Established as a brain trust of the nation's well-regarded behavioral and cultural experts and scholars, the institute will be comprised of an independent advisory board of members appointed by Adrenalina for a one-year, renewable term that will examine the economic and social issues that influence the attitudes of U.S. Hispanic and other multicultural consumers.
"We've created the institute to help bring about a forward-looking understanding of Hispanics, African Americans and other cultural groups in society and the marketplace," said Manuel Wernicky, president, chief ideas officer and managing partner, Adrenalina.
The formation of the institute's advisory board coincides with the rollout Nov. 16 of a next-generation multicultural micro site dubbed TheCountThatCounts.com aimed at unleashing the power and influence of the nation's emerging multicultural marketplace.
"We've brought together three of the nation's brightest minds and set into motion a formal program for examining, developing and furthering the discussion about the nation's transformation into a new America," Wernicky said.
Founding members of the AHSI's independent advisory board will share their insights with the agency team and its clients' brands on the various cultural and societal dynamics impacting the U.S. Hispanic experience. The inaugural AHSI advisory board members include:
With the debut of the AHSI, Adrenalina becomes the first ad shop in the multicultural space to develop and mount a client service powered by cultural and behavioral insights culled from top U.S. scholars and thought leaders that extends beyond traditional consumer experiences.
"We believe this kind of collaboration between academics, strategists and corporate enterprise will be powerful and mutually beneficial in helping to better define a culture, tell its story accurately and vastly change the tone and understanding of the impact that multicultural consumers will have on future generations," Wernicky said.
Advisory board members also will provide cultural and behavioral insights useful to Adrenalina's team of cognitive and cultural anthropologists, or "cogs," the new school version of the old school account planners' model that emphasizes culture ahead of brand consumerism.
"Putting the cultural mindset of consumers ahead of the focus group discussion lets cognitive anthropologists build a cultural profile of consumers utilizing data, insight and other qualitative perspective and offers a clearer picture of who they are and what is happening in their lives," Wernicky said.
The framework for the institute is modeled after the initial effort pioneered in the general market in 2006 by MDC network partner, Crispin, Porter + Bogusky.
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