Welcome!

News Feed Item

In Midst of Demographic Shift, Henry Cardenas Leads His Respected Experiential Marketing Firm & Dreams of Bringing Spain's "El Clasico" to the U.S.

Cardenas Marketing Network Leverages Multicultural Authenticity to Connect With U.S. Latino Audiences via Experiential Marketing, Live Events Marketing and Digital Marketing Platforms Including Organizing Premier Latin Music Concerts and Soccer Matches

CHICAGO, IL--(Marketwired - August 20, 2014) - Henry Cardenas knows how to put on a good show. He's been doing it for 30 years. The Cali, Colombia born experiential marketing and live events marketing entrepreneur continues to do what he does best with the same passion and engagement that he felt executing his very first live music show back in the early 1980s. 

One of the first events his company put together was the Pan American Music Festival held in his adopted home of Chicago back in 1985. The event was a resounding success and provided him with the impetus to move forward with greater ambition and confidence.

Since then, Cardenas Marketing Network has gone on to produce some of the highest grossing acts in Latin music history, including Marc Anthony at Madison Square Garden ($1.7 million, 2009), Mana at the Allstate Arena ($1.7 million, 2007), and Vicente Fernandez at the Madison Square Garden ($1.5 million, 2008). 

In 2012, CMN produced the most successful Latin music tour in company history: the GIGANT3S U.S. Tour. That remarkable tour was one of the most successful U.S. Latin music productions of all time. The GIGANT3S U.S. Tour, starring Marc Anthony, Chayanne and Marco Antonio Solis, grossed over $10 million in ticket sales during its seven-week, 14-city tour, going on to capture the No. 1 spot on Billboard's Hot Tours Chart (September 2012).

This year, Marc Anthony, the Nuyorican superstar singer, producer and songwriter, sold 1.2 million tickets, convening huge sellout crowds throughout his international "Vivir Mi Vida" World Tour. The one year-tour took Anthony to 15 countries and over 50 cities throughout the Americas. With close to $20 million in gross revenues ($19.8 million), the North American leg of the "Vivir Mi Vida" Tour ranks 54th in the 2013 Pollstar Year-end Top 200 North American Tours report.

FÚTBOL AFICIONADO

As much as he loves Latin music, Henry Cardenas is equally passionate about futbol/soccer and the intersection of event & sports marketing.

His first live soccer event was a match between Brazilian club Flamengo vs an All Stars team Mexico dubbed "El Clasico Downey" held in Fullerton, California back in 1990.

It was a solid first effort yielding 11,000 sold tickets and a strong partnership with Downy (Procter and Gamble), as the the lead sponsor combining both traditional and experiential marketing. Since that historic first match, Cardenas has successfully developed this niche and produced over 100 soccer exhibitions and sport event marketing campaigns.

His passion for futbol reached new heights on February 2010, when he acquired the U.S. rights to two-time FIFA World Cup Champion Argentina, featuring soccer's preeminent global superstar, Lionel Messi.

The first match as part of the AFA partnership took place on March 26, 2011 against the U.S. National Team at MetLife Stadium, establishing a new attendance of 80,000. That record did not last much.

The next year, CMN produced its second match for Argentina against archrival Brazil, beating their own record and drawing over 82,000 to witness Messi secure a "hat trick" (3 goals scored), to propel the Albiceleste to a 4-3 victory against their South American nemesis. The match also became the fastest-selling soccer exhibition in U.S. history (five weeks).

THE TIME IS RIGHT TO RELAUNCH HIS FIRM AND SEEK EXPONENTIAL GROWTH

Even with all of his astounding success, Cardenas is convinced that there is still much room to grow. Furthermore, he believes the time is right to take decisive steps to position his multicultural marketing firm to experience fast and exponential growth in unison with the dramatic growth of the U.S. Hispanic community.

"The U.S. Hispanic community is the new mainstream," he says. "A growing number of savvy U.S. brands and marketers are beginning to fully come to grips with this new reality and are poised to increase their marketing spend to connect with this audience."

In today's America, savvy politicians court the Latino vote, smart marketers run ads in English and Spanish, and anyone who is interested in selling anything -- from a Fortune 500 firm to a bakery owner in a small city -- must have a Hispanic marketing plan.

"Hispanic marketing is not longer just another niche market," Cardenas asserts. "Marketing to Latinos should be viewed as a vital element in a brand's general market strategy."

Cardenas, a Northeastern Illinois University graduate, is taking a number of steps to further strengthen and diversity his company's capabilities and reach. Earlier this year, Cardenas hired a prominent U.S. Hispanic advertising executive, and the company is in the midst of making other key hires and making other strategic investments in the areas of field, experiential, and digital marketing.

"Our unique ability to connect with Hispanic Millennials and other key Hispanic sub-groups is invaluable," Cardenas asserts. "All brands seek to connect with young consumers. They represent the future, and the future is Latino. We are in an enviable position, with proven expertise to connect with this demographic. That is why we are getting ourselves ready to fully capitalize on ever larger upcoming opportunities."

Cardenas, who earned an MBA from Governor State University, says his firm is ready engage in capacity building, and is looking to increase the variety and range of the services it provides to clients. The larger strategic goal is to, eventually, be ready to compete with the likes of Live Nation and IMG.

"We are getting ready to go head-to-head with the titans of the industry. We have the talent, the vision, the experience, and we have the demographics of this country pulling in our favor," Cardenas says. "We are a 100% minority owned company getting ready to shed the minority label and to dismiss any limiting thoughts or limited vision. Just like the U.S. Hispanic community, we are getting ready to take a full seat at the table and to compete to become a major player in the broader U.S. marketing industry."

Pending professional dream?

To organize the world's top "El Clasico," Spain's oldest and most treasured soccer rivalry: Real Madrid vs Barcelona in the United States. CMN has a non-exclusive partnership with FC Barcelona to sell sponsorships in the United States and Latin America.

"[Latin] music and futbol/soccer run deep in my blood," he says. "Other than bringing the FIFA World Cup back to the United States, what could be better than organizing a whole spectacle around the world's most revered 'Clasico'? I would love to make it happen."

About Cardenas Marketing Network: Cardenas Marketing Network is a multicultural experiential marketing agency that connects consumers and brands through their passion points of music, sports and cultural culture. The award-winning agency has been recognized by Ad Age, Event Marketer's Top Agency "It List," Chief Marketer's "Promo 100" and Crain's Chicago Business "Fast 50" among others for its service to such clients as Anheuser-Busch InBev, Diageo, H&R Block, Johnson & Johnson, Nike and Sherwin-Williams. For more information please visit: CMNevents.com.

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discussed how businesses can gain an edge over competitors by empowering consumers to take control through IoT. He cited examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He also highlighted how IoT can revitalize and restore outdated business models, making them profitable ...
We all know the latest numbers: Gartner, Inc. forecasts that 6.4 billion connected things will be in use worldwide in 2016, up 30 percent from last year, and will reach 20.8 billion by 2020. We're rapidly approaching a data production of 40 zettabytes a day – more than we can every physically store, and exabytes and yottabytes are just around the corner. For many that’s a good sign, as data has been proven to equal money – IF it’s ingested, integrated, and analyzed fast enough. Without real-ti...
"We view the cloud not really as a specific technology but as a way of doing business and that way of doing business is transforming the way software, infrastructure and services are being delivered to business," explained Matthew Rosen, CEO and Director at Fusion, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
"Software-defined storage is a big problem in this industry because so many people have different definitions as they see fit to use it," stated Peter McCallum, VP of Datacenter Solutions at FalconStor Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
I wanted to gather all of my Internet of Things (IOT) blogs into a single blog (that I could later use with my University of San Francisco (USF) Big Data “MBA” course). However as I started to pull these blogs together, I realized that my IOT discussion lacked a vision; it lacked an end point towards which an organization could drive their IOT envisioning, proof of value, app dev, data engineering and data science efforts. And I think that the IOT end point is really quite simple…
With 15% of enterprises adopting a hybrid IT strategy, you need to set a plan to integrate hybrid cloud throughout your infrastructure. In his session at 18th Cloud Expo, Steven Dreher, Director of Solutions Architecture at Green House Data, discussed how to plan for shifting resource requirements, overcome challenges, and implement hybrid IT alongside your existing data center assets. Highlights included anticipating workload, cost and resource calculations, integrating services on both sides...
"We are a well-established player in the application life cycle management market and we also have a very strong version control product," stated Flint Brenton, CEO of CollabNet,, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
"We provide DevOps solutions. We also partner with some key players in the DevOps space and we use the technology that we partner with to engineer custom solutions for different organizations," stated Himanshu Chhetri, CTO of Addteq, in this SYS-CON.tv interview at DevOps at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
In his session at @DevOpsSummit at 19th Cloud Expo, Yoseph Reuveni, Director of Software Engineering at Jet.com, will discuss Jet.com's journey into containerizing Microsoft-based technologies like C# and F# into Docker. He will talk about lessons learned and challenges faced, the Mono framework tryout and how they deployed everything into Azure cloud. Yoseph Reuveni is a technology leader with unique experience developing and running high throughput (over 1M tps) distributed systems with extre...
Actian Corporation has announced the latest version of the Actian Vector in Hadoop (VectorH) database, generally available at the end of July. VectorH is based on the same query engine that powers Actian Vector, which recently doubled the TPC-H benchmark record for non-clustered systems at the 3000GB scale factor (see tpc.org/3323). The ability to easily ingest information from different data sources and rapidly develop queries to make better business decisions is becoming increasingly importan...
The IoT has the potential to create a renaissance of manufacturing in the US and elsewhere. In his session at 18th Cloud Expo, Florent Solt, CTO and chief architect of Netvibes, discussed how the expected exponential increase in the amount of data that will be processed, transported, stored, and accessed means there will be a huge demand for smart technologies to deliver it. Florent Solt is the CTO and chief architect of Netvibes. Prior to joining Netvibes in 2007, he co-founded Rift Technologi...
"Operations is sort of the maturation of cloud utilization and the move to the cloud," explained Steve Anderson, Product Manager for BMC’s Cloud Lifecycle Management, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Enterprise networks are complex. Moreover, they were designed and deployed to meet a specific set of business requirements at a specific point in time. But, the adoption of cloud services, new business applications and intensifying security policies, among other factors, require IT organizations to continuously deploy configuration changes. Therefore, enterprises are looking for better ways to automate the management of their networks while still leveraging existing capabilities, optimizing perf...
Security, data privacy, reliability and regulatory compliance are critical factors when evaluating whether to move business applications from in-house client hosted environments to a cloud platform. In her session at 18th Cloud Expo, Vandana Viswanathan, Associate Director at Cognizant, In this session, will provide an orientation to the five stages required to implement a cloud hosted solution validation strategy.
The cloud competition for database hosts is fierce. How do you evaluate a cloud provider for your database platform? In his session at 18th Cloud Expo, Chris Presley, a Solutions Architect at Pythian, gave users a checklist of considerations when choosing a provider. Chris Presley is a Solutions Architect at Pythian. He loves order – making him a premier Microsoft SQL Server expert. Not only has he programmed and administered SQL Server, but he has also shared his expertise and passion with b...