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How to Use Small-market Insights to Market Big Brands

Sarah Steimer

Lapiz, a unit of Leo Burnett, bills itself as a marketing agency that uses outside perspectives to challenge established beliefs and create the unexpected. In Luciana Cani, the agency’s senior executive creative director, there is no better example of that mission.

Cani joined Lapiz in May 2016, integrating her international touch to the organization’s work. The Brazilian native previously worked for nine years as a leader of Leo Burnett Lisbon and leads creative for Lapiz’s Mexico Tourism account globally, Purina Dog Food for all of Latin America and the U.S. general market for Advance Auto Parts. She also manages a portfolio of digital Hispanic advertising for Kellogg’s, Marshall’s and Allstate.


One of the more recent international campaigns Cani led was the creation of the “Tequila Cloud” to promote Mexico tourism in Germany. The agency used ultrasonic humidifiers to vibrate tequila at a frequency that turns it into visible mist. When condensed into liquid form, it falls as raindrops.


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Sarah Steimer is managing editor of Marketing News. She may be reached at ssteimer@ama.org or on Twitter at @sarah_steimer.