2. WE CAN’T DO THINGS THE WAY WE
DID TEN YEARS AGO…

3. INSANITY
…AND EXPECT DIFFERENT RESULTS.

4. WE’RE LIVING
THE GREATEST
CHANGE SINCE
THE INDUSTRIAL
REVOLUTION

5. 2001
+ Great Western Bank
+ Eckerd
+ Circuit City
+ Borders Bookstores
+ A&P
SOUND FAMILIAR?

6. 30% +
DISAPPEARED
70% BE MISSED
WOULD NOT

7. THE MOST
VALUABLE
COMPANY
APPLE INDUSTRIA MAS VALIOSA
LAS COMPANIAS EXITOSS NO EXISTIAN

8. THE WORLD HAS CHANGED FOREVER

9. PEOPLE HAVE
CHANGED, TOO.
NOW PEOPLE DEMAND MORE FROM PEOPLE, BRANDS,
PRODUCTS AND COMPANIES.
FUNCTIONAL, PERSONAL & COLLECTIVE
EXPECTATIONS.

10. FUNCTIONAL, PERSONAL &
COLLECTIVE EXPECTATIONS.
FUNCTIONAL:
PERSONAL
 FLAVOR
 COLOR COLLECTIVE
 SMELL
 FRESHNESS

11. If people expect that from a single orange, imagine what they expect from you?
t
FUNCTIONAL:
PERSONAL
 FLAVOR
 COLOR COLLECTIVE
 SMELL
 FREESS

12. BEHAVIOR-COMMUNICATION-MESSAGE
WE BELIEVE IN:
➔ TRANSPARENCY
➔ COLLABORATION
➔ VELOCITY
➔ SOCIAL CONSCIOUSNESS

13. IN A WORLD THAT IS
SMARTER AND MORE
COMPETITIVE, WE MUST
BE MORE EFFECTIVE.

14. CREATING AN EFFECTIVE WORLD
WE
CONNECT
THE
DOTS.

15. INTEGRATED
CONSULTING
IN ACTION
HOW DO WE DO IT?

16. PLANNING WITHOUT ACTION:
DREAM
ACTION WITHOUT PLANNING :
NIGHTMARE
P L A N N I N G I S A N O B L I G AT I O N

17. WE DO
WE PLAN WE

18. INTERNAL: EXTERNAL:
 Employees  Crowd
 Clients  Mass
 Vendors  Many to many
WECommunications
Orbital
PLAN. MESSAGE
INTERPERSONAL:
 One on one
 One to Many

19. • Knight
ORBITAL COMMUNICATIONS
Foundatio
n Step 5:
Final Review
Orbital Strategy Ladder Step 4:
Strategy / Creative
/ Check-out
Expression
Step 3:
Checkpoint
Step 2:
Strategic
Impact CLIENT PRESENTATION
EXPRESSION:
Define disconnects and
Step 1: CHECKPOIN:
breakthrough connections
Validate progress
Conversation with client. Review needed for collaboration. Explore
Check-in STRATEGIC IMPACT: assumptions and the relationship framework.
Determine actors and their agree on direction. Articulate strategic intent. Finalize
influence. Analyze the orbital direction document.
conversation. Analyze actors
impact & interaction.
CONVERSATION:
Listen, identify actors.
Understand default
relationships, given context.
Gather insights, understand
desired outcomes (business
results).

20. ORBITAL
WE PLAN. BRANDING WE DO.
OWNED MEDIA EARNED MEDIA
CENTRAL IDEA
PAID MEDIA

21. WE CONNECT THE DOTS

22. Deep and thorough knowledge of the U.S. Hispanic market

23. WE BELIEVE IN BUILDING LONG-LASTING
RELATIONSHIPS.

24. WE LIVE IN A DIVERSE COUNTRY WITH
DIVERSE CULTURES AND COMMUNITIES.
NEWLINK AMERICA IS A
COMMUNICATIONS FIRM PROVIDING
ORBITAL STRATEGY PLANNING AND
PROGRAM DEVELOPMENT TO CLIENTS
ACROSS THE AMERICAS
• New strategic approach to communications
• Multi-disciplinary creative talent and resources
• Hispanic-owned firm

25. WE TRANSFORM STRATEGIES INTO THE
ACTIONS, WORDS AND IMAGES THAT
BRING A PLAN TO LIFE, GENERATING THE
RESPONSE DESIRED BY EACH CLIENT.

26. NEWLINK EXPERTISE
INTEGRATED PRACTICES - THE VALUE WE OFFER TO THE CLIENT
CREATIVITY SOCIAL PUBLIC
& DESIGN BUSINESS RELATIONS
AUDIOVISUAL CONTENT EVENT
& DIGITAL DEVELOPMENT MANAGEMENT
PRODUCTION

27. COCA-COLA
DESTAPA
SU FUTURO
CAMPAIGN.

28. DEEPEN Coca-Cola’s relationship with Hispanic moms and
community by providing tools to help them plan their
college education.
CAMPAIGN HIGHLIGHT Coca-Cola’s partnership with the Hispanic
Scholarship Fund (HSF) in creating awareness about the
OBJECTIVES college attainment gap among Hispanics.
INCREASE engagement with community organizations in
support of Hispanic education.
DESTAPA SU SUPPORT local retailers through POS (retail) and My Coke
Rewards (MCR) (retail + digital).
FUTURO BOOST awareness and drive traffic to MCR/HSF microsite
among Hispanic consumers.
ENCOURAGE act of giving among Hispanic consumers to collect
MCR points and donate towards the HSF.

29.  Media Training
CAMPAIGN  PSA Taping / Distribution
 Photo Shoot
ELEMENTS  PR Newswire Placement
 Lead Press Release / e-Press Kit
 Flyer for Retail / Community Partner
 Media Day in Miami
 Social Media Activations
 Event at Miami Local High School
 Press Phone Interviews
 Call to Action Press Alert
 College Board / HSF Community Outreach
 Blogger Engagement
 Radio Drop (fridge + product + PSA script)

30. SPOKESPERSON
Identified Henry Cejudo, the Olympic gold
medalist who became the youngest
American wrestler to ever win an
Olympic gold medal, as a relevant
spokesperson for the brand t o drive the
Destapa Su Futuro campaign & inspire
Latinos to achieve success through
education.

31. Total Impressions: 32,527,632
KEY Print: 432,509
PERFORMANCE Online: 28,897,005
INDICATORS. TV: 2,893,589
Social: 304,529

32. MERCK’S
HEPATITIS-C.

33. MERCK’S HEPATITIS-C “TOCA EL TEMA” CAMPAIGN
Through the use of award-winning artist, Jon Secada, we developed an unbranded campaign to raise awareness of
the disease by highlighting Secada’s personal connection to the disease. The campaign entailed a call-to-action for
caregivers/patients to take action and speak with their HCPs about their options. Given its existing perception, we
also aimed to reduce stigma about the disease, a key barrier to treatment in Hispanic community. Finally, we aimed
to demonstrate Merck’s commitment to HCV among Hispanic community. The campaign included a microsite,
which served as a complete information source to deliver culturally relevant health messages, as well as
encouraged consumers to call the Liver Foundation’s Spanish-language hotline.
The campaign also included the development of a PSA and respective media campaign in both Spanish and English
to appeal to both Spanish dominant and English dominant U.S. Hispanic consumers, as well as a comprehensive
communications launch plan that integrated traditional media relations strategies.
Results:
Although we cannot divulge final results for confidential reasons, Newlink America, working with the client’s
general market agency, garnered millions of media impressions, including appearances on top ranking national
Hispanic network morning shows, articles in major Hispanic and general market dailies, features in national glossy
magazines such as People En Español, wire stories and dozens of radio, TV and print interviews. In addition, the
client exceeded their expectations in visits to the new portal, calls to Liver Foundation and we expect and plan for
increase in doctor visits as measured by local sales team.
Newlink based its success on media impressions from earned publicity in Spanish and English language outlets,
visits to new Spanish website, and number of stations airing PSA and resulting media ratings.
33

34. ESPN
DEPORTES.

35. #Redes Launch  )
ESPN Deportes launched #Redes with a live, state-of-the-art digital
press conference. The technology used not only allowed reporters
from around the world to attend the event without leaving their
desks, it provided them the opportunity to interact directly with
#Redes talent. Reporters were introduced to the hosts and got a feel
for the innovative format of the new show by asking questions via a
live chat and other social media platforms.
NewTV
The technology used to execute the digital event is called NewTV
powered by Newlink America. The new product takes advantage of
the limitless possibilities available through the live transmission of
video online and the numerous social platforms providing real-time
conversations.

36. GENERAL
MILLS.

38. MYLAN
PHARMACEUTICALS.

39. MYLAN’S SPANISH
LANGUAGE BROCHURE
Transcreation of English version
Patient Brochure for the U.S.
Hispanic market.
Spanish-language brochure
with relevant Hispanic friendly
images and content to be
distributed in doctors’ offices
across the country.

40. ARCOS DORADOS.

41. 1. Strategic design for Internal 4. Support in key corporate
Communications activities events: McDonald’s Worldwide
and campaigns. Convention.
2. Executive Communications 5. Content development/edition
support: talking for Corporate Communications
points, speeches, presentati materials:
ons for the Management factsheets, brochures, website,
Board. etc.
3. Production of Webcast with 6. Support to CSR initiatives:
Company leaders. Ronald McDonald House
Charities, art promotion, etc.
4. Development of internal
announcements 7. Internal launch and follow up
to campaigns from
MKT, HR, Operations, Training,
etc.

42. WE NEWLINK
CONNECT
THE DOTS SOCIAL
OFFERING.

43. Execution models and talent – both which have been developed with methodology
and discipline and based on first-hand experiences helping clients navigate the
challenges posed by the ever-changing social landscape.
Our execution models have been developed in-house, and have been built in
response to the needs of clients from all kinds of industries looking to adapt to their
THE NEWLINK new business realities that have been redefined by the social web. These execution
models are constantly fine-tuned by our team of social business specialists, who
DIFFERENTIATOR through their day-in and day-out experiences have earned a level of thoroughness in
their strategic and tactical capabilities that cannot be taught in any other manner.

44. SOCIAL SOCIAL SOCIAL
RESEARCH MARKETING BUSINESS
IMPERATIVE - PROFILE MANAGEMENT - CRISIS READINESS
- AUDITS - CONTENT AMPLIFICATION - INTERNAL
- POLLS - CONTESTS AND CAMPAIGNS EMPOWERMENT
- MONITORING - PROGRESSIVE PR - CORPORATE
- TREND ANALYSIS GOVERNANCE
- SUSTAINED
INNNOVATION

45. CHANGE IS ONE OF THE MANY
OPPORTUNITIES LIFE GIVES US.

46. How can we help How can PR support and
McDonald’s use PR to help market HCM brand
help drive sales and guest trust programs including
counts by focusing on key education, music and
menu items? sports?
How can we make Is there an opportunity to
McDonald’s news even enhance the positioning of
more relevant to the brand ambitions by helping
Hispanic Consumer tell the Good Food, Good
Market? People, Good Neighbor
story?

47. THANK YOU

48. Jorge A. Ortega
Managing Partner, Newlink America, Miami
Jorge Ortega is founder and managing partner of Newlink America, one of the fastest growing Hispanic-owned strategic
communications agencies. Part of the Newlink Group of Companies, the integrated consulting firm, Jorge and
partners, Eduardo del Rivero and Sergio Roitberg, lead a team of experienced professionals providing
research, strategy, creative and/or media services to: Coca-Cola, ESPN Deportes, Discover Card, Bacardi USA, The College
Board, Merck, Mylan, SER- National, Palace Resorts, among other clients.
Jorge brings 25 years of experience working with major clients developing strategic and innovative programs across the
Americas. A leading communications practitioner in the Hispanic market, he was President of JeffreyGroup, where he more
than doubled the size of the firm, Jorge also started and built Burson-Marsteller’s U.S. Hispanic practice. He serves on the
advisory board of FSU’s Center for Hispanic Marketing Communication. Jorge’s video blog on Hispanic marketing topics
Newlink Conversations can be viewed at www.youtube.com/newlinkamerica. Follow him on Twitter @jortegakb.

49. Eduardo del Rivero
Partner, Newlink America, Miami
Eduardo del Rivero has a long and extensive career in advertising, marketing and media, including sixteen years as partner-owner
of his own firm, del Rivero Messianu Advertising, a major U.S. Hispanic agency, subsequently sold to DDB Worldwide. Eduardo
began his career in London with Ogilvy & Mather. Immediately after, he joined Young & Rubicam, spending ten years in Mexico
City and a year in Paris handling accounts such as Procter & Gamble, General Foods and Frito Lay. Later, he was appointed VP at
Ogilvy, adding media to his scope of responsibilities and working with clients such as American Express, Kimberly Clark, Mattel
and Nestle.
Attracted by the emerging Hispanic market in the U.S., Eduardo joined MD & A, a top-ranking U.S. Hispanic agency, where he
worked with marquee brands such as Tylenol, Sears, Miller Brewing Co., Levi's and General Foods, among others. Additional client
experience includes Continental Airlines, Nokia, McDonald's, State Farm and Budweiser.
A pioneer in the Hispanic advertising industry, Eduardo embraced integrated communications and holistic marketing thinking long
before 360° thinking was a new marketing buzz word.

50. Emigdio Rojas
Group Account Manager, Newlink America, Miami
Emigdio has more than eight years in advertising working at global agencies in the USA managing integrated marketing
communication strategies for the U.S. Hispanic Market for clients such as: Procter & Gamble, J&J Merck and brands such as
Pepcid, Mylanta, Tide and Pampers among others. His expertise includes account management, strategy development, and
consumer research and insight development. Prior to Newlink, Emigdio was a partner at Avatar Creative where he managed the
Amadeus North America account. He developed a brand strategy and relevant consumer insights that led to the creation and
launch of trade and consumer collateral pieces for marketing initiatives including digital banners, email blasts, micro-sites, event
production and other communication materials.
Emigdio was also an Account Supervisor at Zubi Advertising where he worked with clients such as J.M. Smuckers and Unilever. In
that role, he was responsible for managing and leading overall planning strategies including digital and social media initiatives, as
well as day-to-day account management. Emigdio spent several years at Saatchi & Saatchi in NYC leading the Pampers and Tide
account teams for P&G. While at Saatchi, he managed and led several holistic advertising campaigns from strategy to creative
development to production and final commercialization.

51. Jose Luis Villa
Managing Director, Newlink Factory, Miami
If asked, his answer is simple. In order to be truly innovative, one must be naturally curious, willing to observe and brave enough to experiment.
Luckily for our clients, Jose Luis Villa was born to do those things.
The graphic designer and artist began his advertising career at TBWA Teran in 1987. Soon enough, he was snatched up by Lintas Mexico where he
collaborated with the company’s sister agencies in Madrid and Chile. There he created memorable campaigns for Coca-Cola, IBM, Renault
Cars, Unilever, Alimentos de Espana , Pisco Alto del Carmen and XX beer.
Recognizing the growing needs of the Hispanic market, Jose Luis made the move to Miami where he joined del Rivero Messianu DDB. He served as
the prestigious agency’s creative director for 16 years and worked on accounts for numerous clients including Coca-
Cola, Volkswagen, McDonald’s, Budweiser, Telefonica and Nokia.
Jose Luis also founded via alterna, a branding and communications consultancy firm. There he developed campaigns and strategies for the likes of
Latin Grammy, Randstad, Continucare, Hoteles Posadas. Microsoft and the Bahamas. His creative approach includes using new platforms in
conjunction with traditional experiences as a way to connect consumers to brands in relevant and meaningful ways. Today he brings his
knowledge, passion and talent to Newlink Factory where he creates new consumer engagement through Social Business, Content, Digital and
Audio Visual Production, Creativity and Design.
The award-winning creative director has been selected to judge programs for some of film and advertising’s most distinguished festivals and
publications including the Chicago International Film Festival, NY Festival, The Eye of Latin America, Advertising Age, Lüzer's International Archive
finalist in Cannes, FIAP and countless others. Jose Luis also co-founded the prestigious “CIRCULO CREATIVO.” In 2007, he significantly expanded
the organization’s scope and vision while serving as its president.

52. Mauricio Samayoa
Director, Newlink Factory, Miami
Mauricio began his career in finance, worked in PR, earned his MBA and has evolved into a full-blown Social Business
strategist out of a genuine passion for all things ‘social’ – i.e. Social Media and Social Business Design. His career blends
together practical knowledge in making business decisions based on hard numbers, business strategy creation, and first-hand
experience to building and scaling the participation of high-profile brands on the social web.
His career in the communications consulting business started at Newlink Group in the early 2000s. He has been instrumental
in driving Social Media strategies and campaigns for Newlink America clients such as ESPN Deportes, Coca-Cola, HATUEY and
Bacardi USA.
Before rejoining Newlink Group as Head of Newlink Social in 2011, Mauricio spent three years in London earning real-
world, on-the-ground experience in bridging the gap between Social Media strategy and Social Media execution for global
brands such as 20th Century Fox, The Macallan Whisky, and Jameson Irish Whiskey, as part of the team at Social Media
agency wearesocial.net. Additionally, Mauricio has executed successful social business models for Cancun CVB, Panama
Tourism, and Palace Resorts.

53. Barbara Pernaris
Executive Producer, Newlink America, Miami
Barbara brings 20 years of film, broadcast and event production expertise. She has worked with top Hispanic agencies such as
DRM/DDB (now Alma/DDB), Bienestar-LCG (now Publicis), BBDO-Miami (now BBDO) Zubi Advertising, and SiboneyUSA. For Newlink
America, she has managed all aspects of event production as well as photo and video shoots for clients such ESPN Deportes, Palace
Resorts, Bacardi USA, Preferred Medical Plan, WGEN-TV, among others.
She has been the lead on advertising and promotional production, including directing, for clients such as McDonald’s, Johnson &
Johnson/Merck, Visa, Pepsi, Ford, Sears, AA, Susan G. Komen Foundation, Food Lion (Delhaize America), Winn-Dixie, AA Arena/Miami
Heat, SC Johnson Wax, Mobil, P&G, General Mills, Kraft Foods, Unilever, Colgate Palmolive, Blue Cross and Blue Shield – FL, Bacardi
USA. She has also produced full length motion pictures, TV pilots and episodes and music videos, as well as, music concerts, live stage
productions and public events. Barbara holds a Bachelor’s degree in Business from Florida International University, a Bachelor of Arts
in Film Production from NYU and a Master’s in Communications and Film from the University of Miami. She is an award-winning
producer/filmmaker and has been awarded an ADDY and a TELLY in advertising. She is also fluent in Spanish and Italian.
53

54. Liza Rodriguez,
Manager
Newlink America, New York
Liza joined Newlink America from Health Media Strategies in New York City. Today she is managing the Hispanic Market
Development engagement for Mylan Pharmaceuticals dealing with on the company’s most competitive product segments
targeting the Latino community. While at Health Media Strategies she managed media and PR efforts for New York Times best-
selling author and TV physician, Dr. Ian Smith, including five of his national book tours and The Makeover Mile, Believe in Healthy
BP and Be Sickle Smart, national campaigns focused on improving the health of minority communities. She has worked with
companies and organizations in both the public and private sectors including The President’s Council on Fitness, Sports and
Nutrition, Novartis Pharmaceuticals, Coca-Cola, CVS Caremark, ZocDoc.com, The Home Depot, The Las Vegas Convention and
Visitors Authority and St. Martin’s Press. She also liaised with various media outlets and agencies including BET, VH1, Radio-
One, Granada Entertainment, Rachael Ray, The Doctors, The Tom Joyner Morning Show and The Steve Harvey Morning Show.
Liza has an extensive communications and media background with experience as a journalist, publicist and educator. Her entry
into TV journalism began at WNBC’s Today in New York where she worked in the special projects medical unit. From there, she
moved to ABC World News in London and WSVN’s Today in Florida at the Fox affiliate in Miami. Her journalism experience
extends to print and radio. She has been published by The New York Times, The Economist, Broadcasting & Cable Magazine and
Sales & Marketing Magazine and written for the nationally-syndicated radio program, HealthWatch on American Urban Radio
Networks.