Adrenalina, a leading advertising
and marketing agency that is part
of the MDC Partners network,
has been awarded a gold and two
silver trophies at the 11th annual
Advertising Age Hispanic Creative
Advertising Awards here tonight.
In a first for the ad shop, Adrenalina
captured the most prestigious award
in the television category, winning a
gold for best campaign for its Tecate
Light “Papás” spot and winning a
silver award in the TV category for
Tecate Light’s “Papas Medias de
Seda” spot.
Both Tecate Light TV spots are part
of the 2009 multiplatform campaign
mounted in May.
Tecate also picked up a silver
award in the radio category for its
“Disclaimer” radio spot, which is
part of Tecate’s 2009 multimedia
campaign rolled out in April.
“We don’t just make TV, radio ads
and billboards, we create emotions
that spark conversations in the lives
of our consumers every day. Today,
thanks to my powerful team-all men
and women with caracter-together
we celebrate the beginnings of a
cultural movement in advertising
that realistically portrays the values
and perseverance of those who have
come here in search of a better life,”
said Manuel Wernicky, president,
chief ideas officer and managing
partner, Adrenalina.
Wernicky and Paco Olavarrieta,
Adrenalina’s chief creative director,
accepted the creative award Friday
evening (Sept. 18) on behalf of the
ad and marketing services shop
and the strategic force at Heineken
USA led by Carlos Boughton, brand
director.
“This groundbreaking campaign,
which for the first time
Tecate Light “Medias de seda” spot
acknowledged the impact and
contributions that hard working
Mexican men with character
make every day as part of the
American workforce, today
recognizes the brilliant creative
talent of the hardworking team at
Adrenalina,” Boughton said Friday
night (Sept. 18) when contacted in
Las Vegas, where Tecate is headline
sponsor of the boxing bout between
Floyd Mayweather and Juan
Manuel Marquez on Sept. 19 at the
MGM Grand.
As the lead agency for Tecate,
the win for Adrenalina marks the
culmination of a two-year journey
with client partner and Tecate
brands distributor, Heineken via
Cuauhtemoc Moctezuma (CCM),
Monterrey, Mexico, to reposition
and entrench the brands’ respective
presence in the marketplace helping
to boost sales volume 7.3 percent,
per Nielsen Media Research.
Adrenalina recently embarked
on its third consecutive creative
advertising and marketing programs
for Tecate and Tecate Light, with
new creative for both expected to
roll out in early 2010.
The Advertising Age Hispanic
Creative Advertising Awards are
awarded in partnership with the
Association of Hispanic Advertising
Agencies (AHAA) and are
considered the premier showcase of
Latino creative talent and Hispanic-
targeted advertising across all media
platforms, including TV, radio,
newspaper, magazine, out-of-home,
interactive media, direct marketing,
integrated multimedia and
nontraditional/guerrilla marketing.
Gold, silver and bronze trophies
were bestowed to winning ad shops
during a gala award ceremony
held Friday night (Sept. 18) at the
Gusman Center for the Performing
Arts, Miami, as part of the AHAA
Fall Conference held Sept. 16-18 at
the Hyatt Regency.
Prior to the AHAA conference,
Adrenalina’s Wernicky also picked
up a bronze award for the Tecate
radio spot “Disclaimer” from
Argentina’s Festival Iberoamericano
de la Publicidad (FIAP) during
a U.S. awards ceremony held
Wednesday night (Sept. 16) in
Miami honoring the best advertising
and production in Spanish.