A University of Southern California graduate with a master’s degree in communication management, Adrienne Cadena likes to stay active by taking Pilates reformer classes, enjoys spending time with her husband and two daughters, and always cheers on her favorite teams – the Los Angeles Lakers and USC Trojans. Shortly after starting at Havas Formula in 2005, Adrienne helped to launch the agency’s brand activation arm, Havas Street. Now serving as its senior 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 (Heineken USA, Nestlé, KeVita, popchips) and mobile marketing tours (Popcorn Indiana, BehrPro, CHI CHI’S salsa) to large scale activations (Wholly Guacamole’s Guac Stop, LA VICTORIA’s 100th Anniversary promotion) and creative publicity stunts (Panda Express’ Takeout Box stunt, 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, program analysis and financial management. 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 20,000 qualified brand ambassadors nationwide for client programs. In 2015, Cadena was awarded the 40 under 40 award by PRWeek. In her spare time, Adrienne also serves on the Board of Advisors for The Center for PR, a group started within USC’s Annenberg School of Communication, connecting corporations, agencies, academics and students to define the future of the industry and to develop those who will shape it.