A University of Southern California graduate with a master’s degree in communication management, Adrienne Cadena likes to stay active by hitting the gym, cheering on the Lakers, and spending time with her beloved Boxer, Winston.
Shortly after starting at Havas Formula in 2005, Adrienne helped to launch the agency’s brand activation arm, Havas Street. Now serving as its vice president, Adrienne played an instrumental role in driving Street’s dramatic growth and raising its profile to become one of the foremost activation agencies in the country. In addition to her knack for business development, Adrienne has successfully created and managed programs for numerous high-profile consumer and lifestyle clients. Her work has included everything from sampling campaigns (Nestlé, popchips) and mobile marketing tours (TAGG—The Pet Tracker, BehrPRO) to on-premise activations (Newcastle Brown Ale’s “Walk the Dog” promotion) and creative publicity stunts (neuro’s “National Hammock Day” tie-in).
Overseeing her team out of Havas Formula's Los Angeles office, Adrienne manages everything from concept development, strategy and program planning to execution, data collection and program analysis. Always seeking ways to make Havas Street stand apart from the competition, Adrienne developed customized online reporting systems to track and measure sampling programs, and she was instrumental in launching Havas Street’s internal recruiting department, which has vetted 15,000+ qualified brand ambassadors nationwide for client programs.