Should Your Brand be Using Influencers?

In the age of the internet, today’s celebrities go beyond just Hollywood films and TV shows. In the new era of social media, the market has created their own version of famed celebrities and named influencers. Stars like Gabby Hanna from The Gaby Shows, or  Jenna Mourey aka Jenna Marbles are what we call influencers, people who have a substantial following and can command an audience[1], but are still relatable on a human-to-human level. They inhabit the gray area somewhere between a celebrity and a “common” person. Influencers usually start their careers on Instagram, YouTube, Facebook, or other social media channels, sharing their area of expertise with the world, whether it be comedy, fashion, fitness, or cooking, and then successfully build their own brand around that.

So why would a brand hire an influencer to promote itself instead of a regular celebrity? Influencer’s have earned their celebrity-like reputations by capitalizing on the day-to-day actions of people. They have capitalized on the mundane tasks of life and made them easily digestible for people. Take Jessica Shyba, aka Momma’s Gone City, for example. She is a mom of 4 kids (with a fifth one on the way!) and one adopted dog. She became a social media celebrity by sharing the everyday life of a mom and her kids.

Jessica and her family are not only adorable, but easily relatable, making her an ideal brand ambassador. Viewers, likers, and sharers can see how easily –insert product here- can fit into their lifestyles, by relating with Jessica’s hectic life. By partnering with Jessica, brands actually show Jessica’s audience not only how their products are used, but the benefits of using them.

When influencers are added to the equation, the brand is not seen as promoting itself, rather, a third party who is trusted by its audience is. If the influencer did not believe in the brand or its products, she/he wouldn’t be posting about them since it could damage their personal brand. The influencer’s audience knows this and in fact, 92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement[2].

Take this sponsored post as an example:

In this case, Jessica partnered with a frozen blueberry company to show her audience how to easily and quickly make delicious, yet healthy, blueberry pancakes.

Along with being an active advertisement, influencers are also a source of inspiration. Often, influencers share their personal experience losing weight, eating vegetarian, or applying liquid eyeliner, providing their followers with guidance, support, and step-by-step instructions to reach their goals. Influencers like Alyse from Raw Alignment, give great advice not only with recipes but by highlighting the products that they actually use. They partner with different brands to inspire people and help them throughout their transition to a healthier and organic lifestyle:

So, what are the benefits for brands hiring influencers?

  • Influencers provide an authentic and organic way to deliver a brand message.
  • Influencers expose your brand to new audiences while providing a higher ROI.
  • Influencers connect with their audiences at a more personal level.
  • Influencers can grant brands access to unique, hard-to-reach niche audiences for niche products.

Influencers are becoming one of the best ways to advertise brands. Has your brand considered using an influencer before? Do you have any tips? Leave a comment below!

Posted by Maria Fornari, Client Executive at Burson-Marsteller Miami/StudioB 

Sources:

Blurred Lines

I love the fact that the lines are blurring between digital marketing, advertising, and PR. Blurred lines are nothing new to me – in fact, I feel like I’ve made a career out of them. I started as a programmer with a creative background – my formal education was in architecture. Then I became a web designer that knew how to program sites, taking user experience into account before user experience was a “thing.” I became a graphic designer that loved helping brands tell their stories through presentations and infographics, and that opened the door for new business development through visual story-telling. The lines between creative, business development, and digital strategy are blurred as well, and combined, all these skill sets prepared me to assume my current role as StudioB Lead at Burson-Marsteller Miami.

StudioB is our data-driven digital content, creative, and video production team. The full team works out of the Miami office, which allows us to support our existing clients with a robust digital offering that augments their traditional PR efforts, while allowing us to build a full-service communications practice that provides digital-specific services to clients beyond our PR portfolio. While there are smaller, dedicated digital shops out there, it’s this truly integrated approach to digital and PR that sets Burson-Marsteller apart and proves to be most valuable to our clients.

In my role as StudioB Lead, I manage a group of strategists and creative professionals that support a client roster across a variety of practices locally in Miami, regionally in LATAM, as well as in the US Market. The team is comprised of digital and content strategists, community managers, data-analysts, designers, and video editors.

It is a really exciting time to be working at Burson-Marsteller to witness first-hand the convergence between digital marketing, advertising, and public relations. The lines are blurring more each day, and as the digital team here in Miami, our goal is to keep our fingers on the pulse of all of these emerging trends, and share these observations with all of you.

StudioB’s dynamic team will take charge in covering relevant and engaging stories that past, current, and future clients will be interested to hear. We hope you enjoy the articles as they are published over the coming weeks, and encourage you to reach out If there are any topics you would be interested in hearing about from the StudioB team at Burson-Marsteller Miami.

Posted by Ivan Ruiz, Senior Digital Strategist at Burson-Marsteller Miami/StudioB Lead

Burson-Marsteller @ CES

I hope your 2017 is off to a great start and the year will be filled with health, happiness, and prosperity. At Burson-Marsteller Miami, we are in the midst of developing our road map for the year to ensure we continue to deliver excellent service for new and prospective clients, forge partnerships that will add new tools and services to our current offering and provide insightful thought leadership content on a variety of topics relevant to our industry.

First in the spotlight is our Global Technology Practice that recently attended the 50th edition of the Consumer Electronics Show® (CES) in Las Vegas, NV to provide on-site communications support to some of our top clients. They witnessed the unveiling of the latest tech trends, products and consumer campaigns from the most renowned technology companies around the world, and shared key takeaways on what lies ahead for the industry from different perspectives, including communications.

Our Worldwide Chair and CEO Don Baer presented a new survey, “The Burson-Marsteller Age of Trump Technology Policy Survey”, conducted in partnership with Penn Schoen Berland, which tests the views of Tech Elites and the General Public in the U.S. about what the new Trump administration could mean for technology.

I invite you to check out this event recap video prepared by our StudioB Live team featuring Rodrigo Castro, a Director in our Global Technology Practice, who was on hand to share the following observations:

  • The biggest trend is Internet of Things – the merger between hardware, software and data which is paving the road for how technology companies address business and consumers around the world.
  • According to Gartner, by 2021 there will be 21,000 million devices with IOT connection.
  • What value does big data, which captures consumer behavior, bring to companies and how will it drive innovation and collaboration?

Rodrigo joined other Burson-Marsteller colleagues from around the network supporting their clients, including Sheena Lakhani, who helped introduce Nixplay’s latest wireless photo frame, and Jamie Dowling, who chimed in on the latest augmented and virtual reality trends.

If you would like to learn more about our experience at CES or need additional information about our Technology and Innovation resources and capabilities, please feel free to email me.

Posted by Jorge Ortega

Launch of “30 Qs With…” Blog Series

We are excited to launch the first installment of the all new blog series, “30 Qs With…”. Every month we invite you to get to know Burson-Marsteller Miami’s talent from a different perspective – these 1:1 interviews will reveal personal anecdotes from their lives in and out of the office. First up is Maria Isina Areco, Manager in our Global Technology Practice.

During her 10 years at Burson-Marsteller, Maria Isina has worked on a wide range of branding initiatives, helping companies define and reposition their brand. Prior to joining the Miami team, she led Brand Communications efforts in our Buenos Aires office for a variety of clients in the technology and healthcare industries.

Check out her interview here. Enjoy! #30Q’sWith #BursonPersons

The Day Is Finally Here!

Burson-Marsteller Miami is excited to announce our new Instagram account, @bursonmarstellermiamiStay up to date with our latest projects and events B-M Miami will be a part of.  Additionally, learn about our creative team, and take a look behind the scenes of our office fun. B-M Miami is looking forward to connecting with you!

See you on Instagram! Or, as they say, “see you on the gram!”

Burson - Marsteller Instagram Profile

@bursonmarstellermiami

A Crises Perfect Storm: Millennials, Social Media & Technology

While organizations are not always able to avoid crises, preparation is imperative.  Companies have issues from time to time. Whether situations are caused by food contamination, disease, human error or natural disasters, crises are unavoidable in most businesses.  What’s important is to be able to differentiate an issue from a crisis- not always easy when Millennials are involved.

Highly coveted by marketers, Millennials not only have significant spending power—over $200 billion expected each year—but are also technologically savvy and continuously connected through social media. More than 75 percent have profiles and more than 85 percent own mobile devices. They expect to get the information they need quickly and can have it at the click of a button. They are the most connected generation, yet they are very difficult to connect with.

Having said that, Millennials are a “cause driven” generation and connect to businesses and organizations through social responsibility initiatives. They identify with brands that care, meaning that a company’s values and mission is a key driver of not only their purchase decisions, but also their advocacy. They appreciate a company’s transparency, but demand social responsibility; so when there is a controversial issue, they are likely to be vocal critics engaging their social communities to express their opinion, analysis or outrage.

The biggest nightmare is the distribution of videos and photographs; these can quickly magnify any situation, transcending languages and cultures on social media. Good visuals and a strong issue will go viral, especially within a company’s communications vacuum, leading us back to preparation. Sprinkle a controversial photo or incendiary video and the crisis blooms.

Millennials & Social Media

Millenials and Social Media

The lines separating digital, mobile and the real world have blurred.  Considering that crises develop quickly– fueled by technology, social media and the nature of Millennials– an understanding and appreciation for this complicated group, plus having a comprehensive and CURRENT crisis plan can do wonders for mitigating or managing a crisis.

A key element to crisis management is having a team with a designated spokesperson, who is trained to explain the situation and the company’s position in order to respond appropriately with similar tone and channel, is indispensable to any organization.

For example, given today’s heightened interest in the responsible sourcing of supply chains issues involving possible poor labor conditions have the potential to generate strong emotional reaction from Millennials. Such reaction is easily shared through social media, which has a significant impact during a crisis due to the increased immediacy, inaccuracy, reach, repetition, disclosure and permanence—digital information lives forever.

Furthermore, companies should respond in the channel where the problem began and should use the same tone, meaning that emotional outrage should be countered with “passion points”. In addition to recognizing where the crisis is playing out, who the key stakeholders and audiences are, successful crisis management rests on communication that is strategic, clear and integrated.

Combining a comprehensive crisis contingency plan with a strategic communications program and transparent corporate responsibility campaign can create a platform where companies can positively engage with Millennials. Here, social media and technology become allies in supporting the company’s values and mission, while at the same time providing a vehicle to spark Millennials consumer spending.

Posted by Karen Guggenheim

Karen Guggenheim is a Director in our Miami office. She is also a member of Burson-Marsteller’s Senior Crisis Management Team.

Breakfast with Burson: Millennials and Mimosas

Burson-Marsteller Miami recently had the opportunity to host Bacardi’s new Global Millennials Manager, Nim De Swardt, who presented to our “Breakfast with Burson” attendees, as well as to our staff. Nim shared her insights on how Millennials play a game-changing role in today’s organizations, and how their influence will only continue to grow in the coming decade.

“A program made for Millennials, by Millennials”

Bacardi – the largest privately-held spirits company in the world- has taken note of changes that are happening in today’s professional landscape, and has decided to approach the evolving business environment by bravely embracing the change. Michael Dolan, CEO of Bacardi Limited, spearheaded the next big step on how Bacardi manages its company by creating an initiative to recruit and engage the best of today’s Millennial talent. He selected Nim to take on the daring role of recruiting these talented Millennials and lead the “Bacardi Rising Stars” program. This program will consist of 20 of Bacardi’s creative, tech-savvy international employees who will leverage their unique viewpoints to foster the brand’s success both internally and externally in the marketplace.

Now, who exactly is this Millennial queen? We know you are curious (we were too).

Nim is a 30-year-old, Australian-born native with a bachelor’s degree in photography, and a minor in wanderlust. Her career with Bacardi began five years ago, where she eventually worked her way up to being a brand manager for the Middle East and Africa region, based in Dubai. In 2015, she was offered the role of Global Millennials Manager, but decided to follow her free Millennial spirit to take a year off from her career and embark on a self-discovery journey, traveling the world. Months later, the position was still vacant, with her name reserved for the game-changing role. Nim quickly transformed from an adventurous backpacker to an intrapreneur ready to take on her next big journey.

“Millennials can be our greatest challenge, and our greatest opportunity”

Since then, Nim has visited start-ups and multi-million dollar companies, such as Google and Twitter, to observe their response to the rapid-growing Millennial business culture. She is currently leading initiatives at Bacardi to increase intra-company collaboration on ideas to better market to Millennials and creating Bacardi company policies that will build on these companies’ successful Millennial business approaches. In Nim’s eyes, Millennials are looking for four things in the companies that employ them: Innovation, flexibility, collaboration and career development opportunities. They are also driven by causes; Millennials wish to have a purpose in the work they do, and want their companies to have strong corporate responsibility programs.

According to our Millennial expert, in nine years, 75 percent of the work field will consist of Millennials. With Nim by their side, there is no doubt that Bacardi will be up for the challenge.

To hear from Nim herself about her work, please take a look at this short interview she recorded with us in our StudioB Live.

Mojitos and Margaritas

Burson-Marsteller Miami had the opportunity yesterday to host a reception featuring Bacardi MOJITO’s and Cazadores Margaritas for the board of directors of ALPFA—the Association of Latino Professionals for America, the largest membership organization empowering Latino Leaders.

ALPFA’s mission is to empower and develop Latino men and women as leaders of character for the nation

ALPFA’s mission is to empower and develop Latino men and women as leaders of character for the nation, in every sector of the global economy. They support more than 72,000 Latino students, professionals, and entrepreneurs through more than 40 professional chapters and 160 student chapters at major colleges and universities nationwide. I had the honor of serving as ALPFA’s interim chief marketing officer and have been part of two of the last conventions.

What I love about ALPFA is that at a time when the business community desperately seeks talent and America’s young Latinos desperately seek opportunity, ALPFA is a bridge between the two, resulting in thousands of Latino college students with paid professional internships and diverse career opportunities.  ALPFA also develops the next generation of Latino professionals that benefit from experiential leadership development and mentoring from senior corporate executives, whom ALPFA empowers into the C-suite and onto corporate boards. ALPFA is also a proven growth accelerator for Latino entrepreneurs, helping them to build networks, access capital and scale much more rapidly by opening the door to significant business opportunities within our more than 200 Fortune 1000 partners.

Thanks to our friends (and client) at Bacardi Limited, we were able to ensure the evening was complete with delicious Bacardi Mojitos and Cazadores Margaritas. Burson-Marsteller Miami is committed to partnering and supporting organizations that are making a difference in our community and in the nation.  We were privileged to welcome and host members of their board and senior leaders from across the country, who came to Miami for the board meeting and also were able to enjoy the outstanding South Florida weather, while sharing time and experience with some of us here at Burson.

We are looking forward to continuing our support of ALPFA, its CEO, Charles P. Garcia and Chair of the Board, Yvonne Garcia, as they prepare for the organization’s 44th Annual Convention  August 5-9, 2016, when more than 3,000 leaders and professionals will convene at the Gaylord Resort in Dallas. This convention represents the largest, most impressive gathering of Latino professionals and students coming together from across the United States to learn, network, mentor and develop as leaders. Burson-Marsteller and some of our top clients will be there.

To join ALPFA and enjoy its benefits, please click here.

Posted by Jorge Ortega

 

 

 

The Latino vote: Groundbreaking New Hispanic Survey

With South Carolina Governor Nikki Haley’s recent endorsement of Marco Rubio, and the Nevada caucus around the corner, I am excited to share with you the results of a groundbreaking study “The Latino Vote“, that Burson Latino, our firm’s Hispanic practice, recently conducted across the Latino registered voter population. We noticed a distinct lack of information on how Latinos view the upcoming U.S. presidential election and the issues that the next president will have to address.  We examined how Latinos viewed the candidates and issues as we head into the Nevada caucuses, a state with a substantial Latino population.

The results of this nationwide poll were certainly intriguing – and we were surprised ourselves to find:

  • Latino registered voters nationwide are strongly in favor of U.S. Senator Marco Rubio (R-FL) and former U.S. Secretary of State Hillary Clinton.
    • Rubio takes an 11-point lead over a Donald Trump and Ted Cruz tie; Hillary Clinton leads by 35 points over Bernie Sanders.
  • Independent voters could hold a huge surprise in the coming months.
    • Of those who said they were independents nearly 49 percent of them said they would support one of the two Democratic candidates. Nearly 28 percent of these independent voters said they would vote for one of the Republican candidates.
    • This leaves a sizable swing segment among Latino voters that could cause surprises. Their support could influence the candidates’ primary results in the coming months, but could also prove to affect the general election in November.
  • No single issue can define the race among Latinos.
    • Education and the economy are the dominant issues of importance. Regardless of party affiliation, education and the economy were the two most important issues to Latino voters.
    • Additionally, Latinos favor health insurance coverage for all. A broad majority of Latino Democrats (87 percent) and independents (73 percent) said that health insurance coverage for all was an important issue. A narrow majority of Latino Republicans (52 percent) agreed with this view.
    • However, social issues lack traction among Latinos. Abortion (50 percent Democrat and Republican), gay marriage (42 percent Democrat, 28 percent Republican) and legalization of marijuana (33 percent Democrat, 23 percent Republican) were all rated of relatively low importance to Latino voters in the study.
    • Immigration and border control take a backseat to economic issues. New job creation, job security and the ability to receive a raise all ranked much higher in importance than immigration policy and the potential of a wall being built on the U.S.-Mexico border.

This survey, The Latino Vote: Surprising Sentiments on Issues and Candidates, represents the kind of innovative, forward thinking for which Burson Latino stands. It was conducted in collaboration with Research Now, New American Dimensions and the Center for Multicultural Science.

The Latino Vote: Surprising Sentiments on Candidates and Issues a Burson Latino Survey.

I invite you to take a look at the hispanic survey results here, and look forward to sharing more on our Burson Latino efforts as Latinos continue to shape and influence the fabric of the United States.

Un abrazo,

Jorge

Posted by Jorge Ortega

CES 2016: The PR Challenges to Come

As a member of the Global Technology Practice at Burson-Marsteller, I have had the opportunity to represent clients at many events, including CES in Las Vegas. In January, I attended my sixth CES. However, there was something noticeably missing this year: There were only a few products to excite, an observation many journalists I spoke with also noted. In fact, some reporters were even coming up empty-handed when trying to uncover relevant, intriguing stories to share with audiences back home. So, what happened?

Some claim this sudden deficiency of the show’s usual, exciting innovation announcements may be the result of a slowdown in the industry’s growth. According to Accenture, the consumer technology industry’s growth has stalled in response to reduced continuous demand for new smartphones, tablets and laptops. Additionally, new technologies such as Internet of Things (IoT) haven’t created enough impact to reinforce industry expectations. Nonetheless, I believe the industry is finally starting to adjust the pace of innovation to meet to the slower demands of the market.

CES 2016 and innovation

In the past, the industry was noted for its “thirst for innovation.” When I attended my first CES in 2009, it seemed like companies were competing to see who could produce the largest TV, the brightest digital camera images, the most Internet interactions in their devices — simply because it was all so exciting. It didn’t matter whether audiences could afford these innovations.

However, some years later, behavior has shifted as fewer consumers are willing to pay the hefty price tag for these innovations. According to Statista, the market’s intention to purchase a new smartphone or laptop in 2016 was down six percent compared to 2015, down eight percent for televisions and down nine percent for tablets. Echoing this change in consumer behavior, companies at CES this year introduced few new LED screens, only a handful of additions to audio systems and devices, and less-than-notable additions to home appliances.

Our challenge is to create new stories

Now that the product innovation pace is slowing, the major challenge for the PR industry is to create new stories that will help companies continue to benefit their stakeholders. We need content and stories that support our clients’ business objectives. These stories are evolving, just as CES has. Once the world’s largest technology showcase, CES now has a networking arena, a content development platform and an entertainment stage to present breaking news. There were a few remarkable stories that generated good media coverage: Netflix becoming a worldwide entertainment provider, sharing its plans to keep on pace as the industry-leader in every market (except China); our client Ford wowing audiences with real-time demonstrations of the Smart Mobility Plan, which included features such as impressive radars that identify and map movement around a Ford Fusion; and even the overwhelming resurgence of turntables, as audio companies are bringing back classic vinyl records and pay tribute to romance music-lovers (my father included!).

Although industry expectations have changed from five years ago, the stories are still there. However, a company’s ability to identify these stories and make them relevant for the CES audience and their stakeholders will be the key to successful investments at CES in years to come.

This post was published by Rodrigo Castro, a Manager in the Global Technology Practice. The original post can be found on the global Burson-Marsteller blog.

Burson-Marsteller Miami Welcomes 2016

Dear Burson-Marsteller Miami Friends and Colleagues,

Happy New Year! As we enter 2016, I am excited for what the year ahead will bring, and Burson-Marsteller Miami has big plans to continue offering best-in-class communications services to our clients and partners.

In an end-of-the-year message to global staff, our Worldwide Chair and CEO Don Baer said, “There are so many achievements from 2015, all of which show we are meeting the demands – and taking hold of new opportunities – that big changes in our industry present.”

Don referenced an article last month in The New York Observer that said this about our firm: “Burson just won’t act its age. The big old legacy agency’s behaving more like a startup…” To keep succeeding, we will keep bringing that kind of energy and excitement to everything we do. These qualities are at the heart of the spirit our great founder Harold Burson brought to the public relations world when he started and built our firm. That is the spirit we try to demonstrate every day when we do our best work. And it is the spirit that will keep making us even stronger in the year ahead.

I am proud to be part of such a dynamic, innovative firm as Burson-Marsteller, and wanted to share with you all a recap of last year’s achievements.

Latin America: For the second time in three years, The Holmes Report named Burson-Marsteller Latin American Agency of the Year. Additionally, our Miami team was honored to win a Gold SABRE award for our work on the Honduras country brand competition. We are currently supporting large clients in a variety of ways from down south across the region and here up north in the United States. At this very moment, our team is with Sony Latin America at the International Consumer Electronics Show (CES) in Las Vegas.

Florida: We took great steps to increase our offering to clients right here in our home state, beginning with hiring Karen Guggenheim as a Director. Karen has already made an impact on serving our Florida clients and has been a reliable, steady communications adviser on crisis and issues management engagements.

StudioB: This new offering has been our way to tap the extraordinary potential of integrated communications, and have been using this process to advise on and execute strategic campaigns that make great use of digital and social media for a range of clients. Many of you attended our StudioB launch event in August, and since then we have made great use of StudioB Live, our brand-new, in-house television studio for everything from media trainings to live streamings to corporate video productions.

Burson Latino: Our Burson Latino offering continues to grow as we serve clients appealing to the Hispanic market. One new client that we were proud to support is the Stanford Latino Entrepreneurship Initiative (SLEI). We recently assisted SLEI with the introduction of its groundbreaking report on the state of Latino entrepreneurship in the U.S. Through our communications efforts, SLEI and its report were featured prominently in major U.S. news media, shedding light on the overwhelming impact that Latino businesses have on the U.S. economy.

Cuba: This year, we became the first major communications firm to launch a Cuba offering to provide clients with strategic counsel on the political and economic environments arising from the U.S. government’s historic decision to renew diplomatic relations between those two countries. We have already begun advising select, trailblazing clients from a variety of industries.

We have an incredible team of professionals in Miami, and whether you are looking for strategic communications support in Latin America, need issues or crisis management counsel in Florida, want to build your brand and grow your business in the U.S. Hispanic market, or want to tap Burson-Marsteller’s vast resources across the U.S. or around the world, please feel free to connect with us.

I look forward to sharing more about our big plans for 2016 in the coming weeks. Thank you for your continued support, and let’s get this year started!

Happy New Year to all,

Jorge

Posted by Jorge Ortega

Happy Holidays from Burson-Marsteller Miami

May the joy of the holiday season fill your homes and places of work. We would like to thank our clients, partners and Burson-Marsteller Miami community for their support throughout 2015. Please click here for a special message from Burson-Marsteller.

We look forward to Being More for our clients in 2016, and wish you all happy holidays and best wishes for a wonderful new year!

Sincerely,

Jorge

Burson-Marsteller Miami wishes you Happy Holidays

 

Burson-Marsteller at the The Economist’s Digital Transformation Summit

Burson-Marsteller Miami was proud to be The Economist’s communication partner during The Economist’s Digital Transformation Summit, held November 11 and 12 at the Viceroy Hotel in Miami. Burson’s own, Karen Guggenheim, Director in Corporate and Financial Communications, thanked The Economist for their partnership,  expressed our support for the event and welcomed the speakers, participants and the media.

Burson-Marsteller at the The Economist's Digital Transformation SummitThe engaging summit, chaired by The Economist International Editor, Helen Joyce, and Sao Paolo Bureau Chief, Jan Piotrowski, brought together thought leaders from diverse industries to discuss the future of technology and business in the Americas. Panelists included Di-Ann Eisnor, Head of Growth at Waze; Dirk Ahlborn, Chief Executive at Hyperloop; Hernan Rincon, President, Microsoft Latin America; and Andrew Macdonald, Regional General Manager, Central US, Canada and Latin America at Uber.

Burson-Marsteller was able to attract journalists from some of South Florida’s leading media outlets including, CNN en Español, Diario las Americas, AmericaEconomia and Radio Caracol.

Jorge Ortega joins 2016 Hispanicize Advisory Board

Jorge Ortega, Executive Vice President and Burson Latino lead at Burson-Marsteller Miami, has joined the Hispanicize 2016 national advisory board. Ortega joins a prestigious group of professionals, including senior executives and influencers from the nation’s leading U.S. Hispanic brands, marketing agencies, digital content creators, journalism, Latin music and film industries.

“It is an honor to work with Hispanicize CEO Manny Ruiz and together with my peers advise on such an important event for the Hispanic marketing industry,” said Ortega. “I look forward to this event every year, and as I lead Burson Latino, I am thrilled to take on a larger role for 2016.”

Hispanicize is now in its seventh year, and is the largest annual event for Latino trendsetters and newsmakers in digital content creation, journalism, marketing, entertainment and tech entrepreneurship. Hispanicize 2016 is expected to gather more than 3,000 of the nation’s most influential Latino professionals from the industries of digital content creation, journalism, music, marketing, film and business over five days in April.

Based in Miami and lead by Ortega, Burson Latino is activated nationwide through Burson-Marsteller’s expansive network of offices to help companies connect with the US Hispanic market through culturally competent communications. The practice is comprised of a team of dedicated professionals who understand the intricacies and diversity of the Hispanic market in order to better serve Burson-Marsteller’s clients.

For more information about Burson Latino, please contact Jorge Ortega at Jorge.ortega@bm.com.

Inside Burson-Marsteller: Get to Know Us – Rodrigo Castro

Meet Rodrigo Castro, our Technology & Innovation Practice Manager: A passionate individual whose love for technology and dedication to bringing our clients the best in communications services is the only thing bigger than his beard.

coco
Rodrigo Castro, Tech & Innovation Manager

Rodrigo always seems to ask for more on his plate, although it could be because of his unbridled enthusiasm for juice cleanses. Although more tech inclined, Rodrigo is Burson-Marsteller’s jack-of-all-trades. As a manager, he supervises LATAM regional accounts, overseeing operations for Burson-Marsteller network offices in Latin America, as well as the US.

Born in Mexico City, Rodrigo is the oldest of two siblings. He earned his Bachelor’s degree in Mass Communications at Tecnológico de Monterrey. During his time there, he ventured into exchange programs  at the University of North Carolina and MGIMO University in Moscow, Russia… where we can only assume his penchant for lumberjack beards began. His love for his home culture drew him back to Mexico, where he began working at Burson-Marsteller. He became a manager, overseeing accounts including Sony Electronics, Intel, SAP and Motorola.

In 2012, Rodrigo decided to test new waters and make a move to Burson Miami.  His professional attitude, willingness to work with many, varied projects at once and natural leadership capacity is shown through his impeccable work with clients such as Intel, VISA, SONY, Sony Latin America, Alcatel Onetouch, Zebra Technologies and Electrolux.

Throughout his career, Rodrigo has lead client projects from communication strategies for product launches, editorial development, crisis programs and more- all with an emphasis on brand and consumer technology communication.  It shouldn’t come as a surprise that Rodrigo consistently takes his passion for tech to the next level; so much so that he has relayed this expertise into an uncanny ability to lose cellphones.

Rodrigo’s fast-paced work life has carried over into his free time- although we’re still amazed how he manages to fit it all in! When he’s not working with his tech geek-squad at Burson Miami, mastering the art of time-sheets, or holding the record for most cellphones lost in a period of six months, he spends his time traveling, leading the EXATEC alumni association as President and training for triathlons. His hardworking and competitive nature can be seen both in his work and on the dance floor- what more could we expect from a Freddy Mercury fan?

Rodrigo and his wide range of interests and talents exemplify how we strive to “Be More” at Burson-Marsteller. We’re lucky to have him, and encourage anyone to reach out to him to tap into his years of technology communications expertise.