Latinos: The New Mainstream. What a year!

From social influencers to politics, music to the economy, Latinos have consumed our news cycles and demanded our attention in 2016.

We have had a great year at Burson Latino, having leveraged our experts, their experience and Burson-Marsteller’s strategic communications approach and innovative tools to help more clients connect and engage with U.S. Hispanic audiences. Just this month, our colleagues led media relations efforts and generated millions of impressions with this Fortune article and CNBC segment, for the just released “Making America Rich Again: The Latino Effect on Economic Growth” study, which demonstrates the strength of the Latino economic power and confirms they are driving America’s New Mainstream Economy.

This year we also partnered with the Center for Multicultural Science to launch our first online research study on the role of Latinos in the 2016 U.S. Presidential Election, highlighting key issues and important causes relevant to our community. The poll, which surveyed more than 1,300 registered Latino voters, was widely covered by English and Spanish language media, as well as digital influencers.

In the spring, we continued to build momentum at the Seventh Annual Hispanicize conference in Miami, the nation’s largest gathering of Latino trendsetters in marketing, digital content creation, journalism, entertainment and tech entrepreneurship. During the five day showcase, we produced more than 50 hours of continuous coverage, livestreamed the Tecla Awards through Facebook Live, moderated notable industry panels and interviewed dozens of speakers and event attendees.

As election fever rose, we realized we needed to capture and curate all online conversations surrounding Hispanics and the election, and created, the only digital hub that aggregated all social commentary and news content by the most active and trending journalists, influencers, high profile community and business organizations, and political experts. The hub captured more than 15,000 total posts, with more than 24 billion impressions, while our Burson Latino analyst commentary video segments generated more than 600 page views during the last 100 hours prior to the election.

Most recently, our team joined Sony Pictures Television and Sony Music at the live taping of a new pilot titled Tres Noches, which documents the journey of top Latino talent at the 17th Annual Latin GRAMMY Awards in Las Vegas. Together with clients and other agency partners, we outlined strategic approaches for brand and campaign integration with Sony content and talent.

I invite you to review our new Burson Latino capabilities video and infographic, which showcase our evidence-based approach to creating and carrying out effective and authentic Hispanic communications programs that drive business results for clients. It also introduces our new Community Communications Partners (CCPs), an exclusive network of local public relations and public affairs professionals in key Latino markets that provide clients deep and authentic contacts and connections at the grassroots level.

We are excited for new and exciting collaborations in store for 2017. The first comes in January, when we announce our Hispanic market research partnership which will allow us to provide clients and the industry with an endless amount of thought leadership content across a variety of industries. Initiatives like this – along with access to the latest trends, newsmakers and market studies – are our value added differentiating factor.

Lastly, our commitment to the U.S. Hispanic market is reinforced with our board involvement. Burson-Marsteller supports my active participation on the advisory board of the Center for Hispanic Marketing Communication at Florida State University and the corporate advisory board of ALPFA, the Association of Latino Professionals for America, the largest group of 75,000 Latino students and professionals nationwide.

We are proud of the work our team has done this year growing our practice footprint, business and client roster. Thanks to Eva Mejicanos and Stephanie Carrizales in New York and Abril Barba, Ivan Ruiz and Monica Mora in Miami, along with the dozens of other colleagues throughout the Burson U.S. network who support and allow us to exceed our clients’ expectations. Cheers to an exciting 2017 as we look forward to growing partnerships, delivering excellence and continuing success.

Feliz Navidad, and Happy Holidays to all!

Posted by Jorge Ortega