Archive for the ‘Multicultural’ Category

adrenalina intern

how I do...

I won’t lie. My first day at Adrenalina was stressful and quite intimidating.

I honestly thought that I wasn’t going to survive, but I did. And now, I’m not even out of the office yet and I already miss it! From the hugs in the morning, to the quick deadlines, and to the nerve-wracking presentations we had to do in front of Manuel, I wouldn’t trade my time here for anything.

Every day was a learning experience! The people here are amazing and you can really tell that they give a *F!@%* about their job, seriously. At Adrenalina there’s no such thing as getting lost in the mix because everyone really is on a unified front to do great work and make an impact.

They say that I joined the team at a rather unique time for Adrenalina. A lot of opportunities started opening up and everyone was face deep in new ventures. As an intern, this was quite the sight and a crazy ride that I wasn’t sure I was prepared for.

Just think, on my first day I was given a bunch of research to do and was told that I needed to present it – not just to the creative and strategy team – but also to the president of the agency. Did I mention the presentation had to be ready in less that a week!

I’ll admit, there were moments where I might have stressed out a bit too much, but looking back even the negative feelings made my experience that much more enjoyable. I guess you could say that I have changed a lot in the past three months, both personally and professionally – and it’s all for the better.

And if by any chance you’re reading this because you’re thinking about interning at Adrenalina, do it! Never did I imagine that as an intern I would be given the opportunity to do even half the things that I’ve done in the mere three months I’ve spent here. But I know what you’re thinking, “won’t I go hungry if I’m just an intern?” Guess again. Cupcakes for breakfast, Thanksgiving leftovers, international candies, and even cake with little plastic babies in them – only a fraction of what Adrenalina has to offer!

~ Andrea


In early America, the question of whether or not displaced immigrants were true citizens was settled with swords and axes. Today, it’s settled with words and excuses that are equally painful but entertaining nonetheless.


bill the butcher

Immigration has been a political red herring since Native Americans were called Indians and tea tasted better in harbors. Little has changed today.

Let’s see, according to FAIR, Federation for American Immigration Reform, illegal immigration is responsible for: urban sprawl, unemployment, wage depression, inefficiency, housing problems, health-care woes and…crime.

I wish the cure to all of these social ailments was one tangible thing like illegal immigration, but we all know video games are responsible for crime and unemployment was created by the NFL.

Illegal immigration presents problems, but it’s not this doom day scenario that most make it to be. Here’s the real challenge, instead of polarizing the issue and dividing the country, why don’t try to find some middle ground?

Immigrants helped the North gain victory in the civil war and today the sons and daughters of immigrants have enlisted in droves to fight America’s last two wars (or conflicts…whatever the preferred nomenclature). Yet, immigration is still seen as a threat to the American way of life?  Bill the Butcher, the American anti-immigration hero offers a very interesting perspective:

A real native is someone who is willing to die fighting for his country. There’s nothing more to it.

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Cheat on your Agency

There are no words to describe how honored we feel that our hard work and efforts are being acknowledged worldwide.


It’s just too surreal.

Last week Adrenalina launched “Cheat on your Agency”, a viral campaign that hit the marketing world  by storm. The campaign features a mock-up tabloid newspaper and hilarious video, very reminiscent to the show Cheaters. The newspapers were sent out to prospective clients throughout the USA and South America. The newspapers were also sent out personally by newspaper boys through out New York City.

“Cheat on your Agency” has been mentioned in the UK. In Canada y por su puesto…Latin America.

Check it out:

Then come back and tell us your thoughts.

Great article you have to read it.

Written by: Jose Villa, Jul 16, 2009 11:24 AM

Sourced: Media Post Blogs

As the breakout research report written by Morgan Stanley’s teenage intern-turned-analyst Matthew Robson showed this month, marketers are very interested in understanding the youth market. This fascination with the teen market also carries over to the world of Hispanic advertising and rightfully so. According to the U.S. Census Bureau, Hispanic youth represent 20% of the total U.S. teen population. In fact, more than one-third of all U.S. Hispanics are 18 or younger, and half of all Hispanics in the U.S. are under 26.

If you look more closely at the Hispanic youth market, it’s clear that it is different from the rest of the Hispanic population most of us have made a living marketing to during the last 30 years. For instance, 80% of Hispanic youth are U.S.-born (source: The Institute for Health Policy Studies, UCSF). For the most part, this group is bilingual, going in and out of languages because its members grew up speaking Spanish at home but were educated in English. Yet most cannot read or write Spanish.

They are already an economic force to be reckoned with, wielding a purchasing power of $25 billion (source: – or more than half of the total purchasing power of the overall U.S. Hispanic market. In fact, Hispanic youth are driving a major demographic shift in the overall youth population. According to the U.S. Census Bureau, in 10 years, 62% of all teens will be Hispanic.

So if you plan on marketing to the youth of America now and especially in the future, you better figure the Hispanic youth market.

In 2008, the Intelligence Group released an in-depth psychographic study of the Hispanic youth market, “2008 Latino Lifestyle Study.” It highlighted four key insights about Hispanic youth:

The 40% Perception.” When asked what percentage of the U.S. they believe is Hispanic, the average of all responses was 40% (the actual Census figure is 15%).

Latina Rising.” Young Latinas feel empowered and excited about the independence and choices they have (a big difference from previous generations).

Cautious Optimism.” Young Hispanics are largely optimistic and social. They more likely to say they are “happy” compared to non-Latinos (63% versus 53%).

Social Networking.” There is no statistical difference between Hispanic youth and the general youth population in relation to their heavy use of social media like Facebook.

A lot of marketers have taken to a new moniker for this rising demographic – “New General Latinos” or NGLs. NGLs are a different animal. They’re all about lifestyle activators – music, food, entertainment, literature and travel – more so than education, hard work and the “American Dream.” They are extroverted, outgoing, outspoken and, above all, wired. They are defined by culture, not exclusively by language – at least not the Spanish language. They have tremendous Latin pride, and social networking is a starting point for their large web of social interactions.

So how do you reach them? The top three media consumed by Hispanic youth are 1) the Internet, 2) TV and 3) radio. The first two shouldn’t surprise anyone. However, Hispanic youth have shown a stronger connection to radio than their non-Latino friends. According to the Radio Advertising Bureau, Hispanic teens listen to 23% more radio per week than the general teen market. Equally important, they don’t read newspapers, rarely pick up magazines and don’t watch Spanish-language TV.

So, where should advertisers start in trying to reach this elusive, rapidly growing segment? Anyone who has worked in the trenches will tell you that this is a moving target, and experimentation is a must. There are no silver bullets in reaching young Hispanics. The good news is that the media landscape and technology have evolved so rapidly in the last 10 years that we now have the tools necessary to engage this audience. I suggest the following:

1. Start with key entry points. Social and music are usually good starters.

2. Use multiple platforms (i.e., radio, digital, TV, street). Take advantage of the fact that more and more Hispanic and lifestyle media companies now offer multiple platforms in-house

3. Target, target, target. Online and increasingly offline channels offer all kinds of targeting capabilities (geographic, contextual, behavioral, demographic). Leverage them early and often.

4. Test emerging media. This group is often way ahead of our media planning tools, so always mix in emerging platforms.

The face of American is changing and, with it, so is advertising. Hispanic marketing professionals have a unique opportunity to be at the forefront of a massive shift in the advertising and media industry.

Remember hearing the stories of Cinderella and Snow White when you were a child. Everyone knows how they end or do we?

Take a look at these classic beauties highlighted in a modern day setting as portrayed by Dina Goldstein – photographer extraordinaire.

Dina’s ongoing project was inspired by the observation of three-year-old girls who were developing an interest in Disney’s Fairy tales.

I’d like to see what Goldstein will do with The Little Mermaid. Guess we don’t get to live so happily ever after…Let’s just hope that Disney isn’t watching. We know how protective they can be of their image especially when they are constantly trying to sell us magical dreams.

“Fallen Princess” is set to be completed by October of this year. To see more images visit:

If you thought people in subways were too busy to notice anyone else…think again!

The Portuguese comic artist – Antonio Jorge Goncalves – makes drawings of people sitting in subways from around the world. He stays an average of three weeks in ten different cities and makes around 300 drawings. Each sketch depicts different subway riders.

So, the next time you happen to be on the subway – strike a pose – assuming someone is staring at you. Who knows, you might just be the subject of some future artwork.

Check out for more of his work. Let us know if you find a picture of yourself.

What’s this, Southwest Airlines is now concentrating their efforts toward the Latino market?

It’s true. Señor Destino, or “Mr. Destination” has arrived.

Encouraging both the Hispanic traveler and vacationers to use the carrier. Señor Destino is the friend whose going to be looking after your every need to make sure you have piece of mind on your next trip.

A very smart move for Southwest Airlines…