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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.
 No human culture is inaccessible to someone who makes the effort to understand, to learn, to inhabit another world."
-Henry Louis Gates Jr.
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NOTES FROM THE CHAIR
What a terrific event! We had some wonderful feedback from the Census attendees....everybody wants us to do more! The Census, the attendees...we got lots of 'When are you taking this on the road?' comments. Very nice. However, what is most important is the consistency in which we do it. Partnerships count. And I'm pleased to say, the Census is a terrific partner (they think we are too). We are aligning with them to do more events like the one that just happened last Monday during critical releases of the ACS and the economic survey.
If you missed it, we will be posting some video of the actual content shortly. However....don't miss the next event. The speakers were awesome. The audience participation was great! All that was missing was you!
I want to thank Patricia Gaitan of Chambers, Lopez, Gaitan as well as our AHAA team for bringing the whole thing together for us.
Bravo!
Jessica Pantanini, AHAA Chair 2010-11
chairman@ahaa.org
AHAA, CENSUS BUREAU EXAMINED THE BUSINESS AND BRAND IMPLICATIONS OF THE HISPANIC POPULATION DURING JUNE FORUM
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Gabriela Alcantara-Diaz
G ADMarketing Communications, Inc. |
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Census forum panelists l to r:
Roberto Ramirez, Dr. Elizabeth Grieco, Lisa A. Sturtevant,
Gilberto Cárdenas |
After nearly eight months of planning and fostering a new partnership with the U.S. Census Bureau, AHAA is pleased to report that we successfully co-hosted The 2010 Census: Beyond the Números on June 20 at the Census Headquarters. More than 60 attendees traveled to Suitland, MD, in spite of adverse weather conditions to hear from expert panelists who discussed the influence of Hispanics on the U.S. economy and business.
Roberto Ramirez, Census Chief, Ethnicity and Ancestry Statistics Branch, opened the forum with a Census data presentation on Hispanic population size and growth, which totaled 9.6 million in 1970 and is projected to reach 132.8 million by 2010. In addition, he engaged the audience in a detailed discussion covering the Hispanic 18 & under population, geographic distribution from 1980-2010, Hispanic-owned businesses, selected socioeconomic characteristics and the American Community Survey (ACS). Dr. Elizabeth Grieco, Census Chief, Foreign-Born Population Branch, followed by sharing data on the growth of foreign-born Hispanics since 1970, geographic distribution and characteristics such as country of birth, age, citizenship, English language ability, educational attainment, labor force participation rate, occupation and household income.
To allow for additional insights on the future of the Hispanic population, Ramirez and Grieco were joined on the panel by Gilberto Cárdenas, Assistant Provost, Director of the Institute for Latino Studies at the University of Notre Dame and Lisa A. Sturtevant, Assistant Research Professor, Center for Regional Analysis, School of Public Policy, George Mason University.
If you were unable to join us, here are a few takeaways from the forum:
Two significant Hispanic trends: decrease in immigration & geographic dispersion in areas that we least expected
Puerto Ricans represent the largest Hispanic group in Hawaii
25% of under 18 population is of Hispanic origin
Of the bilingual Hispanics age 25 & up, 76.2% speak a language other than Spanish at home
Maryland, Georgia, North Carolina and the District of Columbia represent the highest concentration of foreign-born Hispanics in southern states
From 1970-2009 the total Hispanic population grew by 39.3 million (41.4% due to the foreign-born Hispanic community / 58.6% due to growth in native Hispanic community)
By 2015, 25% of the Chicago labor force will be Hispanic
We're seeing a significant growth of participation/inclusion of Hispanics in suburban neighborhoods
Children who attend Catholic schools are 200% more likely to attend college. Yet, Hispanic youth are underrepresented at Catholic schools
Top Five States by Hispanic Population Size:
California – population size: 14,013,719
Texas – population size: 9,460,921
Florida – population size: 4,223,806
New York – population size: 3,416,922
Illinois – population size: 2,027,578
Top Five States by Hispanic Growth Rate from 2000 - 2010:
(For states with 100,000 or more Hispanics in 2010)
South Carolina – 147.9%
Alabama – 144.8%
Tennessee – 134.2%
Kentucky – 121.6%
Arkansas – 114.2%
We are currently working on providing access to a live, full-length viewing of the forum. In the interim, you can download presentation slides here or watch a short YouTube video . CENSUS BUREAU NEEDS CASE STUDIES FOR AMERICAN COMMUNITY SURVEY
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Dr. Robert Groves |
As we forge ahead with our new partnership, we wanted to provide you with an opportunity to help Census leadership in better understanding the economic
well-being of Hispanic families .
As you know, the American Community Survey (ACS) is conducted every year to provide up-to-date information about the social and economic needs of communities throughout the U.S—from education and housing to jobs and health insurance.
Dr. Robert Groves, Census Bureau Director, closed our 2010 Census: Beyond the Números forum by first telling the crowd, “I had to come meet what will be the richest [group] in a few years!" In his closing statement, Groves asked AHAA members to submit case studies about how the survey is being used as a business tool. Specifically, the Census team is interested in case studies that demonstrate how AHAA members are helping clients to understand the tastes, preferences and purchasing power of Hispanic consumers.
We would like to share examples with the Census Bureau over the course of the next month as they work to harmonize ACS data. If you are interested in providing this information, please email Horacio Gavilan at hgavilan@ahaa.org.
NEW LOGO FOR AHAA MEMBERS
AHAA is excited to announce that we’ve designed a logo that members in good standing can now use to signify AHAA membership and demonstrate your commitment to growing our industry. By proudly displaying the member logo, you will play an important role in helping us spread awareness of AHAA to agency staff and clientele, while increasing brand awareness among industry leaders in the business and media community. Our primary goal is to continue to position AHAA as a trusted and credible authority on the Hispanic market.
We have made four versions of the logo accessible to you (color and b&w) for your company letterhead, business cards, advertising, blogs, Web site and other forms of promotional activities. Please note that use of the logo is strictly to denote membership. AHAA members should not use the logo as an expression of the Association’s views or its endorsement of a particular topic.
You can download the logos from AHAA’s members-only page at http://ahaa.org/default.asp?contentID=228
Note: When placing the logo on your Web site and/or blog, we ask that you please link to www.ahaa.org.
If you’re not sure if your company/organization is a member in good standing, please contact the AHAA team at (703) 610-9014 or info@ahaa.org before downloading logo for use.
JOB ANNOUNCEMENTS, 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.
*Job updated as of June 25, 2011
The Integer Group - Senior Account Planner (NEW)
Des Moines, IA
Read JOB DESCRIPTION
The Integer Group - Media Supervisor (NEW)
Des Moines, IA
Read JOB DESCRIPTION
The Integer Group - Director of CRM (NEW)
Des Moines, IA
Read JOB DESCRIPTION
The Integer Group - Copywriter (NEW)
Des Moines, IA
Read JOB DESCRIPTION
The Integer Group - Client Web Developer (NEW)
Des Moines, IA
Read JOB DESCRIPTION
The Integer Group - Art Director (NEW)
Des Moines, IA
Read JOB DESCRIPTION
The Integer Group - Account Executive (NEW)
Des Moines, IA
Read JOB DESCRIPTION
Entravision - Account Executive (NEW)
Monterey, CA
Read JOB DESCRIPTION
Univision - Brand Solutions Intern (NEW)
Los Angeles, CA
Read JOB DESCRIPTION
Hispanic Group - Traffic Coordinator (NEW)
Miami, FL
Read JOB DESCRIPTION
Click here for a full listing of job opportunities!
AHAA WEBINARS
Next Webinar:
“Spanish SEM Lessons from CNN en Español"
July 14, 2011
Presenters:
Christopher Crommett:
Businesses Consultant and Media Strategist, NewsCertified Exchange
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With 30 years of distinguished experience in the U.S. Hispanic and Latin American markets, U.S.-born and Puerto Rico-bred Christopher Crommett is a news media, management and content-development consultant and speaker. After nearly a decade as a radio and TV news director in Puerto Rico and New York, Crommett served for 20 years in key roles in CNN's Spanish-language businesses. Under Crommett's leadership, CNN en Español doubled its distribution, broadening its Latin American subscriber base while making significant inroads in the U.S. Latino market.
With native fluency in both English and Spanish, Crommett is a frequent speaker on a range of topics, including the growth of the Hispanic market, how to adapt 'mainstream' brands and messaging for the Latino audience, and English-to-Spanish translation and interpretation issues. Also an accomplished singer/producer/songwriter, Crommett recently completed the album Navidad de mi niñez. Crommett currently serves as a consultant to businesses in the U.S. and Latin America, and is a media strategist with Atlanta-based NewsCertified Exchange.
Joe Kutchera:
Author of the new book – Latino Link: Building Brands Online with Hispanic Communities and Content
 | Joe Kutchera is the Director of Digital Marketing at Acento, a full-service Hispanic communications company, with offices in Los Angeles and Chicago. Paramount Books recently published his book Latino Link: Building brands online with Hispanic communities and content featuring case studies from Best Buy, Ford, American Family Insurance, and H&R Block. Joe has been featured as a thought-leader on Advertising Age, BBC Mundo, CNN en Español, and Fox News.
Nathalie Molina:
Senior Director – Strategic Development (Media & Ads)
Nathalie Molina Niño, was a key driver in the growth of Lionbridge's Microsoft business (from $3M to nearly $100M), including the inception of the relationship with what is now Bing. Nathalie contributes to various publications as an expert in Global SEM, crowdsourcing and marketing to Latin American audiences. She is a contributor in the online magazine, Being Latino and is quoted in two recent publications, The 4-Hour Workweek by Timothy Ferriss (expanded version published December, 2009), and “Latino Link” Building Brands Online with Hispanic Communities and Content by Joe Kutchera (Sept 2010).
For additional Webinar details, click here!
If you’ve missed any of the Webinars from our 2010-11 series, please login in to our members-only section at http://www.ahaa.org/ to access the following presentation slides:
**To suggest topics and/or speakers for future Webinars, email our Education Committee.
DISCOUNTS FOR AHAA MEMBERS
THE LIST
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; and reports you can import into your CRM.
For a FREE 24-hour trial and demo, AHAA members can contact Dana Maria at (404) 564-3644 or DanaL@thelistinc.com.
YANKELOVICH
NEW PRICING for AHAA/Yankelovich Multicultural offering: For only $2,500, Yankelovich is offering AHAA members the option to purchase “The Future of Hispanics in 2025” for a limited time (original price: $7,500).
To take advantage of this offer, click here!
GETTY IMAGES
 
Getty offers high-quality, diverse and relevant stock photos, stock footage, stock music and editorial images for creative professionals. The creative editing team at Getty Images is dedicated to providing fresh, relevant, authentic content specific to the growing Hispanic population in the U.S. Getty has increased their Hispanic offering, adding over 100,000 new Latino images in the last two years alone to ensure their images accurately reflect the authentic and diverse faces of today’s Hispanic consumer.
To take advantage of your special AHAA discount, email sales@gettyimages.com.
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 AAF 40 & Under Award
(for outstanding advertising professionals 40 & over)
Deadline Extension for AHAA Members: July 1
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
- 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.
Top Places to Work in PR
Deadline: July 15
If you work at a PR agency, or for a communications/PR/public affairs department within a corporation, nonprofit, association or NGO, then PR News is seeking your entry for its 2011 class of Top Places to Work in PR. The winners and honorable mentions in each category (agency, corporation, nonprofit/association/NGO) will be announced at an awards event in November 2011 in Washington, D.C. Judges will review each company's achievements in 2010 - May 2011. However, overall achievements over a period of time will be considered, and single, one-time campaigns with outstanding results will be equally considered.
For more information, visit http://www.prnewsonline.com/awards/bestplacetowork2011.html
Top Places to Work in PR 2011 NAMIC Excellence in Multi-cultural Marketing Awards
Deadline: July 15
Cable companies, including MSO's, networks and industry suppliers are now welcome to submit digital entries via the Excellence in Multi-cultural Marketing Awards microsite, http://emmacompetition.com. The submissions deadline for all completed entries is Friday, July 15, 2011 at 11:59 p.m. EDT. Winners will be acknowledged during the 25th Annual NAMIC Conference scheduled for October 4-5, 2011 at the Hilton New York in Manhattan as part of the communications industry's Diversity Week.
Digital PR Awards
Deadline: July 22
PR News' Digital PR Awards is the industry's top honor in the PR/communications digital space, recognizing outstanding digital initiatives among corporations, agencies and nonprofits. The coveted awards set the industry benchmark for excellence across all areas of digital PR. The winners of the Digital PR Awards are those organizations that took chances, made tremendous strides and understand the power of digital communications in public relations. Your hard work is done – now it’s time for you and your team to get recognized for it! The awards will also salute the PR & marketing communications executives behind the scenes who make these digital initiatives shine.
For more information, visit http://www.prnewsonline.com/awards/bestplacetowork2011.html
ANA Multicultural Awards
Deadline: August 15
The ANA Multicultural Excellence Awards celebrate the year's best multicultural advertising campaigns. The awards, sponsored by the ANA Multicultural Marketing & Diversity Committee, were created to raise awareness and exposure of the outstanding work being done in the areas of African-American, Asian, Hispanic, and LGBT advertising. The awards are open to both client-side marketers (ANA members and nonmembers) and agencies. Winners will be chosen based on the creativity of the campaign and relevancy to the targeted segment.
Visit http://www.ana.net/content/show/id/multiawards-guidelines for 2011 guidelines.
CALENDAR OF EVENTS
July 14
AHAA Sponsored Webinar: Spanish SEM Lessons from CNN en Espanol
http://ahaa.org/default.asp?contentID=217
August 10-12
Hispanic Retail 360 Summit
http://www.hispanicretail360.com/
September 20
Hispanic Television Summit
http://www.multichannel.com/event/9469-Hispanic_Television_Summit.php
October 11-13
AHAA’s 2011 Annual Conference (Miami Beach, FL)
http://ahaa.org/
October 26
Hispanic Sports Summit
http://www.linkedin.com/groups/Save-Date-Hispanic-Sports-Summit-60340.S.58572663?qid=b781228b-37df-402d-ba57-8a0c7fd3060a&goback=.gmp_60340
November 9-11
Latism Annual National Conference
http://conference.latism.org/
INDUSTRY TRENDS:
"Top 200 U.S. Brands Ranked by 2010 Ad Spend”
Click image below for a full infographic detailing ad spend for the following industries:
Apparel
Automotive
Beer
Cleaning
Delivery
Drug
Education
Electronics
Finance
Food
Insurance
Media
Personal Care
Restaurant
Retail
Telecom
Weight Loss
Infographic courtesy of Marketing Degree.
For a detailed ranking of the Top 200 megabrands with full spending figures, visit AdAge.com/LNA2011
MEMBERS IN THE NEWS
Managed health care provider Health Net, Inc. has chosen Acento Advertising to lead the national marketing efforts of its Commercial Health Plan Division. The new account will include strategic planning, media planning, and digital and creative services.
Alma has been selected as U.S. Hispanic AOR for Polar Trading’s Polar beer brand. Alma will focus on strengthening communications efforts for the brand’s Venezuelan audience.
Batanga, Inc. announced the acquisition of two of the leading Latin American online media companies, Adfunky and I-Network.
Grupo Gallegos was awarded two North American Effie Awards for its work with the California Milk Processor Board and the Ad Council for Hispanic Scholarship Fund. The trophies were distributed at the Effie Gala held in New York.
Lapiz won Gold in the Cannes Young Lions competition. Lapiz creative duo Omar Sotomayor and Gatson Soto were awarded in the Film category marking the second Gold for Leo Burnett in this year's Young Lion Competition. Lee Davis has been appointed to the position of executive vice president of Sales for Univision Radio . Davis will oversee all advertising sales for Univision Local Media’s 70 radio stations in major U.S. Hispanic markets and Puerto Rico. Davis has spent the bulk of his career at CBS Radio, initially at America’s first all sports radio station, WFAN, and most recently at 1010 WINS.
Lopez Negrete Communications, Inc., was honored with a Crystal Award on behalf of client MillerCoors. The “Find Your Taste” campaign won the American Marketing Awards (AMA) – Houston Chapter Crystal Award in the category of Advertising (TV Campaign). It is the largest marketing awards show in the region and one of the largest in the country.
The agency also won a Silver National ADDY® Award from the American Advertising Federation for advertising creative excellence in the category of Television for creative developed for long-standing client Walmart. The spot, “Mom Knows,” was created for the 2010 FIFA World Cup™ and pays tribute to Mom, showcasing her as the wise hero we all know and love.
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Roberto Ruiz |
Univision Communications has promoted Roberto Ruiz
from VP-brand solutions to senior VP-brand solutions in the company's client-development group. In his expanded role, Ruiz will provide insight and recommendations to clients across categories, including telecommunications, retail, consumer packaged goods, financial services and electronics. His 20-year career in the Hispanic market includes positions at Vidal Partnership, Agencia de Orci, Prodigy, MCI Telecommunications and Moneygram.
*Send your AGENCY NEWS and/or PHOTOS to awiggins@ahaa.org
POLL
LAST MONTH'S POLL RESULTS
JOIN THE DISCUSSIONS ON AHAA’S LINKEDIN PAGE!
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