Jorge Ortega, seasoned communications executive, and Eduardo del Rivero, founder and former partner of del Rivero Messianu/DDB Advertising, have joined forces with Sergio Roitberg, founder and Chairman of Newlink Group, to create Newlink America, a new and innovative communications management consultancy addressing targeted communities, nationally and locally, and leveraging today’s social networked marketplace.
“Neither advertising nor public relations alone present a viable singular communications option to link today’s web-connected consumer of information and messages,” said Ortega, co-founder and managing partner of Newlink America. “Eduardo and I realized that the lines between communications disciplines will forever be erased and chose to partner Sergio Roitberg, to create a firm that breaks traditional boundaries of marketing thinking, to win the race for consumers’ hearts and minds.
Ortega will lead Newlink America, a Hispanic-owned company, and partner with del Rivero, a respected marketing professional and founder of a Hispanic advertising agency, who later sold his firm to Omnicom. The partnership represents decades of expertise and perspective on the U.S. Hispanic, multicultural and South Florida markets, strengthened by the support and resources of Newlink Group, a $20 million communications conglomerate led by Roitberg. The Newlink Group family of companies includes: Newlink Political, a public affairs and political marketing firm; Newlink Research, the market insights practice; and Newlink Factory, the dedicated in-house creative team.
“I am confident that Jorge’s and Eduardo’s experience and understanding of these communities combined with Newlink’s philosophy, talent and strategic programs will have a significant impact on the market, while producing business results for clients,” said Roitberg who founded Newlink Group ten years ago. Today, Newlink Group is the largest independent communications firm of its kind, primarily focused on Latin America. Newlink America will offer clients a variety of marketing and communications solutions that use the latest technology to conduct research, engage consumers online, motivate employees and influence critical stakeholders, while creating conversations that connect clients with their audiences.
Ortega was most recently president of The Jeffrey Group, building a Latin America-focused PR firm into a larger Americas agency. Prior to his nearly six years with The Jeffrey Group, Ortega spent sixteen years with Burson-Marsteller, in key management positions across the Americas.
“Newlink America is a new breed of strategic communications management consulting, focused on taking our client work to the highest levels of effectiveness,” says del Rivero.
The new firm will leverage Newlink Group’s history and influence in Latin America to help clients target the individual Hispanic communities in the United States. “Our goals were aligned with Sergio’s vision to expand the Newlink brand offering, elevate the role communications and technology plays in today’s modern enterprise, and solidify the group’s offerings and presence north of Latin America,” said Ortega.