The Conexion is published monthly by AHAA: The Voice of Hispanic Marketing to share resources, ideas, tools and updates on the Hispanic marketing and advertising industry.
NOTES FROM THE CHAIR
This March is about discovery. With two AHAA Online University sessions back-to-back, our members have the opportunity to learn about market trends. Hopefully you were able to join us last month to learn how key market insights can enhance your agency’s value. Tomorrow, join us for the CPG Hispanic Allocation research study. It shows that investment into Hispanic marketing can improve a company’s bottom line. We have over 150 people registered so far.
We are only two months away now from our annual conference, Listen Up! Speakers and sessions are being confirmed daily. Keep an eye out for the email updates and check the conference website as speakers and agenda for them as well.
Also exciting is the launch of the U.S.H. Idea Awards Call for Entries and website. Take time to visit the site and read about the awards background, categories and judges. Follow on Twitter and Facebook for the latest updates to the program. You may submit your works online until Friday, April 6, 2012. Then join us and Circulo Creativo at the awards gala presentation on Friday, May 4, 2012 as part of our annual conference.
Lastly, check out the news from our members to discover all the changes that have been happening -- from Tony Dieste returning to Alain Groenendaal being promoted to Prisa Digital celebrating its first anniversary. As you can see, much is happening at AHAA and we glad to have you onboard. AHAA members are the very heart of the association and we invite you to become more engaged with all that your membership has to offer.
2012 AHAA ANNUAL CONFERENCE
Date: May 2-4, 2012 | Intercontinental Hotel in Miami, FL
AHAA is bringing in agency clients as speakers so we can listen to their successes, challenges, Ajás and more.
Find out: Why they're in the Hispanic market -- How they approach it -- What has worked for them -- What hasn't -- How to make crowdsourcing a part of your agency -- and more!
Confirmed C-Suite speakers from top brands including: The Clorox Company, Diageo, Google and Tecate.
While our opening keynote speaker will show us how to use crowdsourcing, collaboration and co-creation. Plus your favorite workshops are back: account planning, creative and digital media. Don't forget all the great networking opportunities too!
And new this year, in partnership with Circulo Creativo, AHAA presents the U.S.H. Idea Awards Gala. The ceremony will recognize the best creativity and innovation in the categories of film, radio, print, interactive and more.
Member Registration is now open. Click here for the main conference page.
U.S.H. IDEA AWARDS - CALL FOR ENTRIES
Leaders from the U.S. Hispanic advertising industry have joined forces to create The U.S. Hispanic Idea Awards, or U.S.H. 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 with AHAA: The Voice of Hispanic Marketing. This alliance will levitate the best in Hispanic advertising on a global scale and build international buzz for its creative awards.
Click on the logo to submit your entry today!
The Awards Gala will be held Friday, May 4, 2012 at the Intercontinental Miami Hotel as part of AHAA’s annual conference. A reception will be held before the ceremony. You can purchase you ticket online - just click the button below.
The AHAA Education Committee is hard at work on developing the 2012 webinar series. The main topics will be Client-Agency management, Industry Trends & Consumer Insights and New Media. Check out our upcoming webinars and access AHAA archived Webinars there too!
CPG Hispanic Allocation
March 7: 2:00 p.m.- 3:00 p.m. (EST)
AHAA will present new research on how Consumer Packaged Goods (CPG) and CPG-driven retail companies are increasing their investment and honing their strategies to better target Hispanic consumers. The outcome of this increased focus is impacting companies overall growth rate and is being noticed by Wall Street analysts.
Some of the companies featured in this new study include:
Coca-Cola, Ralcorp, Groupe Danone, Nestle, Walgreens, Church & Dwight, General Mills, Hormel Foods, Walmart, CVS/Caremark, McCormick, Dean Foods, LVMH Moet Hennessy, Louis Vuitton, Tyson Foods, JM Smucker, Kellogg, Clorox, Target, Pernod Ricard, Campbell Soup, Kimberly-Clark, Diageo, Procter & Gamble, Hershey, Brown-Forman, Unilever, Big Lots, Conagra Foods, Kraft Foods, Pepsico, Henkel Kgaa, Nutrisystem, Newell Rubbermaid, Fortune Brands, and Sara Lee.
If you work with any of these companies and their associated brands, you and your clients should definitely attend. Please extend an invitation to your clients.
The data will show the strong correlation (with a 95% confidence level) between corporate revenue growth and Hispanic marketing -- indicating that the Hispanic market can be a big determinant in corporate success.
Recent 2012 Online Sessions
Growing Agency & Client Business with Key Market Insights February 28: DOWNLOAD THE PRESENTATION
AHAA and Geoscape discussed how to sharpen your client presentations and help your clients build their market share with deep and accurate Hispanic consumer data through a turn-key online portal -- available 24/7.
To recruit talent, take advantage of the CAREER section on AHAA’s Web site! This option is one of many benefits available to you as members, so email your job openings to email@example.com. These are the most current opportunities posted. Please consider applying or referring an eligible candidate.
Click here for the full list.
DISCOUNTS FOR AHAA MEMBERS
Take advantage these great opportunities to save on market information, images and executive serach engine with our partners. These discounts are exclusive to you as part of your membership.
AHAA is proud to announce a new member benefit as the result of a partnership with Geoscape International, who is extending a 15% discount on its popular data and geo-demographic mapping platform (GIS) subscription service to all AHAA members. Through this portal you will have access to current data on the Hispanic population and other U.S. market segments. This fresh market research and analysis could be used to strengthen current client relationships and win new business.
This exclusive member discount will increase as more agencies register for the service, up to 20-25% off depending on the package selected. There are multiple price points to suit all budgets: Basic, Gold and Platinum. All levels include access to the American Marketscape DataStream™(AMDS) data. For more details on AHAA member options, please visit: www.geoscape.com/ahaa.
The platform is available through a web portal so no software needs to be installed and you can access it anywhere you have an Internet connection. The data may be downloaded from the system in Microsoft Excel format or you can print and save your map projects right in GIS allowing you to share your results in a highly visual and easily understandable manner.
For more information on this new member benefit and how you can take advantage of this powerful tool, please contact Carlos Cordoba at Geoscape (firstname.lastname@example.org) or call Geoscape at 1-888-211-9353.
AHAA members who are current Geoscape subscribers are also eligible for this discount.
“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!
So take a free test-drive of the platform here or contact Dan Mottern at 1-800-941-6562.
CALENDAR OF EVENTS
March 7, 2012
AHAA CPG Hispanic Allocation Webinar
March 21, 2012
12th Annual MultiCultural Media for MultiCultural America Forum
New York, NY
March 21-22, 2012
Radio Ink Hispanic Radio Conference
San Diego, CA
March 25-28, 2012
ARF Annual Conference Re:Think
New York City, NY
March 26-28, 2012
AAAA Transformation 2012
Los Angeles, CA
March 27, 2012
Advertising Hall of Fame Gala
New York, NY
April 11-13, 2012
April 23-26, 2012
Billboard Latin Music Awards
May 2-4, 2012
2012 AHAA ANNUAL CONFERENCE
May 4, 2012
U.S.H. IDEA AWARDS GALA
MEMBERS IN THE NEWS
La Comunidad Hires New Directors
Joaquin Molla and Jose Molla, co-founders of La Comunidad announced new appointments for its headquarters in Miami. Eduardo De La Herran joins as interactive creative director whose specialty is interactive content and mobile technology, from Madrid’s Sra. Rushmore agency. Next, La Comunidad hired interactive art director Jaume Leis from Tiempo BBDO Barcelona, and interactive copywriter Munia Bilbao also from Sra Rushmore in Madrid.
Lopez Negrete Hires Sandra Alfaro as Managing Director
López Negrete Communications has tapped Sandra Alfaro as Managing Director, Brand Leadership. A Hispanic marketing veteran, Alfaro will be based in Houston, TX., where the agency is headquartered. Independent Lopez Negrete is one of the nation's largest Hispanic advertising shops, currently working with blue chip clients, including Walmart, Miller, Bank of America and Verizon. Prior to joining López Negrete, Alfaro was General Manager, Multicultural at Kirshenbaum Bond Senecal + Partners,
Prisa Digital Celebrates Its First Year of Operation in the US
PRISA, a leader in content creation and distribution in Spanish and Portuguese, celebrates its first year of operation of its digital division for the Americas in the US. Beginning in March 2012, PRISA Digital Americas will present new editorial and entertainment projects for the U.S. Hispanic market. The first, "Elections 2012", will provide the latest news of America's most important political issue. And the second, "Alta Confidelidad" will uncover the history and secrets of some of the top Latino music artists of the moment.
Alain Groenendaal Appointed President & CEO of Grey Latin America
Accomplished Exec Will Lead Latin American and U.S. Hispanic Agencies, Andrew Speyer Becomes Managing Director of Wing. Jim Heekin, Chairman and CEO of Grey Group, announced that Alain Groenendaal has been appointed President & CEO of Grey Latin America, which operates in 18 markets in the region. Groenendaal will continue to serve in his current role as President and CEO of Wing, Grey Group's full-service marketing communications agency focused on the intersection of the U.S. Hispanic, Latin American and general markets.
Tony Dieste to return to Dieste, Inc. as Chairman
Greg Knipp, CEO of leading Multicultural advertising agency Dieste Inc., announced the return of Tony Dieste to the agency team. The co-founder of Dieste will serve as Chairman and officially started at the Dallas-based agency on February 22nd.
GlobalHue Promotes Key Executives and Announces New Hires
GlobalHue announced a series of internal promotions and new hires in order to enhance the agency's capabilities and build for the future.
- Maria Lopez-Knowles has been promoted to President of GH Latino.
- Vida Cornelious has been promoted to Chief Creative Officer.
- Michael Jacobs has been promoted to Chief Digital Officer.
- Matt Lee is joining as SVP of Business Development from WaitAway.
- Jorge Abascal is joining as SVP and Creative Director from MRN Worldwide.