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.
NOTES FROM THE CHAIR
As always it was wonderful to see old and new friends in Miami for the AHAA 2011 Conference. The feedback has been great so far and we look forward to hearing more of you. If you haven't already, please take a moment to complete our post-conference survey. The conference team put together an agenda that offered something for every discipline in the form of new ideas, useful information and inspiration.
Now we have to move on and do more. The new board of directors had its first meeting already and put in play an aggressive agenda for next year in order to offer AHAA members even more in the way of advocacy and support. We are all excited to build on what has been done to date and take AHAA to the next level. If you would like to be on one of our committees and help implement new directions contact Horacio Gavilan or me. All hands are welcome. -RO
Roberto Orcí, AHAA Chair 2011-12
AHAA Annual Conference Recap
More than 300 agency principals, media buyers and planners, account managers and planners, researchers and brand managers met at the 2011 AHAA Annual Conference to discuss innovation, transformation and competition encompassing the advertising world today.The theme woven throughout the inspiring three-day conference was SEE CHANGE. Experts presented topics that energized attendees to keep pace with the ever-changing marketplace.
The conference kicked-off with a declaration from the Commissioner of the City of Miami Beach deeming the week of October 11 as "AHAA Annual Conference Week" in Miami Beach.
Singer/Songwriter Romeo Santos shares his views on multicultural marketing to Millennials to AHAA attendees.
Highlights include a candid and insightful discussion with award-winning singer and songwriter Romeo Santos. The discussion uncovered personal accounts of branding his music and lyrics to target multicultural audiences, particularly Hispanic Millenials, while balancing dual languages and cultures. Later in the conference, Carlos de Leon de la Riva of Kitelab took a deeper, more academic approach to examining the different generations of Hispanics living in the US and what marketers need to do to get their attention.
Joakim Wisjkstrom and Aldo Quevedo during the CMO Fireside Chat series
Audiences also got a glimpse into the minds of two CMOs with Joakim Wijkstrom of Perry Ellis, International discussing the blurring line dividing the Hispanic and general markets and Jaime Vasquez of Cricket Communications uncovering how he drove $100 million in revenue by adding “a little Latino twist” to general market brands.
Jaime Vasquez, Cricket Communications during the CMO Fireside Chat
Changes are abundant in multicultural marketing and ad agency consultant Robb High advised Hispanic-specialized agencies to adapt in order to remain competitive with general agencies seeking new revenue. High predicted the digital space will become dominant for advertisers in the future and all agencies must be digitally proficient to survive.
To further enlighten conference attendees in the digital realm, AHAA teamed with the Interactive Advertising Bureau (IAB) to present a series of digital workshops aimed to help marketers leverage mobile technology and identify trends. Cutting-edge topics included offering appealing mobile content, building a digital schedule, how to buy mobile and digital video, developing brands online and launching brands on social media platforms.
The candid conversations and digital, media and account planning workshops went virtual at the AHAA Conference. Attendees tweeted the hashtag #AHAA2011 during sessions and added a layer of interactivity to the conference experience.
The audience were invited to tweet their questions and #AHAA2011 was projected onto general session screens
Speaking of social media, founder and CEO of innovative social media company, Mitchell Reichgut asserted that consumers today "hate advertising" and showed attendees original ways to use social media to advertise on their terms. Andrew Essex, CEO of award-winning ad agency Droga5 echoed Reichgut’s sentiment that “ads are not cool.” He presented the agency’s inventive work on the “Decode Jay-Z” book campaign that delivered results for clients in the form on printing book excerpts in Gucci jackets, on a vintage car, and the bottom of a hotel swimming pool.
CEO of Droga5, Andrew Essex described the agency's Decode Jay-Z campaign
Attendees benefitted not only from the packed schedule of valuable education on Hispanic marketing but also from networking with clients and colleagues during social events. The Miami Beach sunset never fails to provide a spectacular atmosphere for the outdoor opening reception hosted by LER and a Happy Hour sponsored by NBC Universal.
Presentations and audio podcasts of the 2011 Conference can be found on the AHAA website. Subscribe to the AHAA iTunes feed and never miss AHAA education!
Conference photos are available on the AHAA Facebook page.
COMPLETE THE AHAA CONFERENCE SURVEY
We want to hear from you! You got some great insight at the conference, and now it's time to give AHAA some of yours! Please take a moment to complete our brief conference survey so we can improve for next year.
AHAA thanks our generous conference sponsors!
Account and Media Planning Awards
The Annual Conference was also a time for celebration as AHAA and HispanicAd.com recognized the best in Account Planning (HAPE) and Media Planning during an Awards Luncheon. The list of winners can be found at the links below:
Media Planning Awards
Congratulations to the winners!
Hispanic Advertising Allocations Equate to Corporate Revenue Growth
AHAA released its 2010 Report on Hispanic Advertising Spending revealing a connection between consistent and significant investment allocations of more than 14.2 percent in Hispanic marketing and high levels of overall topline revenue growth. The report also shows strong 2010 recovery in Hispanic ad spending across the top 500 advertisers -- reversing a two-year slowdown, increasing the aggregate Hispanic ad spend by 14 percent over 2009 levels to $4.3 billion in Hispanic media.
For a detailed summary of the findings, download this PDF.
AHAA and Círculo Creative Seek to Recognize Best Creativity with New "USH Idea Awards"
Leaders from the U.S. Hispanic advertising industry have joined forces to create the USH Idea Awards—a new industry standard to celebrate outstanding creative achievement in work directed at Hispanic audiences in the U.S.
The award will be presented by Círculo Creativo in partnership AHAA. This alliance will elevate the best in Hispanic advertising on a global scale and build international buzz for its creative awards.
In addition, to capitalize on industry creative awards, AHAA will shift its annual conference from the fall to the spring.
Círculo Creativo is working to outline the criteria and selection process which will be unveiled at a future date. The first award ceremony will be presented in Miami this coming spring, coinciding with the new date when AHAA will host their Annual Conference.
After the rigorous three days of informative sessions, AHAA is back to work on providing more resources and synergies to our members and the Hispanic-specialized marketing industry.
Check out our upcoming webinars and access AHAA archived Webinars there too!
Digital Trends That Are Impacting Agency Business
October 27, 2011
2:30 p.m.- 3:30 p.m. (EST)
Join AHAA and UTalk for a webinar to discuss key digital trends that are transforming agency business including:
• The impact digital is having on consumers and how to apply it to your client business
• How consumer behavior and technology are combining to change the market landscape
The challenges agencies face as they are tasked with developing more integrated digital strategies
• An overview of the training solutions to better equip your agency to respond to this innovation
Join meeting- http://utalk.adobeconnect.com/ahaa‐utalk/
*Sign in as Guest User
Conference Number: 1(415) 363--‐0833
Participant Code: 971885
THIS MONTH FROM MEDIA ECONOMICS
For more information on AHAA members special program please
contact Bob Oliva at Bob@Oamericasgroup.com or 305-546-151.
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 email@example.com
The Integer Group - Studio Designer NEW!
Des Moines, IA
Read JOB DESCRIPTION
The Integer Group - Billing Specialist NEW!
Des Moines, IA
Read JOB DESCRIPTION
The Integer Group - Media Supervisor NEW!
Read JOB DESCRIPTION
The Integer Group - Account Planner, Insight & Strategy Group NEW!
Read JOB DESCRIPTION
The Integer Group - Promotions Account Supervisor NEW!
Des Moines, IA
Read JOB DESCRIPTION
Click here for a full listing of job opportunities!
DISCOUNTS FOR AHAA MEMBERS
“The List” is an executive search engine for finding marketing, advertising, and media decision makers, helping drive sales and lead generation.
“The List” provides you access to more than 100,000 highly targeted executives that control the budgets of the top 12,000 brands in North America. They provide reliable, reachable and relevant information on these contacts and brands that includes direct dials, media spend and even social media links, all confirmed every 120 days.
AHAA Members can take advantage of 10% discount on access! Plus, as an added incentive, become a member in 2011 and you can win an Apple iPad 2!
So take a free test-drive of the platform here or contact Dan Mottern on 1-800-941-6562.
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 firstname.lastname@example.org.
848 Brickell Ave, 4th Floor
Miami, FL 33131
1520-D Cloverfield Blvd
Santa Monica, CA 90404
Carley Graham Garcia
76 Ninth Ave, 4th Floor
New York, NY 10011
95 Merrick Way, Suite 706
Coral Gables, FL 33134
1790 Coral Way, Suite 203
Miami, FL 33145
Javier von Westphalen
2003 Heritage Drive
Baltimore, MD 21209
CALENDAR OF EVENTS
Multicultural Marketing & Diversity Conference presented by Ogilvy
Miami Beach, FL
Latism Annual National Conference
The LatinVision Hispanic Business Networking Event: Banking and Finance
New York, NY
Creativity Conference Presented By Yahoo!
New York, NY
March 21-22, 2012
Radio Ink Hispanic Radio Conference
San Diego, CA
CALL FOR ENTRIES
Ad Age's Multicultural Agency of the Year
Deadline: November 22, 2011
MEMBERS IN THE NEWS
EZTarget Media, an advertising network owned by Hispanic digital media company Terra, is the first Hispanic focus ad network to become certified as IAB (Interactive Advertising Bureau) compliant. The IAB compliance ensures that EZTarget Media and Terra offer advertising media solutions in accordance with quality assurance guidelines issued by the IAB in reference to inventory acquisition, contextual taxonomy and targeting, inventory vetting and data disclosure.
Lopez Negrete Communications, Inc., announces the additions of Group Planning Director Gustavo Foldvari and Walmart Executive Group Account Director Luis Vargas to their leadership roster.
To mark the agency's 30-year anniversary and to pioneer the new multicultural nation for the next 30 years, Bromley Communications has redefined itself and has been rebranded simply as Bromley. Positioning for the agency is now ORIGINATE CHANGE. The agency launched a new look, name, website ( http://bromley.biz ), and social media assets.
For the first time in its broadcast history, NBCUniversal’s Telemundo Media has acquired the exclusive Spanish language U.S. media rights to FIFA World Cup Soccer across all platforms (except radio) from 2015 through 2022, which includes the 2018 FIFA World Cup, 2022 FIFA World Cup, the 2015 FIFA Women’s World Cup and 2019 FIFA Women’s World Cup, among other FIFA events.
Casanova Pendrill retained the California Lottery Commission’s account after a seven-month review. The agency has worked on the account for nearly 25 years. As a government account, it is subject to review every five years. The agency’s new contract takes effect on Jan. 1, 2012.
NEW BOARD MEMBERS
Adolfo (Al) Aguilar, Jr. is Chairman/Chief Executive Officer and Co-Founder, Creative Civilization, one of the most vibrant and successful independently-owned advertising agencies based in Texas.
Al is a prime example of Latino Entrepreneurial spirit. His unique experience and perspective is built on a foundation of leading some of America’s biggest brands as an independently owned advertising agency, to later being acquired by one of the world’s largest multi-national holding companies.
Career milestones include being named Agency of the Year, twice by Ad Week Southwest and being named Advertising Executive of the Year by Hispanic Ad.com in 2000. In addition, Aguilar was the founding Chairman of the American Association of Advertising Agencies (AAAA) Hispanic committee and served as chairman of the Association of Hispanic Advertising Agencies (AHAA) in 1999 and 2000.
He has also led numerous cause-related campaigns, including the largest ever, national Latino voter registration campaign as chairman of AHAA and San Antonio’s Blue Ribbon Commission on the Economy after 9/11.
Danielle Gonzales is EVP, Managing Director for Tapestry, a division of Starcom MediaVest Group. She oversees the largest multicultural media agency in the U.S. Under her leadership, Tapestry has consistently achieved double-digit growth over the past three years and continues to be a recognized leader in Hispanic marketing innovation.
Regarded as a consistent business leader and trusted advisor to clients including P&G, Burger King, Kellogg and Allstate, Danielle has contributed to brand growth for her clients. Her advocacy and passion for following today’s consumer has brought many new brands into the Hispanic media marketplace. In the past 2 years alone, Tapestry has brought over 20 brands into the fold including Samsung, Microsoft and several CPG brands. Danielle also champions African American and Asian American consumer plans.
Danielle’s best contribution to date has been the addition of 4 more US Latinos: Ellis 7, Vivienne 5, Roman 3 and Violet 1. Danielle earned a Bachelor of Science degree from the University of Texas and an MBA from Northwestern University's Kellogg School of Management in Chicago.
Jorge A. Plasencia is one of the foremost experts on reaching the burgeoning multicultural markets and communities in the United States. Jorge’s celebrated career spans two decades of pioneering success in media, marketing, entertainment and professional sports.
Jorge is chairman and CEO of República, one of America’s fastest growing advertising, digital and communications companies. Jorge cofounded República in 2006 as a small start-up that has rapidly emerged as an industry player with a growing staff in several cities and an illustrious clientele. República has won more than 30 ADDY Awards in the last two years alone, and has been ranked by Advertising Age as one of the “Top U.S. Agencies from All Disciplines” and one of the “Top 50 Hispanic Agencies.”
Jorge, an inductee of the Miami Dade College Hall of Fame, earned a bachelors degree with honors from Barry University and attended the Advanced Management Education Program at Northwestern University – Kellogg School of Management.