HispanicTips » Della de Lafuente

Ad Shop Adrenalina Taps Veteran Journalist for Strategic Communications – Della de Lafuente

Tomas — Mon, 17 Aug 2009 15:40:57 +0000

"Della de Lafuente "gets it." That's the assessment of Manuel Wernicky, president, chief ideas officer and managing partner, Adrenalina, who recruited the award-winning journalist and online news editor to lead the agency's newly created post of director, strategic communications and editorial.

Says Wernicky: "I've been in this industry for 18 years, and one of the things I know is: there are people who get it and people who don't. Della is a rare gem. She's razor-sharp and multidimensional. She understands today's business and is a progressive, fast-forward thinker who can identify trends and sees well beyond what's in front of her."

At Adrenalina, de Lafuente will direct and execute the agency's communications and reputation strategy in culture, among consumers and media and will do the same for clients, Wernicky said. Her appointment is effective immediately, reporting to Wernicky.

De Lafuente also will collaborate with teams in house and co-lead a soon-to-be announced cultural studies advisory board of experts from outside the realm of advertising that will lead the agency's clients on future cultural trends. She also will promote the agency via relevant media platforms and as a leading Latina journalist via digital programs including social networks, hosted chat sessions and public events such as panel discussions, forums and industry conferences, per Wernicky.

The agency chief recognized de Lafuente was a perfect fit for Adrenalina largely because of "her access to an enormous range of contacts and her passion for reaching out to people, getting around barriers and closing deals," he said, noting, "She has such a broad and vast expertise across a full range of disciplines: business, marketing, multicultural, Latina issues, and so much more. She's a natural communicator who commands just about any issue you can think of which makes her brilliant, amazing and unique."

Wernicky met de Lafuente when she interviewed him and wrote the first published news article via Adweek Media about Adrenalina, which is part of the MDC Partners network. She was among the first reporters to recognize the exceptional talent, focus and passion at the ad shop.

For the Adweek story, de Lafuente interviewed Wernicky about his team's now legendary pitch to Heineken USA during an agency shootout that resulted in a win of Tecate and Tecate Light's Hispanic business, the formal creation of the ad shop and the groundbreaking campaign in 2008 for Tecate.

"Their creative work and style is so fresh and distinctive to everything else you'll see in the marketplace," de Lafuente said. "Their work is bold, in-your-face, humorously spot on in terms of cultural relevance and speaks to the emotions of the consumers for whom the messages are intended."

De Lafuente joins Adrenalina from Adweek Media where she served as senior editor of the "Hispanic Marketing Report," which appeared in print editions of Adweek, Brandweek and Mediaweek, and of the former Web portal MarketingYMedios.com.

For de Lafuente, the new post is an opportunity to work with Adrenalina's partners to create a voice for the agency and to showcase its talent and expertise. "I knew I liked the agency's philosophy. I knew that if I'd ever entertain the idea of a 'next step' in my career, I knew this is where I wanted to be," de Lafuente said.

Her own career as a reporter, writer and editor spans daily newspapers, national women's consumer magazines, industry publications and other work in print and online, including serving as senior editor, Latina magazine; deputy editor, Working Mother magazine; and staff reporter of the Chicago Sun-Times.

De Lafuente also has served as a contributor to the features and lifestyle department of the Associated Press, New York, BusinessWeek's Small Biz and the women's business and career title Pink, in a solid career that includes a stint as a reporting intern at Advertising Age, Chicago. She is a journalism graduate of the University of Texas at Austin and a member of the National Association of Hispanic Journalists.

For more information about Adrenalina, send an email to: news@getadrenalina.com.

About Adrenalina

Like the Spanish word for adrenaline, which is what your body generates when it needs to reach the extraordinary, Adrenalina, New York, creates ideas with stopping power that sell and provoke engagement, experience and emotion between brands and consumers. The ad shop specializes in media agnostic ideas, breakthrough advertising, grassroots and retail promotional marketing and digital innovation. The agency is part of the MDC Partners network and is a minority managed and owned business.

About MDC Partners

MDC Partners is a leading provider of marketing communications services to clients in North America, Europe and Latin America. Through its partnership of entrepreneurial firms it provides advertising, specialized communications and consulting services to leading brands. MDC Partners' philosophy emphasizes the utilization of strategy and creativity to drive growth for its clients. "MDC Partners is the Place Where Great Talent Lives." MDC Partners Class A shares are publicly traded on the NASDAQ under the symbol "MDCA" and on the Toronto Stock Exchange under the symbol "MDZA.""

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Adweek’s Marketing y Medios Announces its Hispanic Media All-Stars of 2006 and Names Della de Lafuente Senior Editor

Tomas — Tue, 24 Jul 2007 18:38:25 +0000

"The new issue of Marketing y Medios, released today, spotlights six visionaries in Hispanic marketing and media named to its second annual roster of Media All-Stars. Among the luminaries is the first-ever all-inclusive media interview with Ray Rodriguez, president and COO of Univision Communications, MyM’s 2006 Media Executive of the Year. MyM also announced the appointment of Della de Lafuente as senior editor. “More than at any other point in recent years, it seems a great time to be working in the Latino market. Business is up and expanding across all media categories, and I am pleased to recognize six Media All-Stars who have led the charge, helping to make last year and the start of 2007 such a tremendous time for Hispanic marketing and media,” said Nancy Ayala Marketing y Medios editor. “I am also honored to have someone as accomplished as Della de Lafuente join the MyM edit team. The timing couldn’t be more auspicious!” The 2006 Media All-Stars include: Media Executive of the Year: Ray Rodriguez, President and COO, Univision Communications Credited for 17 years of service at various levels of Univision Communications. Also responsible for helping to net $2.1 billion in revenue in 2006 and increasing Q1 2007 revenue by 9 percent from the previous year. Television: Lucia Ballas-Traynor, SVP and General Manager, MTV Tr3s Successfully overseeing the relaunch of the bilingual network in September 2006 and widening the channel’s distribution to 35-lowpower broadcast stations, including KBEH in Los Angeles. Expanded the channel’s visibility nationwide in the top 40 U.S. markets, reaching 28 million TV households overall and 5.5 million Latino TV households, nearly half the Hispanic TV households in the U.S. Radio: Tom Castro, Founder/Vice Chairman of the Board, Border Media Partners Founded the largest privately owned Hispanic radio company in the country, owning 35 radio stations in Texas and acquiring two radio stations in August 2006 from CBS Radio for $45 million in cash. Received $111 million in equity capital in May 2007. Digital: Alberto Ferrer, Managing Partner/Director of Digital + Direct Marketing, The Vidal Partnership A new generation agency executive, Ferrer brings together the converging worlds of digital and direct marketing. Responsible for visionary marketing such as the Beto Casas campaign for Century 21, introducing the first virtual Latino Realtor; successful World Cup Soccer tie-ins for Nissan and Home Depot; and the Second Life project for Sprint Nextel. Print: Monica Lozano, Publisher and CEO, La Opinión Under Lozano’s leadership, La Opinión’s audience has grown 8 percent since 2006 to 520,000 daily readers and LaOpinion.com reaches 1.5 million unique visitors. She has formed strategic partnerships with Spanish-language broadcasters in Los Angeles and has made the publication “a laboratory for editorial and advertising strategies.” Out-of-Home: Christopher T. Young, President, Vista Media Group Maximized mom-and-pop businesses, smaller communities and a newly signed transit deal to grow Vista Media’s outdoor ad revenue by 7 percent, accounting for $36.6 million of parent company Entravision’s total revenue in 2006. De Lafuente Joins Marketing y Medios as Senior Editor: Based in New York, de Lafuente serves as a consulting editor for Smart & Strong, publisher of bilingual health and lifestyle content across multiple platforms aimed at Latinos who are newly diagnosed with HIV. She has been a contributor to the women’s business and career title Pink, for which she wrote about successful up-and-coming executives. Her career in journalism includes editing duties as a senior editor of Latina magazine and as a deputy editor of Working Mother magazine, as well as working as a reporter of the Chicago Sun-Times. De Lafuente is a graduate of the University of Texas at Austin and a member of the National Association of Hispanic Journalists. Hispanic Media All-Stars Honored at Hispanic Retail 360: MyM’s Media All-Stars will be awarded Aug. 1 at an opening-night reception of Hispanic Retail 360, the industry’s premier event for retailers and marketers looking to grow their business with the U.S. Hispanic consumer market. This third annual event, taking place from Aug. 1-3 at the Westin Park Central Hotel in Dallas, features speakers from major retailers such as Best Buy, JC Penney, SuperValu, ExxonMobil and Southwest Convenience Stores (the largest 7-Eleven licensee in the U.S.) and from major suppliers such as Coca-Cola, Anheuser-Busch, Colgate-Palmolive, Johnson & Johnson and SONY. For more information about the conference, visit http://www.hispanicretail360.com About Adweek’s Marketing y Medios Adweek’s Marketing y Medios is an English-language Special Report that appears monthly in Adweek, Brandweek and Mediaweek magazines. It explores the unique challenges encountered by marketers and media serving the U.S. Hispanic population. Since launching in print and online in September 2004, the publication has inaugurated benchmark awards, including MyM’s Hispanic Agency of the Year, Hispanic Best Spots, Hispanic Media All-Stars and Hispanic Marketers of the Year. Key industry events include Voz Latina (produced in partnership with the Billboard Latin Music Awards) and Hispanic Retail 360. Marketing y Medios was a 2005 Best Start-Up Publication finalist and a 2006 Best Department finalist in American Business Media’s Jesse H. Neal National Journalism Award Competition. About Nielsen Business Media Nielsen Business Media is a leading market-focused provider of integrated information and sales and marketing solutions, helping businesses go to market more effectively and efficiently. Serving seven major market groups, and 30 individual markets, spanning the entertainment, media and marketing, retail, travel and performance, design, and life sciences industries, Nielsen Business Media provides business-to-business products and services in print, online and in person. With 42 publications, over 60 trade shows and 185 digital products and services, Nielsen Business Media offers insight, analysis and face-to-face contacts to help professionals better understand their markets, serve their customers and grow their businesses. "

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