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  • CARATULA / ejemplo /
  • Using internally developed tools in combination with industry-leading monitoring services and the analytic capabilities that characterize our human capital, we plan and we execute Social Research programs that adjust to the needs and challenges faced by clients of all types.Using internally developed execution models in combination with the project management skills accumulated by our human capital, we plan and execute Social Marketing programs that outperform traditional methods of consumer-facing marketing.Using methodologies that have been developed in-house in combination with the counseling capabilities earned by our human capital, we plan and we execute Social Business programs that respond to the specific operating needs of clients from diverse industries.THE WRITING IS ON THE WALL: connecting the dots between the insights needed to take assertive actions in today’s online world has become a business imperative for any brand or company with ambitions of coherence and growth.THE WRITING IS ON THE WALL: connecting the dots between the synchronized use of today’s online channels needed to effectively reach audiences in today’s world has become a business imperative for any brand or company with ambitions of impact and relevance.THE WRITING IS ON THE WALL: connecting the dots between the internal transformations that need to be happen in order to confront the new operating realities of today’s world has become a business imperative for any brand or company with ambitions of innovation and long-term success.

Transcript

  • 1. WE CAN’T DO THINGS THE WAY WEDID TEN YEARS AGO…
  • 2. INSANITY…AND EXPECT DIFFERENT RESULTS.
  • 3. WE’RE LIVINGTHE GREATESTCHANGE SINCETHE INDUSTRIALREVOLUTION
  • 4. 2001+ Great Western Bank+ Eckerd+ Circuit City+ Borders Bookstores+ A&PSOUND FAMILIAR?
  • 5. 30% +DISAPPEARED70% BE MISSEDWOULD NOT
  • 6. THE MOSTVALUABLECOMPANY APPLE INDUSTRIA MAS VALIOSA LAS COMPANIAS EXITOSS NO EXISTIAN
  • 7. THE WORLD HAS CHANGED FOREVER
  • 8. PEOPLE HAVECHANGED, TOO.NOW PEOPLE DEMAND MORE FROM PEOPLE, BRANDS,PRODUCTS AND COMPANIES.FUNCTIONAL, PERSONAL & COLLECTIVEEXPECTATIONS.
  • 9. FUNCTIONAL, PERSONAL &COLLECTIVE EXPECTATIONS. FUNCTIONAL: PERSONAL  FLAVOR  COLOR COLLECTIVE  SMELL  FRESHNESS
  • 10. If people expect that from a single orange, imagine what they expect from you?t FUNCTIONAL: PERSONAL  FLAVOR  COLOR COLLECTIVE  SMELL  FREESS
  • 11. BEHAVIOR-COMMUNICATION-MESSAGEWE BELIEVE IN:➔ TRANSPARENCY➔ COLLABORATION➔ VELOCITY➔ SOCIAL CONSCIOUSNESS
  • 12. IN A WORLD THAT ISSMARTER AND MORECOMPETITIVE, WE MUSTBE MORE EFFECTIVE.
  • 13. CREATING AN EFFECTIVE WORLDWECONNECTTHEDOTS.
  • 14. INTEGRATEDCONSULTINGIN ACTION HOW DO WE DO IT?
  • 15. PLANNING WITHOUT ACTION:DREAMACTION WITHOUT PLANNING :NIGHTMAREP L A N N I N G I S A N O B L I G AT I O N
  • 16. WE DOWE PLAN WE
  • 17. INTERNAL: EXTERNAL:  Employees  Crowd  Clients  Mass  Vendors  Many to manyWECommunicationsOrbital PLAN. MESSAGE INTERPERSONAL:  One on one  One to Many
  • 18. • KnightORBITAL COMMUNICATIONS Foundatio n Step 5: Final ReviewOrbital Strategy Ladder Step 4: Strategy / Creative / Check-out Expression Step 3: Checkpoint Step 2: Strategic Impact CLIENT PRESENTATION EXPRESSION: Define disconnects and Step 1: CHECKPOIN: breakthrough connections Validate progress Conversation with client. Review needed for collaboration. Explore Check-in STRATEGIC IMPACT: assumptions and the relationship framework. Determine actors and their agree on direction. Articulate strategic intent. Finalize influence. Analyze the orbital direction document. conversation. Analyze actors impact & interaction. CONVERSATION: Listen, identify actors. Understand default relationships, given context. Gather insights, understand desired outcomes (business results).
  • 19. ORBITALWE PLAN. BRANDING WE DO. OWNED MEDIA EARNED MEDIA CENTRAL IDEA PAID MEDIA
  • 20. WE CONNECT THE DOTS
  • 21. Deep and thorough knowledge of the U.S. Hispanic market
  • 22. WE BELIEVE IN BUILDING LONG-LASTING RELATIONSHIPS.
  • 23. WE LIVE IN A DIVERSE COUNTRY WITHDIVERSE CULTURES AND COMMUNITIES.NEWLINK AMERICA IS ACOMMUNICATIONS FIRM PROVIDINGORBITAL STRATEGY PLANNING ANDPROGRAM DEVELOPMENT TO CLIENTSACROSS THE AMERICAS • New strategic approach to communications • Multi-disciplinary creative talent and resources • Hispanic-owned firm
  • 24. WE TRANSFORM STRATEGIES INTO THEACTIONS, WORDS AND IMAGES THATBRING A PLAN TO LIFE, GENERATING THERESPONSE DESIRED BY EACH CLIENT.
  • 25. NEWLINK EXPERTISEINTEGRATED PRACTICES - THE VALUE WE OFFER TO THE CLIENT CREATIVITY SOCIAL PUBLIC & DESIGN BUSINESS RELATIONS AUDIOVISUAL CONTENT EVENT & DIGITAL DEVELOPMENT MANAGEMENT PRODUCTION
  • 26. COCA-COLADESTAPASU FUTUROCAMPAIGN.
  • 27. DEEPEN Coca-Cola’s relationship with Hispanic moms and community by providing tools to help them plan their college education.CAMPAIGN HIGHLIGHT Coca-Cola’s partnership with the Hispanic Scholarship Fund (HSF) in creating awareness about theOBJECTIVES college attainment gap among Hispanics. INCREASE engagement with community organizations in support of Hispanic education.DESTAPA SU SUPPORT local retailers through POS (retail) and My Coke Rewards (MCR) (retail + digital). FUTURO BOOST awareness and drive traffic to MCR/HSF microsite among Hispanic consumers. ENCOURAGE act of giving among Hispanic consumers to collect MCR points and donate towards the HSF.
  • 28.  Media TrainingCAMPAIGN  PSA Taping / Distribution  Photo ShootELEMENTS  PR Newswire Placement  Lead Press Release / e-Press Kit  Flyer for Retail / Community Partner  Media Day in Miami  Social Media Activations  Event at Miami Local High School  Press Phone Interviews  Call to Action Press Alert  College Board / HSF Community Outreach  Blogger Engagement  Radio Drop (fridge + product + PSA script)
  • 29. SPOKESPERSONIdentified Henry Cejudo, the Olympic goldmedalist who became the youngestAmerican wrestler to ever win anOlympic gold medal, as a relevantspokesperson for the brand t o drive theDestapa Su Futuro campaign & inspireLatinos to achieve success througheducation.
  • 30. Total Impressions: 32,527,632KEY Print: 432,509PERFORMANCE Online: 28,897,005INDICATORS. TV: 2,893,589 Social: 304,529
  • 31. MERCK’SHEPATITIS-C.
  • 32. MERCK’S HEPATITIS-C “TOCA EL TEMA” CAMPAIGNThrough the use of award-winning artist, Jon Secada, we developed an unbranded campaign to raise awareness ofthe disease by highlighting Secada’s personal connection to the disease. The campaign entailed a call-to-action forcaregivers/patients to take action and speak with their HCPs about their options. Given its existing perception, wealso aimed to reduce stigma about the disease, a key barrier to treatment in Hispanic community. Finally, we aimedto demonstrate Merck’s commitment to HCV among Hispanic community. The campaign included a microsite,which served as a complete information source to deliver culturally relevant health messages, as well asencouraged consumers to call the Liver Foundation’s Spanish-language hotline.The campaign also included the development of a PSA and respective media campaign in both Spanish and Englishto appeal to both Spanish dominant and English dominant U.S. Hispanic consumers, as well as a comprehensivecommunications launch plan that integrated traditional media relations strategies.Results:Although we cannot divulge final results for confidential reasons, Newlink America, working with the client’sgeneral market agency, garnered millions of media impressions, including appearances on top ranking nationalHispanic network morning shows, articles in major Hispanic and general market dailies, features in national glossymagazines such as People En Español, wire stories and dozens of radio, TV and print interviews. In addition, theclient exceeded their expectations in visits to the new portal, calls to Liver Foundation and we expect and plan forincrease in doctor visits as measured by local sales team.Newlink based its success on media impressions from earned publicity in Spanish and English language outlets,visits to new Spanish website, and number of stations airing PSA and resulting media ratings. 33
  • 33. ESPNDEPORTES.
  • 34. #Redes Launch  )ESPN Deportes launched #Redes with a live, state-of-the-art digitalpress conference. The technology used not only allowed reportersfrom around the world to attend the event without leaving theirdesks, it provided them the opportunity to interact directly with#Redes talent. Reporters were introduced to the hosts and got a feelfor the innovative format of the new show by asking questions via alive chat and other social media platforms.NewTVThe technology used to execute the digital event is called NewTVpowered by Newlink America. The new product takes advantage ofthe limitless possibilities available through the live transmission ofvideo online and the numerous social platforms providing real-timeconversations.
  • 35. GENERALMILLS.
  • 36. MYLANPHARMACEUTICALS.
  • 37. MYLAN’S SPANISH LANGUAGE BROCHURETranscreation of English version Patient Brochure for the U.S. Hispanic market. Spanish-language brochurewith relevant Hispanic friendly images and content to bedistributed in doctors’ offices across the country.
  • 38. ARCOS DORADOS.
  • 39. 1. Strategic design for Internal 4. Support in key corporate Communications activities events: McDonald’s Worldwide and campaigns. Convention.2. Executive Communications 5. Content development/edition support: talking for Corporate Communications points, speeches, presentati materials: ons for the Management factsheets, brochures, website, Board. etc.3. Production of Webcast with 6. Support to CSR initiatives: Company leaders. Ronald McDonald House Charities, art promotion, etc.4. Development of internal announcements 7. Internal launch and follow up to campaigns from MKT, HR, Operations, Training, etc.
  • 40. WE NEWLINK CONNECTTHE DOTS SOCIAL OFFERING.
  • 41. Execution models and talent – both which have been developed with methodology and discipline and based on first-hand experiences helping clients navigate the challenges posed by the ever-changing social landscape. Our execution models have been developed in-house, and have been built in response to the needs of clients from all kinds of industries looking to adapt to theirTHE NEWLINK new business realities that have been redefined by the social web. These execution models are constantly fine-tuned by our team of social business specialists, whoDIFFERENTIATOR through their day-in and day-out experiences have earned a level of thoroughness in their strategic and tactical capabilities that cannot be taught in any other manner.
  • 42. SOCIAL SOCIAL SOCIALRESEARCH MARKETING BUSINESSIMPERATIVE - PROFILE MANAGEMENT - CRISIS READINESS- AUDITS - CONTENT AMPLIFICATION - INTERNAL- POLLS - CONTESTS AND CAMPAIGNS EMPOWERMENT- MONITORING - PROGRESSIVE PR - CORPORATE- TREND ANALYSIS GOVERNANCE - SUSTAINED INNNOVATION
  • 43. CHANGE IS ONE OF THE MANYOPPORTUNITIES LIFE GIVES US.
  • 44. How can we help How can PR support andMcDonald’s use PR to help market HCM brandhelp drive sales and guest trust programs includingcounts by focusing on key education, music andmenu items? sports?How can we make Is there an opportunity toMcDonald’s news even enhance the positioning ofmore relevant to the brand ambitions by helpingHispanic Consumer tell the Good Food, GoodMarket? People, Good Neighbor story?
  • 45. THANK YOU
  • 46. Jorge A. OrtegaManaging Partner, Newlink America, MiamiJorge Ortega is founder and managing partner of Newlink America, one of the fastest growing Hispanic-owned strategiccommunications agencies. Part of the Newlink Group of Companies, the integrated consulting firm, Jorge andpartners, Eduardo del Rivero and Sergio Roitberg, lead a team of experienced professionals providingresearch, strategy, creative and/or media services to: Coca-Cola, ESPN Deportes, Discover Card, Bacardi USA, The CollegeBoard, Merck, Mylan, SER- National, Palace Resorts, among other clients. Jorge brings 25 years of experience working with major clients developing strategic and innovative programs across theAmericas. A leading communications practitioner in the Hispanic market, he was President of JeffreyGroup, where he morethan doubled the size of the firm, Jorge also started and built Burson-Marsteller’s U.S. Hispanic practice. He serves on theadvisory board of FSU’s Center for Hispanic Marketing Communication. Jorge’s video blog on Hispanic marketing topicsNewlink Conversations can be viewed at www.youtube.com/newlinkamerica. Follow him on Twitter @jortegakb.
  • 47. Eduardo del RiveroPartner, Newlink America, MiamiEduardo del Rivero has a long and extensive career in advertising, marketing and media, including sixteen years as partner-ownerof his own firm, del Rivero Messianu Advertising, a major U.S. Hispanic agency, subsequently sold to DDB Worldwide. Eduardobegan his career in London with Ogilvy & Mather. Immediately after, he joined Young & Rubicam, spending ten years in MexicoCity and a year in Paris handling accounts such as Procter & Gamble, General Foods and Frito Lay. Later, he was appointed VP atOgilvy, adding media to his scope of responsibilities and working with clients such as American Express, Kimberly Clark, Matteland Nestle.Attracted by the emerging Hispanic market in the U.S., Eduardo joined MD & A, a top-ranking U.S. Hispanic agency, where heworked with marquee brands such as Tylenol, Sears, Miller Brewing Co., Levis and General Foods, among others. Additional clientexperience includes Continental Airlines, Nokia, McDonalds, State Farm and Budweiser.A pioneer in the Hispanic advertising industry, Eduardo embraced integrated communications and holistic marketing thinking longbefore 360° thinking was a new marketing buzz word.
  • 48. Emigdio RojasGroup Account Manager, Newlink America, MiamiEmigdio has more than eight years in advertising working at global agencies in the USA managing integrated marketingcommunication strategies for the U.S. Hispanic Market for clients such as: Procter & Gamble, J&J Merck and brands such asPepcid, Mylanta, Tide and Pampers among others. His expertise includes account management, strategy development, andconsumer research and insight development. Prior to Newlink, Emigdio was a partner at Avatar Creative where he managed theAmadeus North America account. He developed a brand strategy and relevant consumer insights that led to the creation andlaunch of trade and consumer collateral pieces for marketing initiatives including digital banners, email blasts, micro-sites, eventproduction and other communication materials.Emigdio was also an Account Supervisor at Zubi Advertising where he worked with clients such as J.M. Smuckers and Unilever. Inthat role, he was responsible for managing and leading overall planning strategies including digital and social media initiatives, aswell as day-to-day account management. Emigdio spent several years at Saatchi & Saatchi in NYC leading the Pampers and Tideaccount teams for P&G. While at Saatchi, he managed and led several holistic advertising campaigns from strategy to creativedevelopment to production and final commercialization.
  • 49. Jose Luis VillaManaging Director, Newlink Factory, MiamiIf asked, his answer is simple. In order to be truly innovative, one must be naturally curious, willing to observe and brave enough to experiment.Luckily for our clients, Jose Luis Villa was born to do those things.The graphic designer and artist began his advertising career at TBWA Teran in 1987. Soon enough, he was snatched up by Lintas Mexico where hecollaborated with the company’s sister agencies in Madrid and Chile. There he created memorable campaigns for Coca-Cola, IBM, RenaultCars, Unilever, Alimentos de Espana , Pisco Alto del Carmen and XX beer.Recognizing the growing needs of the Hispanic market, Jose Luis made the move to Miami where he joined del Rivero Messianu DDB. He served asthe prestigious agency’s creative director for 16 years and worked on accounts for numerous clients including Coca-Cola, Volkswagen, McDonald’s, Budweiser, Telefonica and Nokia.Jose Luis also founded via alterna, a branding and communications consultancy firm. There he developed campaigns and strategies for the likes ofLatin Grammy, Randstad, Continucare, Hoteles Posadas. Microsoft and the Bahamas. His creative approach includes using new platforms inconjunction with traditional experiences as a way to connect consumers to brands in relevant and meaningful ways. Today he brings hisknowledge, passion and talent to Newlink Factory where he creates new consumer engagement through Social Business, Content, Digital andAudio Visual Production, Creativity and Design.The award-winning creative director has been selected to judge programs for some of film and advertising’s most distinguished festivals andpublications including the Chicago International Film Festival, NY Festival, The Eye of Latin America, Advertising Age, Lüzers International Archivefinalist in Cannes, FIAP and countless others. Jose Luis also co-founded the prestigious “CIRCULO CREATIVO.” In 2007, he significantly expandedthe organization’s scope and vision while serving as its president.
  • 50. Mauricio SamayoaDirector, Newlink Factory, MiamiMauricio began his career in finance, worked in PR, earned his MBA and has evolved into a full-blown Social Businessstrategist out of a genuine passion for all things ‘social’ – i.e. Social Media and Social Business Design. His career blendstogether practical knowledge in making business decisions based on hard numbers, business strategy creation, and first-handexperience to building and scaling the participation of high-profile brands on the social web.His career in the communications consulting business started at Newlink Group in the early 2000s. He has been instrumentalin driving Social Media strategies and campaigns for Newlink America clients such as ESPN Deportes, Coca-Cola, HATUEY andBacardi USA.Before rejoining Newlink Group as Head of Newlink Social in 2011, Mauricio spent three years in London earning real-world, on-the-ground experience in bridging the gap between Social Media strategy and Social Media execution for globalbrands such as 20th Century Fox, The Macallan Whisky, and Jameson Irish Whiskey, as part of the team at Social Mediaagency wearesocial.net. Additionally, Mauricio has executed successful social business models for Cancun CVB, PanamaTourism, and Palace Resorts.
  • 51. Barbara PernarisExecutive Producer, Newlink America, MiamiBarbara brings 20 years of film, broadcast and event production expertise. She has worked with top Hispanic agencies such asDRM/DDB (now Alma/DDB), Bienestar-LCG (now Publicis), BBDO-Miami (now BBDO) Zubi Advertising, and SiboneyUSA. For NewlinkAmerica, she has managed all aspects of event production as well as photo and video shoots for clients such ESPN Deportes, PalaceResorts, Bacardi USA, Preferred Medical Plan, WGEN-TV, among others.She has been the lead on advertising and promotional production, including directing, for clients such as McDonald’s, Johnson &Johnson/Merck, Visa, Pepsi, Ford, Sears, AA, Susan G. Komen Foundation, Food Lion (Delhaize America), Winn-Dixie, AA Arena/MiamiHeat, SC Johnson Wax, Mobil, P&G, General Mills, Kraft Foods, Unilever, Colgate Palmolive, Blue Cross and Blue Shield – FL, BacardiUSA. She has also produced full length motion pictures, TV pilots and episodes and music videos, as well as, music concerts, live stageproductions and public events. Barbara holds a Bachelor’s degree in Business from Florida International University, a Bachelor of Artsin Film Production from NYU and a Master’s in Communications and Film from the University of Miami. She is an award-winningproducer/filmmaker and has been awarded an ADDY and a TELLY in advertising. She is also fluent in Spanish and Italian. 53
  • 52. Liza Rodriguez,ManagerNewlink America, New YorkLiza joined Newlink America from Health Media Strategies in New York City. Today she is managing the Hispanic MarketDevelopment engagement for Mylan Pharmaceuticals dealing with on the company’s most competitive product segmentstargeting the Latino community. While at Health Media Strategies she managed media and PR efforts for New York Times best-selling author and TV physician, Dr. Ian Smith, including five of his national book tours and The Makeover Mile, Believe in HealthyBP and Be Sickle Smart, national campaigns focused on improving the health of minority communities. She has worked withcompanies and organizations in both the public and private sectors including The President’s Council on Fitness, Sports andNutrition, Novartis Pharmaceuticals, Coca-Cola, CVS Caremark, ZocDoc.com, The Home Depot, The Las Vegas Convention andVisitors Authority and St. Martin’s Press. She also liaised with various media outlets and agencies including BET, VH1, Radio-One, Granada Entertainment, Rachael Ray, The Doctors, The Tom Joyner Morning Show and The Steve Harvey Morning Show.Liza has an extensive communications and media background with experience as a journalist, publicist and educator. Her entryinto TV journalism began at WNBC’s Today in New York where she worked in the special projects medical unit. From there, shemoved to ABC World News in London and WSVN’s Today in Florida at the Fox affiliate in Miami. Her journalism experienceextends to print and radio. She has been published by The New York Times, The Economist, Broadcasting & Cable Magazine andSales & Marketing Magazine and written for the nationally-syndicated radio program, HealthWatch on American Urban RadioNetworks.