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Board Meeting
8:00 a.m.-11:45 a.m.
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Agency Leaders Luncheon
(invitation only)
NOON - 1:45 p.m.
Sponsored by: Univision
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Agency Leaders will take center stage as we strategize on ways to grow and elevate Hispanic marketing.
Also, meet Univision’s Client Development Group – you may have heard about Univision's CDG, a group of 50 seasoned executives, that help clients and agencies win the loyalty and wallets of Hispanic consumers. The team provides consulting in areas such as Strategy, Research and Consumer Insights, Media and Marketing Services and Measurement. Univision will share how you can take advantage of their expertise and proprietary research- and how to partner for success in the year ahead.
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Agency Leaders Session:
New Business Workshop
(invitation only)
2:15 p.m. - 6:15 p.m.
Sponsored by: Univision
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Winning New Business by Perfecting Your Pitch
In 90 minutes, prospects ask you to define your agency’s unique characteristics, explain your strategy for their brand, present creative, talk media, and still leave enough time for a Q&A. This workshop is designed to help you squeeze every last bit of juice out of those 90 minutes.
Filament Inc.’s new business seminar is definitely not a beginner course on the ABC’s of pitching; it’s an in-depth, often critical, look at what experienced new business staff should be doing differently to help the agency win more accounts. In the session, you’ll learn how to break your agency of its bad, ineffective habits and make sure your agency takes home the prize.
Presenter:
Mark Schnurman, Filament, Inc.
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IAB Digital Workshop
2:00 p.m. - 3:00 p.m.
Sponsored by: Batanga Networks
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Content is Still King: Hispanic Content That Works.
Which content offerings appeal to U.S. Latinos? How do editors decide? What is the collaboration with ad sales to harmonize content and advertising? Best practices for sponsorship and advertorials. Tablets? Discuss.
Presenter: Ernesto Sanchez, Managing Editor, People En Español
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IAB Digital Workshop
3:00 p.m. - 4:00 p.m.
Sponsored by: Batanga Networks
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After the RFP: How to build a digital schedule
Which elements go into a digital media schedule? What is the balance between premium display and non-guaranteed? What should I ask of the sales executive? What are the key performance metrics? Which creative works best? How do publishers optimize my creative? Stand-alone property or advertising network? How do I decide?
Presenters: Barbara J. Mitchel, VP, Sales, Batanga Networks
Natalia Martinez Borges, VP, Marketing, Batanga Networks
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IAB Digital Workshop
4:00 p.m. - 5:00 p.m.
Sponsored by: Batanga Networks
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Ready, Set, Action: How to buy digital video
How should planners buy digital video? Linear and non-linear units. Professional content versus UGC. Formats, pods, and standards. Converting spots from telecast. What are VAST and VPAID? Practice the 15% rule: Why shifting budget from telecasting works.
Presenter: Florencia Cersosimo, Director, Multicultural Sales, VEVO
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IAB Digital Workshop
5:00 p.m. - 6:00 p.m.
Sponsored by: Batanga Networks
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¿Can you hear me now?: How to buy mobile
How should planners buy mobile? Mobile browser vs. native apps. What are the prevailing ad units? How should you think about tablets? How does geo-fencing work? Point of sale couponing. Using SMS effectively. QR codes. And more.
Presenter: James Briggs, CEO and Co-founder, Briabe Mobile
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Post FIAP
Presented by Circulo Creativo
5:30 p.m. - 7:00 p.m.
Sponsored by: Guillen Casting
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Don't miss this exclusive screening of the year's best Spanish-language advertising and production from throughout the Americas and Spain!
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Opening Reception
7:00 p.m. - 8:30 p.m. Sponsored by: LER
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Join us as we kickoff our 2011 conference while enjoying the oceanfront view of Eden Roc Renaissance!
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Breakfast
8:00 a.m. - 9:00 a.m.
Sponsored by:
GLR Networks
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Enjoy a complimentary breakfast and prepare to innovate, transform and gain a competitive edge by hearing from our lineup of top-shelf speakers!
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Conference Welcome
9:00 a.m. - 9:30 a.m.
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Hear from our conference co-chairs:
Roberto Orci
CEO, Acento Advertising
Linda Lane Gonzalez
President/CEO, ViVA Partnership, Inc.
Jessica Pantanini
COO, Bromley Communications
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Opening General Session
9:30 a.m. - 10:30 a.m.
Sponsored by: Tr3s: MTV, Música y Más
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Tr3s: MTV, Música y Más Presents A Conversation With Romeo Santos
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.
Moderator:
Jose Tillan, GM & EVP of Tr3s: MTV, Música y Más
Special Guest:
Romeo Santos
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Coffee Break
10:30 a.m. - 11:00 a.m.
Sponsored by: Mintel
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General Session
11:00 a.m. - 11:45 a.m.
Sponsored by: impreMedia
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Robb High: The Transformation of Agencies
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.
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Digital General Session
11:45 a.m. - 12:30 p.m.
Sponsored by: Prisa Digital
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Social Rules: How social media is re-writing the advertising rules of engagement
Mitchell Reichgut, founder and CEO of Jun Group
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.
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Luncheon:
Media & Planning Awards
12:30 p.m. - 2:15 p.m.
Sponsored by: Nielsen
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We will announce the winners of the HispanicAd.com Account Planning Excelencia (HAPE) awards, the HispanicAd.com Media Planning awards and recognize some of the top industry executives of the year!
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Concurrent Workshops
2:15 p.m. - 3:15 p.m
Sponsored by: Batanga Networks
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Winners of the 2011 HAPE Awards will demonstrate excellence in account planning as they take us behind the scenes of their winning entries.
Moderators: Pablo Buffagni, Chief Creative Officer, Conill
Verena Sisa, VP, Chief Strategy Officer, Conill
Developing Brands Online: Keys to a Strong Digital Signature
How strong is your client’s digital brand equity? Don’t you know? You should. Join us for a no holds-barred discussion on building robust brands online with the industry’s leading CEOs. Display, video, tablet, mobile: These vital platforms are evolving rapidly with solutions to promote products and services across the board. Give your brand the essential tools it deserves. Flourish and take share.
Highlights:
- Monitoring brand strength
- Protecting brand image
- Using Social Media to seed and protect reputation
- Defending against competitors
- Differentiation strategies and tactics
Panelists:
Ginger Neal, SVP Digital Media, impreMedia
Alvaro Palacios, VP Sales & Operations -- Americas, Prisa Digital
Fernando Rodríguez, CEO, Terra Networks
Rafael Urbina-Quintero, Chairman & CEO, Batanga Network
Moderator:
Seneca Mudd, Director, IAB
The Death Of The Hispanic Adult Demo As We Know It
Not just teens anymore, a 2nd generation of American Latinos is coming of age. These bicultural Latinos will dominate the 18-24 adult demo by 2013 and are consolidating strength and influence among 25-34s. A monumental shift in traditional Hispanic marketing, it is critical to know them.Explore how they are the same and different from slightly older foreign born Latinos; their lives & families, media & entertainment, brand orientations and shopping behaviors. Meet the new adult face of Hispanic marketing.”
Presenter: Nancy Tellet, Senior Vice President of Research and Consumer Insights for Tr3s: MTV, Música y Más
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Concurrent Workshops
3:15 p.m. - 4:15 p.m.
Sponsored by: Batanga Networks
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Evaluating Your Social Media IQ: How Top Brands Play To Win
Social media is a driving force in contemporary marketing. With hundreds of players, a myriad of technologies, and new applications launching everyday, how are you keeping up with developments? What’s your social media IQ? Come check-in on strategies and tactics you will need to navigate the new landscape of messaging, facepages, mobile and circles. It’s not your abuelo’s networking anymore.
Highlights:
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How to develop a social media strategy for your client
- What is the right media mix?
- How to convert earned media tactics into paid media practice
- How to maintain an authentic voice
- Is it better to lead or follow – lessons from the field
Panelists:
Juan Jose Duran, Content Lead -- U.S. Hispanic Market, YouTube
Borja Perez, VP, Digital Media and Integrated Solutions, Telemundo
Zach Chapman, Regional Vice President, Univision Interactive Media
Moderator:
Liz Sarachek Blacker, CRO, Terra Networks
Attitudes toward Arbitron Data Collection Procedures among Hispanics in “Emerging Markets
For all types of survey research, getting Hispanics to participate poses special challenges. How can marketers and media researchers improve survey participation rates among Hispanics? How does immigration impact survey response rates amongst Latinos? Find out at this enlightening workshop!
Uncover highlights from this recent research project that explored major barriers affecting survey cooperation from Latinos. Feedback was solicited from Hispanics in “emerging” Hispanic markets across the country including Boise, ID, Bridgeport, CT, Ft. Myers, FL. and Tucson, AZ.
Join research experts as they examine how the valuable findings will apply to potential revisions to Arbitron procedures and materials in an effort to improve survey response from the Hispanic segment of the audience. AZ.
Presenters: Ed Cohen, Vice President – Research Policy and Communications, Arbitron, Inc.
Peter Roslow, President, Roslow Research Group
Targeting Today's Hispanic Shopper
In this session, Leylha Ahuile will delve into the behavior of the Hispanic shopper. From where they shop to key motivators in different categories and how their shopping behavior has changed due to the recession. This presentation will look at the Hispanic shopper of: apparel and footwear, personal care products, household products, groceries, and personal and household electronics. Attendees will walk away with a clear understanding of Hispanic consumers' shopping trends and how to target the quickly changing Hispanic shopper.
Presenter: Leylha Ahuile, Senior Analyst of Multicultural Reports, Mintel International Group
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General Session
4:15 p.m. - 5:15 p.m.
Sponsored by:
NBC Universal
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CMO Fireside Chat: Joakim Wijkstrom, CMO, Perry Ellis, International
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.
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Happy Hour
5:15 p.m. - 6:30 p.m.
Sponsored by:
NBC Universal
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Continental Breakfast
8:30 a.m. - 9:00 a.m.
Sponsored by: STRATA
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General Session
8:45 a.m. - 9:00 a.m.
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2010 Report on Hispanic Advertising Spending
Join AHAA Chair Roberto Orci, CEO of Acento Advertising, and Carlos Santiago of Santiago ROI 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.
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General Session
9:00 a.m. - 10:00 a.m.
Sponsored by: Arbitron
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CMO Fireside Chat: Jaime Vasquez, Vice President, Consumer Marketing, Cricket Communications
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.
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Coffee Break
10:00 a.m. - 10:30 a.m.
Sponsored by: Gfk MRI
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General Session
10:30 a.m. - 11:30 a.m.
Sponsored by: CNN en Español
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Carlos de León de la Riva, Kitelab
Living with Hispanic Families: A Perspective based on Identities
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.
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General Session
11:30 a.m. - 12:30 p.m Sponsored by: Experian Simmons
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Andrew Essex, CEO, Droga5
Only Connect: Making Advertising That Matters
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.
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Leadership Transition
Conference Closing
12:30 p.m. - 12:45 p.m.
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AHAA will welcome our new chairperson, Roberto Orci and 2012 Board members.
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