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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
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
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: firstname.lastname@example.org.
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."