooked and misunderstood by most marketers, we started a blog to help clear the air, www.BrandLateen.com.
If you’re dying to see more of our work, or just want to learn a little more about us, stop on by – www.inspireculture.com
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Latest News
Dallas Ad League Launches New Website
Welcome to the new and improved web site for the Dallas Ad League. The Dallas Ad League is an organization of nearly 1,000 members dedicated to preserving and furthering the advertising industry in Dallas and beyond. With a proud legacy of more than one hundred years, the Dallas Ad League exists to educate, inform, connect and inspire our members and our future members.
Our new site represents hundreds of hours of work done by DAL Board Members and their respective agencies. The talented Jonathan Simpson and his team at Canonball Creative led the charge in terms of the design and building out the backend. Ed Bardwell and his colleagues at MARC USA, along with Angelo Antoline and his team at Munday Morning Creative, also deserve accolades for all of their hard work and efforts on the site. On behalf of the League, we applaud your dedication and commitment to our industry. You brought our vision of creating a more modern, useful and engaging site to life. Though we know that looks aren’t everything, first impressions do count.
Please enjoy our site, visit often (don’t we deserve to be one of your “Favorites”?) and let us know how we can improve. We are here to serve you: Our members and our potential members. Our vision for the site is that it becomes a helpful reference tool for you; desgined to help you get ahead. Check out our upcoming events, browse the agency news section and post a job if you have one open. Our industry is all about connections – connecting with consumers, with clients and with the community – and it’s our privilege and our mission to connect with you.
Elevate yourself. Elevate the community. |
Agency News
Caliber Creative!
Caliber, a design team located in the West End of downtown Dallas, was founded by Brandon Murphy, Bret Sano and Erin Fletcher – a core team of senior-level studio types who actually play nice together. The formula is simple really: two parts creative, one part project management (to keep those darn creatives focused).
With combined industry experience of over 40 years, you could say we play nice with our clients too. We at Caliber believe that hard work combined with smart, inspired thinking leads to great things. Special things. Unique things. The very things a consumer audience seeks out, because they’re fresh and inspired. Ideas that connect on emotional levels beyond the norm.
We’ve worked in a variety of industries, ranging from hospitality and retail to energy and finance. To us, the subject doesn't matter; it's the challenge of solving a new problem. We’ve even partnered with big agencies to help create some big ideas and bring them to life. Whether it’s a new identity, a website, motion graphics or a poster for a good cause, we believe that design communicates. And we truly believe that great design can change opinions, move hearts and impact the world.
To learn more check out website: www.calibercreative.com or call 214.741.4488
Canonball Creative!
As the designers and developers of the new Dallas Ad League site, we realized it would be up to us to decide who would occupy the first spotlight. We were humbled by this epiphany; this was not a decision to be taken lightly. A decision of such magnitude could send shock-waves throughout the entire design community and MUST be made with extreme care. The power of the chosen agency would be tremendous. And with all that potential power coursing through our veins, we asked ourselves, "Why give that power to someone else? Why not keep it to ourselves?" And with that, let it be known across the lands: The first agency on this new website to grace the spotlight throne will forever be known as: Canonball Creative.
To let you know a little about ourselves, Canonball is an Interactive Agency. An agency that can bring you wondrous websites, awesome applications and ...well, anything downright interactive!
It all started one day when our fearless leader Jonathan Simpson got on what is called "the internet" and punched in the secret cheat code: ? + ? + ? + ? + ? + ? + ? + ? + b + a + select + start. Since that fateful day, we've been a powerhouse in interactive media.
Although our target market is development for Advertising Agencies, we are capable of designing interactive solutions from concept(start) to finish.
Rather than go into the details of what we do, we've prepared a blast of buzzwords for you: Information Architecture, Online Applications, User Interface, User Experience, Interactiveness, Widgets, Javascript, HTML/Cascading Style Sheets, AJAX, PHP/MySQL, Awesome, Content Management Systems (like Joomla, ModX, Wordpress, and Drupal), Keyboards, and The Internet.
To learn more check out website: www.canonball.com (but be on the lookout for our new website). |
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