Agency Monthly Newsletter

May 2015-Volume 3

Cinco de Mayo is a date that many of us are certain to associate with celebration. While this celebration

typically revolves around Ignacio Zaragoza Seguns troops and their victory over French forces, its also a date that holds a particular significance to our d expsito & Partners Team.

This year, Cinco de Mayo marked our 10th anniversary.

From a quaint loft office that saw John Ross double as a CFO and Front Desk Coordinator, DEX has become a thriving, growing entity that serves as a standard for what a Multicultural and Independent agency should be.

What began as a humble collection of trusted industry minds with a similar vision; with a single account person

and a single creative, was able to kick-start its success with its first account, Novartis Pharmaceuticals.

Fernando Fernandez recalls the agencys first-ever new business pitch in a candid manner, when we met with them and handed our business cards over they told us: Wow, these are fresh off the printer. The truth was that they were, we had gotten them no more than two days before the pitch. We had no case studies, no

portfolios to showcase, only our collective years of knowledge and market experience. In the end, that was all that was needed, it spoke for itself.

From that point forth, that expertise, coupled with a slowly building roster of clients (Mazda, US Census,

McDonalds, etc.) laid the foundation for what the agency is today. In many ways, celebrating an anniversary on Cinco de Mayo is all too fitting. Just as Ignacio Zaragoza Segun was able to lead an upstart group to a

victory many deemed improbable, so too has d expsito & Partners achieved a reputable name for itself in this New America, cleverly as The New American Agency.

events

!!!!!!! !!!!!!! !!!!!!!!!! !

Media Shines & Were Lovin it! MEDIA AWARDS A happy win for McDonald's Happy Meals. The kudos continue to pour in from our industry friends, clients and media partners regarding our Media wins. We were up against some pretty stiff competition with lots of entries from both large and small agencies. Clients represented: Ford, Heineken, JP Morgan Chase, Walmart, Dunkin Donuts, Comcast, Allstate, among others. Most of these campaigns had rather large budgets. The judging criteria was tough. The judges were tougher. The three categories we dominated were: Best Plan under $1mm, Best Local media plan, and El Gran Plan. El Gran Plan represented the Best Overall Media Plan in the Hispanic industry, regardless of budget. AHAA CONFERENCE UPDATE Redefining relevance was the central theme of this years AHAA Conference. As such, theres a cross-section of topics covered by great speakers and lots of debate on panel discussions including programmatic, content marketing, music and entertainment marketing, movie marketing, Hispanic insights, and ROI targeting. Keynotes were given by Bob Pittman (iHeart Radio), Heidi Browning (Pandora), Jim McNamara (Pantelion Films), Rick Gomez (Target), Jason Silva (National Geographic), and singer Leslie Grace. Click HERE for more detail on the presentations. THE UPFRONTS ARE UPON US It's that time of year again! The time when agencies are hosted by the broadcast and cable television networks to screen new programming offerings, new ideas, program shifts, results, and overall themes and positioning of their respective assets. This will surely be an important broadcast year given the continued growth of digital video. It does not stop here as many digital and mobile properties will also be updating new developments in what is termed the Newfronts.

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Accounts:

Over at the Creative Cauldron, weve been brewing a few things. Namely, two new campaigns that we are in the process of finalizing, one for McDonalds and another for AARP. For McDonalds, were putting together a very exciting Summer Break campaign that would introduce a few $2.50 combinations of meals for the summer months. In the case of AARP, we are in the process of developing a brand new television creative that we hope can be completed soon. We also have news on some new creative for PAM that will go into testing soon, we expect to provide an update on that in the next few weeks. Thats whats cooking in the Creative Cauldron for now; well be back with another helping in no time!

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The Creative Cauldron: Whats Brewing?

ConAgra: ConAgra's Hispanic multi-brand platform, ListoYServido.com, re-launched a newly designed page. The redesign was completed in partnership with the digital UX agency, Rockfish, for both ReadySetEat and ListoYServido, but d expsito couldn't have done it without seamless collaboration between our Account and Creative teams! Check it out at www.listoyservido.com Plans are now in the works to launch a Hispanic social page for LYS on Facebook, managed by our very own PR/Social team. Stay tuned! AARP: With combined efforts, the Account and Media teams of AARP have secured several trusted partnerships with influential and highly recognized Hispanics that resonate to AARPs target audience. These partnerships/media outlets include, Maria Antonieta Collins from Ftbol de Primera, Jackeline Cacho from VME TV, Maria Celeste and Miguel Varoni from Telemundo, among others. So stay tuned for clips, this is something you wont want to miss!!

Public Relations AARP These past few weeks we have been preparing for a lot of work that is coming up ahead fast & furious. From May 12th to the 16th, we will be in Miami for AARPs Life@50+ National Event. Well be working back to back on a Media Cultivation event, a private concert with Gilberto Santa Rosa, cooking demos, dance classes, and more. It will certainly keep us on our toes! ConAgra We continue to successfully tell stories for ConAgra, that are captivating and securing placements in top media outlets. Two of the stories we pitched were: Empanada Day (El Diario NY), and the Boxing Match from May 2nd between Pacquiao and Mayweather (Terra); make sure to check them out. We are also preparing some exciting things and ideas for Child Hunger Ends Here, Wesson, Listo y Servido, Slim Jim & PAM for the fiscal year of 2016. McDonalds Our McDonalds team is off to an active month. Starting with the McDonalds career workshop at EBC Bushwick High School on May 6 in Brooklyn. Students learned about career opportunities at McDonalds including programs like Archways to Opportunity, ESL courses, college credits and compensation/benefits. On Thursday, May 7, the agency hosted the RMHC/HACER NY Tri-State Area chapter for the 2014-2015 Selection committee that will select the 17 students that together will receive $300,000 in scholarships towards their college education. And on May 8, participating McDonalds restaurants in the Tri-State area are celebrating McDonalds Customer Appreciation Day. Local owners and crew will express their gratitude to customers for their patronage and as part of the commitment to bring them the best service. We are coordinating a Radio Remote with La Mega in collaboration with the Account and Media team and working with owners Celeste and Jessica Quintana on the activation. McDonalds Customer Appreciation Day will pay tribute to mothers for all they do by presenting them with a white rose. Lastly, Telemundos ACCESO TOTAL will feature McDonalds mothers and daughters owners on 5/8/15. Tajn We are running a Mothers Day Sweepstakes for Tajn on social media through Facebook & Twitter and we have been receiving lots of engagement. Feel free to share with any friends that may be interested in participating; the entry period ends May 10th!

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mother

/mT Hr/

(muhth-er)

(v.) to love, nourish, protect, teach, comfort, guide, nurture,

support, embrace, cherish, reassure; bring up (a child) with

care and affection.

(n.) a person who loves unconditionally; a character builder

and heart healer; the maker and keeper of wonderful

memories; a person much loved and greatly admired.

(n.) one person who does the work of twenty. For free.

(syn.) teacher, friend, saint, driver, detective, event planner,

seamstress, chef, alarm clock.

(See also: Vanessa Bambina, Gloria Constanza, Hilda

Espinoza, Daisy Expsito-Ulla, Joanne Guerrero, Felicia

Lewis, Patricia Ross and Elizabeth Mercado)

To all the dmoms that wake up every morning get the job

done before, during, and after business hours. Thank you.

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#HAPPYMOTHERSDAY

Come back every now and then. Even though

your advice has

remained and will

remain with me forever,

it would be nice to chat

and laugh every now

and then- Jorge

Check out the amazing video our very own Jennifer Ysabel

created for Mothers Day (click below to download):

Around the Office

These past few weeks brought us pleasant surprises and experiences. First off, our Media Team won 3 awards at the AHAA Conference. See the press release from MMR (Multicultural Marketing Resources) here. Our offices were filled with joy, energy, and fun in our first dKids Day! Alex, Andrea, Sofia, Serena, Sofia, Constantino, Kaylene, and Julian; each of them awesome in their own unique way, made us laugh, take lots of selfies, and share a wonderful time with everyone in the office. Additionally, we celebrated our agencys 10th anniversary with a little Mexican flavor; the Tacos were out of this world! Lastly, as the weather warms up, make sure you get out and get moving! You can join our baseball team, or Christopher, Camilo, Johann and others for pick-up soccer on Wednesdays or during the weekends.

A Word From

Its spring and baseball is in the air (go destroyers!). With that spirit in mind, here is a piece that Carlos Poveda put together about the growing Cuban influence that has taken baseball by storm. Enjoy!

fun

Credits

d expsito & Partners

875 avenue of the americas,

25th floor new york, ny,10001

646-747-8800

www.newamericanagency.com

Publisher: Public Relations Department

Editorial Director: Christian Mejia

Editors: Jennifer Ysabel, Claire Rodriguez

Design: Jimmy Duran

CONTRIBUTORS

Nicholas Aguilar, Kelmi Bermdez-Rodriguez, Gloria

Constanza, Don Davis,

Ana Ibarra, Mary-Kate Polanin

Carlos Poveda.

It is a violation of federal copyright law to reproduce or distribute

all or part of this publication or its contents by any means.

d expsito & Partners does

not license or authorize reproduction to anyone without specific

written permission. Please contact Christian Mejia at 646.747.8825

for more information. Copyright 2015. d expsito & Partners. All rights reserved

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credits

the same thing we do every night Pinky, try to take over the world!