Ad Shop Adrenalina Ramps Up Digital Innovation Drive

Ad Shop Adrenalina Ramps Up Digital Innovation Drive

With U.S. Hispanics ahead of the general market in Web and mobile use, the agency will roll out a dedicated offering designed to generate next generation digital, online creative services


NEW YORK, May 11 /PRNewswire-HISPANIC PR WIRE/ — Spurred by Hispanics’ robust consumption of the Web, social networking and mobile text messaging, Adrenalina, a leading advertising and marketing agency that is part of the MDC Partners network, is enhancing its services to include digital innovation.

The ad shop’s digital drive will provide the agency with a formalized strategy for developing and producing creative advertising and marketing via the Web, mobile technology and other non-traditional media including social networking sites and text messaging.

In the coming weeks, the agency is expected to add several new hires with the appointments of a Digital Experience Chief and staff positions specializing in digital innovation.

“Latinos are at the epicenter of a significant social and technological shift to digital media,” said Manuel Wernicky, president, chief ideas officer and managing partner, Adrenalina. “We download more music and ringtones, send more text messages, go online more often to chat with friends and create our own content and we continue to leapfrog the general market in embracing and using just about every form of digital technology.”

Among the nation’s 50 million Hispanics, more than half (54 percent) are online today, leading all U.S. Internet users as the online group more likely (21 percent) to download digital content than average adults (music is the top download category for both), per Scarborough Research, New York.

With 3.5 million Hispanics accessing the Web for the first time, representing an annualized growth rate of 20 percent compared with six percent for the overall U.S. online marketplace, per Captura Group, San Diego, Calif., and more than 60 percent of online Latinos under the age of 35 and earning more than $50,000 a year, marketers seeking creative and effective channels for reaching young and affluent Hispanics with brand messages will look beyond traditional media and consider shifting ad dollars to online venues such as social networking sites and text messaging,” said Wernicky.

Culturally speaking, Hispanics have put their own spin on the ‘social’ aspect of online networking sites, using the Web to connect and maintain strong ties to family and friends and to express themselves via user-generated content.

Nearly 80 percent of Hispanics (44 percent who prefer English, 35 percent who prefer Spanish) say they regularly visit the social networking sites MySpace, compared with 22 percent of non-Hispanic Whites, per Captura Group, while 31 percent of Hispanics (18 percent who prefer English, 13 percent who prefer Spanish) report regularly going online via Facebook, compared with 7 percent of non-Hispanic Whites.

“Marketers who want to engage this financially powerful market segment in the digital realm are sending Hispanic consumers a strong signal that says you want to do business using their medium of choice not a 30-second TV spot placed by your media agency,” said Wernicky.

Adrenalina’s move to the digital arena coincides with the debut today of its Web portal , a destination site designed to stimulate the senses, ignite creativity and generate a heady Adrenalina rush. The Web site goes live just ahead of the anniversary in July of the agency’s second year in business following its auspicious start in 2007 when the yet-to-be-created shop won the Hispanic business for Heineken USA’s Tecate and Tecate Light in an agency shootout.

“Looking to the future, we’re evolving the agency to the digital space just one year after opening the doors of a ‘bricks and mortar’ shop,” said Wernicky.

The digital push is part of a wider growth plan mounted in late March to bulk up the agency’s staff; pump up its expertise in branding, creative services, retail and shopper marketing and insights and digital innovation; and to boost the shop’s consumer-centric strategy one year ahead of the 2010 U.S. Census when one in six Americans will be Hispanic.

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About Adrenalina

Like the Spanish word for adrenaline, which is a hormone generated in the human body when we experience emotions, Adrenalina, New York, creates ideas that provoke engagement, experience and emotion between brands and consumers. The agency for the New Emerging America specializes in media agnostic ideas, breakthrough advertising, grassroots and retail promotional marketing, and digital innovation. Adrenalina is a minority-owned and managed business.

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.”

Contact: Michelle Maldonado, 917-743-2754

SOURCE Adrenalina

Ad Shop Adrenalina Ramps Up Digital Innovation Drive