Black Consumer Authority- Adrenalina Looks Beyond 2010 Census

8/7/2019 Black Consumer Authority- Adrenalina Looks Beyond 2010 Census

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Adrenalina agency creates micro site to lookbeyond 2010 Census implications

(November 16, 2009) Seeking to infuse its digital innovationstrategy with a dose of real-world perspective, Adrenalina, a

leading multicultural advertising and marketing agency that ispart of the MDC Partners network, said today it is mounting anext-generation multicultural micro site aimed at unleashingthe power and influence of U.S. Hispanic and AfricanAmericans.

Dubbed TheCountThatCounts.com, the micro site serves tobuoy the GetAdrenalina.com portal with Web 2.0 strategicinsights while widening the discussion about the impending2010 U.S. Census beyond a numbers story to include anexamination of the cultural cues, trends and conversationsthat shape the attitudes of African Americans and Hispanics.The micro site is scheduled to go live today and may be foundat the agency's portal, GetAdrenalina.com.

"The numbers alone no longer define the marketplace," saidManuel Wernicky, president, chief ideas officer and managingpartner, Adrenalina. "The significant population shift expectedto occur among minority groups by 2042 is the start of apowerful movement and transformation of multiculturalconsumers as the new mainstream."

TheCountThatCounts.com, is designed to provide a venue for U.S. Latinos, African Americans and others to shareconstructive info and ideas that help to further theconversation about the nation's t ransformation into a newAmerica. 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 andperpetuate a better understanding of people of color,"Wernicky said. "We think the time is now to expand thediscussion about the changing face of America using socialmedia 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, AfricanAmericans and other people of color who long have been in theminority of the U.S. population will comprise the nation'scollective majority.



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Black Stats

Frequently requested dataon African Americanconsumers

Black Buying Power:$744 Billion (2006)

Black U.S. Population:38.3 million

Top Five Black Cities- New York- Chicago- Detroit- Philadelphia- Houston

Top Five Black Metros:- New York-New Jersey

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TheCountThatCounts.com features four main sections,including a newsfeed section offering relevant content aboutmulticultural 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 Studies.

A section devoted to Twitter will aggregate 'tweets' aboutconversations, 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 thathighlight news and features about the innovation, creativityand strategy behind Adrenalina while a dedicatedYouTube.com channel will broadcast videos that underscorethe significance of an emerging multicultural mainstream.

With the rollout of the diversity-themed micro site, Adrenalinabecomes the first ad shop in the multicultural space to developand mount c lient services offering nuanced, cultural andbehavioral insights that extend beyond traditional consumer experiences.

"Looking to 2010 and beyond, marketers seeking to connecttheir brands with consumers must step up their strategies andshift to speaking 'in cultures not in languages,'" said ManuelWernicky, president, chief ideas officer and managing partner."Marketers should think of the census as a tool for marketingto a collective of multicultural consumers. The future is nolonger about selling independently to diverse members of thewhole."

For more than a year, Adrenalina has been pumping up itsclient services and carving out its expertise as an ad shop thatdoesn't make ads but instead creates emotions in anticipationof an expected growth surge by 2050 when U.S. Hispanics,

already the nation's largest minority, are projected to accountfor 30 percent, or one in six, Americans, per the U.S. CensusBureau.

For more information about Adrenalina, or to obtain screenimages of the micro site, send an email to:[email protected].

About AdrenalinaA new kind of agency for a new America, Adrenalina, NewYork, is a brand leadership consultancy that infusesmultinational brands with cultural and emotional messaging viadigital innovation, creative experiences with stopping power,social networking and action marketing strategies designed to

ignite a multicultural consumer revolution.

About MDC PartnersMDC Partners is a leading provider of marketingcommunications services to clients in North America, Europeand Latin America. Through its partnership of entrepreneurialfirms it provides advertising, specialized communications andconsulting services to leading brands. MDC Partners'philosophy emphasizes the utilization of strategy andcreativity to drive growth for its clients. "MDC Partners is thePlace Where Great Talent Lives." MDC Partners Class Ashares are publicly traded on the NASDAQ under the symbol"MDCA" and on the Toronto Stock Exchange under thesymbol "MDZA."



- Washington-Baltimore- Chicago-Gary- Los Angeles- Philadelphia

Top Five Expenditures:- Housing $121.6 bil.- Food $59.2 bil.- Cars/Trucks $32.1 bil.

- Clothing $27.7 bil.- Health Care $17.8 bil.

Click here for more statsfrom "The Buying Power of Black America."______________________ Get quick access to key

U.S. Census Bureau DataClick here to go toAfrican-American

Census Bureau data

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Black Consumer Authority- Adrenalina Looks Beyond 2010 Census