NOTES FROM THE CHAIR
The creative process
SPECIAL REPORT FOR AHAA MEMBERS ONLY
2012 ANNUAL CONFERENCE wrap-up
AHAA ONLINE UNIVERSITY
Call for entries
ahaa member PARTNER DISCOUNTs
CALENDAR OF EVENTS
Members in the news
board of directors
The Conexion is a monthly members-only publication from AHAA: The Voice of Hispanic Marketing to share member updates, resources, ideas, tools and updates on the Hispanic marketing and advertising industry.
NOTES FROM THE CHAIR
There have been a lot of exciting things going in our industry from the annual Cannes Festival to our own Jorge Plasencia becoming Chair of NCLR. And even while advertising seems to be focused on mobile and tablets, the print magazine business is bouncing back.
AHAA's Online University can keep you abreast of the latest trends and reseach with the next two scheduled members-only sessions from The Futures Company and Kantar Media Intelligence. Plus AHAA's Research Committee is releasing another part of their study on Tuesday, July 17th in a webcast about Hispanics and Technology. This event is open to everyone. Use the information to help your clients navigate the shifiting landscape and win some new business as well. Lastly, to make these events more valuable, the presentations and recordings will now be available only after you have logged into your membership account.
This Board recently held its strategic planning session to shape the future of our newly refocused organization. Keep an eye out for updates down the road. If you would like to be on one of our committees and help implement these ideas, contact Horacio Gavilan or me.
In addition, the 2013 AHAA Annual Conference committee has alreay been meeting to lay the groundwork for our next great event. If you have a suggestion, please contact Linda Gonzalez. Don't forget that you can access the 2012 presentations and podcasts via links in this newsletter or on the conference website.
We hope that you will take advantage of your membership has to offer!
p.s. Check out the new resources added to our Career Section!
THE CREATIVE PROCESS
In case you missed this fun graphic from Bullfrog Marketing on our Facebook page, we've included it here!
Hispanic Consumer Research: A Beginner’s Guide to Spotting and Seizing Opportunity
Carlos Garcia is Senior Vice President of Hispanic Research at Knowledge Networks, a GfK company. He has over 30 years of experience in U.S. Hispanic consumer research – 20 as the head of his own company, and now as part of GfK.
He has authored a very engaging primer on guide to getting started in Hispanic market research. While GfK Custom Research has made this article available to select clients as a premium, it has never been publicly available on our site or published in any publication. They are allowing AHAA members access.
To read the primer, click here.
2012 AHAA ANNUAL CONFERENCE WRAP-UP
Presentations and podcasts have been posted to the conference website. Please note that some could not be uploaded due to the speakers' company policies.
Conference photos are available on the AHAA Facebook page.
WELCOME NEW MEMBERS!
Please help us welcome the following members have joined us since January 1, 2012.
- Jennifer Farrell, AdGent Digital
- Carlos Estefani, ProTranslating Inc.
- Gerad Muskus, Rosetta Stone
- Lateef Samor, AOL
- Gabriel Llaurado, BuenaVision TV Network
- Maria Jose Morfa, BuenaVision TV Network
AHAA ONLINE UNIVERSITY
The AHAA Education Committee continues to add sessions to our ongoing 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!
Realizing the Hispanic Opportunity
Thursday, June 28 at 2:00 pm EST
Presented by Camille Leak, Associate Head of Multicultural MONITOR, The Futures Co.
Please join us on June 28th at 2pm EST as The Futures Company presents “Realizing the Hispanic Opportunity.” Camille Leak, Associate Head of Multicultural MONITOR will dive into Hispanic consumers’ unique mindset, shopping behaviors and market segments exposed by the forces of the recession, including:
- Their sharply higher level of fiscal resilience—which allows them to adapt more rapidly to shifting economic conditions;
- They are a reliable source of demand for certain basic categories of goods and services due to their unique cultural preferences and lifestage needs;
- The emergence of a smart and uncompromising group of Hispanic consumers that represent a major source of discretionary demand: The Ready-to-Spends.
AHAA's Technology Hispanic Allocation Study
Tuesday, July 17 at 2:00 pm EST
Presented by The Santiago Solutions Group
AHAA will present new research on how Technology 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.
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.
Hispanic Media Insights - From Advertising To Online Behavior
Tuesday, July 31st at 2:00 pm EST
Kantar Media, a provider of Internet, TV and radio audience measurement in 59 countries, will present an overview of trends in Hispanic advertising creative for select, high value product categories that includes an analysis of message themes; comparisons versus messaging targeted at Anglo audiences; and what these trends suggest for the future.
Jon Swallen, CRO, Kantar Media Intelligence
Jon leads initiatives into the development of digital methodologies for ad supported online video, social and mobile advertising, as well as spearhead data integration programs and thought leadership efforts in varied industry vertical markets. He was previously SVP of Research for Kantar Media Intelligence and prior to joining Kantar Media Intelligence in 2004, Jon held senior research positions in the media departments of the Universal McCann and Ogilvy & Mather advertising agencies.
Yaakov Kimelfeld, CRO, Kantar Media Compete
Dr. Kimelfeld was most recently SVP, Digital Research and Analytics Director for MediaVest. He is an industry thought leader in digital and traditional media analytics and attribution, and has previously developed numerous custom media planning and research tools working with media partners such as Google, Facebook, Microsoft and Yahoo! He has received numerous industry recognitions, including the Advertising Research Foundation David Ogilvy Awards in 2009 and 2010.
Most Recent AHAA Online University Sessions
View all the past presentations at our website.
ARBITRON'S CURRENT HISPANIC RADIO INSIGHTS
June 5: DOWNLOAD THE PRESENTATION
WATCH THE RECORDING (WEBEX)
Radio offers a lot of unique attributes in the multi-media landscape. Join us at 2pm EST on June 5th to learn more about radio today. This session will look at the trends and evolution of the medium, review basic measurements and terminology, and uncover some of the nuances of Hispanic radio.
WINNING HISPANIC CUSTOMER ACQUISITION & CUSTOMER CARE
Presented by Neal Topf, President, Callzilla
DOWNLOAD THE PRESENTATION (PDF)
LISTEN TO THE RECORDING (WEBEX)
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.
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. (MEMBER VALUE = $100-$150 per listing)
Don't forget to send your internship positions as well. We have received some emails asking about those opportunities!
CALL FOR ENTRIES
Deadline: June 29, 2012
The Jay Chiat Awards - Find Out More & Enter
Deadline: July 20, 2012
iab's MIXX Awards 2012 - Find Out More & Enter
Deadline: July 25, 2012
The Stevie Awards for Women in Business - Find Out More & Enter
Deadline: July 27, 2012
2012 Excellence in New Communications Awards - Find Out More & Enter
Deadline: August 3, 2012
Hispanic PR Association's 2012 PRemio Awards - Find Out More
Deadline: August 3, 2012
Virginia Film Festival - Find Out More & Enter
Deadline: August 17, 2012
2012 Global Awards® for the World’s Best Healthcare Advertising™ - Find Out More & Enter
EXCLUSIVE 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.
The 2012 Multicultural MONITOR exclusive package for AHAA members
As of 2012, a majority of all children born in the U.S. are African American, Hispanic or Asian American. The era when ethnic consumers make up a majority of the U.S. population is poised to arrive. In preparation for this watershed, The Futures Company has rethought, reinvented and revolutionized its groundbreaking Multicultural MONITOR service to provide marketers with the rich, actionable solution they need to win in the diverse marketplace of today and the emerging "majority-minority" consumer landscape of tomorrow.
The annual relationship package includes:
1. The Foundational Framework: A library of five annually-updated Core Insight decks. These decks provide a baseline architecture for Multicultural MONITOR, outlining key assumptions, insights pillars and POVs on ethnic markets:
· The Blueprint: Marketing to Ethnic Consumers
· The Cultural COMPASS: Understanding Cultural Orientation
· Consumer Key: Hispanics
· Consumer Key: African Americans
· Consumer Key: Asian Americans
2. The annual State of the Multicultural Consumer Report which includes four actionable sections:
· On the Rise: Profiles of emerging demographic sub-segments that offer immediate opportunity for savvy marketers
· Trending Multicultural: An insider’s look at the themes that will be shaping ethnic consumers over the next 12-18 months, with lean-forward implications for years to come
· Action Items: Thought starters and strategic guidance rooted in Multicultural MONITOR's insights
· MONITOR Spotlight: Case studies of brands offering best-practice innovation around the trends and demographic sub-segments they are highlighting
· Cultural Streetscapers: A network of embedded consumer observers, who enhance quantitative resources with rich first-person observational insights. Cultural Streetscapers are also available to support custom consulting projects.
3. Core Quant: Access to full datasets from the annual Multicultural MONITOR survey of 5000+ individuals. Data will be available July 2012.
4. The State of the Multicultural Consumer Presentation Video: A critical overview of ethnic consumers in 2012/2013, highlighting major shifts in attitudes, mindsets and expectations that will be driving consumer behavior in the next 12-18 months.
5. The Conversation: A series of regular roundtable webcasts that bring MONITOR consultants, Streetscapers and experts together to explore and illuminate key multicultural questions being raised by clients.
The AHAA pricing for the 5 components listed above is $20,000 through July 31st, 2012. Starting August 1st the price will be $25,000. The Futures Company is providing AHAA members with over a 30% discount off of their regular list pricing.
Again, this year, you can purchase our SPSS Reports for Surveys cross-tab software at an additional cost of $5,000 which will allow each agency to create their own customized cross-tabulations, maximizing the ability to explore, analyze and integrate their Multicultural data.
This offer is exclusive to AHAA members. Please contact Amy Holman at The Futures Company if you would like to subscribe or with any questions. She may be reached at 352.333.0233 or firstname.lastname@example.org
GfK MRI is 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 Nuñez at email@example.com or visit http://www.gfkmri.com/.
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 firstname.lastname@example.org
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 (email@example.com) or call Geoscape at 1-888-211-9353.
AHAA members who are current Geoscape subscribers are also eligible for this discount.
CALENDAR OF EVENTS
June 27, 2012
Reaching Hispanics Efficiently with Video
Online with Google
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
Cuban-American to head National Council of La Raza
The National Council of La Raza recently announced that Jorge Plasencia will lead its board. He is only the third non Mexican-American to serve in that role in more than four decades. He will help the organization as it expands its voter registration and other civic engagement work in Florida, as well as build bridges at a national level.
Wing Creatives to document Cannes 2012
Young creatives from Wing, Said Fayad and Marc Duran, were selected as 2012 Young Creative winners of the “Circulo Creativo Latino de Estados Unidos” competition. They will cover Cannes 2012 and provide an array of content (videos, instagram, tweets, etc.) Fayad and Duran will also be discussing what creative is doing well, interviews with top creatives and cover what really goes on behind the red carpet. The site: http://flipflopsocks.tumblr.com/.
Círculo Creativo announced its new President, Claudio Vera
After one year as Vice President of the Círculo Creativo and an active participant in the development of the U.S.H. Idea Awards, Claudio Vera assumes officially the Presidency of the Círculo Creativo in the United States, succeeding Gustavo Lauría 2010/12. With over 18 years of experience in advertising and almost ten in the Hispanic Market, Claudio Vera is a Creative Director at Casanova Pendrill/McCann Erickson/IPG.
Hispanic Group Launches New Website
The newly redesigned website is a one-stop shop for Latino news, insights and events in the U.S., offering visitors relevant content such as: Trends, Facts and Tidbits; Industry News; Teamwork; Case Studies; and Work Samples.
ZapBoomBang Studios to open in Houston
Alex and Cathy López Negrete are the founders of ZapBoomBang, a standalone entity under the López Negretes’ holding company. It is a video production and recording studio in Houston. Its services include: audio recording and mixing for radio, film, TV and digital media; music composition, recording and production; sound design and audio sweetening; video editorial and finishing services (offline and online); and motion graphics and effects.
TracPhone selects Marca as Hispanic AOR
Marca advertising agency has been selected by TracPhone to handle Hispanic marketing responsibilities for all of its telecommunications platforms.
Dieste Creates Xoom's First National Campaign Targeting Hispanics
Xoom Corporation, an internet-based global money transfer company, has launched its first national branding effort targeting Hispanic consumers. "Save the Pigs" highlights the tricky fees and hidden charges of traditional money transfer companies, while exposing piggy banks as the real victims. The education-focused campaign was developed by Dieste, which was awarded creative and strategic duties on the account. It positions Xoom as an affordable alternative for immigrants sending money to relatives back home.
Bromley Launches ‘Culture Connect’ Mobile App
The “Culture Connect” app recognizes transcultural people, places and nonprofit organizations across the United States that are making an impact by bridging multicultural communities in a variety of industries. It allows users to identify fellow trendsetters and change agents in cities across the U.S.
Zubi Advertising Hires New Director
Troy Valls has joined Zubi Advertising as Director of Strategy Development, a newly created position. For the past year and a half, Valls had been at La Comunidad, where he worked with clients including Volvo, Converse, Original Penguin, Ritz Crackers, Planters and Trident Gum.