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CULTURESPECIAL EDITION WINTER 2013
AwAkening
of HispAnic
voters& theirinfluence on
swing states
wHAt
MArketers
cAn LeArn
From the
recent
Presidential
election
the
faceof the
electorate
tHe obAMA
coALition
ceLebritypower
& presidential
elections
in political
campaigns
the role of
sociAL
MeDiA
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Armando Aarloa
President
The Axis Agency
The Hispanic Vote in 2012 and Beyond
The growing minority vote played an unmistakable role in the U.S. presidential election.
Minorities national share of the vote, exponentially rising eligible voters, and key-state
vote differentials all lead to a clear point ethnic voters will continue to play an integral
role in national elections. And Hispanics, in particular, are an ever-important part of the
electorate that cant be ignored.
For years, campaign strategists have underscored the importance of engaging
Hispanics. This past November, more than 11 million Hispanics voted in the presidential
election 10% of the national electorate. Just as whites share of the vote is decliningeach election, Hispanics share is growing. Hispanics are the fastest growing minority
in the U.S., estimated to grow to 132 million by 2050, making up 30% of the countrys
population. There are currently 24 million Hispanics eligible to vote, a 7.6 million-person
increase since 2004, with 50,000 Hispanics turning 18 every month.
That helps explain why 1.3 million more Hispanics voted in November than in 2008 while
national overall turnout declined signicantly. Moreover, from 2008 to 2012 the number
of Hispanics who voted increased by more than 11%. And Hispanics take civic duties
seriously, reliably voting at a high percentage between 46-49% of eligible Hispanics
voted in the last two elections.
Theres a lesson here for anyone who looks at this kind of stuff, like I do. Politicians,
political parties and even marketers will face problems if they dont decide to engage
the Hispanic community. Gov. Romney lost Hispanics by over 40 points fueling President
Obamas reelection. Given the current trajectory, no one will be able to be elected to
national ofce without the support of Hispanic voters.
And marketers who dont see the parallels will also lose the opportunity to build their
brand and grow market share.
Brands must increase their understanding of their customers as well as demographic
shifts. Increased understanding should be partnered with strong cultural engagement.
Its time for companies to understand the behaviors that drive Hispanics to connect
emotionally with their brands. Brands must identify and hone in on those unique and
powerful cultural insights and triggers. These ultimately will form the foundation of acompelling campaign that will foster consumer desire, loyalty and set you apart from
the competitors.
So ask yourself: would you rather be Romney, or Obama?
At the Corner of Culture
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Whats Inside
Chemistry
Check
16New Faces
for 2016
14Celebrity Power
& PresidentialElections
12
The Obama CoalitionThe Face ofthe Electorate
Awakening of HispanicVoters & Their Infuence
in Swing States
8
4
The Role of Social Mediain Political Campaigns
10
6
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The increasing inuence of Americas traditional minority groups isby no means recent news. Demographers, politicians and political
pundits alike have long known that the American population was
rapidly changing, and that this change would have a profound effect
on the nations political landscape and identity.
But just how large has this change in minority populations been?
And what impact is it expected to have on the American political
There is a profound demographic shift in the
population that is impacting all levels of government, elections,
political parties and alliances.
The Face of
the Electorate
Changing Demographics SignalNew Found Inuence of Minorities
Since the start of the newcentury, minority groups
combined have grown fromrepresenting 31% of thepopulation, to 37% in 2012
scene? The answer to both questions is simple: Theres
been a profound demographic shift in the population, and
this shift is projected to have a massive impact on all levels
of government, elections, political parties and alliances for
generations to come.
Over the past few decades, America has
experienced a siable shift in its populace, withminorities increasingly accounting for a greater
percentage of the total U.S. population. Since
the start of the new century, minority groups
combined have grown from representing 31%
of the population, to 37% in 2012. While a 6%
increase might not seem like a lot to some,
it is a staggering gure when you consider
that minorities accounted for over 90% of the
aggregate population growth in that short time
period. This population change can only
be described as nothing short of a cultural
and demographic tidal wave.
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If these demographic changes have taught us anything,
it is that the newfound political inuence and sway of
minorities will continue to drive the winds of change in the
American political scene for generations to come. Coming
off the recent election, it is now safe to say that America
has collectively woken up, taken notice of these groups,
and is bracing itself for a fundamentally different political
reality at every level of government and across all four
corners of the country.
A similar shift has also taken place in terms of the
electorate. During that same timeframe, minorities
dramatically increased their share of the electorate and
went from casting 20% of the vote in 2000 to a record
28% of votes in 2012. This explosive growth not only helped
make the difference in traditional electoral college-rich states
with heavy ethnic populations like California and Florida, but
also in key swing states with emerging minority populations
like Nevada and Colorado, that ultimately proved to make
a difference in the 2012 presidential election. A deeper
look at 2012 election results also signaled another shift that
is worth following closely: namely the rising inuence of
women and young voters, as well as minorities increasingly
overwhelming support for the Democratic Party, and their
growing support of political candidates-of-color that are
helping to change the racial make-up of Federal, State and
Local political ofces.
Asian
Hispanic
AfricanAmerican
Other
White 69% 63% -9%
+31%
+25%
+50%
2000 2012
0%12% 12%
13% 17%
4% 5%
2% 3%
Asian
Hispanic
AfricanAmerican
Other
White 79% 72% -9%
+100%
+50%
+100%
2000 2012
0%13% 13%
5% 10%
2% 3%
1% 2%
U.S. Population by Race: 2000 vs. 2012
U.S. Elections: Vote by Race: 2000 vs. 2012
Sources:CNN, 2012 National Election Results: Vote by RacePew Research Center tabulations from the Current Population Survey, 1988-2008
US Census, 2000 & 2011/2012
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According to the Pew Research Center, nationally, non-white voters comprised 28% of all voters in November, up
from 26% in 2008. Though this may be seen as a slight
increase, President Barack Obama needed every bit of it.
His share of those non-white voters, 80%, was the same as
it was four years ago, Pew indicated. Post-election analysis
shows that he needed this because his share of white
voters dropped to 39% in November, from 43% in 2008.
Clearly, the sheer increase in the number of voters of color
in the highly contested states battleground states like
Ohio and Florida was critical to the Obama campaign.
According to Pew, African-Americans were 15% of theOhio electorate, up from 11% in 2008. In Florida, Hispanics
represented 17% of the vote in November, up from 14%
four years ago.
The fastest growing segment of the non-white population,
Hispanics, was especially important to the presidents
victory. He earned nearly 75% of their vote, compared with
67% in 2008. Meanwhile, black voters remained constant
in their support at about 94%. The president won support
from Asian voters by a 74-to-25% margin, up sharply from
the 27-point advantage four years ago, according to Pew.
So how did the Obama campaign take advantage of this
growing change in the electorate? How could he do so
well among these voters despite the fact that joblessness
continues to place a disproportionately heavy burden on
Hispanic and African American communities?
Surely, key policy positions on immigration, health care,
education, taxes and more were inuential at the ballot
box. However, other factors likely fueled the presidents
support among non-white voters. And marketers, whoare as affected by the rapidly changing face of America as
politicians are, ought to take note on these factors:
MESSAGES AND TONE
The Obama campaigns Forward theme spoke to the
possibilities of the future, and multicultural audiences
which skew younger than the general population readily
welcome the challenges and opportunities that lie ahead
of them rather than perceived problems of the past. They
know that the future includes even brighter days for them,
based on their rising levels of education and discretionary
income. While that message of an inclusive future wasimportant, it was also expressed with a welcoming tone
of respect for the unique needs and desires of people of
all cultures, faiths, sexual orientation, and ideologies.
SOCIAL MEDIA AS A CRUCIAL MOBILIzATION FACTOR
As it did in the presidents 2008 campaign, social media
proved to be a critical means of sharing news, platform
messages and get-out-the-vote information as quickly as
possible. Hispanics and African Americans are particularly
heavy social media consumers, so friend-to-friend
information exchange on laptops, smartphones and
tablets was a daily part of their election decisions.
According to Census data, people of color now comprise
37% of the countrys more than 311 million people. Last
year, for the rst time, more than half of the babies born
in the U.S. were from racial and ethnic minorities. So, in a
highly competitive marketplace lled with choice, brands
must always check the messages and channels they use
to win the endorsement of the multicultural consumer. By
doing so, they can successfully ride the wave of population
change year after year like the Obama campaigns.
A surge in Americas multicultural population is seen as far back as 1950, according
to the Population Reference Bureau. But now, the increasing browning of the U.S.
is clearer than ever, and is credited as the force that returned the nations rst black
president to the White House. As marketers, we should take note of the rapidly
changing face of America and adapt brand messaging to cater to diverse audiences
The Obama Coalition
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Presidential candidatespolicy positions onimmigration, health care,education, taxes andmore were inuential at
the ballot box, but otherfactors like messaging andtone greatly inuencedyounger voters andmulticultural audiences
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Awakening of Hispanic
Voters & Their Infuence
in Swing States
The Latino voters support for immigration reform and greater access to healthcare,
compounded by the Republican failure to connect with this group was a key factor
contributing to Obamas re-election
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In the 2012 presidential election, the swing states of Ohio,
Florida, Iowa, Nevada, Wisconsin, New Hampshire, Virginia,
North Carolina and Colorado represented 110 of the 270
electoral votes needed for the presidential victory. Swing
states have had the power to determine a candidates fate
and as such are ercely contested territory by presidential
campaigns. Theyre blited with intensity unrivaled in other
areas of the country and although this last election wasno exception, there was, however, a new variable at play
nudging the Blue or Red tilt of the swing the Latino vote.
At 55 million strong, the Latino population comprises the
largest minority group in the U.S. today and represents
more than 10% of the voting public. Most analysts
concluded that the Latino voters support for immigration
reform and greater access to healthcare, compounded by
the Republican failure to connect with this group was a key
factor contributing to Obamas re-election.
A prescient Time Magazine March cover story titledYo Decido (I Decide) underscored the importance of
the Latino vote in the upcoming elections. According to
several polls, including the ImpreMedia-Latino Decisions
poll, President Obama won 75% of Latino voters
nationwide. If it wasnt for that Latino advantage,
Obama would have lost the national popular vote.
What proved to be the decisive factor securing the win
for President Obama was his ability to court and sway the
Latino vote in key swing states, exceeding in most cases
the 75% national average. President Obama secured 87%
of the Latino vote in Colorado, 80% in Nevada, 82% in
Ohio, 66% in Virginia, and 58% in Florida. Even accounting
for the fact that in some of these states the Latino electorate
is still a small percentage of the whole, the close presidential
race just served to emphasie even more the importance
of the Latino vote.
President Obamas lopsided advantage among Latino voters was thewidest gap ever recorded among Latinos in a U.S. presidential election
As the voting U.S. Latino population continues to increase
with 900,000 Latinos each year turning 18 years old, the
days of Latino inuence being concentrated in Florida,
California or Texas has given way to a Latino presence
that is continuously expanding and becoming substantially
more far-reaching and inuential. When talking about Latino
inuence today, in addition to Miami, New York and LA, we
now must mention places like Nashville, Charlotte, Detroit,and Boise, among so many others.
In a Fox Latino post-election article, Clarissa Martine,
director of civic engagement and immigration at the National
council of La Raa (NCLR), the nations largest Hispanic civil
rights group said, Its unequivocally clear now that the road
to the White House goes through Hispanic neighborhoods.
The road to a brands success also goes through Hispanic
neighborhoods, and as marketers, we must ensure that
brands invest in Hispanic marketing to reach this growing,
inuential segment of the population.
55millionstrongthe Latino population
comprises the largest minoritygroup in the U.S. today andrepresents more than 10%of the voting public
At
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The Role of Social Media
in Political Campaigns
How Social Media Helped the Presidential Candidates at the Polls
In this digital era when people use the internet as their main
tool to communicate and stay informed, the presidential
election campaigns took to social media to create
engagement about a variety of issues. Traditional TV and
radio spots were no longer the norm, and the campaigns
worked arduously to capture and keep the attention of
potential voters.
For Republican candidate Mitt Romney, his campaign
ramped up efforts in the days leading up to the election,
with a social media team that grew from 14 staffers in the
primaries, to around 120 people during the presidential
campaign, using social media channels such as Facebook,
Google+, Pinterest and Twitter, as well as smartphone apps
to keep the voters attention.
President Obamas team also kept social media as one of
the top priorities during the presidential campaign. With
a signicantly larger social media presence than Gov.
Romney, Obamas social media team kept busy by posting
information about the candidates position on different
issues, as well as photos, encouraging messages and voter
information. The Obama campaign was very
active on Facebook, Twitter and Tumblr, among other
social media sites.
Quick response and speedyturnaround were key to success
With hashtags and quotes trending almost immediately
following any presidential speeches or campaign events,
there was a much higher need to post and respond quickly
This prompted each campaign to have rapid response
experts in place who not only researched trending topics,
but also helped craft witty and poignant responses to any
number of different issues and messages.
For example, a sharp speech by actor and Romney
supporter, Clint Eastwood, during the Republican National
Convention to an empty chair (pretending that President
Obama was sitting next to Eastwood,) prompted a viral
response about the Invisible Obama from Romney
supporters and groups. The Obama team didnt take long
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to react, however, with an equally witty photo via Twitter,
depicting President Obama sitting in a chair marked the
President. The caption used for this picture was This
seats taken. The social media teams fast response was
widely applauded, and in turn generated an increased
following for the campaign.
Both the Republican and the
Democrat campaigns hired rapidresponse experts who managedthe ow of information onthe social media sites
Facebook fan pages and Twitter accounts from supporting
groups, such as Latinos for Obama, Women for Obama and
Juntos Con Romney gathered millions of followers for
each campaign.
To prove that their campaign was up-to-date with digital
technology, Gov. Romneys digital campaign director, zac
Moffat, spoke widely to prominent media outlets about
the candidates digital effort citing that they believed it was
consistent and up to par with President Obamas digital
campaign in terms of strategy, engagement and advertising.
The Romney campaign team earned more than 12 million
Facebook fans and over 2 million followers on Twitter.
Clint Eastwoods sharp speech during the Republican
Convention (left)prompted a viral response about Invisible
Obama from Romney supporters. But the Obama team quickly
reacted with an equally witty response via Twitter (top).
Even with such large teams of experts, social media also
presented challenges when posts included typos, orinaccurate phrases that could be taken out of context. For
example, a Romney campaign mobile app embarrassingly
misspelled the word America, showing instead the
following phrase: For a Better Amercia. This generated a
great deal of conversation from both sides, with Democrats
making fun of the typo, and Republicans playing it down.
On the other hand, when President Obama commented
in a speech and used the phrase You didnt build that,
Republicans seied on the moment to criticie the president
for not supporting private business. In cases like these, it
is important to have experts in communications and social
media on your side to ensure mistakes are handled in the
fastest and most efcient manner.
APPEALING TO YOUNGER AND DIVERSE AUDIENCES
President Obamas followers skewed younger than Gov.
Romneys, with a majority of fans falling between the ages
of 18-34 while a majority of older fans between ages 35-54
ocked to Gov. Romney. Besides the ofcial Facebook
pages and Twitter accounts for both candidates, their
wives and their vice presidential running mates; additional
However, the Obama campaign overwhelmed its opponentwith its 25 million followers on Twitter, over 30 million
Facebook fans and with many supporting groups across
diverse digital and social media channels that gathered
millions of other followers.
The increasing power of social media is something that
marketers cant ignore. Having a social media rapid
response team in place for marketing campaigns is key to
managing the overwhelming ow of information that social
media sites can generate. Only with a carefully planned
communications strategy for each specic brand, can we
provide our clients with the most successful way to address
social media and engage with our audiences.
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Celebrity Power &
Presidential Elections
The power of celebrities goes beyond the screen or the stage. Fans follow their
favorite celebrities whereabouts and doings, and these celebrities have become
powerful inuencers because of it. Multicultural marketers have taken this into
consideration when ideating campaigns and nding a suitable celebrity
to endorse their brands. Yet celebrities inuence and power have also played
an important role in the recent presidential elections
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From hosting lavish fundraising events in their homes, to
appearing in public videos and performing at presidential
rallies, celebrities have increasingly invested time and money
to inuence their followers, and ultimately, the voters.
However, publicly supporting a specic candidate can be
a double-edged sword. Fans could feel betrayed and
ultimately stop following or even boycott their favorite star
for showing open support to a candidate who goes against
their own political views.
In the last presidential election, a number of key Hispanic
and African American celebrities played important and
prominent roles in the campaigns.
EVA LONGORIA
The Desperate Housewives star was named one of
President Obamas national co-chairs in 2012. Longoria
starred in a viral video directed to Latino voters, where she
cited President Obamas efforts to support small businesses
in the Hispanic community and promote immigration reform.
However, Longorias open support for Obama didnt go well
with her conservative fans, especially after she retweeted a
message calling Gov. Romney a racist and questioning
why any woman or minority would vote for him. Latino
conservative groups like the Caf con Leche Republicans
and The Latino Coalition demanded an apology from
Longoria. She later apologied and tweeted that she had
never personally called any conservative women stupid.
I think you are all beautiful and strong and smart!
Additional Latino and African American celebrities who
voiced their support for Obama during the presidential
elections included actressRosie Perez, who appeared on
a YouTube video mocking Gov. Romney; singersBeyonc
Knowles andJay-Z, who hosted fundraising events and
actively campaigned for President Obama; as well as other
major African American and Hispanic celebrities such as
Jennifer Lopez, Oprah Winfrey, Salma Hayek,Halle
Berry, Selena Gomez, Tyler Perryand George Lopez.
PAUL RODRIGUEz
Comedian Paul Rodrigue was one of the Latino celebrities
who openly supported Gov. Romney. He appeared on
a Latino-targeted ad for Gov. Romney, expressing his
disappointment over President Obama and citing thathe believed that Romney would be better than Obama
at handling the economy, which, he said, would benet
Latinos. After being a lifelong Democrat and voting for
Obama in 2008, Rodrigue, who was born in Mexico to
farmer parents, expressed his distaste for the Obama
administration, when they ignored his pleas and
the San Joaquin Valley farmers requests to reopen the
much needed water supply for their crops. The San Joaquin
water supply was cut after minnows were classied an
endangered species.
Additional Hispanic and African American celebrities who
endorsed Gov. Romney included African American actress
Stacey Dash, best known for her memorable role as Alicia
Silverstones sidekick during the 1995 teen lm Clueless.
She received angry fan tweets when she openly expressed
her support for Gov. Romney, but answered back asking
them to respect her political views and choices. Other
Romney supporters included actorsAndy Garcia andErik
Estrada; Mexican American actor and soap starEduardo
Verasteguiand urban Latin music artist,Daddy Yankee.
The power of celebrities can help sway their devoted fans
political views. The same goes with brands and marketers.
Finding the right celebrity for your campaign is criticalin an era where a successful celebrity partnership can
increase product sales, and where an unforeseen or not
well researched celebrity scandal can completely destroy
the cleverest marketing campaign. As marketers, we
should learn from the recent presidential campaign celebrity
endorsements and apply these learnings to the way we
pair celebrities with different brands, to appeal to
multicultural audiences.
When a celebrity endorses a person running for ofce,it is, in a sense, a form of branding The brand name isthe celebs name attached to the ticket.
Lawrence Pitilli, Associate Professor of Speech at St. Johns University
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New Faces for 2016
As we embrace the results of the recent presidential elections, we should keep inmind the inuence of U.S. Hispanics in national politics, and the role they will
play in the 2016 elections
Could our next president be Hispanic?
REPUBLICANS
Governor Susana Martinez (R)
Being elected as the Governor of New Mexico made her the rst female
Governor of that state, as well as the rst Latina Governor in U.S. history.
Martine, who is Mexican American, was named Hispanic Business
Magaines Woman of the Year for her extraordinary work as Governor.
Senator Marco Rubio (R)Floridas Cuban American Senator Marco Rubio was elected in 2011.
Prior to being elected to the U.S. Senate, Rubio was the rst Hispanic
to become Speaker of the Florida House of Representatives.
Governor Brian Sandoval (R)
Brian Sandoval is the Governor of Nevada. One of his many accomplishments
was to become the states rst Hispanic federal judge, as well as the rst
Hispanic candidate ever elected to statewide ofce in Nevada. His family is
originally from Mexico.
George P. Bush (R)
The eldest son of former Florida Governor Jeb Bush and nephew of
former President George W. Bush, George P. Bush is an attorney and a
commissioned ofcer in the U.S. Naval Reserves. The son of a Mexican
American mother, he recently declared himself a candidate for ofce in
Texas. Many expect him to go into national politics following the path
of his uncle and grandfather.
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DEMOCRATS
Senator Bob Menendez (D)A member of the Democrat leadership in the U.S. Senate, Bob Menende
is a U.S. Senator from the state of New Jersey. Born to Cuban immigrants,
Senator Menende has made a name for himself in helping reform the
countrys intelligence, security and public health systems.
Mayor Antonio Villarraigosa (D)
The Mayor of Los Angeles, Antonio Villarraigosa is the third Mexican
American to run the City of Los Angeles in over 130 years.
A national political gure, he served as a chairman of the 2012 Democratic
National Convention and previously was national co-chairman of HillaryClintons 2008 presidential campaign.
Mayor Julin Castro (D)
Serving as the Mayor of San Antonio, Julin Castro was the rst Hispanic
keynote speaker ever at the 2012 Democratic National Convention.
Castro is also the fth Latino mayor in the history of San Antonio.
Congressman Xavier Becerra (D)
Xavier Becerra serves as the U.S. Representative for Californias 31st
congressional district. As a member of the Democrat leadership in the
House, Becerra, a Mexican American, is a leading voice on Hispanic
issues such as immigration, healthcare and education.
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Cold Monday morning, 10 am to be precise. Were at the
clients headquarters. Big conference room, expensive
oak table, 10 suits fumbling with their pens, their moleskin
notepads right in front of them.
The boss clears his throat, looks ercely at us and says,
Thank you for joining us. As you may or may not know,
were seeking an agency of record and are in the process
of screening select shops for a productive and long lasting
partnership. This particular stage is what some folks call the
chemistry check. But, let me make a very important point
here. Im not looking for affable or polite. Im not looking for
Yes, Sir. And Im most denitely not looking for reactive
mouse pushers. I want guts, because I want glory. Our rst
dive into the multicultural marketplace cant and wont be
a coy one. We wont ask consumers to dance with us in a
cowardly manner. We wont be hesitant, and we wont ip
op. With that said, I would like to open the conversation
and hear your thoughts on how you see our products tting
in with Hispanics and African Americans.
Long pause. My turn to speak. Thank you for that bold and
honest introduction, Jim. Were pleased to be here. Now,
let me tell you how we see it. We believe that theres a lot
to learn from the past election. The American demographic
has changed considerably. Point being, minorities were key
in deciding who would lead us. Thats because someone
was talking to them and telling them something they cared
about. Although the narrative was inclusive of all Americans,
the messaging was tailored to each group and formed a
dialogue not a monologue. You want to be Romneyor do you want to be Obama, I asked?
I continnued, Our philosophy is shaped by engagement.
We dont just do advertising, social, digital or PR. We look
for cultural movements that are shaping the way we live and
align brands with that bigger picture, inspiring audiences.
We create cultural engagements that go beyond
campaigns, promotions or announcements. We work our
butts off on a daily basis, and if we dont agree with what
you want, we will tell you what you need.
Jim rubs his hands vigorously. Theres a long silence.
I dont know if hes warming his hands or if hes getting
ready to make some earth shattering point.
He says, You certainly grabbed my interest when you
said culturalengagements. Keep talking, please. I smile
politely. You see, the work we do has no special formulas,
and its mostly based on common sense. We go beyond
impressions, and we focus on creating relationships.
We go beyond branded storytelling and explore digital
story sharing. But we dont just engage. We mobilie.
And we are 100% certain that we can partner with your
brand and pursue this big opportunity. The opportunity to
drive inspiration, ensure trust, earn advocacy and
deliver scalability.
Jim taps the oak table. He stands up a wave of energy
exudes from his body. Thanks, folks, for meeting with
us. We will evaluate your capabilities and let you know
the outcome of our search. In the meantime, if youre not
opposed to this idea, Id like to take you to lunch. Theres a
great restaurant across the street.
When he heads to the front door, Jim taps my shoulder
and whispers You had me at cultural engagements.
ChemistryCheck
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CONTACT
Armando Aarloa
President
The Axis Agency
8687 Melrose Ave., 9th Fl.
Los Angeles, CA 90069
aaarloa@theaxisagency.com
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Los Angeles Miami New York Chicago Dallas
www.theaxisagency.com
facebook.com/TheAxisAgency twitter.com/culturemovement