Adrienne Cadena was just 24 when she took over Formula’s struggling experiential marketing division in 2009.
Since then, the Millennial executive has turned Havas Street, which is owned by Formula’s parent company Havas, into one of the agency’s largest divisions. It is now a $3 million enterprise that jumped from a single client to 10 and includes household names such as Heineken USA and Dunkin’ Donuts.
And she’s not slowing down. Just last year, Havas Street, which offers clients services such as guerilla street teams, sampling programs, mobile marketing tours, demos and retail promotions, and publicity stunts and events, added Fox Hispanic Media, Belgian beer Affligem, and snack company Popcorn Indiana to its roster.
The Heineken account was expanded to include all of its samplings throughout the US with Cadena responsible for its largest yet, a 10-month blitz of 30,000 events across the brewer’s portfolio of brands.
Los Angeles–based Cadena innovates with her clients and agency in mind, demonstrating a deep understanding of the business. She helped develop an online reporting system for tracking and real-time program measurement of clients’ sampling programs.
The customized dashboard lets Havas Street team members seamlessly provide on-site event reports, weekly recaps, monthly reconciliation reports, and a comprehensive program-end analysis to all clients.
"Clients are thrilled with this ability to show proof of their return on investment," say colleagues at the firm.
She was a key player in launching the internal recruiting tool that allows Havas Street to vet 16,000 brand ambassadors across the country, ensuring candidates will produce high-impact, on-brand messaging.
Cadena, who is also a new mom, doesn’t shy away from sharing her experience either. Although she already oversees a team of 14 and manages the recruitment of field staff and training for its brand ambassadors, she also finds time to counsel PR pros just entering the field. Cadena frequently participates in alumni events at her alma mater, University of Southern California, interacting with students, and she works the USC Annenberg jobs and internships career fair, chatting with graduates about the agency and industry.
- She became the firm’s youngest VP when selected to lead its experiential division at just 27
- The fitness buff has managed some of the firm’s most high-energy and creative outdoor events, including filling the Santa Monica pier with hammocks for National Hammock Day
- Cadena earned a master’s degree in communication management from the University of Southern California during her 10-year tenure with Formula