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Ad Shop Adrenalina Ramps Up Digital
Innovation Drive
BY PR NEWSWIRE ARTICLE RATING:
Related Stories
MAY 11, 2009 09:00 AM EDT
Don’t Get Stuck in a
Cloud

With U.S. Hispanics ahead of the general market in Web and Comments
mobile use, the agency will roll out a dedicated offering
designed to generate next generation digital, online creative Refactoring Corner:
services Partitioning
DataWindow
NEW YORK, May 11 /PRNewswire/ -- Spurred by Hispanics' robust consumption of Technology
By Yakov Werde
the Web, social networking and mobile text messaging, Adrenalina, a leading
pemurray@interrasys.com
advertising and marketing agency that is part of the MDC Partners network, is
wrote: This is a great article.
enhancing its services to include digital innovation. As an 11.2 user who wants to
create scalable web
The ad shop's digital drive will provide the agency with a formalized strategy for applications I worry about
developing and producing creative advertising and marketing via the Web, mobile the seperation of GUI and
business logic in order to
technology and other non-traditional media including social networking sites and support N-Tier applications.
text messaging. Publishing to IIS does NOT
scale. For me, the beauty of
In the coming weeks, the agency is expected to add several new hires with the the datawindow is that even
an intermediate developer
appointments of a Digital Experience Chief and staff positions specializing in
like me can quickly create
digital innovation. robust applications with
minimal code. It is great that
"Latinos are at the epicenter of a significant social and technological shift to digital you outline ways to seperate
media," said Manuel Wernicky, president, chief ideas officer and managing partner, the two. I hope Sybase is
listening. Recently, I tried out
Adrenalina. "We download more music and ringtones, send more text messages, go another web application
online more often to chat with friends and create our own content and we continue development tool. Good, but
to leapfrog the general market in embracing and using just about every form of not PowerBuilder.
Everywhere in my code I had
digital technology."
to decide which code woul...
Feb. 1, 2011 08:48 PM EST
Among the nation's 50 million Hispanics, more than half (54 percent) are online read more & respond »
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 Latest Articles Latest Blogs Latest News
online networking sites, using the Web to connect and maintain strong ties to
family and friends and to express themselves via user-generated content.
Twitter Ordered to Turn Over WikiLeaks Data
Nearly 80 percent of Hispanics (44 percent who prefer English, 35 percent who zLAMP: Web's Most Popular Software Stack on IBM
prefer Spanish) say they regularly visit the social networking sites MySpace, System z
compared with 22 percent of non-Hispanic Whites, per Captura Group, while 31 IE9 Moves Out
percent of Hispanics (18 percent who prefer English, 13 percent who prefer
Consider Manila the Next Time You Visit Hong Kong
Spanish) report regularly going online via Facebook, compared with 7 percent of
& Singapore
non-Hispanic Whites.
Associated Newspapers Keeps Websites
"Marketers who want to engage this financially powerful market segment in the Competitive with VMware
digital realm are sending Hispanic consumers a strong signal that says you want to How to Make Public and Private Clouds Secure
do business using their medium of choice not a 30-second TV spot placed by your
Facebook Buys Beluga, But Has Bigger Fish to Fry
media agency," said Wernicky.
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Adrenalina's move to the digital arena coincides with the debut today of its Web
portal www.getadrenalina.com, 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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breakthrough advertising, grassroots and retail promotional marketing, and digital Abiquo
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SOURCE Adrenalina
SAP
The Journey to On Demand
- Lessons Learned from
 Published May 11, 2009 Small, High-Growth
Customers
Copyright © 2009 SYS-CON Media, Inc. — All Rights Reserved.
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