1. real multicultural
Cárdenas Marketing Network

2. • A FULL-SERVICE HISPANIC MARKETING AGENCY
• FROM IDEATION & STRATEGY THROUGH EXECUTION & REPORTING
• LEADER IN HISPANIC ENTERTAINMENT AND EVENT MARKETING
• HONORED WITH 32 AWARDS AND RECOGNITIONS SINCE 2007
Cárdenas Marketing Network

3. OFFICES IN NEW YORK, MIAMI, CHICAGO, LA & TEXAS
MORE THAN 70 FULL-TIME MARKETING PROFESSIONALS
NATIONAL NETWORK OF OVER 400 BILINGUAL PROFESSIONALS
MORE THAN 2,500 PROMOTIONS AND EVENTS EACH YEAR

4. our

6. why

11. our

13. core

14. •Experiential & Event Marketing
•Music and Live Entertainment Production
•Mobile Marketing Tours
•Sponsorship Activation
•Retail Activation & National Sampling
•Sports Marketing
•Integrated Digital Marketing Services
•Custom Creative Solutions
•Sponsorship Opportunities

15. extended

16. •CUSTOM VEHICLE FABRICATION
•BRAND STRATEGY AND POSITIONING
•PROFESSIONAL STAFFING
•GRASSROOTS MARKETING
•CELEBRITY TALENT BOOKING
•SIGNAGE, PRODUCTION & INSTALLATION
•WAREHOUSING & LOGISTICS

17. event marketing

18. •EXPERIENTIAL IDEATION
•PRODUCT SAMPLING
•CONCERTS AND FESTIVALS
•EVENT STAFFING
•FESTIVAL PARTICIPATION
•GRASSROOTS PROMOTIONS
•SPECIAL EVENTS
•PRODUCT LAUNCHES
•PRESS CONFERENCES
•RED CARPET EVENTS
•CAUSE MARKETING

20. •FOOTPRINT DESIGN
•TOUR LOGISTICS
•LEAD GENERATION
•STAFFING
•DIGITAL INTEGRATION

21. marketing

22. •VEHICLE DESIGN AND BUILD-OUT
•TOUR ROUTING
•LOGISTICS AND INSTALLATION
•TOUR MANAGEMENT AND STAFFING
•PROMOTIONS / SWEEPSTAKES
•STREET TEAMS
•LEAD GENERATION

23. retail

24. •CUSTOMIZED POS DESIGN AND FULFILLMENT
•MERCHANDISING AND DISPLAY
•SHOPPER INSIGHTS
•SITE SELECTION, STRATEGY AND MANAGEMENT
•IN-STORE SAMPLING
•CALL-TO-ACTION PROGRAMS
•OVER 400 BILINGUAL AMBASSADORS

25. launch

32. activations

33. Challenge
Capitalize on fútbol excitement generated by the
FIFA World Cup to create buzz amongst soccer
enthusiasts.
Strategy
Engage consumers at retail accounts and high
traffic locations to promote Budweiser as the
official beer sponsor of the 2010 FIFA World Cup
targeting the US Hispanic market.

34. Executional Elements
•6 Freestyle Soccer Professionals
•2 Brazilian Drummers and 1 Capoeira masters
•Branded tour bus with
•Unique premium giveaway
•Program backed by POS, radio, mobile and PR
Results
•11 markets
•81 promotions in 31 days
•72,900 consumers engaged
•11 interviews (Press/TV)
•3.5 million estimated impressions

44. music & live

45. •PRODUCTION
•VENUE PROCUREMENT
•LOGISTICS
•EVENT BUDGETING
•MUSIC SPONSORSHIP
•ACTIVATION
•TALENT ENDORSEMENTS
•TALENT APPEARANCES
•PRIVATE CONCERT
•TALENT BOOKING
CMN produces over 300 concert events per year
throughout the U.S. and Latin America, ranging from
theatres to stadiums. We can associate brands with high
profile and relevant music properties as well as superstars
that attract your target consumer. We create and
activate custom sponsorship packages and promotional
strategies that will help reach your marketing objectives
before, during, and after the events

47. ARTISTS
MARC ANTHONY
DON OMAR
CARLOS VIVES
CHAYANNE
DADDY YANKEE
ALEJANDRO SANZ
GILBERTO SANTA ROSA
OLGA TANON
ALEJANDRO FERNANDEZ
JOAN SEBASTIAN
MARCO ANTONIO SOLIS
ENRIQUE IGLESIAS
PITBULL
AVENTURA
CAMILA
JUANES
MANA
SHAKIRA
RICKY MARTIN
JUAN LUIS GUERRA
TITO EL BAMBINO
CELIA “THE MUSICAL”

49. CMN produced the first four years of the Festival
Presidente de la Musica Latina in the Dominican Republic.
In 1997,1998, 1999 & 2001 CMN delivered National and
International artists for the three day festival and
managed all aspects of the show including: Logistics,
Transportation, Production, Hotel, Labor, as well as Staging
and Lighting. Henry Cardenas and CMN also played a
critical role in cutting the live telecast deal within the U.S.
and Dominican Republic.
Past artists included:

50. opportunities

54. sports

55. •FAN DEVELOPMENT
•DIGITAL
•MERCHANDISE
•TICKET SALES
•RIGHTS TO RADIO/TV
•BROADCASTS WORLDWIDE
•FOUNDATION INVOLVEMENT
•SPONSORSHIP ACTIVATIONS
•INTERNATIONAL BUSINESS OPPORTUNITIES
VS

59. digital
social media

60. CMN and their partner company, Searchology, provide
full digital services for experiential and direct marketing
needs. We provide the ability to reach the right audience,
at the right time, during their buying and searching cycles.
Digital services can operate as independent marketing
channels or be used in conjunction with experiential
marketing efforts.
•DIGITAL MARKETING AND ADVERTISING
•PAY PER CLICK MANAGEMENT AND ADVERTISING
•DISPLAY ADVERTISING AND RE-TARGETING
•COMPETITIVE RESEARCH AND WEBSITE ANALYSIS
•SEARCH ENGINE OPTIMIZATION [ON AND OFF-PAGE]
•SOCIAL MEDIA MARKETING AND OPTIMIZATION

62. Challenge
Position Chevy as cool and hip with future drivers
(13+) and their parents. Drive awareness of the new
Chevrolet Cruze and Camaro. Generate leads to
build awareness beyond the event.
Strategy
Align the brand with a hot network TV series, Glee
whose audience was a perfect fit for reaching this
segment.

63. Program Elements:
•Indoor and outdoor footprints with vehicle displays
•Custom program creative deliverables
•Airbrush tattoo artists
•EDC “Enter to Win” touchscreen engagement
•Digital “Sing Along” interactive
•Meet & Greet management
•Printed Meet & Greet photos
Results:
•10,887 direct consumer interactions
•7,200 branded airbrush tattoos
•130,000 on-site consumer impressions
•Built a heavy database of consumers through EDC

65. Challenge
Launch the product in the Hispanic market in a
way that stands out for the competition and that
truly resonates with the target consumer.
Strategy
Connect with the consumer through one of their
major passion points, soccer. CMN negotiated a
sponsorship of the high-profile, Mexican National
Soccer Team (MNT) making Wrigley’s Extra the
official chewing gum of the MNT.

66. Executional Elements
•Kick-off party in Los Angeles to introduce the Wrigley/MNT partnership
•Media (national TV, radio, print, PR and OOH)
•Branded signage at retail; Custom Shippers and counter displays
•Collateral (flyers, posters and counter cards)
•Branded signage at games; field boards, jumbo-tron, PA mentions
•60 x 30 activation footprint set up outside of the stadiums for sampling
•Online sweepstakes
•Retail activation with MNT legend Jorge Campos
•Player meet and greet after each game
Results
•Sales increase from previous year and average of 27.3%
•Online sweepstakes 92% prize redemption
•Best in class execution at retail (Vons, Kroger and Jewel Osco)
•Total sponsorship impressions 286MM (2010-2012)
Insight
The brand gained access to their target via one of the most successful
sports brands in North America. This gave the brand credibility and
demonstrated that they knew exactly how to connect with their consumer.
This sponsorship was so successful that Wrigley acquired the official
sponsorship of the CONCACAF Gold Cup.

68. Challenge
Strengthen the Neutrogena relationship with
Walgreens
Strategy
Produce event elements and route all activations to
various destination points during the summer when
the product would be used the most. Educate the
consumer about skin health, provide them with a
sample as well as with a coupon redeemable at
their local Walgreens.

69. Executional Elements
•Samples
•Skin health brochures with Walgreens exclusive coupons
•Stage announcements
•Signage
•Branded tents and brand ambassadors
Results
•30 event activations in Chicago
•600,000 media impressions
•20% increase in product sales in surrounding Walgreens stores
Insight
By bringing the activations direct to the consumer they were able to
use the product on-site. That summer Neutrogena was established
as the #1 suncare brand at Walgreens.

71. Challenge:
Engage culturally fused Hispanics to build loyalty
and drive stimulation equity.
Strategy:
Develop and produce the ultimate music battle in
which undiscovered Latin Pop and Rock bands
are launched to stardom. Five bands are chosen
to compete at the grand finale followed by a
performance by a top notch group.

72. Executional Elements
•Fog screen
•Oxygen tunnel
•Oxygen bar
•Gyro 360º
•React-o-meter
•Rain screen
Results
•+200MM impressions
•230 participating musicians/artists
•Over 300,000 votes
•Over 17MM digital page views
Insight:
The brand created a unique proprietary activation in which the
target consumer could feel pride/ownership which ultimately
would create brand loyalty. The program ran for 3 years and
won the Billboard Latin Music Conference Awards Best Tour
Sponsorship Campaign 2011.

73. responsibility

74. •BENEFIT CONCERTS
•CORPORATE CONTRIBUTIONS
•VOLUNTEERING
•FUNDRAISERS
•PERSONAL DONATIONS
Together, Henry Cárdenas & Marc Anthony are leading
the effort and developing new facilities for The Orfanato
Niños de Cristo in La Romana , Dominican Republic.
This new, all boys orphanage is currently under
construction and will soon house 100 children in a
state-of-the-art 30,000 sq. ft. facility. This effort is made
possible by:

77. real multicultural
Cárdenas Marketing Network