AHAA: The Voice of Hispanic Marketing

Laurence Boschetto, CEO & President, DraftfcbA few decades back, the ad industry witnessed the rise of specialist agencies built around key disciplines such as direct and retail and digital.  The same applied to agencies targeting certain demographic groups.  Now digital agencies are rushing to the middle in their quest to become general shops, and vice versa.  We’re witnessing a similar phenomenon with multicultural agencies more frequently and effectively crossing over to target what will soon become the new general market.  According to Mr. Boschetto, the future will belong to those agencies that most effectively reflect the attitudes and insights of an increasingly multi-hued population – where Diversity & Inclusion is no longer an initiative but a fundamental reality.Podcast #47 - AHAA 2013 Conference - Laurence Boschetto

Identity & Influence in Music, Entertainment & FashionNothing reflects America’s interconnected web of cultural influences like its popular culture. This session features multi-faceted personalities whose Latino heritage and DNA inform their work and character, while their success has come in the English-language mainstream and now are creatively embracing to their Hispanic roots. TV journalist and blogger Liliana Vazquez, a first-gen Latina and native Spanish speaker born in Dallas to Mexican and Puerto Rican parents, is the fashion/trend expert inside The CheapChica’s Guide to Style.  American-born singer  Stefano Langone who made his mark on American Idol,finds his musical inspiration from jazz, R&B music and the songs he learned from his Mexican family. Multicultural expert Rick Marroquin steers a conversation about identity, creativity, business, and crossing back and forth between cultures.Panelists:Lilliana Vazquez, TV Host & FashionistaStefano Langone, Singer  Alicia Menendez, Host & Producer, HuffPost LiveModerator: Rick Marroquin, CAAPodcast #45 - AHAA 2013 Conference - Entertainment Panel

Research: The Not So Hidden Value In Generational TrendsTargeting the Best Hispanic Customer - An AHAA-AARP Generatonal-Cultural StudyWhere are tomorrow’s true growth opportunities? A presentation and panel discussion serves up a first look at groundbreaking research commissioned and directed by AHAA and funded in part by AARP. This first-ever in-depth study of all Latino Generational Segments – a multi-sourced, integrated analysis conducted with Scarborough/MRI – is packed with compelling insights and implications:How are psychographics and purchase habits changing across Latino Millennials, GenXers, and Younger/Older Boomers?Do different generations show different levels of acculturation?What generational similarities and differences exist between Hispanics and non-Hispanics?What categories represent new, dynamic Generational & Acculturation opportunities?Presenter: Scott Willoth –SVP Methods & Analytics, Scarborough ResearchSpeakers:Lorraine Cortés-Vázquez - EVP Multicultural Markets & Engagement, AARPNancy Tellet, Senior Vice President, Research & Consumer Insights, Tr3sModerator: Leo Olper, Business Development and Integration Manager, d expósito&PartnersPodcast #44 - AHAA 2013 Conference - AHAA-AARP Generational Study

Hanna Rosin, Author of "The End of Men...and The Rise of Women"From the Supreme Court to the White House Cabinet, from the classroom to the checkout counter, the lens on America’s Latinas has never been more focused. But how much progress are they really making? Since hitting the shelves in September 2012, Hanna Rosin’s controversial book has sparked an international debate with her premise that the new global service economy has shifted the dynamics of power and influence so dramatically that women – for the first time in history – are not just gaining ground on men at home, school and in the workplace, but are now ahead. Could this be the end of macho? Do Rosin’s compelling insights and fascinating observations reflect today’s Hispanic USA?  You won’t want to miss this provocative session.Podcast #43 - AHAA 2013 Conference - Hanna Rosin

If the Latino vote is now the key to the White House – How does the Republican party re-invent its brand to become competitive? How can Hispanic Democrats use their social media and grass roots advantage to change the political map by winning states like Texas? Can the GOP’s current crop of rising Hispanic stars make inroads with multicultural conservatives? Can Latino leaders leverage their new-found clout to change the narrative and improve the debate on immigration, education, Latin American trade and other hot-button issues? And what lessons can brand marketers learn about the Hispanic consumer from the November campaigns? An opinionated panel of pundits and spokespersons gears up for what promises to be an insightful, high-spirited session. 2013 AHAA Conference - Rosario Marin

Have a look at some great ideas that really work! For the first time, AHAA partners with Effie Worldwide to recognize this year's most effective Hispanic marketing campaigns.  The Effie Awards will showcase Effie Case Studies, as well as a conversation with judges of the 2013 Effie Awards North American program.  This segment will focus on best practices for bringing ideas to life, key insights and industry trends.Case Study Presentation of 2013 Effie Award winnesr:“Mi Tide” for Tide/Procter & Gamble and Conill Advertising“Sabemos que te va a encantar" from KRAFT Macaroni & Cheese and CP+BThe Effie Panel Discussion will feature past Effie judges and Effie-winning individuals discussing their insights and perspective on what it takes to effectively reach Hispanic consumers in today’s marketplace. Panelists will share from their “multicultural marketing effectiveness playbook,” addressing how to take marketing from “good” to “effective.”Panelists include:Simon El Hage, SVP, Director of Strategic Planning, Casanova PendrillEnrique Marquez, SVP, Director of Strategy, LápizEduardo Perez, President, PM PublicidadAHAA 2013 Conference - The Best of Effie

DishLATINO targets first-generation Spanish-dominants, bilingual homes, and fully acculturated Latinos.  Find out how the Hispanic service from DISH Network – the second-largest advertiser in Hispanic media after P&G –  works with multiple agencies across its whole business, communicating a multi-platform message of cost, convenience, content, and cultural connectivity that’s paying off with the category’s top results in subscriber acquisition and retention.CMO Chat with Alfredo Rodriguez at AHAA 2013 Conference

As more Latinos enter the mainstream at every socio-economic level and in every geographic region, the profile of the mainstream consumer itself has changed. Hispanic consumers make new demands on General Market advertisers, while mainstream clients put new creative and economic pressure on Hispanic expertise. Language, culture, experience – the traditional parameters are blurring into a world of new metrics and competencies, new players and alliances, new competition and new business models. Are we the General Market?  What are our true strengths and weaknesses? What’s the best model today and for the future? Two of our industry’s brightest minds bring two very different and passionate perspectives to the discussion.Speakers:Ken Muench, Senior VP & Director of Strategic Planning, DraftfcbAlex Lopez Negrete, President, Lopez Negrete CommunicationsBlurring lines between mainstream and Hispanic

Opening Keynote: Sir Martin Sorrell, CEO, WPP GroupNo matter what language your target speaks, or whether your market is the US or the world, every aspect of our industry is evolving, volatile and ultra-complex. Sir Martin Sorrell, founder and CEO of the world’s largest advertising and marketing services group, offers his unique strategic perspective on the ways culture, geography, technology, innovation and marketing are influencing the business of brands.About the conference:Jam-packed with a stellar selection of who’s who of the marketing executive elite, the AHAA 2013 Conference was poised to attract a diverse collection (400+) of media, marketing and communications agencies, brands and corporate partners who were seeking to deepen their strategic marketing arsenal. for targeting Hispanic consumers. With the theme of “Thinking underthe Influence,” attendees were treated to content highlighting the Hispanic influence that is currently driving much of America’s evolving culture and therefore the marketing industry as a whole. #thinkahaaSir Martin Sorrell Podcast

How is the ever changing and growing multicultural market in the US, continue to influence their in order to impact the current US Hispanic market.  Each panelist presented what factors have most impacted their brand, how they’ve modified their strategy and how a common trend (i.e. Spanglish) has helped them unite forces in order to reach a new generation of audiences.  Are you leading the “consumidor”? Or is the market  “siguiendote a ti”?Panelists:Gabriela Martinez, VP of Marketing (Latin America) & GM (USA)Sie7e,  Warner Music, Grammy winning artistRobert Isaac, Director of Music Programming, Mun2Javier Romero, #1 Hispanic DJ in Miami at Amor 107.5 

TOP 10 "TRUTHS" FROM A RETAIL CLIENT'S PERSPECTIVE OF HISPANIC MARKETINGDavid and Lupe revealed the 10 truths of an agency-client relationship. Truth #1: Share the knowledge and identify the implications. They provided examples for each truth to illustrate what works and what doesn't. Both speakers have been on the agency side in the past so they bring a unique perspective to being a retail client.Note: This podcast contains the audio for videos included in the presentation.SPEAKERS:David Cardona, Multi-Cultural Team Leader, The Clorox CompanyLupe De Los Santos, Group Manager of Hispanic Marketing Communications, The Clorox Company 

HISPANIC PUBLIC RELATIONS: CREATING BRAND EVANGELISTS WITH ENGAGEMENT AND TRUST This session introduces you to the NEW Hispanic press and the new channels of trust for Hispanic consumers. Learn how to generate advocacy, engagement, trust and sales with public relations. In addition the panelists demonstrated how to supercharge your Hispanic Marketing with breakthrough PR and social media techniques.Panelists:Solomon Romano, Head of Hispanic Marketing, Delta DentalRosanna Fiske, APR, PRSA Immediate Past ChairGSC Program Director and Associate Professor, Florida International UniversityNatalie Boden, President and Founder of BodenPRManny Ruiz, Publisher of Hispanic PR Blog and Hispanicize Founder

Roberto Orci, Chair of AHAA and CEO of Acento, welcomes you to the 2012 AHAA Annual Conference. He also updates you on the changes occurring at AHAA, including:New Advisory BoardNew Board Members2012 Online UniversityExciting ResearchSpeaker:Roberto Orci, Chair of AHAA and CEO of Acento

Culturally relevant, idea-driven advertising is no longer just a fanciful idea: it’s a business imperative. Overwhelming content, media fragmentation, and rapidly proliferating new technological platforms are creating an unstable context in which all communication must add value or risk falling on deaf ears. Essex will use Droga5’s award-winning “Decode Jay-Z” campaign as a blueprint for the sort of work that transcends characterization, delivers successful results for clients, and truly rewards consumers.Presenter:Andrew Essex, CEO, Droga5

Get a sneak preview of Kitelab's new syndicated research study focusing on the U.S. Hispanic market: “Living with Hispanic Families: A Perspective based on Identities”The study identifies current trends, facts and figures and will dimensionalize the views of 1st, 2nd and 3rd Generations of Hispanics living in the USA.

Jaime Vasquez is Vice President, Consumer Marketing at Cricket Communications, a leading telecommunications company with marketing platforms specifically targeted to the ever growing market of U.S. Hispanics. In his role, Vasquez leads consumer marketing strategy, advertising, media, promotions, pricing strategy and merchandising.

Join Carlos Santiago of Santiago ROI and AHAA Chair Roberto Orci, CEO of Acento Advertising as they reveal the results of AHAA's 2010 Report on Hispanic Advertising Spending. Learn about the state of the Hispanic advertising industry and comparisons to pre-recession spending; the optimal investment percentage to achieve largest margin of growth; the best-in-class categories and companies.

Join us as we dive into the mind of Joakim "Kim" Wijkstrom, CMO of Hispanic-owned Perry Ellis International, Inc. A leading designer, distributor and licensor of men's and women's apparel, accessories and fragrances, PEI has a sophisticated U.S. Hispanic marketing platform. The company owns multiple internationally recognized brands and continues to successfully cater to the Hispanic market.Joining PEI in 2011 as CMO, Wijkstrom oversees the Marketing, Creative, Social Networking and E-Commerce departments with stewardship responsibility for over 30 brands. With many years of experience in launching and managing successful campaigns for iconic brands, he seeks to more clearly define the company’s brand positioning, advertising and promotions.Moderator: Aldo Quevedo, President, Dieste, Inc.

Social networking is the most profound media phenomenon since the birth of the Web. As advertisers frantically chase earned media validation, Facebook fans, and viral video stardom, we'll look behind the scenes at what's working and what's not. We'll analyze strategies, debunk myths, and decode the structures and technologies that make social media marketing tick.Presentation by Mitchell Reichgut, founder and CEO, The Jun Group

The marketing communications world has changed more in the last ten years than in the previous 40. Agencies of today look and act much differently then they did in the 90’s. They’ve had to in order to thrive, or even survive. The good news, or bad news--depending one’s the point of view-- is that even more change will take place over the next five years. This presentation is about forecasting some of changes to come and what multi-cultural agencies, in particular, need to do to adapt.

Tr3s: MTV, Música y Más presents an enlightening conversation with Romeo Santos, former member of the multiplatinum bachata super group Aventura. Balancing dual languages and cultures, Romeo continues to effectively amplify his voice and brand within multicultural audiences, breaking records and topping Anglo and Latin charts across the country. Now in his solo career, Romeo will discuss the Hispanic Millennial universe and share his journey to success from a personal and professional perspective.

The constant push and pull between their traditional Hispanic and aspirational American values is what makes Latinos culturally unique. The need to strike a balance between their two cultures and identities and the desire to "crack" the American code is at the core of what differentiates Latinos from the mainstream.