NOTES FROM THE CHAIR
EXCLUSIVE BOOK oFFER
2012 ANNUAL CONFERENCE RECAP
USH IDEA AWARDS WINNERS
AHAA ONLINE UNIVERSITY
ahaa memberS DISCOUNTs
cALENDAR OF EVENTS
MEMBERS IN THE NEWSNEW AHAA ADVISORY BOARD
board of directors
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
It was wonderful to catch up with members and friends in Miami for the AHAA 2012 Conference earlier this month. The feedback has been positive. We appreciate your comments. Your responses will help us plan for an even better conference in 2013. If you haven't already, please take a moment to complete our post-conference survey. The conference team put forth an agenda that covered a broad range of topics to include every discipline which I hope provided you with new ideas as well as inspired you!
Now it is time to move on and plan with the newest board members. Our first meeting will be in June to start crafting our next long term strategic plan. This is an exciting time to be part of AHAA as we strengthen our advocacy and support for members and the U.S. Hispanic market. If you would like to be on one of our committees and help implement these ideas, contact Horacio Gavilan or me.
Lastly, don't forget to register for AHAA Online University sessions. This is a great membership benefit available to train new staff and update yourself on current trends from industry experts at no additional cost to you. For more information, check out the AHAA Online University section of this newsletter or visit our website's Events page. We certainly hope that you take advantage!
AN EXCLUSIVE OFFER FOR MEMBERS
WIN! the Hispanic Market
by M. Isabel Valdés
Didn't pick up a copy at the conference? Paramount Books is offereing AHAA members a 20% savings off the list price of $39.95.
The book taps into the expertise of more than a dozen contributors, from Wall Street executives to advertising and retail experts. They show how to capitalize on this growth opportunity and invest appropriately in the U.S. Hispanic market.
AHAA board contributors include: Jessica Pantanini, Carlos Santiago, Gabriela Alcántara-Diaz and Roberto Orci
Visit paramountbooks.com or call 888-787-2800 and use the code AH25 to receive the discount.
2012 AHAA ANNUAL CONFERENCE RECAP
More than 400 agency principals, media buyers and planners, account managers and planners, researchers and brand managers gathered at AHAA's Annual Conference at the beginning of May to listen to clients and experts about their insights into the U.S. Hispanic market. There were some great ajá moments too.
The conference kicked off with an invigorating presentation from John Winsor, CEO of Victors & Spoils. The audience learned how to harness the power of crowdsourcing to generate creative solutions for their agency clients. The session was sponsored by impreMedia.
He was followed by the duo of David Cardona and Lupe De Los Santos from The Clorox Company revealing their 10 Truths in the general session sponsored by Google. They listed wanting more examples other than Coca-Cola for what works in the Hispanic space. Project quality that results in sales is more important than quantity and winning awards they feel.
An exciting addition to this year's conference was the Public Relations panel done in partnership with the Hispanic Public Relations Association. Board member Esther Novak, CEO of Vanguard Communications led the panelists through a series of questions on how to engage and build trust. Solomon Romano from Delta Dental provided the client perspective and how they built trust with press, bloggers, institutions and complementary companies to strengthen their marketing efforts.
After lunch, attendees got a sneak preview of the U.S.H. Idea Awards before the adnetik sponsored CMO Chat with Mark Lopez, Google and Julio Vega, Anderson Merchandisers, a Wal-Mart partner. They went through the success of the Acceso program, a unique performance partnership between label, artist and retail. The case study showed the increase in sales as a result of the integration of online, social media, in-store displays and live events.
To end the first day was data dive into hispanic online media metrics with Jonathan Carson, CEO of Digital, for Nielsen. The session was sponsored by TransPerfect. One tweet made mention of how much is spent on groceries: "According to Nielsen Latinos spend $51 per grocery trip. I gotta talk to my wife about this one." The conclusions were similar to AHAA's CPG Allocation study presented in March.
•Leverage a mix of media and technology options to engage Latinos’ lifestyle, culture and language preferences.
•Make Hispanic brand growth a measured priority
•Capitalize on new technologies to reach the young and growing Latino market.
Friday morning was jump started by Marc Strachan from Diageo. His lively videos woke everyone up! He spoke about what color multicultural marketing was all about: GREEN. With top managment support, sales and marketing were able to try different ways to reposition the historic brands for the current market. Marc cited the Ciroc Vodka transition from the "old school" smoking jacket crowd to new Rat Pack with Sean "Diddy" Combs. For Diageo, multicultural consumers will be driving the majority of projected growth. The session was sponsored by Arbitron.
People en Espanol's Monique Manso, in a session sponsored by the MiTu Network, provided us an exclusive look at the 2012 preliminary HOT Study results as well as their new HEAT Index. She mentioned that cultural orientation is fluid, based on the situation, regardless of the acculturation level. For example, even if the Latina woman buys Lysol cleaner, she will still have a bottle of Fabuloso stashed somewhere. This is a result of Hispanic women in the U.S. having two identitites to their personalities: their Latina-self and their Anglo-self.
The HEAT Index, or Hispanic Ethnicity Attachment Tracker, is a new tool that measures the extent to which a brand helps consumers attach to their Hispanic cultural identity relative to its competition. For the general study, Monique presented the results of 42 brands in categories such as hair care, cosmetics and technology. The study can be customized for individual brands.
It was time for Juventud + Migracion + Adaptaction = Music, Language and Mucho Love music panel. Mayne Nevarez, CEO of Nevarez Communications led the panelists through a discussion of how the multicultural market has impacted their brand and how they adapted. A fun surprise was a brief acoustic session by Grammy winner recording artist Sie7e.
The session garnered comments such as:
"Javier Romero was engaging, refreshing and artist performance was a nice touch."
"Loved this workshop. The presence of Sie7e playing acoustically was a wonderful touch that livened things up."
After lunch, in the CMO Chat sponsored by SoiTV, Steven Rommeney from Eli Lilly presented the company's approach to the U.S. Hispanic market before sitting down with Alain Groenendaal for some questions. Steven explained that even though Eli Lilly is creating programs to reach out to Hispanics, it also needs to be a community effort with the doctors, nurses and pharmacists. They are trying to produce culturally relevant materials, such as Healthy Comida Latina and bilingual forms.
Following the general sessions on Friday, there were two hours of hands-on workshops. For the digital realm, Batanga sponsored the IAB sessions on mobile and networks. There were also experiences for account and media planners looking at marketing mixes and data analytics as well as listening to the HAPE winners plans.
Attendees also benefited from the opportunity to network with clients and colleagues during breaks and social events. The opening reception sponsored by Diageo provided a sunset view and relaxed atmosphere for making new friends.
Presentations of the 2012 Conference can be found on the AHAA website. Conference photos are available on the AHAA Facebook page.
COMPLETE THE AHAA CONFERENCE SURVEY
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>Complete the survey
AHAA wants to thank its generous conference sponsors!
The Eduardo Caballero Lifetime Achievement Award
The Eduardo Caballero Lifetime Achievement Award recognizes individuals whose vision and legacy help shape the U.S. Hispanic market.
Luis Albertini posthumously received the 2012 award at a special ceremony during the AHAA conference where he was recognized as a true pioneer often called the "David Ogilvy" of Hispanic advertising and marketing. The founder of Spanish Advertising and Marketing Services (SAMS) was honored for his role in the birth of Spanish-language advertising. After arriving from Cuba, Luis turned his Spanish-language into his greatest asset -- launching Spanish advertising with the creation of SAMS in 1962, launching an industry and impacting millions. For the first time, full-color commercials aired in Spanish featuring products and services that transformed the lives of many, helping to fuel the Hispanic advertising industry and starting the Spanish language revolution.
A hard worker and driven leader, Luis was known for his creativity in the board room, often creating slogans and tag lines on the spot. In addition to his reputation as a business maven and true collaborator, he also was known for his generosity, his conviction and his passion about his work, his kids and his life.
Account and Media Planning Awards
The Annual Conference was also a place for AHAA and HispanicAd.com to recognize the best in Account Planning (HAPE) and Media Planning during Thursday's Awards luncheon.
The list of winners can be found at the links below:
HAPE Award Winners
Media Planning Award Winners
Congratulations to the all the winners!
U.S.H. IDEA AWARDS WINNERS
The First U.S.H. Idea Awards Honors Best Creative Work!
When the U.S.H. Idea Awards set out to create a new standard to showcase creative innovation in the industry, the call was heard from agencies across the U.S. who submitted their best work in all media, from digital to film. With more than 300 entries received from creative talent in the U.S. Hispanic market, 22 winners were selected representing the best of the field following a rigorous review. In addition, five entries were selected as the best in show in the Top Five Idea awards.
USH Idea Awards winners for the top five creative executions of 2012 include: Read the full press release.
• “Volvo in Every Car,” Volvo, La Comunidad
• “Forgot your Password?,” Alzheimer's Association, Grupo Gallegos
• “Keep it Legendary,” Heineken ,The Vidal Partnership
• “El Spooky Show,” MTV3 / Comedy Central, La Comunidad
• “Maricopa,” Border Action Network, Bravo Group/Y&R
AHAA Online University
The AHAA Education Committee continues to confirm sessions for 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!
WINNING HISPANIC CUSTOMER ACQUISITION AND CUSTOMER CARE
Wednesday, May 23 at 2:00 pm EST
Presented by Neal Topf, President, Callzilla
Neal fully understands how culture affects the sales process and helps Callzilla’s clients to do a better job of understanding the nuances of this sometimes fragmented marketplace to better position their Hispanic call center programs for success. He will speak to Hispanic customer acquisition and customer care as told from the other side of the fence.
Participate in our webinar and hear the tales of what a contact center does to help advertiser's and their agencies and why it can be your best friend.
CURRENT HISPANIC RADIO INSIGHTSTuesday, June 5 at 2:00 pm EST
AHAA and one of Arbitron's radio trainers will look at the current Hispanic Radio Market; review the radio market where digtial meets terresterial; and train on how to interpret their ratings.
More details will be available closer to the event date. Key an eye on your mailbox in May for the registration link and further details.
INTELLIGENT LATINO TARGETING ON THE WEB: NEXT GENERATION DISPLAY ADVERTISING
Tuesday, June 26, 2012 at 2:00 pm EST
Presented by Cesar Melgoza, Geoscape and Jason Downie, LotameThe worldwide web has changed the way consumers communicate and shop and digital marketing is rapidly gaining share among marketing and advertising options. Up until now, web advertising to Hispanics required a Spanish language website – where you assume the visitors are all Hispanic. Learn how next-generation digital marketers are using intelligent display ad targeting to reach Latinos of all segments and types.
Recent 2012 Online Sessions
CPG and Retail Companies Get Overall Corporate Growth from Investing in the Hispanic Market
March 7: DOWNLOAD THE PRESENTATION
Wall Street analysts have said that “Hispanic marketing strength may be one of the best indicators for whether management teams are doing ‘next frontier’ thinking or just trying to fix yesterday’s problems.” A new study launched March 7th from the trade organization, AHAA: The Voice of Hispanic Marketing, explores the connection between corporate Hispanic marketing and revenue growth specific for CPG and CPG-based retail companies.
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 firstname.lastname@example.org. These are the most current opportunities posted. Please consider applying or referring an eligible candidate. (MEMBER VALUE = $100-$150)
Don't forget to send your intership positions as well. We have received some emails asking about those opportunities!
Click here for the full list.
DISCOUNTS FOR AHAA MEMBERS
~Adding Value to Your Membership~
Take advantage these great opportunities to save on market information, images and executive search 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 GfK MRI. They are extending two discounts (see below) on all its products, including the popular Starch en Español, to all AHAA members. Below is brief overview of what Starch is and can provide members.
- 10% off any GfK MRI Product including Starch en Español, their newest venture.
- 15% off two or more GfK MRI Products also including Starch en Español and their National Study data.
Leverage the Power of Starch en Español to Learn, Innovate and Grow
“Starch” long ago entered the marketing lexicon as a synonym for reliable ad readership ratings. GfK MRI's Starch Advertising Research, the country's leading print advertising effectiveness measurement service, is now tracking consumer readership of advertisements that appear in Hispanic consumer publications. Starch Advertising Research conducts a Spanish-language survey via the Internet to measure all ads, one-third page or larger, in all issues of over a dozen Hispanic consumer titles.
Utilize the Insights from Starch en Español’s Ad Readership Metrics
Starch en Español delivers deep insight into the involvement readers have with specific advertisements or advertising campaigns. Key readership metrics are collected for every measured ad, including:
- Noted, associated, “read any” and “read most” readership
- Brand disposition
- Publication and advertising engagement
- Actions taken (including purchase behavior or intention)
Benefits of Subscribing to Starch en Español
- Publishers can craft sales stories with metrics that substantiate their titles’ ability to engage readers; quantify the contribution publication engagement makes to advertising engagement; explore the effects of non-endemic advertising to discover new ad category possibilities; provide ROI information to clients.
- Marketers can expand their campaign ROI analysis to include ads targeting Hispanics as well as explore the influencing role of language in advertising. Marketers can also learn how their ad campaigns performed against their competitors and how they performed in different magazines and ad positions.
- Creatives can determine the impact different creative executions have on reader engagement and involvement including the value of various content types such as coupon, scent strips or sample offers.
- Ad Agencies get a wide view of how their clients' ads perform across magazines and against competitors.
For more information, please contact Susan Nunez at email@example.com or visit http://www.gfkmri.com/.
AHAA's partnership with Geoscape International provides members with a 15% discount on its popular data and geo-demographic mapping platform (GIS) subscription service. 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.
Media One is the industry leader in consumer, auto and political data. We offer Hispanic marketers the benefit of selecting by language spoken as well as country of origin. Choose from postal, phone, cell, sms data as well as a complete email data, deployment and creative/web services suite. AHAA members receive a 10% discount on all data orders.
Contact Amy Fleming or Ethel Facundo at 954-776-1197, or email them at email@example.com.
CALENDAR OF EVENTS
May 22, 2012
Nielsen Webinar: State of the Hispanic Consumer
May 22, 2012
WIN! the Hispanic Market Book Event
June 2-5, 2012
AAF Admerica 2012
July 7-10, 2012
NCLR Annual Conference
Las Vegas, NV
September 16-18, 2012
USHCC Annual Conference
Los Angeles, CA
September 24-28, 2012
New York City
October 10-13, 2012
ANA Masters of Marketing
October 28-30, 2012
ANA Multicultural Conference
MEMBERS IN THE NEWS
alPunto loses founding member
Peggy Goff Bottger passed away in late April after a long and courageous fight with cancer. She had a successful career in the advertising industry straight out of college. In 1994, she and her husband Eduardo founded alPunto Advertising and built it into a formidable force in the hispanic advertising industry. Peggy was considered to be a pioneer of Hispanic account planning and was a sought-after authority on marketing to Hispanics. She will be sorely missed.
K. Fernandez & Associates ‘BIG’ Winner at Hermes Creative awards
Hermes Creative Awards recently announced winners for the 2012 international awards competition for creative professionals involved in the concept, writing and design of traditional and emerging media. K. Fernandez & Associates won three Platinum, four Gold and four Honorable Mention Hermes Awards for work on TXU Energy, USAgencies, InsureOne, Bertolli Olive Oil, Carapelli Olive Oil, the San Antonio Humane Society, Germania Insurance and the City of San Antonio Solid Waste Management Department.
Ivan Adaime new VP Digital at impreMedia
He works out of ImpreMedia headquarters in New York City and reports to Francisco Seghezzo, COO of ImpreMedia. Ivan Adaime, last worked as Marketing & Audiences Manager at La Nacion in Buenos Aires. Both Adaime and Seghezzo have entered ImpreMedia’s executive leadership as a result of the recent 90% purchase of ImpreMedia by a USH Media, a company owned by Argentina’s La Nacion.
Sensis Moves to New Office Space in Downtown Washington, DC
Cross-cultural advertising agency Sensis moved its East Coast offices to a new space in downtown Washington, D.C. to accommodate its expanding team there. Sensis has been increasing its staff in Washington, with the most recent addition being Senior Account Executive John Piedrahita who relocated from the Sensis office in Los Angeles.
República announced key promotions
Florencia Contesse was promoted to senior account manager and Jose Cano is now account manager in their Communications division. In addition to these two promotions, República’s Communications division also hired Diana Delgado as account coordinator. Prior to joining República, she was involved in the political arena in a number of federal, state and local campaigns.
Serrano named Experiential Marketing Director
LatinSphere Advertising, promoted Felipe Serrano to Experiential Marketing Director. He has over 8 years of event, retail, entertainment and promotions experience developing national, as well as local programs. Creating memorable face-to-face experiences, while leveraging the latest technology and the power of social media platforms has been Felipe’s successful approach to Experiential Marketing.
Lapiz creates Chicago Latino Film Festival trailer
Lapiz created a trailer in support of this year’s Chicago Latino Film Festival (April 13-24) entitled “Paternity.” The spot captures a father telling his son, after many years of withholding the truth, that he is not his biological father. The same story is retold three times, in three different countries, affecting how the news is relayed and interpreted. Watch the video.
Dieste Named TXU Energy Hispanic Advertising Agency.
TXU Energy, the market-leading retail electricity provider in Texas, has selected Dieste Inc. as its Hispanic advertising agency. Dieste will manage the brand strategy and creative duties for the Hispanic US market.
Michel Rothschild named SVP Group Creative Director of Multicultural at Draftfcb
He joins Draftfcb in Chicago as the SVP, group creative director of multicultural. In this role, Rothschild will be responsible for leading and strategically building the agency’s multicultural capabilities and client offering, leading a team of 12 creatives in Chicago while working closely with the network’s multicultural leaders at Draftfcb’s agency in Orange County. He will report directly to the Chicago agency’s Chief Creative Officer Todd Tilford, and partner closely with the multicultural group management director Yolanda Cassity and head of multicultural strategic planning Ken Muench.
NEW ADVISORY BOARD MEMBERS
AHAA announces the formation and appointment of members to its new Advisory Board, which has been created to provide thought leadership and insights representative of the broad Hispanic marketing spectrum and help AHAA’s board of directors set its long-term strategy. This forms part of AHAA’s recent shift in mission to expand its focus and advocacy beyond Hispanic advertising to include all marketing disciplines, media and research entities working in the Hispanic market.
The newly appointed AHAA Advisory Board members are:
•Mark Addicks, SVP, CMO, General Mills
•Eduardo Caballero, Founder & CEO, Caballero Radio & Television
•Clara Carneiro, VP Multicultural, Arbitron
•Sabrina Crow, Senior VP and Managing Director, Client Services, Nielsen
•Gilbert Dávila, President & CEO, Davila Multicultural Insights
•Mike Fernandez, CCO, Cargill
•Rudy Ferrer, President & COO, Delta Media Inc.
•Lino García, General Manager, ESPN Deportes
•Jacqueline Hernández, COO, Telemundo
•David Lawenda, President, Univision
•Jeffery Liberman, President, Radio Division, Entravision
•Mark López, Head of U.S. Hispanic Audience, Google
•Monica Lozano, CEO, Impremedia
•Carlos Orta, President & CEO, HACR
•Javier Palomarez, President & CEO, USHCC
Read the full press release.
NEWLY APPOINTED AHAA BOARD MEMBERS
AHAA announced the addition of three new members to its 2012-2013 roster of its board of directors. The board expansion will reflect AHAA’s increasingly diverse membership, which includes companies representing Hispanic-specialized marketing experts across all disciplines.
Presently, the new associates bring the total number of board members to fifteen:
Rosanna Fiske, APR, MS, Program Director and Associate Professor, Florida International University
With more than 20 years of experience, Rosanna Fiske began her career as a journalist and then moved to marketing and corporate communications. She has worked directly with Fortune 500 CEOs, senior management teams, and boards of directors in strategic planning, management structuring, crisis and employee communications, multicultural and global initiatives, and strategic and executive communications. The first Latina to hold the position of CEO of the Public Relations Society of America (PRSA), Ms. Fiske also teaches a number of graduate and undergraduate classes as well as oversees the Global Strategic Communications master's program at Florida International University (FIU).
Roberto Ruiz, Senior Vice President, Brand Solutions, Univision
Roberto Ruiz is a Hispanic marketing and advertising leader with over 18 years of experience in senior management positions at media, client, and agency levels. Throughout his career, Mr. Ruiz has worked in several industries including financial services, advertising, consulting, interactive, startups and packaged goods. As SVP for the Brand solutions team at Univision, Mr. Ruiz leads a team of marketers that work on all aspects of marketing, from research to consumer insights to building business cases for Hispanic marketers.
Nancy Tellet, Senior Vice President, Research & Consumer Insights, Tr3s: MTV, Musica y Más
She is responsible for leading all research and planning activities across the company’s portfolio of brands (MTV, VH1, Nickelodeon and Tr3s), as well as overseeing all facets of research. With more than 20 years of career experience as a Hispanic target expert, Ms. Tellet has been instrumental in conducting studies covering the fast growing, highly influential U.S. Hispanic market. One of her most influential developments includes synthesizing insights accumulated from a combination of proprietary studies and syndicated research into an annual Latinization Of American Youth piece that has garnered praise both internally and externally to stay abreast of the Hispanic <35 market.
Read the full press release.