Deep and thorough knowledge of the U.S. Hispanic market
WE BELIEVE IN BUILDING LONG-LASTING RELATIONSHIPS.
WE LIVE IN A DIVERSE COUNTRY WITHDIVERSE CULTURES AND COMMUNITIES.NEWLINK AMERICA IS ACOMMUNICATIONS FIRM PROVIDINGORBITAL STRATEGY PLANNING ANDPROGRAM DEVELOPMENT TOCLIENTS ACROSS THE AMERICAS • New strategic approach to communications • Multi-disciplinary creative talent and resources • Hispanic-owned firm
WE TRANSFORM STRATEGIES INTO THEACTIONS, WORDS AND IMAGES THATBRING A PLAN TO LIFE, GENERATING THERESPONSE DESIRED BY EACH CLIENT.
NEWLINK EXPERTISEINTEGRATED PRACTICES - THE VALUE WE OFFER TO THE CLIENT CREATIVITY SOCIAL PUBLIC & DESIGN BUSINESS RELATIONS AUDIOVISUAL CONTENT EVENT & DIGITAL DEVELOPMENT MANAGEMENT PRODUCTION
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.
Media TrainingCAMPAIGN PSA Taping / DistributionELEMENTS Photo Shoot 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)
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.
MERCK’S HEPATITIS-C “TOCA EL TEMA” CAMPAIGNMERCK’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. 32
Preferred Medical Plan (PMP)Objective:Increase number of leads to call center.Position Preferred Medical Plan as the most economical HMO option withthe best customer service.Strategy:Use an advisor character and slice of life vignettes to encourage consumersto call to speak to an agent.Upgrade creative production to differentiate from other low cost providersLaunch campaign internally first among employees and agents before goinglive on TV and radio.Creative Expression: What’s Your Plan?The new PMP Advisor introduces a series of slice of live scenarios whereindividuals and families find themselves asking what s their plan for the nextstage of their life (baby, new job). The plan?Results:Calls increased 25% in the first week of the campaign.Qualified lead types improved.
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. 1
Execution models and talent – both which have been developed under the principle of ‘learning by doing’ and on the basis of first-hand experiences in 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 their new business realities that have beenTHE NEWLINK redefined by the social web. These execution models are constantly fine-tuned by our home-grown team of talent, who through their day-in and day-out experiences have earned a level of thoroughness in theirDIFFERENTIATOR strategic and tactical capabilities that cannot be taught in any other manner.
Social research refers to modern insight gathering methodologies that are executed for the purpose of understanding a brand or company’s online landscape, and for purposes of polling audiences who are active on social and/or digital platforms. Our track record in consulting services of the sort allows us to safely say that in order to reach a sustainable and optimized operation that responds to the challenges and opportunities of today’s online landscape, it is imperative to obtain and leverage the type of knowledge provided by Social Research programs. 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 ResearchTHE programs that adjust to the needs and challenges faced by clients of all types.SOCIAL RESEARCH 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 withIMPERATIVE ambitions of coherence and growth. Social Research.
PROGRAM: ONLINE AUDIT Evaluation of the brand or company’s current digital and social footprint in order to understand its strengths and weaknesses in the context of itsonline landscape, and in turn use this knowledge to reinforce its online positioning in the short, medium and long term. The evaluation also contemplates an analysis focused on the social and digital footprint of the brand or company’s relevant actors – that is, its consumers, competitors and collaborators. In addition, the evaluation includes a study of pertinent conversations that have occurred in the relevant past, as well as a trend-analysis on usertraffic observed on the social and digital platforms the brand or company controls. Social Research.
PROGRAM:ONLINE & SOCIAL POLLINGImplementation of an internally developed pollingmethodology named Cre8tive Compass™ that usessocial and digital platforms to survey people who have been identified on the basis of their demographic profiles and interests manifested through their behavior on such platforms.This methodology enables the gathering of insights such as habits, perceptions, etc., on any type ofrelevant topic for the brand or company as per theresponses from a highly relevant sample of people.The qualitative and quantitative results obtained are achieved by leveraging the unparalleled level ofaudience segmentation and reach made possible by social networks such as Facebook, in combinationwith data-capture and analysis techniques that have been developed in-house. Social Research.
PROGRAM: ONLINE MONITORINGDaily exercise that provides real-time alerts based onmentions of the brand, company, and/or competitors on social and digital platforms in order to trigger quick-response actions if warranted.In addition, the exercise includes a daily report which categorizes the mentions discovered on the basis ofmost relevant according to pre-established themes, or according to any category or format type that facilitates the consumption of the information for the client. The benefits of this exercise include the early detection of potential crisis situations, the identification of false or factually wrong information generated by third parties, relevant conversations generated by influencers, among others. Social Research.
PROGRAM: ONLINE TREND ANALISISExecution of a qualitative study conducted in order touncover opinions, habits, interests, and/or triggers ofconversations that have occurred on social or digital platforms through the use of a tool designed for capturing and processing large volumes of data. The study is characterized by its high degree ofaccuracy given that the tool used to execute captures information on the basis of speech patterns and notjust key-words, while also allowing segmentation by languages, countries, and a wide range of social and/or digital platforms.Insights from the study shed light on what audiences are saying, what social or digital platforms they’re using to say it, why they’re saying it, all ofwhich can be leveraged to support brand or company objectives. Social Research.
Social Marketing refers to all types of efforts generated by the brand or company to communicate with audiences active on social and/or digital platforms. Our first-hand experience in planning and executing Social Marketing efforts has taught us that successful strategies in today’s online world demand the combined use of contemporary online channels – i.e. those that the brand controls (owned channels), those powered by 3rd parties and/or individuals active on social platforms (earned channels), and those that have been designed for amplifying content via paid media (paid channels). The synchronized use of said channels enables the brand or company to reach audiences exactly where, how, and when they desire, no matter what channel of device they use in their day-to-day to consume and discover information. Using internally developed execution models in combination with the project management skills accumulated by our humanTHE capital, we plan and execute Social Marketing programs that outperform traditional methods of consumer-facing marketing.SOCIAL MARKETING 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 ofIMPERATIVE impact and relevance. Social Marketing.
PROGRAM:SOCIAL PROFILE MANAGEMENTImplementation of a monthly process designed for the production of content that is hosted on the brand orcompany’s social channels (owned channels) under a smart-framework that helps identify what media formats, conversations themes, and days of the week prove to be most effective in generating audience engagement (earned channels).Simultaneously, the process incorporates an elementof paid media via social platforms (paid channels) as ameans of ensuring maximum exposure and relevance of the brand or company’s content.The process also relies on guidelines for moderation,escalation, etc., that ensure that the daily management of the brand or company’s participation on social platforms is executed in a manner that is effective, protected, and aligned with business objectives. Social Marketing.
PROGRAM:SOCIALLY CALIBRATED CONTENT BOOST Execution of amplification tactics focused on extending the visibility of content generated by the brand or company on social or digital platforms it controls (owned channels), as well as 3rd parties (earned channels). The ultimate goal is to increase the consumption of key messages on the part of specific interest groups or influencers by way of leveraging the micro-targeting and reach potential enabled by social and digital platforms. The content amplification tactics used allow for the flexibility of executing in a manner that mentions the brand or company name, or in an anonymous fashion without ever compromising transparency standards. Social Marketing.
PROGRAM:CONTESTS & CAMPAIGNS Management of socially-driven contests orcampaigns that are hosted and promoted on the brand or company’s social profiles (ownedchannels), with the objective of incentivizing and increasing interaction levels with existing and potential audiences (earned channels). The execution is conducted using specialized technologies that facilitate user interaction in accordance with specific technical andpromotional rules established by social networks such as Facebook and Twitter.Its benefits include the growth of audiences (e.g. fans or followers), the capture of personal dataand opinions from users, as well as registrations to brand or company-hosted offline events. Social Marketing.
PROGRAM: PROGRESSIVE PR Activation of tools that invigorate the consumption of brand or company relevant content generated by traditional PR efforts that end up manifested on 3 rd party blogs, online publications, user generated review sites, etc. (earned channels). This evolution beyond traditional methods of PR relies on the use of socially-driven micro-targeting tools made possible by social networks (paid channels) that enable a higher degree of reach and qualitative readership.In turn, this provides the brand or company withgreater impact potential and control in regards towho and how many people consume the content driven by its traditional PR efforts. Social Marketing.
Social Business refers to the development and preparation of internal structures needed to help a brand or company adapt to the new operating realities that have arisen as a consequence of the changes brought on by the mainstream use of social and digital platforms. Our experience in this type of consulting has taught us that in order to ensure the sustainability and optimization of such structures it is essential to 1) create teams empowered with the skillset needed to navigate the social and digital landscape, 2) have the know-how to budget accordingly, 3) build a framework that enables the orderly growth of the social and digital footprint of the brand or company, 4) establish guidelines to prevent and/or manage crises situations, and lastly, 5) determine the operating costs or revenue streams involved. Using methodologies that have been developed in-house in combination with the counseling capabilities earned by our humanTHE capita, we plan and we execute Social Business programs that respond to the specific operating needs of clients of divers industries.SOCIAL BUSINESS THE WRITING IS ON THE WALL: connecting the dots between the internal transformations that need to happen in order toIMPERATIVE confront the new operating realities of today’s world has become a business imperative for any brand or company with ambition of innovation and long-term success. Social Business.
PROGRAM: CRISIS READINESS Development or optimization of a plan of actioncreated to prevent and/or manage crisis situations,while taking into account the realities posed by the online landscape the brand or company is confronted with. This development or update to the action plan is carried out in a series of exercises that establishguidelines and instructions that fortify the brand or company’s preventive and proactive front against adverse situations that may detonate on social or digital platforms.These exercises also contemplate the production ofthe tools that ensure that the execution of the actionplan happens in an effective and error-free manner, along with training sessions on how to use such tools. Social Business.
PROGRAM:INTERNAL EMPOWERMENT Execution of a series of collaborative exercises that serve as a source of intelligence to be appliedtowards the development and optimization of a team within the operational structure of the brand or company that is tasked with looking after its positioning in the online space. The exercises take into account the creation ofmanagement tools such as performance reports that define what the key performance indicators are,instructions on how to obtain them, as well as who should receive them.Likewise, guidelines are produced in relation to the type and skill-set of human capital needed for internal empowerment, as well as the financial structures that need to be in place to ensure the sustainability of the team. Social Business.
PROGRAM: CORPORATE GOVERNANCE Creation of a manual that establishes the corporateguidelines that different departments within the brand or company, along with its employees and spokespeople, need to follow as part of their participation on social and digital platforms from a professional perspective. This is accompanied by training sessions intended tohelp enforce the policies created in accordance to thebrand or company’s online landscape, thus supporting its coherent participation across the board.Following these guidelines minimizes the possibility of internal disconnects that may result in adverse situations sparked on social or digital platforms, andalso ensures the efficient use of resources invested in supporting the business via the online world. Social Business.
PROGRAM: SUSTAINED INNOVATION Exercise focused on evaluating key performance indicators related to interaction and content consumption levels the brand or company hasachieved through its participation on social platforms over a period of time in order to determine how to improve its performance. The exercise also contemplates a review of trendsimpacting the brand or company’s online landscape as a means of being proactive in keeping it up to speed with changes in the industry.The result of this exercise is the permanent evolutionof the brand or company’s presence within the online world, taking advantage of efficiencies and opportunities that give it an edge against its competitors. Social Business.
CHANGE IS ONE OF THE MANYOPPORTUNITIES LIFE GIVES US.
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 and partners,Eduardo del Rivero and Sergio Roitberg, lead a team of experienced professionals providing research, strategy, creative and/ormedia services to: Coca-Cola, ESPN Deportes, Discover Card, Bacardi USA, The College Board, 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.
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.
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 as Pepcid,Mylanta, Tide and Pampers among others. Expertise includes account management, strategy development, and consumerresearch and insight development. Prior to Newlink, Emigdio was a partner at Avatar Creative where he managed the AmadeusNorth America account. He developed a brand strategy and relevant consumer insights that led to the creation and launch of tradeand consumer collateral pieces for marketing initiatives including digital banners, email blasts, micro-sites, event production andother 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.
Jose Luis VillaManaging Director, Newlink Factory, MiamiObservation, curiosity and experimentation are the cornerstones of innovation, thinks Jose Luis Villa, graphic designer andartist by profession, analytical and creative by conviction.In 1987 he made his first incursion into advertising joining TBWA Teran. Then he went to Lintas Mexico, where hecollaborated with Lintas Madrid and Lintas Chile offices. In 1994 he moved to the U.S. to meet the needs of the growingHispanic market and Latin America in the prestigious advertising agency del Rivero Messianu DDB working for clients suchas: Coca-Cola, Volkswagen, McDonald’s, Budweiser, Telefonica, Nokia among others.Then he founded via alterna, a branding & communications consultancy firm, with clients such as Latin Grammy, Randstad,Continucare, Hoteles Posadas, Microsoft and the Bahamas. His most recent creative approach has been the use of newplatforms in combination with traditional experiences to connect consumers with brands in effective and relevant ways.Today he is giving all his knowledge, passion and talent to create new consumer engagement through Social Business,Content, Digital and Audio Visual Production, Creativity and Design in Newlink Factory. An award winning creative director,he has also served as a judge at various festivals and for publications in the world of advertising including the ChicagoInternational Film Festival, NY Festival, The Eye of Latin America, Advertising Age, Lüzers International Archive finalist inCannes, FIAP, among others. He was co-founder and board member of the prestigious “CIRCULO CREATIVO,” in 2007serving as president of that institution significantly expanding its vision and horizon.
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 global brandssuch as 20th Century Fox, The Macallan Whisky, and Jameson Irish Whiskey, as part of the team at Social Media agencywearesocial.net. Additionally, Mauricio has executed successful social business models for Cancun CVB, Panama Tourism,and Palace Resorts.
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 shots for clients such ESPN Deportes, PalaceResorts, Bacardi USA, Preferred Medical Plan, WGEN-TV, among others.She has been lead the 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 Bachelor’s degree in Business from Florida International University, a Bachelor of Arts inFilm 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. 65
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. Prior to joining Newlink, , Liza worked for Health Media Strategies where she managed mediaand PR efforts for New York Times best-selling author and TV physician, Dr. Ian Smith, including five of his national book tours andThe Makeover Mile, Believe in Healthy BP and Be Sickle Smart, national campaigns focused on improving the health of minoritycommunities. While part of the Health Media Strategies team, she worked with companies and organizations in both the publicand private sectors including The President’s Council on Fitness, Sports and Nutrition, Novartis Pharmaceuticals, Coca-Cola, CVSCaremark, ZocDoc.com, The Home Depot, The Las Vegas Convention and Visitors Authority and St. Martin’s Press. She alsoliaised with various media outlets and agencies including BET, VH1, Radio-One, Granada Entertainment, Rachael Ray, TheDoctors, 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.