WE CAN’T DO THINGS THE WAY WE DID TEN YEARS AGO…

…AND EXPECT DIFFERENT RESULTS.

INSANITY

WE’RE LIVINGTHE GREATEST CHANGE SINCETHE INDUSTRIALREVOLUTION

+ Great Western Bank+ Eckerd+ Circuit City+ Borders Bookstores+ A&P

2 0 0 1

SOUND FAMILIAR?

30%+ DISAPPEARED

70% WOULD NOT BE MISSED

APPLE INDUSTRIA MAS VALIOSALAS COMPANIAS EXITOSS NO EXISTIAN

THE MOST VALUABLE COMPANY

THE WORLD HAS CHANGED FOREVER

NOW PEOPLE DEMAND MORE FROM PEOPLE, BRANDS, PRODUCTS AND COMPANIES.

FUNCTIONAL, PERSONAL & COLLECTIVE EXPECTATIONS.

PEOPLE HAVE CHANGED, TOO.

PEOPLE HAVE CHANGED, TOO.

FUNCTIONAL, PERSONAL & COLLECTIVE EXPECTATIONS.

PERSONAL

COLLECTIVE

FUNCTIONAL: FLAVOR COLOR SMELL FRESHNESS

PERSONAL

COLLECTIVE

FUNCTIONAL: FLAVOR COLOR SMELL FREESS

t If people expect that from a single orange, imagine what they expect from you?

WE BELIEVE IN:

➔ TRANSPARENCY➔ COLLABORATION➔ VELOCITY➔ SOCIAL CONSCIOUSNESS

BEHAVIOR-COMMUNICATION-MESSAGE

IN A WORLD THAT IS SMARTER AND MORE COMPETITIVE, WE MUST BE MORE EFFECTIVE.

WE CONNECTTHEDOTS.

CREATING AN EFFECTIVE WORLD

HOW DO WE DO IT?

INTEGRATED CONSULTING IN ACTION

PLANNING WITHOUT ACTION: DREAMACTION WITHOUT PLANNING : NIGHTMAREPLANNING IS AN OBLIGATION

WE PLAN.Orbital Communications

INTERNAL: Employees Clients Vendors

EXTERNAL: Crowd Mass Many to many

INTERPERSONAL: One on one One to Many

MESSAGE

• Knight Foundation

ORBITAL COMMUNICATIONS

STRATEGIC IMPACT: Determine actors and their influence. Analyze the conversation. Analyze actors impact & interaction.

CONVERSATION: Listen, identify actors. Understand default relationships, given context. Gather insights, understand desired outcomes (business results).

CHECKPOIN: Validate progress with client. Review assumptions and agree on direction.

EXPRESSION: Define disconnects and breakthrough connections needed for collaboration. Explore the relationship framework. Articulate strategic intent. Finalize orbital direction document.

CLIENT PRESENTATION

Step 1:Conversation Check-in

Step 2: Strategic Impact

Step 4: Strategy / Creative ExpressionStep 3:

Checkpoint

Step 5: Final Review / Check-outOrbital Strategy Ladder

WE PLAN.

OWNED MEDIA

PAID MEDIA

EARNED MEDIA

CENTRAL IDEA

WE DO.

W E C O N N E C T T H E D O T S

Deep and thorough knowledge of the U.S. Hispanic market

BUILDING LONG-LASTING RELATIONSHIPS.

WE BELIEVE IN

WE LIVE IN A DIVERSE COUNTRY WITH DIVERSE CULTURES AND COMMUNITIES.

NEWLINK AMERICA IS A COMMUNICATIONS FIRM PROVIDING ORBITAL STRATEGY PLANNING AND PROGRAM DEVELOPMENT TO CLIENTS ACROSS THE AMERICAS

• New strategic approach to communications• Multi-disciplinary creative talent and resources• Hispanic-owned firm

WE TRANSFORM STRATEGIES INTO THE ACTIONS, WORDS AND IMAGES THAT BRING A PLAN TO LIFE, GENERATING THE RESPONSE DESIRED BY EACH CLIENT.

NEWLINK EXPERTISEINTEGRATED PRACTICES - THE VALUE WE OFFER TO THE CLIENT

SOCIAL

BUSINESS

CONTENT DEVELOPMENT

CREATIVITY

& DESIGN

AUDIOVISUAL

& DIGITAL PRODUCTION

PUBLIC

RELATIONS

EVENT

MANAGEMENT

COCA-COLA DESTAPA SU FUTURO CAMPAIGN.

CAMPAIGN OBJECTIVES

DEEPEN Coca-Cola’s relationship with Hispanic moms and community by providing tools to help them plan their college education.

HIGHLIGHT Coca-Cola’s partnership with the Hispanic Scholarship Fund (HSF) in creating awareness about the college attainment gap among Hispanics.

INCREASE engagement with community organizations in support of Hispanic education.

SUPPORT local retailers through POS (retail) and My Coke Rewards (MCR) (retail + digital).

BOOST awareness and drive traffic to MCR/HSF microsite among Hispanic consumers.

ENCOURAGE act of giving among Hispanic consumers to collect MCR points and donate towards the HSF.

DESTAPA SU FUTURO

CAMPAIGN ELEMENTS

Media Training PSA Taping / Distribution Photo Shoot PR Newswire Placement Lead Press Release / e-Press Kit Flyer for Retail / Community Partner Media Day in Miami Social Media Activations Event at Miami Local High School Press Phone Interviews Call to Action Press Alert College Board / HSF Community Outreach Blogger Engagement Radio Drop (fridge + product + PSA script)

Identified Henry Cejudo, the Olympic gold medalist who became the youngest American wrestler to ever win an Olympic gold medal, as a relevant spokesperson for the brand t o drive the Destapa Su Futuro campaign & inspire Latinos to achieve success through education.

SPOKESPERSON

KEY PERFORMANCE INDICATORS.

Total Impressions: 32,527,632

Print: 432,509

Online: 28,897,005

TV: 2,893,589

Social: 304,529

MERCK’S HEPATITIS-C.

1

Through the use of award-winning artist, Jon Secada, we developed an unbranded campaign to raise awareness of the disease by highlighting Secada’s personal connection to the disease. The campaign entailed a call-to-action for caregivers/patients to take action and speak with their HCPs about their options. Given its existing perception, we also aimed to reduce stigma about the disease, a key barrier to treatment in Hispanic community. Finally, we aimed to demonstrate Merck’s commitment to HCV among Hispanic community. The campaign included a microsite, which served as a complete information source to deliver culturally relevant health messages, as well as encouraged consumers to call the Liver Foundation’s Spanish-language hotline. The campaign also included the development of a PSA and respective media campaign in both Spanish and English to appeal to both Spanish dominant and English dominant U.S. Hispanic consumers, as well as a comprehensive communications launch plan that integrated traditional media relations strategies.

Results:

Although we cannot divulge final results for confidential reasons, Newlink America, working with the client’s general market agency, garnered millions of media impressions, including appearances on top ranking national Hispanic network morning shows, articles in major Hispanic and general market dailies, features in national glossy magazines such as People En Español, wire stories and dozens of radio, TV and print interviews. In addition, the client exceeded their expectations in visits to the new portal, calls to Liver Foundation and we expect and plan for increase in doctor visits as measured by local sales team. Newlink based its success on media impressions from earned publicity in Spanish and English language outlets, visits to new Spanish website, and number of stations airing PSA and resulting media ratings.

MERCK’S HEPATITIS-C “TOCA EL TEMA” CAMPAIGN

ESPN DEPORTES.

)#Redes LaunchESPN Deportes launched #Redes with a live, state-of-the-art digital press conference. The technology used not only allowed reporters from around the world to attend the event without leaving their desks, it provided them the opportunity to interact directly with #Redes talent. Reporters were introduced to the hosts and got a feel for the innovative format of the new show by asking questions via a live chat and other social media platforms.

NewTV The technology used to execute the digital event is called NewTV powered by Newlink America. The new product takes advantage of the limitless possibilities available through the live transmission of video online and the numerous social platforms providing real-time conversations.

GENERALMILLS.

MYLANPHARMACEUTICALS.

MYLAN’S SPANISH LANGUAGE BROCHURE

Transcreation of English version Patient Brochure for the U.S.

Hispanic market.

Spanish-language brochure with relevant Hispanic friendly

images and content to be distributed in doctors’ offices

across the country.

ARCOS DORADOS.

1. Strategic design for Internal Communications activities and campaigns.

2. Executive Communications support: talking points, speeches, presentations for the Management Board.

3. Production of Webcast with Company leaders.

4. Development of internal announcements

4. Support in key corporate events: McDonald’s Worldwide Convention.

5. Content development/edition for Corporate Communications materials: factsheets, brochures, website, etc.

6. Support to CSR initiatives: Ronald McDonald House Charities, art promotion, etc.

7. Internal launch and follow up to campaigns from MKT, HR, Operations, Training, etc.

NEWLINK SOCIALOFFERING.

WE CONNECT

THE DOTS

THE NEWLINK DIFFERENTIATOR

Execution models and talent – both which have been developed with methodology and discipline and based on first-hand experiences helping clients navigate the challenges posed by the ever-changing social landscape.

Our execution models have been developed in-house, and have been built in response to the needs of clients from all kinds of industries looking to adapt to their new business realities that have been redefined by the social web. These execution models are constantly fine-tuned by our team of social business specialists, who through their day-in and day-out experiences have earned a level of thoroughness in their strategic and tactical capabilities that cannot be taught in any other manner.

SOCIALRESEARCHIMPERATIVE- AUDITS- POLLS- MONITORING- TREND ANALYSIS

SOCIALMARKETING- PROFILE MANAGEMENT

- CONTENT AMPLIFICATION

- CONTESTS AND CAMPAIGNS

- PROGRESSIVE PR

SOCIALBUSINESS- CRISIS READINESS- INTERNAL

EMPOWERMENT- CORPORATE

GOVERNANCE- SUSTAINED

INNNOVATION

CHANGE IS ONE OF THE MANYOPPORTUNITIES LIFE GIVES US.

How can we help McDonald’s use PR to help drive sales and guest counts by focusing on key menu items?

How can we make McDonald’s news even more relevant to the Hispanic Consumer Market?

How can PR support and help market HCM brand trust programs including education, music and sports?

Is there an opportunity to enhance the positioning of brand ambitions by helping tell the Good Food, Good People, Good Neighbor story?

THANK YOU

Jorge A. OrtegaManaging Partner, Newlink America, Miami

Jorge Ortega is founder and managing partner of Newlink America, one of the fastest growing Hispanic-owned strategic communications agencies. Part of the Newlink Group of Companies, the integrated consulting firm, Jorge and partners, Eduardo del Rivero and Sergio Roitberg, lead a team of experienced professionals providing research, strategy, creative and/or media services to: Coca-Cola, ESPN Deportes, Discover Card, Bacardi USA, The College Board, Merck, Mylan, SER- National, Palace Resorts, among other clients.

Jorge brings 25 years of experience working with major clients developing strategic and innovative programs across the Americas. A leading communications practitioner in the Hispanic market, he was President of JeffreyGroup, where he more than doubled the size of the firm, Jorge also started and built Burson-Marsteller’s U.S. Hispanic practice. He serves on the advisory board of FSU’s Center for Hispanic Marketing Communication. Jorge’s video blog on Hispanic marketing topics Newlink Conversations can be viewed at www.youtube.com/newlinkamerica. Follow him on Twitter @jortegakb.

Eduardo del RiveroPartner, Newlink America, Miami

Eduardo del Rivero has a long and extensive career in advertising, marketing and media, including sixteen years as partner-owner of his own firm, del Rivero Messianu Advertising, a major U.S. Hispanic agency, subsequently sold to DDB Worldwide. Eduardo began his career in London with Ogilvy & Mather. Immediately after, he joined Young & Rubicam, spending ten years in Mexico City and a year in Paris handling accounts such as Procter & Gamble, General Foods and Frito Lay. Later, he was appointed VP at Ogilvy, adding media to his scope of responsibilities and working with clients such as American Express, Kimberly Clark, Mattel and Nestle.

Attracted by the emerging Hispanic market in the U.S., Eduardo joined MD & A, a top-ranking U.S. Hispanic agency, where he worked with marquee brands such as Tylenol, Sears, Miller Brewing Co., Levi's and General Foods, among others. Additional client experience includes Continental Airlines, Nokia, McDonald's, State Farm and Budweiser. A pioneer in the Hispanic advertising industry, Eduardo embraced integrated communications and holistic marketing thinking long before 360° thinking was a new marketing buzz word.

Emigdio RojasGroup Account Manager, Newlink America, Miami

Emigdio has more than eight years in advertising working at global agencies in the USA managing integrated marketing communication strategies for the U.S. Hispanic Market for clients such as: Procter & Gamble, J&J Merck and brands such as Pepcid, Mylanta, Tide and Pampers among others. His expertise includes account management, strategy development, and consumer research and insight development. Prior to Newlink, Emigdio was a partner at Avatar Creative where he managed the Amadeus North America account. He developed a brand strategy and relevant consumer insights that led to the creation and launch of trade and consumer collateral pieces for marketing initiatives including digital banners, email blasts, micro-sites, event production and other communication materials.

Emigdio was also an Account Supervisor at Zubi Advertising where he worked with clients such as J.M. Smuckers and Unilever. In that role, he was responsible for managing and leading overall planning strategies including digital and social media initiatives, as well as day-to-day account management. Emigdio spent several years at Saatchi & Saatchi in NYC leading the Pampers and Tide account teams for P&G. While at Saatchi, he managed and led several holistic advertising campaigns from strategy to creative development to production and final commercialization.

Jose Luis VillaManaging Director, Newlink Factory, Miami If asked, his answer is simple. In order to be truly innovative, one must be naturally curious, willing to observe and brave enough to experiment. Luckily for our clients, Jose Luis Villa was born to do those things. The graphic designer and artist began his advertising career at TBWA Teran in 1987. Soon enough, he was snatched up by Lintas Mexico where he collaborated with the company’s sister agencies in Madrid and Chile. There he created memorable campaigns for Coca-Cola, IBM, Renault Cars, Unilever, Alimentos de Espana , Pisco Alto del Carmen and XX beer. Recognizing the growing needs of the Hispanic market, Jose Luis made the move to Miami where he joined del Rivero Messianu DDB. He served as the prestigious agency’s creative director for 16 years and worked on accounts for numerous clients including Coca-Cola, Volkswagen, McDonald’s, Budweiser, Telefonica and Nokia. Jose Luis also founded via alterna, a branding and communications consultancy firm. There he developed campaigns and strategies for the likes of Latin Grammy, Randstad, Continucare, Hoteles Posadas. Microsoft and the Bahamas. His creative approach includes using new platforms in conjunction with traditional experiences as a way to connect consumers to brands in relevant and meaningful ways. Today he brings his knowledge, passion and talent to Newlink Factory where he creates new consumer engagement through Social Business, Content, Digital and Audio Visual Production, Creativity and Design.The award-winning creative director has been selected to judge programs for some of film and advertising’s most distinguished festivals and publications including the Chicago International Film Festival, NY Festival, The Eye of Latin America, Advertising Age, Lüzer's International Archive finalist in Cannes, FIAP and countless others. Jose Luis also co-founded the prestigious “CIRCULO CREATIVO.” In 2007, he significantly expanded the organization’s scope and vision while serving as its president.

Mauricio SamayoaDirector, Newlink Factory, Miami

Mauricio began his career in finance, worked in PR, earned his MBA and has evolved into a full-blown Social Business strategist out of a genuine passion for all things ‘social’ – i.e. Social Media and Social Business Design. His career blends together practical knowledge in making business decisions based on hard numbers, business strategy creation, and first-hand experience to building and scaling the participation of high-profile brands on the social web. His career in the communications consulting business started at Newlink Group in the early 2000s. He has been instrumental in driving Social Media strategies and campaigns for Newlink America clients such as ESPN Deportes, Coca-Cola, HATUEY and Bacardi USA.

Before rejoining Newlink Group as Head of Newlink Social in 2011, Mauricio spent three years in London earning real-world, on-the-ground experience in bridging the gap between Social Media strategy and Social Media execution for global brands such as 20th Century Fox, The Macallan Whisky, and Jameson Irish Whiskey, as part of the team at Social Media agency wearesocial.net. Additionally, Mauricio has executed successful social business models for Cancun CVB, Panama Tourism, and Palace Resorts.

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Barbara PernarisExecutive Producer, Newlink America, Miami

Barbara brings 20 years of film, broadcast and event production expertise. She has worked with top Hispanic agencies such as DRM/DDB (now Alma/DDB), Bienestar-LCG (now Publicis), BBDO-Miami (now BBDO) Zubi Advertising, and SiboneyUSA. For Newlink America, she has managed all aspects of event production as well as photo and video shoots for clients such ESPN Deportes, Palace Resorts, Bacardi USA, Preferred Medical Plan, WGEN-TV, among others.

She has been the lead on advertising and promotional production, including directing, for clients such as McDonald’s, Johnson & Johnson/Merck, Visa, Pepsi, Ford, Sears, AA, Susan G. Komen Foundation, Food Lion (Delhaize America), Winn-Dixie, AA Arena/Miami Heat, SC Johnson Wax, Mobil, P&G, General Mills, Kraft Foods, Unilever, Colgate Palmolive, Blue Cross and Blue Shield – FL, Bacardi USA. She has also produced full length motion pictures, TV pilots and episodes and music videos, as well as, music concerts, live stage productions and public events. Barbara holds a Bachelor’s degree in Business from Florida International University, a Bachelor of Arts in Film Production from NYU and a Master’s in Communications and Film from the University of Miami. She is an award-winning producer/filmmaker and has been awarded an ADDY and a TELLY in advertising. She is also fluent in Spanish and Italian.

Liza Rodriguez,ManagerNewlink America, New York

Liza joined Newlink America from Health Media Strategies in New York City. Today she is managing the Hispanic Market Development engagement for Mylan Pharmaceuticals dealing with on the company’s most competitive product segments targeting the Latino community. While at Health Media Strategies she managed media and PR efforts for New York Times best-selling author and TV physician, Dr. Ian Smith, including five of his national book tours and The Makeover Mile, Believe in Healthy BP and Be Sickle Smart, national campaigns focused on improving the health of minority communities. She has worked with companies and organizations in both the public and private sectors including The President’s Council on Fitness, Sports and Nutrition, Novartis Pharmaceuticals, Coca-Cola, CVS Caremark, ZocDoc.com, The Home Depot, The Las Vegas Convention and Visitors Authority and St. Martin’s Press. She also liaised with various media outlets and agencies including BET, VH1, Radio-One, Granada Entertainment, Rachael Ray, The Doctors, The Tom Joyner Morning Show and The Steve Harvey Morning Show. Liza has an extensive communications and media background with experience as a journalist, publicist and educator. Her entry into TV journalism began at WNBC’s Today in New York where she worked in the special projects medical unit. From there, she moved to ABC World News in London and WSVN’s Today in Florida at the Fox affiliate in Miami. Her journalism experience extends to print and radio. She has been published by The New York Times, The Economist, Broadcasting & Cable Magazine and Sales & Marketing Magazine and written for the nationally-syndicated radio program, HealthWatch on American Urban Radio Networks.