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

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,


Posted by Jorge Ortega

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,


Posted by Jorge Ortega

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.

Burson Miami: We are local, we are global

Burson-Marsteller Miami has been part of the South Florida community for more than 25 years. And while Burson-Marsteller is renowned for its global network  of 73 offices and 84 affiliate offices, together operating in 110 countries across six continents, we are proud to offer our world-class communications capabilities to clients right here in Florida and the Southeast U.S.

For this reason, we are thrilled to now have Karen Guggenheim on board. Karen exemplifies our balance between being local and being global. Born in Nicaragua, Karen grew up in Miami. She has served as Director of Communications and Public Affairs for Colson Hicks Edison P.A., a top national litigation firm based right here in Miami, managing all communications across the Americas. Karen also was a reporter at the Miami Herald. She received her Bachelor’s and Master’s degrees from the University of Miami, and recently completed an MBA at Georgetown University. Here at Burson Miami, she is leading client partners based in Florida and the Southeast U.S. She also spearheads engagements with global organizations coming to market in the U.S. and North American companies expanding internationally. We count ourselves lucky to have Karen leading our team of diverse professionals in Miami.

Burson-Marsteller Miami is here to serve our local community.

At Burson-Marsteller Miami, we are deeply engrained in the local community that we serve. I am a Miami native myself, and am involved in organizations such as Camillus House, which provides humanitarian services to Miami-Dade’s homeless population. Public relations is a demanding field, yet my Burson Miami team still finds time to volunteer with organizations such as Big Brothers Big Sisters, Feed My Sheep, the Miami Circle and La Ventana De Los Cielos. We’re also privileged to partner with local institutions such as Miami Dade College and Florida International University, and support philanthropic organizations TECHO and Americans for Immigrant Justice through our pro bono work.

Burson-Marsteller Miami is here to serve our local community. We’re already working with great companies just up the road in Fort Lauderdale, elsewhere in Florida and the Southeast U.S., and others headquartered around the globe. No matter their home base, we have the capabilities and expertise to help them connect with our local market or on a global scale.

I look forward to sharing more about how our team in Miami is truly living our commitment to Burson-Marsteller, Being More through being local and global, from our Miami roots to our worldwide presence.

By Jorge Ortega

Hispanic Market Perspectives from Burson-Marsteller

Hispanic Heritage Month celebrations are winding down, but there is no slowing the influence of a population that is reshaping today’s America. Is your brand resonating with Hispanic Market consumers?

Fifty-four million strong, Hispanics make up 17 percent of the U.S. population and represent $1.4 trillion in spending power. Fifty-thousand Hispanics turn 18 and become eligible to vote each month, and two Hispanic candidates are vying for the 2016 Republican presidential nomination. There is no denying the impact Hispanics have on the U.S. economy and society.

Hispanic Market is no longer a niche

A comparison was drawn during a recent interview* about the economic force of Hispanics in the U.S., relating the rise in Hispanic purchasing power to the fundamental demographic change that began in the late 1970s when marketers realized women were making 70 percent of all purchase decisions in homes. With the growth in Hispanic spending, marketing to this population is no longer a niche and marketers are once again redefining a new mainstream.

Companies that are successfully engaging with Hispanic consumers leverage evidence-based research to understand the market and cultural trends of this diverse population:

  • Hispanics are the most tech savvy and socially connected group in America
  • English-as-first-language Hispanic Millennials embody more of what marketers describe as “Millennial” behavior – digital, liberal, political, worldly and curious
  • English and Spanish are spoken in 35 percent of Hispanic homes; 22 percent of Hispanics speak only one language
  • By 2030, the Hispanic electorate will grow 40 percent
  • Large populations of different nationalities reside in specific U.S. markets; e.g., 78 percent of Hispanics in Los Angeles are Mexican, more than half of Hispanics in Miami are Cuban

Understanding the Value of Marketing to Hispanics

To learn more about Hispanic market trends, culture and how best to engage with Hispanic consumers, contact Jorge Ortega, Burson Latino Leader.

 * Sol Trujillo, WPP Board Member interview with Burson Latino on Oct. 6, 2015

Burson Miami: The Way Ahead

As I wrap up my first 90 days at Burson-Marsteller Miami, my team and I have set some clear priorities in terms of how our Miami office can be of service to diverse client segments.

Latin America: North or South? Whether we are helping North American clients enter the region, or assisting with positioning a Latin American company, organization or government in the U.S. or global market, our team is well-equipped to build meaningful client engagements in any landscape.

Southeast USA: more than Miami.  Despite being a proud Miami-native myself, there is much more to Florida and the Southeast than the 305.  As the only Burson-Marsteller office in the SE USA, we are already working with exceptional organizations and companies located close to home. Whether it is brand or corporate communications, crisis management or strategic media relations, we deliver Burson’s world-class public relations and public affairs resources right here in our neck of the woods.

Need a Lift? Following our Chicago office’s success, we are thrilled to introduce Burson Lift, which provides communications counsel for emerging companies.  With Miami as the second-largest city in the U.S. with the most number of early-stage companies, Burson Lift is a perfect fit for our market. Be it through media trainings or communications seminars, we look forward to supporting Miami’s newest, innovative businesses on the rise.

StudioB: Did you say digital? Burson Digital is now StudioB.  StudioB is our newest offering to help our clients mobilize their content and engage with their audiences. With a capable team right here in Miami, and an extended network globally, our robust and innovative capabilities are unrivaled. I’ll be sharing more about this exciting initiative next month. Stay tuned.

Burson Latino: Hola again.  Having built U.S. Hispanic capabilities throughout my career, I am especially eager to bring this offering to our clients.  With keen Hispanic insights and innovative ideas, and connections around the corner or across party lines, we’re helping current and new Burson clients succeed in building their brands and their business in this market. The good news is we’re not alone in this task. Burson Latino has a team of professionals spread throughout the U.S. to help achieve our clients’ Hispanic marketing and communications goals.

Cuba: A brave new world. We recently introduced our Cuba Specialty Team. Led out of our Miami office (naturally), the team will help clients navigate the waters of renewed relations with Cuba…only 90 miles south of Florida. Whether advising on communicating effectively about Cuban market entry, or for clients that simply want to be prepared, our Cuba specialty team has already begun to engage with clients.

I look forward to sharing more with you as we continue to bring and develop exciting offerings at Burson-Marsteller Miami.

Posted by Jorge Ortega

Being Back and Being More

Jorge Ortega Burson
Jorge Ortega
Market Leader Burson Miami

Wow. It feels right to be back at Burson-Marsteller, where I began and built much of my career.

I am surrounded by best in class talent and a plethora of global resources that can help our clients achieve more.

From the most experienced crisis management experts to strategic communications professionals applying data-driven creative, Burson-Marsteller has a lot to offer our clients, around the corner, or around the world.

My new boss, Ramiro Prudencio, President and CEO of the Latin American region, and I have known each other for more than two decades. Together we will help our clients, locally, regionally or globally tap the best people and relevant capabilities.

I’m excited about the roster of client partners we serve out of this office, as well as the incredible team of Burson professionals on my side now to counsel clients and offer them the most innovative thinking and creative resources available in our industry today.

My view is that from this position, my team and I can help clients in South Florida / SE USA that need the world-class services of Burson-Marsteller; multinational companies operating in Latin America that value regional strategies or effective coordination; Latin America based companies, organizations or governments that can benefit from our capabilities and network; or any brand or company wanting to tap the dynamic and fast growing U.S. Latino market.  What a unique opportunity. We can be this and more for clients that want what Burson-Marsteller has always stood for anywhere in the world.

As a leading global public relations and communications firm with a strong Miami office, we are committed to offering our clients  strategic insights and innovative programming that help build and sustain strong corporate and brand reputations.  And I will dare say that we are possibly the only firm in Miami and the region with the depth and breadth of talent to provide our clients with counsel and program development across the spectrum of public relations, public affairs, reputation and crisis management, digital strategy, advertising and other communications services.  This office already serves global companies, industry associations, professional services firms, governments and other large organizations and brands.

It’s an exciting time for Burson-Marsteller Miami, and for our firm worldwide.  The company that Harold Burson and Bill Marsteller started more than 60 years ago is still highly respected by clients across industries and across the globe.  That is why clients often engage us when the stakes are high: during a crisis, a brand launch or any period of fundamental change or transition. They come to us needing sophisticated communications campaigns built on knowledge, research and industry insights.

Throughout my career, and now as I begin my 20th year of service with Burson-Marsteller, I have had the distinct privilege of working with some of the industry’s most sought-after communications advisors. I am proud to be back. Burson-Marsteller and Miami, two places I call home.