Adrenalina agency creates micro site to look beyond 2010 Censu...
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Adrenalina agency creates micro site to look
beyond 2010 Census implications
(November 16, 2009) Seeking to infuse its digital innovation
strategy with a dose of real-world perspective, Adrenalina, a
leading multicultural advertising and marketing agency that is
part of the MDC Partners network, said today it is mounting a
next-generation multicultural micro site aimed at unleashing
the power and influence of U.S. Hispanic and African
Americans.
Dubbed TheCountThatCounts.com, the micro site serves to
buoy the GetAdrenalina.com portal with Web 2.0 strategic
insights while widening the discussion about the impending
2010 U.S. Census beyond a numbers story to include an
examination of the cultural cues, trends and conversations
that shape the attitudes of African Americans and Hispanics.
The micro site is scheduled to go live today and may be
found at the agency's portal, GetAdrenalina.com.
"The numbers alone no longer define the marketplace," said
Manuel Wernicky, president, chief ideas officer and managing
partner, Adrenalina. "The significant population shift expected
to occur among minority groups by 2042 is the start of a
powerful movement and transformation of multicultural
consumers as the new mainstream."
TheCountThatCounts.com, is designed to provide a venue for
U.S. Latinos, African Americans and others to share
constructive info and ideas that help to further the
conversation about the nation's transformation into a new
America. The site also is considered to be a media channel
for users to voice their thoughts and perspective on the
emerging cultural shift in the U.S. population.
"We've embarked on these efforts to help generate, share
and perpetuate a better understanding of people of color,"
Wernicky said. "We think the time is now to expand the
discussion about the changing face of America using social
media and the Web to initiate an online destination for
discourse, social examination and the development of
strategic initiatives that help build cultural movements."
Census projections predict that by 2042 Hispanics, African
Americans and other people of color who long have been in
the minority of the U.S. population will comprise the nation's
collective majority.
TheCountThatCounts.com features four main sections,
including a newsfeed section offering relevant content about
multicultural issues, trends and info culled from CNN.com;
PewHispanic.com, the Web site of the Pew Hispanic Center,
and CIS.com, the portal of the Center for Immigration
Studies.
11/17/09 3:44 PM
Adrenalina agency creates micro site to look beyond 2010 Censu...
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Black Buying Power:
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http://www.targetmarketnews.com/storyid11170901.htm
A section devoted to Twitter will aggregate 'tweets' about
conversations, trends and other comments being said by
users about the emerging multicultural marketplace,
Hispanics, African Americans and other people of color.
Additionally, the micro site will showcase press clips that
highlight news and features about the innovation, creativity
and strategy behind Adrenalina while a dedicated
YouTube.com channel will broadcast videos that underscore
the significance of an emerging multicultural mainstream.
With the rollout of the diversity-themed micro site, Adrenalina
becomes the first ad shop in the multicultural space to
develop and mount client services offering nuanced, cultural
and behavioral insights that extend beyond traditional
consumer experiences.
"Looking to 2010 and beyond, marketers seeking to connect
their brands with consumers must step up their strategies and
shift to speaking 'in cultures not in languages,'" said Manuel
Wernicky, president, chief ideas officer and managing partner.
"Marketers should think of the census as a tool for marketing
to a collective of multicultural consumers. The future is no
longer about selling independently to diverse members of the
whole."
For more than a year, Adrenalina has been pumping up its
client services and carving out its expertise as an ad shop _________________________________________________________________________________________
that doesn't make ads but instead creates emotions in
anticipation of an expected growth surge by 2050 when U.S.
Hispanics, already the nation's largest minority, are projected
to account for 30 percent, or one in six, Americans, per the
U.S. Census Bureau.
For more information about Adrenalina, or to obtain screen
images of the micro site, send an email to:
news@getadrenalina.com.
About Adrenalina
A new kind of agency for a new America, Adrenalina, New
York, is a brand leadership consultancy that infuses
multinational brands with cultural and emotional messaging
via digital innovation, creative experiences with stopping
power, social networking and action marketing strategies
designed to ignite a multicultural consumer revolution.
About MDC Partners
MDC Partners is a leading provider of marketing
communications services to clients in North America, Europe
and Latin America. Through its partnership of entrepreneurial
firms it provides advertising, specialized communications and
consulting services to leading brands. MDC Partners'
philosophy emphasizes the utilization of strategy and
creativity to drive growth for its clients. "MDC Partners is the
Place Where Great Talent Lives." MDC Partners Class A
shares are publicly traded on the NASDAQ under the symbol
"MDCA" and on the Toronto Stock Exchange under the
symbol "MDZA."
11/17/09 3:44 PM