Ad Shop Injects Strategic, Creative Thinking With Cultural, Social Anthropology

Ad Shop Injects Strategic, Creative Thinking With Cultural, Social Anthropology

Independent advisory board named to explore societal dynamics impacting multicultural consumers; Panel includes: Felipe Korzenny, FSU; Gonzalo Perez, Motivo Insights; and Marta Tienda, Princeton


NEW YORK, Nov. 23 /PRNewswire-HISPANIC PR WIRE/ — In a move designed to inject the agency’s strategic and creative thinking with a shot of authenticity, insight and analysis, Adrenalina, a leading multicultural advertising and marketing agency that is part of the MDC Partners network, announced today the creation of the Adrenalina Human Sciences Institute (AHSI).

Established as a brain trust of the nation’s well-regarded behavioral and cultural experts and scholars, the institute will be comprised of an independent advisory board of members appointed by Adrenalina for a one-year, renewable term that will examine the economic and social issues that influence the attitudes of U.S. Hispanic and other multicultural consumers.

“We’ve created the institute to help bring about a forward-looking understanding of Hispanics, African Americans and other cultural groups in society and the marketplace,” said Manuel Wernicky, president, chief ideas officer and managing partner, Adrenalina.

The formation of the institute’s advisory board coincides with the rollout Nov. 16 of a next-generation multicultural micro site dubbed aimed at unleashing the power and influence of the nation’s emerging multicultural marketplace.

“We’ve brought together three of the nation’s brightest minds and set into motion a formal program for examining, developing and furthering the discussion about the nation’s transformation into a new America,” Wernicky said.

Founding members of the AHSI’s independent advisory board will share their insights with the agency team and its clients”’ brands on the various cultural and societal dynamics impacting the U.S. Hispanic experience. The inaugural AHSI advisory board members include:

– Felipe Korzenny, Ph.D., Professor and Founding Director, Center for Hispanic Marketing Communication, Florida State University, Tallahassee;

– Gonzalo Perez, Owner and Principal, Motivo Insights, Miami Beach, Fla., former Senior Director of Brand Strategy and Consumer Insights, MTV Networks, New York;

– Marta Tienda, Ph.D., Maurice P. During Professor in Demographic Studies, Professor of Sociology and Public Affairs, Princeton University, Princeton, N.J.

With the debut of the AHSI, Adrenalina becomes the first ad shop in the multicultural space to develop and mount a client service powered by cultural and behavioral insights culled from top U.S. scholars and thought leaders that extends beyond traditional consumer experiences.

“We believe this kind of collaboration between academics, strategists and corporate enterprise will be powerful and mutually beneficial in helping to better define a culture, tell its story accurately and vastly change the tone and understanding of the impact that multicultural consumers will have on future generations,” Wernicky noted.

Advisory board members also will provide cultural and behavioral insights useful to Adrenalina’s team of cognitive and cultural anthropologists, or “cogs,” the new school version of the old school account planners’ model that emphasizes culture ahead of brand consumerism.

“Putting the cultural mindset of consumers ahead of the focus group discussion lets cognitive anthropologists build a cultural profile of consumers utilizing data, insight and other qualitative perspective and offers a clearer picture of who they are and what is happening in their lives,” Wernicky said.

The framework for the institute is modeled after the initial effort pioneered in the general market in 2006 by MDC network partner, Crispin, Porter + Bogusky.

For more information about Adrenalina, or to obtain photos and bios of advisory board members of AHSI, send an email to:

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.”

SOURCE Adrenalina

Ad Shop Injects Strategic, Creative Thinking With Cultural, Social Anthropology