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Conexion AHAA is published monthly by the Association of Hispanic Advertising Agencies (AHAA) to share resources, ideas, tools and updates on the Hispanic marketing and advertising industry.
 Social Media is about sociology and psychology more than technology.”
-Brian Solis, Author & Social Media Expert
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NOTES FROM THE CHAIR
Another month has flown by and AHAA has GREAT news to share!
We have been developing strong relationships with key partners--one of which is the Census Bureau! Please look for an email from us in the next couple of weeks regarding an upcoming event at the bureau. In addition, we have spoken with the ANA and are working to have a presence at their upcoming Multicultural Conference....all in an effort to create more benefits for you!
Also, please note the announcement below about our special offer for AHAA members with THE LIST. This is a terrific resource for our membership, so please take advantage of it! Between this benefit and our discounted rate with Yankelovich, members can save more than $8,000!
But wait, there's more!
We have kicked off an ROI Study, and preliminary results are showing that Hispanic ROI outperforms general market time and time again across categories! We will be sharing more details as they come available, but this study, too, will be an outstanding resource for our members.
There are many things happening here at AHAA. To learn more, reach out to any of our board members or call the AHAA headquarters at (703) 610-9014. We can't wait to talk to you!
Mil gracias por el apoyo,
Jessica Pantanini, AHAA Chair 2010-11
chairman@ahaa.org
AHAA’s 2011 ANNUAL CONFERENCE
"See Change"
October 11-13
Miami Beach, FL
AHAA is excited to announce that the 2011 fall conference will be held at the Eden Roc Renaissance Resort in Miami Beach, FL. Agency leaders, staff from all disciplines, media executives, advertisers, suppliers and sponsors will converge in Miami, where we will align our discussions around this year’s carefully selected theme, See Change.
Like a similar sounding descriptor, See Change suggests we are at the crossroads of a major transition in the Hispanic market. For many of us in advertising and marketing, this means that we must make an affirmative and active change we can see for the following reasons:
- Innovation: Staying in step with our consumers who are increasingly mobile, avid users of technology (and now increasingly bilingual).
- Transformation: In order to better serve our clients, we must transform our agencies to give them the services they need in a cost efficient manner.
- Competition: More than ever, competitors with little Hispanic marketing depth are staking a claim to this segment. Only by articulating and promoting your best-in-class capabilities can your agency fend off their claimed advantages of resources and size.
We are excited about the direction in which the agenda is growing and your conference committee is committed to providing access to networking opportunities and delivering rich content that will help staff members from all disciplines become smarter marketers. To achieve this goal, AHAA is building a strong and diverse lineup of thought leaders to engage you!
As always, we have negotiated special group rates to ensure the best possible deals for conference attendees planning to stay onsite. Rooms can now be reserved online for an AHAA discounted rate of $188 per night or by calling (305) 531-0000 / 1-800-319-5354.
In the upcoming weeks, we will begin to share updates and background information on keynote speakers, learning objectives, sponsorship opportunities, submission requirements for the Creative Awards and other pertinent details to help you plan your time with us.
In the interim, please direct questions about the 2011 conference to the AHAA team at (703) 610-9014 or email info@ahaa.org. If you’d like to recommend potential speakers, please email Roberto Orci at rorci@acento.com or refer contacts to our speaker proposal form.
TAKE ADVANTAGE OF AHAA’S NEW PARTNERSHIP WITH "THE LIST"
10% Discount for AHAA Members
On behalf of our members, AHAA has negotiated a partnership with the industry’s premier lead generation resource to bring you a great service with strong benefits. For a special AHAA discount, you can now use “The List” to identify and help close new business. “List” subscribers get the most current data available (telephone-verified every 120 days), such as:
- Email addresses and direct dial phone numbers of Brand & Marketing
executives for the top 12,000 companies representing 36,000 brands
- LinkedIn, Twitter and Facebook connections
- Media spend history
- Reports you can import into your CRM
*You will also have the ability to search for brands, names & companies demographically.
For a FREE 24-hour trial and demo, AHAA members can contact Dana Maria at (404) 564-3644 or email DanaL@thelistinc.com.
INTERVIEW WITH JOE KUTCHERA: SOCIAL MEDIA
We first met Joe Kutchera last year during AHAA’s 2010 Annual Conference, where he led a discussion focused on the key issues involved in targeting Hispanics both online and offline. Six months later, Kutchera currently serves as Director of Digital Marketing at Acento Advertising, helping to lead advertising efforts in the Hispanic market for top tier brands such as Wells-Fargo Bank, Supervalu, HealthNet, Williams-Sonoma, Staples, Time Warner Cable, Southern California Edison and Epson. In this interview, Kutchera offers insights on how AHAA members can gain a competitive advantage over general market agencies by leveraging social media for brands targeting Hispanic consumers.
I believe Hispanic marketing and advertising is important because: As professionals in the Hispanic Marketing and Advertising industry we need to provide accurate insights into the Hispanic Market to the business decision makers. It is key to ensure our clients deliver culturally relevant information to the Hispanic audience and talk to them rather than at them.
My greatest mark on the industry to date has been: My book Latino Link: Building brands online with Hispanic communities and content.
I’m thinking about: How to blend cultural preferences with new technologies as well as the growth of mobile content and services.
The last book I read was: Dale Carnegie’s How to Win Friends & Influence People. Now I know why this book is a classic!
For leisure, I enjoy: Cooking & eating, reading, writing, photography, and time with family and friends.
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What’s currently at the forefront of social media since we last heard from you in Miami?
I’ve been comparing the social analytics services, like Radian 6 (paid) and Social Mention (free), as well as exploring how to best utilize targeted advertising on Facebook and LinkedIn. I’m seeing patterns emerge, like developing co-promotions with non-profits such as Hispanic Scholarship Fund on Facebook communities. In addition, some great new ideas have emerged, like Heinz UK offering samples of its new Balsamic Vinegar flavored Ketchup to its Facebook community members as an incentive to “friend” the company’s brand.
What are the strategic implications of Hispanic consumers shifting to mobile consumption of information?
The switch to mobile enables marketers to provide customized direct marketing offers to niche audiences as well as to measure results of each media with SMS offers integrated into campaigns across TV, print, radio, etc.
How can agencies best integrate traditional marketing activities with new media tactics to effectively reach this audience?
Consumers are fickle. Therefore, good marketing requires simple, memorable offers that stick in consumers’ minds. To successfully incorporate new media elements into a campaign, you must focus on one digital platform as the center point of contact and measurability. That may include your branded Facebook page, an SMS call-to-action or your Web site. How can we make campaigns more memorable? I like the book Made to Stick by Dan and Chip Heath. It actually doesn’t have anything to do with digital marketing but rather how to make ideas stick in consumers’ minds.
We hear so much about social media measurement, but there doesn’t seem to be a fool-proof way to assess ROI for clients. How would you advise agencies to tie social media efforts to business performance?
Social media is so new. There’s an overwhelming amount of data. It’s still tough to see the forest through trees. Bottom line: How can we measure the cash register results through all of the conversations? Everyone I’ve spoken to hasn’t cracked that code. Anyone who can will be the next Google. That being said, providing great customer experience always impresses customers whether it is on a Facebook page, a 1-800 number or in-store promotion. The marketers that can do that have a head start in changing minds and getting consumers to tell their friends to buy its product.
Can you share a few examples of strong social media campaigns by brands that are doing it right?
The great thing about working in Hispanic media and marketing is that we can copy and re-apply ideas from the general marketplace and then culturally adapt them to our Hispanic target. We all know that even though this sounds simple, it requires a great deal of cultural knowledge, creativity and attention to detail.
I loved what KLM did for this campaign:
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It highlights how you can make a surprising, real connection with consumers who mention a brand on a social network. KLM did a great job providing customized gifts to consumers who mentioned its brand on Twitter and other social networks.
What should every Hispanic-specialized marketer know about social media?
First, all digital media efforts, especially social and search, require a 365/24/7 presence. Consumers never stop commenting or searching for solutions to their needs/wants. Thus, it’s important to have a dedicated team or agency that can manage digital marketing consistently day in and day out. Second, this points to the fact that social marketing requires a consistent budget. Make a commitment to social media only when you have a budget for the long term.
In your opinion, what are the top three social networking sites (and their strengths) in terms of Hispanic engagement?
It always depends upon your target audience. And the market is constantly evolving. We all know that Facebook is #1 right now. But, not that long ago, MySpace was on top. Be sure to check the rankings from ComScore, Quantcast and Media Economics to see which social networks index the highest for your target audience. LinkedIn now offers some really interesting targeting capabilities. Personally, I love Flickr for sharing photos and find a lot of interesting Spanish-speaking communities there. For reaching Hispanic moms, Babycenter and TodoBebe provide strong Spanish and English-language communities for Hispanic Moms.
It’s also important to remember to take a deeper look at the strongest communities in each social network not just the overall sites themselves. For example, check out Frankie DeSoto’s Facebook community - Hispanic Marketing and Online Media - for those of us in the Hispanic marketing and ad agency world. Clients need to ask their agencies: Which social networks have the strongest communities for your target audience within it?
What’s most important when developing a social media strategy and how does the level of acculturation and language preference of Hispanics impact this strategy?
What does your target audience care most about? The answer to that question will lead to the answer of your original question. For example, with more acculturated Hispanics that prefer English, do they care about providing an education to those in need?
What do AHAA member agencies need to know/master in order to stand out from general market agencies with access to more resources?
Even though larger general market advertising agencies may have more money to spend or people to allocate to a project, smaller Hispanic advertising agencies can move more quickly as they are more nimble. What technologies can you experiment with first? How will your agency use that as a strength?
What’s next for social media engagement?
If you can connect to online consumers in the real-world you will make an indelible impression and delight them with your personal touch, as we saw in the KLM example above.
JOB POSTINGS, INTERNSHIPS & MEDIA RELEASES
To recruit talent or highlight your agency’s accomplishments, take advantage of the CAREER and INDUSTRY NEWS section on AHAA’s Web site! These options are one of many benefits available to you as members, so email your job openings or media releases to awiggins@ahaa.org.
*Jobs updated as of April 25, 2011
Leo Burnett/Lapíz - ACD/CD with an Art background (NEW)
Chicago, IL
Read JOB DESCRIPTION
Conill - Freelance Assistant Media Buyer (NEW)
El Segundo, CA
Read JOB DESCRIPTION
d expósito & Partners - Account Executive (NEW)
New York, NY
Read JOB DESCRIPTION
d expósito & Partners - Associate Strategic Planning Director (NEW)
New York, NY
Read JOB DESCRIPTION
New England Sports Network (NESN) - Associate Account Executive (NEW)
Watertown, MA
Read JOB DESCRIPTION
Sensis - Web Intern
Los Angeles, CA
Read JOB DESCRIPTION
Sensis - Technical Project Coordinator / Junior Project Manager
Los Angeles, CA
Read JOB DESCRIPTION
Sensis - Senior Account Executive
Los Angeles, CA
Read JOB DESCRIPTION
Sensis - Sales & Business Development Associate
Washington, DC
Read JOB DESCRIPTION
Sensis - Design Intern
Los Angeles, CA
Read JOB DESCRIPTION
PM Publicidad - Bilingual Account Executive
Los Angeles / Orange County, CA
Read JOB DESCRIPTION
PM Publicidad - Traffic & Production Manager
Atlanta, GA
Read JOB DESCRIPTION
Dieste - Account Supervisor
Dallas, TX
Read JOB DESCRIPTION
Entravision - News Videographer/Edit/Technical
Monterey, CA
Read JOB DESCRIPTION
Draftfcb - Planning Director w/Hispanic Market Expertise
Chicago, IL
Read JOB DESCRIPTION
Draftfcb - Associate Media Director w/Hispanic Market Experience
Chicago, IL (NEW)
Read JOB DESCRIPTION
Draftfcb - Account Supervisor w/Multicultural Experience
Chicago, IL (NEW)
Read JOB DESCRIPTION
d expósito & Partners - PR Director
New York, NY
Read JOB DESCRIPTION
Entravision - Receptionist
Monterey, CA
Read JOB DESCRIPTION
Draftfcb Chicago - Art Director & Copywriter
Chicago, IL
Read JOB DESCRIPTION
Telemundo - Director, Experiential Marketing
Los Angeles, CA
Read JOB DESCRIPTION
Entravision - Account Executive
Monterey, CA
Read JOB DESCRIPTION
The San Jose Group - Public Relations Account Executive/Manager
Chicago, IL
Read JOB DESCRIPTION
Univision – Affiliate Marketing, Integrated Solutions Manager
New York, NY
Read JOB DESCRIPTION
Zubi Advertising – Account Management
Miami, FL
Read JOB DESCRIPTION
Zubi Advertising – Digital Creative Supervisor
Miami, FL
Read JOB DESCRIPTION
AHAA WEBINARS
Next Webinar: May 19, 2011
"The 2010 Latina Shopper Study"
Stay tuned..details will be shared beginning May 2
If you’ve missed any of the Webinars from our 2010-11 series, please login in to our members-only section at www.ahaa.org to access the following presentation slides:
Contact the AHAA team at info@ahaa.org if you’ve forgotten your login information.
Would you like to suggest topics and/or speakers for future Webinars? If so, please email our Education Committee.
AHAA NOTES
AHAA ON ITUNES
Twenty-four podcasts from our industry’s leading experts are available for download on AHAA’s iTunes channel. We invite you to rate the content and subscribe to receive future notifications when new podcasts are uploaded.
Do you need a presentation not listed on our iTunes channel, like Carl Kravetz’ 2006 presentation on the Latino Identify Project? If so, email the AHAA team at info@ahaa.org!
CALL FOR ENTRIES
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The American Advertising Federation (AAF) Advertising Hall of Achievement
For Outstanding Advertising Professionals 40 & Under |
Nomination Deadline: June 3
The American Advertising Federation (AAF) Advertising Hall of Achievement program was established in 1993 as a way to recognize young advertising professionals who are making a significant impact on the industry through their leadership, career achievements and personal qualities, which also inspire others to excel.
Criteria for election:
- Age 40 or younger at the time of nomination and employed in the American advertising industry—advertiser, agency or media
- Outstanding career achievements, with measurable results in the field of advertising including, but not limited to, marketing, sales or media
- Qualities and achievements that motivate others to excel, by mentoring, inspiring, training or volunteering
- Must be present at the awards ceremony
Click here to download nomination form & additional criteria for entries. Email nominations to Melissa Wong at mwong@aaf.org.
EXCHANGE PROGRAM HELPS AGENCIES FIND STUDENT (AND RECENT GRADUATE) TALENT
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Universal Student Exchange (U.S.E.) sends South American students from the top universities and institutes in South America to U.S.-based companies. U.S.E. recruits participants based on each employer’s specific requirements and job specifications in a variety of fields, including marketing and advertising. The program offers opportunities to young professionals and university students seeking to pursue a period of practical training at a U.S based company, business or organization. Unlike the Work and Travel program, the duration of this program centers around a training plan created by the employer, and approved by the visa sponsor.
EMPLOYER ELIGIBILITY
Each employer or host organization must be able to prove that they have the resources and structure in place which will allow them to train and guide an intern/trainee in a professional and safe work environment. Other specific requirements to be obtained or completed include the following:
- Professional office/workplace (cannot be a home office)
- Ongoing supervision/evaluation of Intern/Trainee
- Dun and Bradstreet number
- Worker’s Compensation policy for permanent, full-time employees
- Employer Identification Number (Tax ID number)
BENEFITS
- Obtaining highly motivated individuals who bring fresh creativity and ideas into the workplace. International employees often help create new and exciting ways of doing business or solving problems.
- International Interns or Trainees offer their knowledge and perspective on how to relate to and serve international guests or clients.
- If a company has locations abroad, interns and trainees can be developed and trained with the possibility of a transfer abroad, and can also aid in any business seeking to expand their operations abroad!
Participants legally stay in the U.S. for up to 12-18 months via a J1 Visa. U.S.E. account managers recruit the Interns/Trainees and assist the participants with all the documents necessary to obtain the J1 visa, eliminating any hassle for the employer.
For more information, contact Alissa Hazan at (646) 205-0149, by email ahazan@workuse.com or visit www.workuse.net.
CALENDAR OF EVENTS
April 26-28
Billboard Latin Music Conference & Awards (Miami Beach, FL)
http://www.billboardevents.com/billboardevents/latin/index.jsp
April 28
Webinar: Insights into the 2010 Census Numbers: A Guide for Hispanic Marketers
2:00 p.m. - 3:00 p.m. (EST)
http://www.hispanicmarketinfo.com/2011/04/11/webinar-insights-into-the-2010-census-numbers-a-guide-for-hispanic-marketers/
May 5
IAB Clicko-de-Mayo” Celebration U.S. Hispanic Marketing Agency Day
http://www.iab.net/events_training/events_training_month?tsbeg=2011-05-01&tsend=2011-06-01
May 5
Hispanic Professionals Cinco de Mayo Celebration (Chicago, IL)
http://network.hispanicpro.com/events/hispanic-professionals-cinco?xg_source=msg_mes_network
May 16-19
2011 HISPANIC UPFRONT SCHEDULE (New York, NY)
NETWORK
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DATE
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TIME
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LOCATION
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UNIVISION RADIO
(artist: Pitbull)
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May 16
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7:00p.m.
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Roseland
Ballroom
239 W.
52nd Street
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ESPN DEPORTES
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May 17
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9:30 a.m.-
10:30 a.m.
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Best Buy
Theatre
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FOX DEPORTES
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May 17 |
NOON -
2:30 p.m. |
NY Public Library |
| TELEMUNDO |
May 17
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6:00 p.m -
8:00 p.m.
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American Museum
of Natural History
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DISCOVERY EN ESPAÑOL
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May 18
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9:30 a.m. - 11:00 a.m.
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Four Seasons
Restaurant
99 E. 52nd Street
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ESTRELLA TV
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May 18 |
NOON -
2:00 p.m.
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Gothan Hall
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MTV TR3S
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May 18 |
6:00 p.m.
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TBD |
VME
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May 19
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10:30 a.m. -
1:00 p.m.
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Samsung Experience
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UNIVISION, GALAVISION & TELEFUTURA
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May 19 |
3:00 p.m. -
5:30 p.m.
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New Amsterdam Theatre
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PEOPLE EN ESPAÑOL
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TBD |
TBD |
TBD |
June 1-2
2011 Latin American Advertising and Media Summit (Miami, FL)
http://www.portada-online.com/conference/registration.aspx?cid=9
June 19-25
Cannes Lions International Festival of Creativity (Cannes, France)
www.canneslions.com
June 22-23
Hispanic Reach 2011
http://www.worldrg.com/showConference.cfm?confCode=MW11011
August 10-12
Hispanic Retail 360 Summit
http://www.hispanicretail360.com/
October 11-13
AHAA’s 2011 Annual Conference (Miami Beach, FL)
www.ahaa.org
INDUSTRY TRENDS:
MARKETING ROI THROUGH LEAD GENERATION
"The Targeting Advantage: Improve Your Marketing Success
What makes or breaks the success of B2B marketing? Is it breakthrough creative? The delivery vehicle? The amazing benefits of the product or service?
It’s the list.
How many times a week, a day, or even an hour do you receive an email or direct mail piece, give it a glance, and toss it in the real or e‐trash? Most marketing messages fail because:
- The offer isn’t relevant to your specific areas of responsibility.
- You’re not the decision maker.
- The offer isn’t relevant to your industry, company size, or geography.
- It’s not the right time for you to consider the offer.
As good as everything else in the campaign might be, if the offer doesn’t resonate with your target, you won’t get the outcome you want. Think of your marketing tactics as the bows and arrows aimed at the target. Aim a high quality arrow at an ideal prospect and you’re likely to hit it. Aim it at a target it can’t hit and you’ve got a lot of firepower sailing off into the ether. Your marketing outcomes depend on your ability to aim your messages at the cleanest list of targets that are most likely to buy what you’re selling.
Why bother:
- Meeting with someone who won’t or can’t buy your product or
service?
- Spending your time and money trying to generate relationships that go nowhere?
- Wasting your marketing dollars on prospects who can’t (or don’t want to) use your products and services?
This white paper examines the importance and impact targeting can have on your overall marketing success and provides insight and advice to get you started with your own targeting and list building efforts. The foundation of B2B marketing success is the quality of your list.
Click here to download a pdf copy of the full report courtesy of The List, Inc.
MEMBERS IN THE NEWS
alpunto Advertising partnered with the U.S. Postal Service to present a seminar focused on Hispanic market information, Census data, best practices and case studies. Executives from various industries attended, including healthcare, retail, automotive, health and beauty and printing.
Bromley Communications, LLC was recently selected as the Hispanic marketing communications partner for Susan G. Komen for the Cure®. Bromley will be responsible for creating and launching an integrated Hispanic platform that will include public service campaigns, community outreach and media relations.
After a lengthy review, Casanova Pendrill will continue working as Hispanic agency of record for U.S. Army. The agency will handle full-service duties, including Hispanic insights, strategic planning, creative development, media planning and buying, public affairs outreach and direct marketing in support of personnel acquisition and retention programs.
The Tenth District American Advertising Federation presented Lopez Negrete Communications, Inc., with seven Silver ADDY and three Bronze ADDY Awards. The Tenth District of the American Advertising Federation represents the affiliate advertising clubs and federations of the American Advertising Federation in Arkansas, Louisiana, Oklahoma and Texas.
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Jorge A. Plasencia
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Jorge A. Plasencia, chairman and chief executive officer of Republica, was named "Outstanding CEO of the Year" by the Greater Miami Chamber of Commerce (GMCC) at its Top 100 Minority Business Awards Luncheon held at the end of March. This annual awards program celebrates South Florida's rich diversity and spirit of entrepreneurship.
Sensis was selected as part of the U.S. Army’s advertising team to handle digital advertising targeted at minorities and professionals. Sensis will assist with the development and implementation of general advertising, public affairs support and direct marketing to support personnel acquisition and retention programs. The agency will develop and implement digital messaging targeted at minority groups and professionals supporting the Army’s need for lawyers, chaplains and other specialists.
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Don Browne
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Bert Medina
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Don Browne, President of Telemundo Communications Group since 2005, will be retiring in June. He began his career with the company in 1979 as NBC News bureau chief, was promoted to news director in 1989 and EVP of NBC News in 1991. Prior to joining Telemundo, Browne was President and GM of WTVJ, NBC's O&O in Miami.
Univision Communications Inc. has named industry veteran Germán Pérez-Nahim to the position of senior vice president & operating manager of TeleFutura.
Bert Medina has been named senior advisor of special projects for Univision Studios.
Jessica Rodriguez has been named senior vice president of Univision Cable Networks. She will oversee the company’s expanding cable portfolio, including Galavisión and the TuTv Networks which include De Película, De Película Clásico, Telehit, Ritmoson Latino and Bandamax. She will be based in Miami.
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Laura Molen
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| Chiqui Cartagena |
Laura Molen has joined Univision as Sr. VP of Network Sales. She was most recently SVP, Strategic Partnerships for VH1 Ad Sales and Marketing at MTV Networks. A 16 year veteran of Viacom, she has also held several positions within UPN and Paramount Domestic Television. Molen will be based in New York.
Chiqui Cartagena has been named vice president, Corporate Marketing. Cartagena will be responsible for developing and implementing corporate marketing strategies, positioning the Company’s broad portfolio of brands and creating proprietary consumer research tools and ethnographies. She will be based in New York.
Wing announced the hiring of two new talents in their New York offices to work for accounts Downy, Ketel one, Johnnie Walker and Goya. Jamie Tao joins the creative team as director of Art. She hails from Alma DDB, where she worked as an Art Director on clients, including McDonald’s, State Farm, H&R Block, Bacardi, the Miami Dolphins and Cricket Wireless. Prior to that, she was a designer at the e-commerce site Databazaar.com.
Xoch Serrano will join the creative department as a copywriter. She also comes from Alma DDB, where she served as a Senior Copywriter on brands, including State Farm, McDonald’s, Perdue and Cricket Wireless, in addition to pursuing new business. Prior to that, Serrano was a copywriter at Fox Latin American Networks and Univision Interactive Marketing.
*Send your AGENCY NEWS and/or PHOTOS to awiggins@ahaa.org
POLL
LAST MONTH'S POLL RESULTS:
DID YOU KNOW?
The most-frequently cited reason Facebook users give for “unliking” a brand is that it posts too frequently, according to 44% of the respondents in “The Social Break-Up.” Other reasons? Having an overcrowded wall (43%, more than one answer permitted), content becoming boring and/or repetitive (38%), and only liking a company to take advantage of a one-time offer (26%).
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