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

MDC Anniversary Recognition

Burson-Marsteller Miami continuously looks to establish positive and long lasting relationships within the South Florida community. This month, we celebrate a year-long partnership with the Miami- Dade Community College School of Entertainment and Design Technology (SEDT), created to give students studying digital/media production the opportunity to support our StudioB Live! Team, and gain hands on experience in their field.

Notable projects to  highlight include their role working side by side with our Burson Latino team at this year’s seventh-annual Hispanicize conference, the largest gathering for Latino trendsetters in marketing, digital content creation, journalism, entertainment and tech entrepreneurship, capturing footage, broadcasting the second-annual TECLA Awards live, and producing daily recap videos. Their expertise also proved to be an asset working with clients including FedEx, Oracle, and ALPFA, and producing compelling, storytelling content and videos for use during new business presentations.

We would like to officially welcome Anthony Fleites, an SEDT alumnus and an example of the talent we hope to discover, to the Burson-Marsteller Miami family! Anthony was instrumental in spearheading production elements on all projects through our partnership, and currently serves as StudioB Live! Production Coordinator.

We would like to thank the faculty and staff at SEDT for allowing us to tap into their network of talented, dedicated students and providing access to their state of the art tools and equipment. Here’s to growing our partnership in 2017 and beyond!



Burson Latino at Hispanicize

In addition to leading the Miami office, where we serve Florida-based clients doing business globally and provide regional communications management for companies doing business in Latin America, I am equally proud to lead Burson Latino, our firm’s U.S. Hispanic practice.

There has never been a better time for one of the leading global strategic communications and public relations firms to re-introduce this practice and build a world-class team that can bring our company’s evidence-based communications approach, innovative resources, diverse talent and network of offices in key Hispanic markets to help clients connect with Latino consumers and communities.

That is why next week we will be partnering with my friend and Hispanic marketing leader, Manny Ruiz, to provide content development, digital communications production and social media analysis for the sixth-annual Hispanicize conference. If you don’t know about Hispanicize, you are missing out on the largest gathering of Latino trendsetters and newsmakers in digital content creation, journalism, marketing, entertainment and tech entrepreneurship.

Burson Latino & StudioB

Our Burson Latino team will be there with our colleagues from StudioB and StudioB Live, our fully integrated, data-driven content production and analytics offering and audiovisual production facility, turning out daily digital news digests on everything that is taking place at Hispanicize. We will be broadcasting live the second-annual TECLA Awards, the only awards show that recognizes the best in social media campaigns and digital influencers in the Hispanic market. Our StudioB Live team has already produced five digital calling cards to help promote the team bringing Hispanicize to life. Click here for a look at what our team produced.

And while everyone is tweeting, Facebooking, Snapchatting, Instagramming or LinkingIn, StudioB digital analysts will be monitoring live conversations and preparing a comprehensive social media engagement analysis using our proprietary tools and methodologies.

This is just the beginning of what Burson Latino will be doing to distinguish itself in the Hispanic market.

We look forward to working with Burson-Marsteller clients and other companies to help them connect and engage with the dynamic and fast-growing U.S. Hispanic population

See you at Hispanicize.

Posted by Jorge Ortega