Top Blog Posts of 2016

The words TOP 10 printed on clothespin clipped cards in front of defocused glowing lights.

Another year has flown by here at RockOrange. And it’s been an exciting one! We moved offices into our new home in Little Havana, added 15 new clients to our roster including Red Robin, Planet Fitness, The American Museum of the Cuban Diaspora and Millennium Hotels, had eight new RockStars join the team and continued to be recognized for our work, winning four new industry awards.

Through it all, the RockOrange blog gave us a place to share all these exciting developments with you. That’s why, as we count down the final days of 2016, we wanted to look back and share our top 10 blog posts of the past 12 months in terms of views, likes and comments.

Did your favorite make the list?

1. frances-sat-16-w855h4252x

RockOrange Welcomes Its Newest Rockstar, Frances Ramos, to Its Award-Winning Agency


A Wild Tale of Helping a Foundation Brand Find Its Voice


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RockOrange Wins PR News Social Media Award with History-Making Facebook Campaign

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Question Time With “The Rock”

5. blog-post

A Stark Contrast



A Creative Force Joins the Fold

7. mb-clean

RockOrange Makes Trash Trend with Anti-Litter Campaign

8. intern

Tales of a Rockstar Intern

9. rock-orange-mcwhopper-w855h4252x

RockOrange Part of Team Recognized for Helping Broker Peace Between World’s Biggest Burger Chains

10. aaeaaqaaaaaaaajsaaaajdiwztixmjhjltyyotgtngixzc05yznjltkyode3odc5ywmzyq

The ABT’s (Always Be Thinking) of Great Agency Marketing


Agency Will Take the Leading Guatemalan Rum to a New Level

MIAMI, Feb. 5, 2014 – Miami-based public relations firm RockOrange has been selected as the agency of record to lead public relations efforts for leading fine rum producer Botran® Rums.

The firm will collaborate with the Botran® U.S. marketing team to usher the top Guatemalan rums into a new era, adding to the already rich history of the award-winning rum maker. Today, Botran® Rums are available in 15 countries around the world, and RockOrange will focus on elevating the brand’s profile in the United States to bring the rum to new consumers. The Botran® family first established their signature rum production in 1939, and throughout the years, Botran® has become a household name when it comes to Guatemalan rum. The family’s hands-on approach has ensured this, and has guaranteed the integrity and quality of their product.

“We are proud to represent Botran®, a leading rum company in Guatemala with a rich legacy, and we are eager to elevate the Botran® brand and introduce it to consumers on a national level,” said Miguel Piedra, managing partner of RockOrange. “We look forward to working together to develop strategic media campaigns, as we build brand awareness of their premium portfolio of rums.”

The innovative agency, which recently celebrated its first anniversary, has already been hard at work with its first major project for its newest client — launching the new alliance between Botran® Rums and GRAMMY® Award-winning producer and entrepreneur Emilio Estefan.

“After an extensive search, we believe RockOrange is the perfect agency partner — they have a deep understanding of consumer trends and we know they will deliver excellent results for our brand,” said Vania Giordano, director of marketing and public relations for Botran® Rums in the United States. “Looking at their vast experience, we are confident that the agency will raise our visibility in the United States and expand the horizon for the Botran® name.”

About Botran® Rums:
The Botran® family has been the creator of fine rums in Guatemala for more than six decades, with uncompromising dedication to quality and superior taste. In 1939, five brothers from Burgos, Spain, settled in Guatemala and brought with them the one of a kind Solera System aging process. With this method, the rums are aged in white oak barrels, both new and charred, which previously held American Whiskey, aged Sherry Wines and finally, are placed in Port barrels. This aging system works in harmony with the concentrated sugar cane juice extracted from sugar cane harvested from the family’s very own cane fields. It is Botran®’s use of this pure sugar extract as opposed to molasses, along with the Solera System, that yields rums with bold and intricate flavors. The Botran® portfolio includes the Reserva, aged up to 15 years, the Solera 1893, aged up to 18 years, and the Botran® Reserva Blanca aged 3 years. Botran® Rums are synonymous with Mojitos and rum and cokes, among many other rum inspired drinks. However, it is the powerful flavors that encourage the rums to be enjoyed on their own as a sipping rums that set Botran® apart.

About RockOrange:
RockOrange is a full-service communications firm specializing in traditional PR, digital and social media, corporate communications, brand building and talent management, targeting both general market and Hispanic audiences. Experience includes work with some of the world’s most iconic brands in a variety of industries, including franchising businesses, music and entertainment, cruise lines, hotels/resorts, resort destinations, culinary, automotive, pharmaceuticals, banking/financial institutions and not-for-profit organizations.


Burgeoning Firm Expands, Opens Chicago Office

MIAMI, Nov. 5, 2013 – Ten months after opening its doors with two key clients and a small, dedicated team, booming demand for RockOrange’s creative thinking and innovative approach has led the Miami-based communications, branding and marketing agency to quadruple its team and open a Chicago office.

Founded in January by Miguel Piedra, the former chief communicator for Burger King Worldwide, Inc., and David Naranjo, former head of marketing and public relations for Emilio and Gloria Estefan’s Estefan Enterprises, RockOrange’s growing client roster includes marketing, public relations and corporate communications work for several global and national brands.

Current client list includes:
• Burger King Worldwide, Inc. — Global corporate communications, agency of record (AOR)
• Seven-time Grammy Award winner Gloria Estefan — Publicity and talent management, AOR
• Estefan Enterprises — Marketing and public relations, AOR
• Estefan Hospitality Group — Marketing and public relations, AOR
• Driven Brands, parent company of Meineke Car Care Centers and Maaco — Internal communications, AOR
• Meineke Car Care Centers — Public relations, AOR
• Maaco — Public relations, AOR
• The Mottola Company and international superstar Thalia — Public relations, branding, partnerships and endorsements
• Richard Sandoval Restaurants — Marketing, national public relations, digital and branding creative
• AARP, “Life Reimagined” campaign — National PR Launch
• Greater Miami Convention and Visitors Bureau, “Temptations” program — Public relations
• Zumba Fitness — Talent management
• Burger King McLamore Foundation — Public relations, AOR
• I am Second/Yo Soy Segundo — National public relations

“In just a few short months we have seen incredible demand for our solid, fresh ideas,” said Piedra, principal and managing partner of RockOrange. “We are excited about the possibilities we see for the growth of our agency and believe we now have the right team in place to help deliver exceptional work for our clients.”

Diverse talent lineup joins leadership team
RockOrange’s expanded team brings more than just decades of public relations, marketing and branding experience to the table — they bring a passion for innovative thinking and an impressive collection of multicultural and professional experiences.

Anchoring the firm’s senior leadership team are consumer marketing and public relations veteran Alix Salyers; award-winning creative director and brand strategist Johanne Pradel Wilson; media relations and culinary expert Paulina Naranjo; consumer public relations expert and crisis communicator Bryson Thornton; and corporate communications and multicultural strategist Julissa Bonfante.

Alix Salyers, vice president, general manager, Chicago
With more than 25 years of consumer marketing and public relations experience, Salyers brings a keen strategic sensibility, along with a solid integrated marketing and corporate communications background.

An attorney turned retail executive and public relations strategist, she has managed programs for a wide range of global blue-chip clients, including: Microsoft, Seattle’s Best Coffee, Mexico Tourism, Kraft, KFC, Butterball Turkey, Visa and Purina.

A PRSA Silver Anvil recipient, Salyers has a proven track record leading award-winning teams and integrating multi-channel communications programs involving multiple agencies from disciplines including advertising, promotions, digital and social media, as well as issues and crisis management, litigation support, integrated marketing and reputation management.

Previously, Salyers served as an executive vice president of consumer marketing at Edelman, in Chicago. In addition to managing the Chicago office, Salyers is responsible for the agency’s consumer marketing practice.

Johanne Pradel Wilson, chief creative strategist
Throughout her career, Pradel Wilson has created award-winning creative for advertising campaigns, packaging, corporate identities, online media and non-traditional interactive, and brand engagement programs.

Pradel Wilson joins us from Starmark, where she worked on a variety of projects, including: Broward Center for the Performing Arts; SeaWorld; Greater Fort Lauderdale Convention & Visitors Bureau; Silver Airways and MSC Cruises. Previously, she worked on global consumer brands for Procter & Gamble.

In addition to managing the agency’s creative services and branding practice, Pradel Wilson will also focus on new business development.

Paulina Naranjo, vice president of media relations
Naranjo has worked with some of the most celebrated international culinary stars for nearly a decade as a key member of the team behind the Food Network’s South Beach Wine & Food Festival and culinary publicist for award-winning restaurants and chefs in North America and abroad.

Her work also includes the launch of blockbuster films for Warner Bros., Sony and Pixar, establishing a rapport with some of the most important media and digital influencers, which she leverages to increase market value and visibility for her clients.

Bryson Thornton, senior account director
Thornton has served as communications counsel and media spokesperson for some of the world’s most admired brands. From talking ketchup bottles for Heinz to the world’s largest doghouse for Milk-Bone, walking the red carpet with StarKist’s Charlie the Tuna, and even a cat game show for Meow Mix.

Thornton has an outstanding record of helping his clients protect their brand equity while navigating complex issues, and the industry has taken notice. Thornton has received a long list of accolades that include PRWeek’s “40 Under 40,” “15-to-Watch” by PR News magazine and “Rising Star” by the Public Relations Society of America. Most recently, he served as director of global communications for Burger King Worldwide, Inc.

Julissa Bonfante, account director
Bonfante has a strong track record in both corporate and agency settings. Her work has ranged from designing strategic communications programs for multinational companies to launching a digital media start-up. Her experience also includes being a regular contributor to Mamiverse, The Huffington Post and HuffPost Live.

She comes to RockOrange with solid experience and a fresh perspective. Past work includes her time at BBVA, first serving as manager of investor relations, then as vice president of group communications. In addition, she served as director of communications for República, where she executed national PR campaigns and events for brands like Goya Foods, Univision and the Miami Dolphins.

Bonfante brings her extensive experience in everything from media relations and employee communications to brand management and digital media.

About RockOrange:
RockOrange is a full-service communications firm specializing in traditional PR, digital and social media, corporate communications, brand building and talent management, targeting both general market and Hispanic audiences. Experience includes work with some of the world’s most iconic brands in a variety of industries, including franchising businesses, music and entertainment, cruise lines, hotels/resorts, resort destinations, culinary, automotive, pharmaceuticals, banking/financial institutions and not-for-profit organizations.


MIAMI, December 15, 2012 – Miguel Piedra, vice president of global communications and culture for the Burger King Corporation, and David Naranjo, a former Sony Music executive and Gloria Estefan’s longtime vice president of public relations, will launch their own communications, branding and entertainment agency called RockOrange, set to open January 2, 2013.

The Miami-based start-up has several prominent launch clients, including being named the global corporate communications agency of record for the BURGER KING® brand. RockOrange will also represent Estefan Enterprises, the production company for Grammy Award-winning pop icon Gloria Estefan.

Piedra and Naranjo (“rock” and “orange” in Spanish) were grade school pals whose professional PR careers took them in very different directions. Both learned a common lesson that a brand is more than just a brand… it’s a living, breathing force with the power to connect and motivate people across the globe. This simple premise is the foundation of RockOrange.

“We find our inspiration from the people we meet, the places we visit, the details of every day,” stated Piedra. “At RockOrange we will take that inspiration and apply it to our clients’ businesses. We will leverage the relationships we’ve made to create solid, fresh ideas that make an emotional connection with the right audience.”

With a 20 + -year career that began as an Emmy Award-winning broadcast journalist, Piedra has amassed an impressive track record that includes being named to PR Week magazine’s 2012 “Top 40 under 40 PR Executives.” Most recently, he served for three years as the chief communicator for the BURGER KING® brand and its network of more than 12,500 restaurants in more than 80 countries. Previously, Piedra spent eight years at The Walt Disney Company, where he served in several global PR roles.

David Naranjo also began his career in broadcast journalism, but behind the camera as a senior programming producer. Naranjo jumped into PR with both feet in 2001, serving as director of media relations for Crescent Moon Records and Sony Music before going to work for Gloria and Emilio Estefan, Jr. For the past 12 years he has headed public relations and marketing for both Estefan Enterprises and Estefan Hospitality, which
encompasses restaurants and nightclubs. In addition the Estefans own and operate the Cardozo Hotel on Miami Beach and Costa d’Este Beach Resort in Vero Beach, Fla.

According to Naranjo, “By the time you read this, consumers are on to something else. We stay connected to emerging trends. We monitor how different audiences spend time… who’s listening to this, who’s watching that, who’s talking to whom and how, and who is going where. We will put this know-how to work for our clients.”

RockOrange will be a full-service firm targeting both general market and Hispanic audiences. Areas of expertise include nationally and globally renowned brands, franchising businesses, music and entertainment, cruise lines, hotels/resorts, resort destinations, consumer products, digital media, advertising, culinary, automotive, pharmaceuticals, banking/financial institutions and not-for-profit associations.

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