NOTES FROM THE CHAIR
THE MOST INFLUENTIAL WOMEN IN ADVERTISING - TERE ZUBI
THE 2013 ANNUAL CONFERENCE
ALAIN GROENENDAAL APPOINTED TO BOARD
2013 MEMBERSHIP AND DIRECTORY
AHAA ONLINE UNIVERSITY
AHAA JOB SHOP
CALL FOR ENTRIES - THE effies AND MORE
AHAA MEMBER PARTNER DISCOUNTS
CALENDAR OF EVENTS
MEMBERS IN THE NEWSBOARD OF DIRECTORS
The Conexion is a monthly members-only publication from AHAA: The Voice of Hispanic Marketing to share member news, events, resources, ideas and research on the U.S. Hispanic market.
NOTES FROM THE CHAIR
Welcome to October! This year has certainly gone by quickly and I'm sure that a few of our readers are attending Advertising Week in New York. I wanted to take a moment and highlight two important things. First, I would like to welcome Alain Groenendaal, President & CEO of Grey Latin America and Wing to our Board. He is replacing Jorge Plasencia, who is moving over to our Advisory Board. Secondly, Advertising Age's The Most Influential Women in Advertising: Ad Age Honors 100 Who Have Shaped the Industry recognized the contributions of our industry's own Tere Zubi. Please read more about her below.
I am also happy to announce the dates for AHAA's 2013 Annual Conference. It will be April 29, 30 and May 1 in Miami. The committee is working to bring you the best event possible by seeking some big keynote speakers and developing a new format. Keep tabs on your inbox, the AHAA website and our social media platforms for updates.
At the beginning of October, our Advisory Board gathers for the first time. I look forward to their input on our updated strategic plan and discussing opportunities and challenges for our association. I will report back in November's column. September was full of learning with three Online University sessions. The next event will delve into how Skyline Communications (a team of female advertising students) devised and presented their unique concept for the Digital Media Case Competition in order to win it. The session will also cover the digital landscape, recognizing trends and best practices. The Education Committee is working to confirm the remainder of the 2012 events. Next year, we plan having a few of the conference speakers provide you with an exciting preview of the 2013 AHAA Annual Conference.
We look forward to a busy fall so keep an eye on your inbox and our website for weekly updates. Our Twitter feed, @AHAA, is also a good source of up-to-date information about AHAA and the industry.
THE MOST INFLUENTIAL WOMEN IN ADVERTISING
Ad Age Honors 100 Who Have Shaped the Industry - Tere Zubi Was Recognized
Tere Zubi (more formally, Tere A. Zubizarreta) was recognized as one of "The Pioneers" along with some other notable women. She truly was a pioneer in the advertising industry and was instrumental in helping to shift American marketers’ perceptions about Hispanics in the U.S., Tere helped replace the idea of Latinos being a homogenous minority group with limited resources with the dynamic reality of a multifaceted consumer segment representing the greatest growth opportunity of the 21st Century. Tere’s career in advertising started at McCann/Marshalk Advertising before starting Zubi Advertising (which is recognized as one of the nation’s leading Hispanic advertising agencies). She passed away in July 2007 from cancer yet she left a rich legacy behind. Below is an exceprt from Ad Age.
Founder, Zubi Advertising Services
When Tere Zubizarreta became the first Hispanic woman -- and only the second Latino -- inducted into the American Advertising Federation's Hall of Fame earlier this year, her former Ford Motor Co. client and current Leo Burnett exec Rich Stoddart said, "With Tere, everything was personal, and everything was about people." He noted she taught Ford it's "not enough to advertise in Hispanic media; we had to become part of the Hispanic community."
Read more about her here.
If you would like to discuss this list further, please visit our Facebook page to write your comments. Who else should have been recognized? Do you agree with Ad Age's selection?
Read the full Ad Age article
2013 AHAA ANNUAL CONFERENCE - SAVE THE DATE!
It's time to put the conference on the calendar. The AHAA Annual Conference will be April 29, 30 & May 1 at the Eden Roc hotel in Miami, Florida. The event is being reinvisioned plus there is the 2nd Annual U.S.H. Idea Awards!
Stay tuned to our website, Twitter feed and Facebook for updates.
ALAIN GROENENDAAL APPOINTED TO AHAA BOARD
AHAA Board appoints Alain Groenendaal to serve the balance of Jorge Plasencia's term through 2014.
Alain Groenendaal is President & CEO of Grey Latin America, which operates in 18 markets in the region. He is also 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.
Groenendaal joined Grey to lead Wing in 2008. Earlier, he served as General Manager of La Comunidad, the successful Miami agency, where he compiled an outstanding growth record and led them to become Adweek's Marketing & Medios "Agency of the Year." He also spent two decades at Leo Burnett, rising to the post of Senior Vice President, Regional Account Director in Latin America, working on such bluechip accounts as Visa, P&G, Citibank, Bacardi, Kellogg's, Disney, United Airlines and Federal Express. Groenendaal lived in Chile, Puerto Rico and Brazil and worked across 17 countries in the region.
Below is the "Brandscaping" post on Facebook which was well-received. If you click on the image, you can see the entire graphic. Did you know that we like to "Like" our members? Please send your company page to Kristy.
Check out our Facebook page and Pinterest page for more.
2013 Membership & Directory - Get Ready To Renew!
Your membership enabled us to accomplish so much this year. We’re proud of what we’ve been able to do and we could not have done it without you! Thank you for been part of AHAA.
We will start our membership renewal and collecting information for the directory in a few weeks. If your contact information has changed, please take a few minutes to update by logging into your account on the website or calling us at (703) 610-0218.
To those who have not sent their membership dues for 2012, we request payment before the end of the year. If you are not sure of your organization's status or you have any other questions regarding your membership, please contact Fulvia Lee, Membership Manager, at (703) 610-0218 or by email firstname.lastname@example.org
AHAA ONLINE UNIVERSITY
The AHAA Education Committee continues to add sessions to our ongoing webinar series. Upcoming topics include Client-Agency Management, Industry Trends & Consumer Insights and New Media. Check out the currently scheduled webinars and access AHAA archived Webinars there too!
Hispanic Communications Challenge
October 10th at 2:00 pm EST
In this exclusive webinar, find out from Skyline Communications on how they won this challenge by planning a mobile app that caught FOX Deportes eye. The winners were announced at the AHAA conference and received a $4,000 scholarship for their efforts.
About the competition: FOX Deportes, in partnership with Florida State University and University of Houston challenged ten group of students to devise a campaign that would leverage the use of digital platforms in the effort of improving the brand’s communication and engagement practice with the Hispanic community.
- Hispanic Communications Challenge
- Today’s Digital Landscape (social media, digital & mobile platforms)
- Recognizing trends
- From a faculty standpoint
- From a business standpoint
- Best Practices
- Connecting with millenials and acculturated Hispanics
- How has Fox Deportes evolved in this digital age and how they incorporate social media in their marketing efforts
- Open Forum/ Q&A
- Describe how the Hispanic market is today compared to the US Hispanic from 10 years ago or 10 years from now?
- How to stay truthful to your message/brand and building rapport with the Hispanic audience.
- Robert Rodriguez from FOX Deportes
- Simon El Hage from the University of Houston
- Antonieta Reyes from the University of Central Florida
- Skyline Communications, the winning team
Recent AHAA Online University Sessions
View all the past presentations at our website.
New Business Development for Multicultural Agencies in Today’s Marketing Environment
Thursday, September 27: Download the presentation & watch the recording
A successful multicultural agency must remain true to its ethnic heritage and cultural understanding of the target audience, while adopting the tactics that have made general market agencies successful - strategically disciplined, insightful and creative. The speaker will cover the basics that work for all agencies, but add additional insights for multicultural marketing agencies.
Don Morgan is President and Head Rainmaker of Raindance Consulting, a Seattle-based company specializing in new business development, social media and branding consulting for ad agencies. He is a 30+ years veteran of the ad wars.
Understanding and Targeting Hispanic Affluent Markets: From Macro to Micro Market
Thursday, September 13: Download the Presentation & Watch the Recording
Affluent Hispanic households, those with at least $100,000 in investable assets, are approaching 4 million. Webinar attendees will:
Learn where the best markets are
See how markets differ based on size and concentration at the county level
Get demographic and assimilation profiles
Get perspective on growth potential
Information Asset Partners is a marketing analytics firm that provides Empirics retail financial metrics to leading banks, insurers, and wealth managers. Client use Empirics to objectively assess market opportunity, plan sales and marketing operations, and develop campaigns to customers and prospects.
Speaker: Bill Poll, Founder of Information Asset Partners
His expertise is in market intelligence and its applications within sales and marketing organizations, and B2B and B2C information product marketing. He has built a 20-year marketing, sales, and business development career in the information and direct marketing industries at D&B, McGraw-Hill, SRI International, and USADATA. Bill has an MBA from Columbia University Graduate School of Business and a B.A. from Bowdoin College.
Hispanic Media Insights: From Advertising To Online Behavior
July 31st: DOWNLOAD THE PRESENTATION & RECORDING
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 and
Yaakov Kimelfeld, CRO, Kantar Media Compete
AHAA's Technology Hispanic Allocation Study
July 17: DOWNLOAD THE PRESENTATION & RECORDING
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.
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!
- d expósito & Partners, the New American Agency™ - Senior Media Buyer/Planner | New York, NY
- Michigan State University - Digital Media Development | East Lansing, MI
- VOXXI - Digital Sales Representative | Miami, FL
- d expósito & Partners, the New American Agency™- Media Director | New York, NY
- CVS CareMark - Bilingual Copy Editor | Woonsocket, RI
- Sensis - Multiple Opportunities | Los Angeles and DC
- Geoscape - Client Solutions Specialist – Marketing & Business Intelligence | Miami, FL
- Entravision - Account Executive/Sales | Denver, CO
- Syracuse University’s S. I. Newhouse School of Public Communications - Media Planning/Buying Professor | Syracuse, NY
- Conill - Account Executive | Torrance, CA
CALL FOR ENTRIES
Deadline: October 5, 2012
Communication Arts Interactive Competition - Find Out More
Deadline: October 15, 2012
The NY Festivals: TV & Film Awards - Find Out More
Deadline: October 19, 2012
Effie Awards - New & Updated Awards! - Find Out More
Deadline: October 22, 2012
ame awards®, the worlds most effective advertising™ - Find Out More
Deadline: October 22, 2012
AME Awards - Find Out More
Deadline: October 26, 2012 (Early Bird)
The Webby's - Find Out More
Deadline: October 26, 2012
2012 Bulldog Digital/Social PR Awards - Find Out More
Deadline: October 31, 2012
Mobius Awards - Find Out More
Deadline: November 2012
Creative Media Awards - Find Out More
Deadline: March 15, 2013
Marketing Communications Awards - Find Out More
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.
As a new business intelligence and lead generation resource for marketing services and media business development professionals, The List provides access to more than 114,000 highly targeted corporate marketing, advertising, brand, sponsorship, and media decision makers in North America. The List is the largest and most accurate database of brand decision makers and provides direct contact information, company profiles, media spend, agency relationships, company financials, global creative, LinkedIn integration, and new business insights on more than 35,000 brands that spend significant dollars on paid media in the U.S. and Canada.
To experience the prospecting power of The List firsthand, register for a free trial account at http://www.thelistinc.com/campaigns/ahaa.
AHAA Members can take advantage of 10% discount on access!
Samantha Slabaugh, Marketing Manager
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 $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
October 1-5, 2012
New York City
October 4, 2012
Don't Miss All That PR Jazz - HPRA PRemio Awards
October 10-13, 2012
ANA Masters of Marketing
October 28-30, 2012
ANA Multicultural Conference
April 28, 29 and May 1, 2013
AHAA Annual Conference - SAVE THE DATE!
May 6-7, 2013
Hispanic Radio Conference
MEMBERS IN THE NEWS
Note: AHAA Members in the News is now located under "About AHAA" on our website and is updated weekly.
Lopez Negrete Appoints New Chief Creative Officer
Lopez Negrete Communications has appointed executive creative director Fernando Osuna, a highly awarded advertising veteran, as its new chief creative officer. Agency co-founder Alex López Negrete has held this post since the agency's inception. Alex will remain president and CEO, focusing his energy on the continued evolution and growth of the agency and its affiliate companies.
El Hage named Sr VP Director of Strategic Planning at Casanova Pendrill
Ingrid Otero-Smart, President/CEO of Casanova Pendrill announced the addition of Simon El Hage to its leadership team as Senior Vice President, Director of Strategic Planning. Mr. El Hage is an industry veteran with over 20 years of experience. He was Director of Strategic Marketing and Client Services at Lopez Negrete Communications for over ten years. Most recently, Simon was SVP Director of Multicultural at IPG owned DraftFCB.
Maldonado named Partner at d expósito & Partners, LLC
Louis Maldonado, who as Managing Director has been leading and overseeing the AARP and ConAgra accounts at d expósito & Partners, LLC, has been named a Partner of the company. He has been instrumental to the growth of d expósito & Partners since joining the agency in April 2007. He has played a key role in the acquisition of several accounts, including AARP, Amway and ConAgra Foods. Maldonado has also played an integral role in several of the Agency's award-winning campaigns, including the Census 2010 and the launch of McDonald's Southern-Style Chicken in the New York Metro area.
Da Silva hired as Managing Director of Grupo Gallegos
Grupo Gallegos announced the hiring of Joe Da Silva to the agency's first-ever position of Managing Director. In this newly created position, Da Silva will relocate to the agency's California beachfront offices and will be responsible for managing the agency. He will work alongside CEO and founder, John Gallegos, and the leadership team to ensure an internal culture of excellence, an effective utilization of resources, a consistent stream of unparalleled talent, and an output of only the best creative work for clients. After serving as Operations Director of BBH London, Da Silva moved to New York with Gwyn Jones, BBH's Global CEO, to manage the NY office as General Manager and to take on the role of Group Operations Director for BBH offices globally.
Dieste Announces Infusion Of Senior-Level Talent
Dieste has brought in 12 new executives as part of a reorganization that aims to make the Dallas-based agency more ideas-centric and increase its digital presence. Additionally, the agency has promoted several current executives. Among the twelve new hires are Francisco (Pancho) Cardenas, former Executive Creative Director at Lead2Action in Mexico and Hugo (Pachi) Tamer, former Vidal creative and social media expert recognized as one of the Top 5 Instagramers Around the World Worth Following (http://www.dailydot.com/culture/5-instagramers-worth-following-philippe-gonzales). Dieste will also be adding the contributions of Monica Sanchez, former P&G Mexico marketer, with large expertise in planning and Guillermo Tragant, Buenos Aires-based CEO of Furia, to enhance the agency’s marketing strategy and communication platform development. This agency reorganization will also expand the roles of Olavarieta and Wegerbauer. Olavarrieta, Chief Content Curator in Dieste’s growing NY office, will be guiding communication platform development for a several number of clients. Wegerbauer will now assume the role of Chief Idea Officer.
Alma Agency Wins AAF Mosaic Award
Alma DDB has won its first AAF Mosaic Award in the Multiethnic Media Usage Category for their Visit Florida campaign. The campaign targeted seven key markets in its attempt to increase travel to Florida for 2012 with emphasis on the African American and Hispanic markets. They will be honored at the Diversity Achievement and Mosaic Awards and Forum on Tuesday, October 2nd. Read More
McCormick Selected Alma As AOR To Spice Up The Hispanic Market
McCormick has selected Alma as its agency of record to manage their consumer products media planning, digital, creative and strategy in the U.S. Hispanic market. Alma won the contest due to the work in novel creative executions and its signature integrated model, which positions the agency's digital practice at the core of every strategy.
Time Warner Cable Names La Comunidad Multicultural Agency of Record
La Comunidad has just been named Multicultural AOR for Time Warner Cable, handling TWC’s substantial Hispanic marketing efforts including TV, print, OOH, radio and direct mail. La Comunidad was awarded the business after a review, which began with ten agencies and was narrowed down to four before La Comunidad was selected.
Kyocera selects MARCA
Kyocera has assigned US Hispanic and Latin American marketing and advertising responsibilities to Coconut Grove, FL based MARCA.
RushCard selects d expósito & Partners
RushCard, one of the first prepaid Visa cards, has selected d expósito & Partners to spearhead advertising efforts targeting the Hispanic market. d expósito & Partners has created a multi-platform Hispanic advertising campaign for the Dynasty Prepaid Visa RushCard featuring baseball star Alex Rodriguez. The campaign makes its debut in late September on Hispanic television networks with the launch of the first Spanish-language commercial for RushCard.
Radio Ink Writes About SBS' Early Blending of Radio And Mobile
Five years ago, the largest publicly traded Hispanic-controlled media and entertainment company in the U.S. decided that mobile was a perfect, and necessary, complement for both programming and on-air advertisements and promotions in its major radio markets. Spanish Broadcasting System (SBS) took an early bet that incorporating mobile would greatly deepen their audience’s engagement with their radio stations, talent, and advertisers. Read the rest of the article.
Terra Adds Three Executives to Its Roster
Daniel Alonso will be Vice President of Business Development; Vanessa Lizama will be Client Development Director; and Omar Suardy was appointed Director of Marketing. All three will be based in Miami and will report to Terra CEO Fernando Rodríguez.