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Adrenalina agency 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

Weren't able to attend the buoy the GetAdrenalina.com portal with Web 2.0 strategic
2009 Marketing to insights while widening the discussion about the impending
African-Americans with 2010 U.S. Census beyond a numbers story to include an
Excellence (MAAX) examination of the cultural cues, trends and conversations
Summit? Order the that shape the attitudes of African Americans and Hispanics.
workbook which contains The micro site is scheduled to go live today and may be found
hard copies of the at the agency's portal, GetAdrenalina.com.
presentations made by
some of the nation's top "The numbers alone no longer define the marketplace," said
experts on Black Manuel Wernicky, president, chief ideas officer and managing
consumer marketing, partner, Adrenalina. "The significant population shift expected
including: to occur among minority groups by 2042 is the start of a
powerful movement and transformation of multicultural
Arbitron consumers as the new mainstream."
Burrell Communications
Carol H. Williams TheCountThatCounts.com, is designed to provide a venue for
Agency U.S. Latinos, African Americans and others to share
FUSE Advertising constructive info and ideas that help to further the
GlobalHue conversation about the nation's transformation into a new
Hunter-Miller Group America. The site also is considered to be a media channel for
MEE Productions users to voice their thoughts and perspective on the emerging
Media Economics Group cultural shift in the U.S. population.
Nia Enterprises
OwensMorris "We've embarked on these efforts to help generate, share and
Communications perpetuate a better understanding of people of color,"
Salon Sense Magazine Wernicky said. "We think the time is now to expand the
Sanders\Wingo discussion about the changing face of America using social
Target Market News media and the Web to initiate an online destination for
The MasterMind Group discourse, social examination and the development of
The Media Audit strategic initiatives that help build cultural movements."
The Nielsen Company
U.S. Census Bureau Census projections predict that by 2042 Hispanics, African
UniWorld Group Americans and other people of color who long have been in the
...and more minority of the U.S. population will comprise the nation's
collective majority.
Click here to order
_________________ TheCountThatCounts.com features four main sections,
including a newsfeed section offering relevant content about
multicultural issues, trends and info culled from CNN.com;
Departments PewHispanic.com, the Web site of the Pew Hispanic Center,
Advertising & PR News and CIS.com, the portal of the Center for Immigration Studies.
Marketing News
TV & Cable News
A section devoted to Twitter will aggregate 'tweets' about
Radio News
Magazine News conversations, trends and other comments being said by
Newspaper News users about the emerging multicultural marketplace,
Internet News Hispanics, African Americans and other people of color.
Retailing News
Consumer Research Additionally, the micro site will showcase press clips that
Expenditure Data highlight news and features about the innovation, creativity
People in the News and strategy behind Adrenalina while a dedicated
Industry News YouTube.com channel will broadcast videos that underscore
Company Bios and the significance of an emerging multicultural mainstream.
Background
With the rollout of the diversity-themed micro site, Adrenalina
Register Here becomes the first ad shop in the multicultural space to develop
and mount client services offering nuanced, cultural and
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behavioral insights that extend beyond traditional consumer
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"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

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You'll receive news of
breaking stories, exclusives,
updates and headlines on
the latest developments in
African American marketing
and media
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:
news@getadrenalina.com.

Black Stats
Frequently requested data
on African American
consumers
Black Buying Power:
$744 Billion (2006)
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.

Black U.S. Population: About MDC Partners

38.3 million MDC Partners is a leading provider of marketing
communications services to clients in North America, Europe
Top Five Black Cities and Latin America. Through its partnership of entrepreneurial
- New York firms it provides advertising, specialized communications and
- Chicago consulting services to leading brands. MDC Partners'
- Detroit philosophy emphasizes the utilization of strategy and
- Philadelphia creativity to drive growth for its clients. "MDC Partners is the
- Houston Place Where Great Talent Lives." MDC Partners Class A
shares are publicly traded on the NASDAQ under the symbol
Top Five Black Metros: "MDCA" and on the Toronto Stock Exchange under the
- New York-New Jersey symbol "MDZA."
 - Washington-Baltimore
- Chicago-Gary
- Los Angeles Go to Target Market News homepage
- 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.

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from "The Buying Power
of Black America."
______________________
Get quick access to key
U.S. Census
Bureau Data
Click here to go to
African-American
Census Bureau data

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