NOTES FROM THE CHAIR
ANA MULTICULTURAL CONFERENCE HIGHLIGHTS
THE 2013 ANNUAL CONFERENCE
UPDATE YOUR MEMBER PROFILE FOR THE 2013 DIRECTORY
STAND OUT! ADVERTISE IN THE 2103 DIRECTORY
AHAA ONLINE U. - DECEMBER SESSION
AHAA JOB SHOP
CALL FOR ENTRIES - THE STEVIES, OBIE AND MORE
AHAA MEMBER PARTNER DISCOUNTS
CALENDAR OF EVENTS - GET A JUMP ON 2013
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
It is hard to believe that 2013 is already on our doorstep. Hopefully next year is looking even more promising for your clients and your business. This year the U.S. Hispanic market made great strides in awareness due to the election. Multiple reports highlighted the influence on the economic sector as well as the electoral process. In particular, Experian Simmons' Hispanic Demographic Report notes, "Hispanic households account for 10% of all discretionary spending in the United States, with annual expenditures of $164.2 billion on non-essentials in 2012." And from the ANA Multicultural and Diversity conference, we saw companies recognizing that fact:
- Brad Davidson, president of Kellogg North America: “The Hispanic business opportunity is undeniable. Kellogg has integrated Hispanic into every step of our business planning process."
“We have found through some initial marketing mix modeling that Hispanic media has a higher ROI than traditional consumer media– 2-3x in some cases,” says Maureen Brekka, svp marketing, North America at Brown-Forman.
At AHAA, we will continue to bring you the latest information. One way to stay current is the AHAA University program. These webinar provide you with the new research, creative thoughts and more. This month we have Arbitron and Katz Radio share an analysis of political radio advertising on December 12th. Find out what was spent and how effective it was.
The Conference Committee will have an update in January as they are putting together one of the best, most complete programs ever for the April 29 –May 1 event in Miami. Conference details will be released soon.
Thank you for supporting your Association. We wish you a happy holiday season!
ANA MULTICULTURAL & DIVERSITY CONFERENCE HIGHLIGHTS
The ANA Multicultural Marketing & Diversity Conference was attended by 600+ at the end of October. The following provides insights and highlights from the conference.
“The United States is the most demographically diverse nation on the planet,” per Burrell’s Fay Ferguson (who credits the quote to Faith Ruffins, curator for the Smithsonian American Museum of History). In May it was widely reported that for the first time, racial and ethnic minorities now make up more than half the children born in the U.S.
“If you’re not already there (i.e., multicultural marketing), you are already behind,” said Fred Diaz, president and CEO, Ram Truck Brand Chrysler and group president and CEO, Chrysler de Mexico.
Brad Davidson, president of Kellogg North America: “The hope at Kellogg is that Hispanic marketing evolves from specialty skill to an integrated capability that marketers possess and becomes part of how they think holistically and completely about the business.”
“100% of growth in retail and for Walmart will come from multicultural customers. Walmart’s dollars for multicultural marketing will grow at least 100% over the next year.” That was from Walmart’s Tony Rogers, svp, brand marketing & advertising and Greg Warren, vp, creative marketing.
Niloufar Molavi, PwC’s vice chair: “Diversity is not a philanthropic pursuit. It’s all about smart business. The main benefit of diversity is innovation. When people with different points of view, different perspectives, and different experiences come together, that drives innovation.”
The two presidents of ANA member companies (Fred Diaz and Brad Davidson) also spoke about the importance of executive leadership and mobile.
“A company definitely needs an executive champion. Take that role on yourself,” – Fred Diaz.
“Blunt action from the top of the organization is often required to drive multicultural marketing,” – Brad Davidson.
“We need to find ways to win better in mobile,” – Brad Davidson.
“Hispanics have the highest smart phone adaption rates, hence mobile is critical,” – Fred Diaz.
Courtesy of the ANA.
2013 AHAA ANNUAL CONFERENCE
Dates: April 29, 30 and May 1, 2013
Location: Eden Roc Miami
This annual event is going to be transformed from years past with high energy industry-leader speakers (and clients too). Monday will kick off with a half-day of general sessions and the classic opening reception in the evening (great for networking!). The next two days will be general sessions in the morning followed by breakouts and workshops in the afternoon with different topic tracks. Plus there is the 2nd Annual U.S.H. Idea Awards on Wednesday night!!
Stay tuned to our website, Twitter feed and Facebook for updates.
2013 AHAA MEMBERSHIP & DIRECTORY - GET READY TO RENEW!
In today's challenging times, you need to stay informed and on top of your game. Ahaa provides you with information and connects you with the people that will help you achieve your business and career objectives. Renewing your membership guarantees that there will be no interruption in the delivery of your benefits. We will start sending your membership renewals letters soon.
We are continuing collecting your profiles updates for the 2013 AHAA Directory. If you have not received an email with your previous profile, please contact Fulvia Lee at (703) 610-0218 or send an email to email@example.com
You can also go to one of these links below to submit your profile:
For Advertising Agency Members go to this link:
For Non-Agency Members go to this link:
Send your updated listing to us asap to guarantee your placement in the 2013 AHAA Directory!
To those who have not sent their membership dues for 2012, we request payment before the end of the year. Otherwise, we will not be able to include your profile in the directory. 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
Below are two postings from our Facebook page. 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.
ADVERTISE IN THE 2013 STANDARD DIRECTORY OF HISPANIC MARKETING COMPANIES
RESERVE YOUR SPACE TODAY!
Over 3,000 copies of the directory are distributed every year to the C-Suite of top advertisers and brands. The directory is also fully searchable online—and your investment includes a 600x60 banner ad at no additional cost.
Exclusive for AHAA Members only!
Space Reservation – Friday, January 11, 2013
Camera-ready digital file – Friday, January 18, 2013
(ads must be provided as a high-resolution pdf (300 dpi with crops of 0.125))
For more information or to ensure prominent placement, contact Fulvia Lee at 703-610-0218 or email email@example.com.
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!
Latino Radio Landscape 2012 (MEMBERS)
Wednesday, December 12th at 2:00 pm EST
The torrent of political advertising has finally come to an end and our airwaves are getting back to normal. This session will look back at how the different political parties utilized radio to reach Hispanic voters in an effort to get ahead. Which candidate spent the most, where did the ads run and when? We will also examine implications for advertisers and the increasing role Hispanics could have on future elections.
- Tony Hereau, Media Insights Manager, Arbitron
- Mary Beth Garber, EVP of Radio Analysis and Insights, Katz Radio Group
The 10 Principles of Hispanic Print Advertising - What Works? (MEMBERS)
Wednesday, January 30, 2013 at 2:00 pm EST
In the USA, Hispanic media is under increasing pressure to more fully prove the return-on-investment (ROI) for advertising. Among the Hispanic magazine industry specifically, there is increasing pressure to prove the power of print and move to a more meaningful measure of advertising effectiveness including the stopping power of creative.
This session will present actionable learnings from an extensive analysis of over 4,000 ads across a dozen Hispanic titles that were measured by Starch en Español, a syndicated advertising effectiveness service. It will advance the industry by answering the industry’s question: What works in Hispanic print advertising? Starch’s Ten Principles are a widely applicable and actionable guide for Hispanic advertisers to create more effective print advertisements.
V.P. Advertiser Sales | GfK MRI
GfK Mediamark Research & Intelligence, LLC
RECENT AHAA ONLINE UNIVERSITY SESSIONS
View all the past presentations at our website.
It's Better Out...
Wednesday, November 14th
Access the presentation
Watch the webinar
When the medium is the message out of home creative simply must inspire, intrigue and challenge. What better way to describe the urban gallery, the visual stew above the asphalt, that poster on the street, sign, billboard or hand-held cardboard; good, bad or governement induced; multi-million dollar flashing lights or bumper stickers on a vespa - the urban, sub-urban or Chevy Suburban imagery we expose is seen, absorbed prohibited, and, when done well, praised.
About the speaker:
Sean Robertson, Chief Creative Officer and Idea Inciter at RROAM – a San Francisco Bay Area based media and marketing boutique, has found challenge, fulfillment and hair loss developing and promoting all types of creative and specializing in the “Art of the Poster."
The Effies: Entry Process & Case Studies
Monday, October 15th
Access the presentation
Watch the webinar
AHAA and Effie Worldwide have teamed up to present an exclusive webinar event only for AHAA members. They presented a webinar providing insight into how entries will be judged and tips and insight from last year’s jury on what it takes to have a winning case.
Steph Jones, Senior Program Coordinator for Effies Worldwide
Hispanic Communications Challenge
The session covers the Hispanic Communications Challenge; today's digital landscape (social media, digital & mobile platforms); recognizing trends and how to use that knowledge; and, lastly, best practices such as connecting with millenials and acculturated Hispanics and how has Fox Deportes evolved in this digital age and how they incorporate social media in their marketing efforts.
- Robert Rodriguez, FOX Deportes
- Antonieta Reyes Echezuria, Florida State University
- Marisa Smith, Florida State University & Skyline Communications
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 per listing)
Don't forget to send your internship positions as well. We have received some emails asking about those opportunities!
CALL FOR ENTRIES
This section provides you with a list of upcoming award deadlines so you don't miss out on having your work recognized!
Deadlines: December 12 and March 27, 2013
American Business Awards "The Stevies" - Find Out More
Deadline: December 14, 2012
Global Effie - Find Out More
Deadline: December 14, 2012
TDC58: Typography Award - Find Out More
Deadline: December 14, 2012
Telly Awards - Find Out More
Deadline: December 14, 2012
Obie Awards (outdoor Advertising) - Find Out More
Deadline: January 7, 2013
International ANDY Awards - Find Out More
Deadline: January 14, 2013
ARF David Ogilvy Awards 2013 - Find Out More
Deadline: January 30, 2013
D&AD Awards 2013 - Find Out More
Deadline: January 31, 2013
One Show Interactive- Find Out More
Deadline: January 31, 2013
The Admap Prize 2013 - Find Out More
Deadline: January 31, 2013
11th annual Internet Advertising Competition Awards - Find Out More
Deadline: February 1, 2013
Great Mind Awards 2013 - 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 email@example.com
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 firstname.lastname@example.org 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 email@example.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.
CALENDAR OF EVENTS
March 10 - 13, 2013
2013 4A's Transformation New Orleans
New Orleans, LA
March 17-20, 2013
Re:think 2013 – ARF Annual Convention + Expo
New York, New York
April 3-4 2013
2013 New Mainstream Business Summit
April 23-25, 2013
2013 Billboard Latin Music Conference and Awards
April 29, 2013
Advertising Hall of Fame
New York, New York
April 29-May 1, 2013
AHAA Annual Conference
April 30, 2013
May 1, 2013
U.S.H. Idea Awards
May 6-7, 2013
Hispanic Radio Conference
June 5-8, 2013
July 20-23, 2013
NCLR Annual Conference
New Orleans, LA
September 23-24, 2013
IAB MIXX Conference & Awards
October 3-6, 2013
ANA Masters of Marketing
November 3-5, 2013
ANA Multicultural & Diversity Conference
Los Angeles, CA
MEMBERS IN THE NEWS
NGL Media Partners with Orci and Capitol Latin on Joey Montana Music Video ‘Unico’
NGL Media has partnered with Orci and Capitol Latin on behalf of the 2013 Acura ILX, to produce a groundbreaking music video and related content in support of the release of SESAC LATINA 'Songwriter Of The Year,' Joey Montana's, new single 'Unico.' It premiered on November 19th with the new album by the same name set for release in early 2013.
Danielle Gonzales Recognized as a Media All-Star by Adweek
This report highlights a dozen of the most talented, innovative media point people for leading brands. One of own was recognized: Danielle Gonzales, EVP/Managing Director, Tapestry/Starcom USA. She leads a growing movement among marketing and media professionals preaching a simple truth: The Hispanic demographic is no longer another niche market but, rather, should be viewed as a vital element in a brand’s general market strategy. And there are 100 million reasons why.
Gergely promoted to Director of Business Development at WING
WPP’s Wing announced the promotion of Daniel Gergely from Business Development Supervisor to Director of Business Development, a new position. He will lead new business acquisition; direct inter-agency and public relations; and manage client relationships including Mike’s Hard Lemonade, Reliant Energy, and The New York International Latino Film Festival.
Olper, Galván, and Ferreras join d expósito & Partners, LLC
d expósito & Partners announced that Leo Olper and Mauricio Galván have joined the Agency as Partners. “They will be adding depth and strength to an already successful team,” says the Agency in its announcement. Mr. Olper has joined the Agency as Partner/Business Development and Integration Officer and Mr. Galván has joined as Partner/Chief Creative Officer. Along with the hires of Mr. Olper and Mr. Galván, the Agency also announced the addition of Dortiz Ferreras as Partner/Chief Strategy Officer. Prior to joining d expósito & Partners, Ms. Ferreras' career included strategic leadership positions at Alma DDB, The Marketing Store and Leo Burnett Chicago. Read more.
Sánchez Heads To MundoFox
Veteran newsman Rick Sánchez has joined the national news team at MundoFox. Based in Miami, he will present daily news segments and will host several news specials throughout the year. Most recently, Sánchez had been a contributor at Fox News and Fox News Latino.
VOXXI launches Tech Channel
The new tech channel devoted to educating and providing Latinos with all the cutting-edge technology, social media, and mobile news. It will also feature the latest tablet and gadget reviews.
K. Fernandez & Associates Recognized For Radio And TV Campaigns
K. Fernandez received a Platinum MarCom and a Gold Davey for the City of San Antonio’s Solid Waste Management Department’s “Return of the Plastic Bags” viral video. TXU Energy’s “Luz” Spanish radio received a Silver Davey. A-Affordable Insurance’s “Ring the Bell” TV campaign received a Gold. The two Honorable Mention MarComs were for the San Antonio Humane Society’s “Donation” TV campaign and the City of San Antonio’s Solid Waste Management Department’s “Songs of the Plastic Bag” radio campaign.The 2012 Davey Awards had nearly 4,000 entries from across the U.S. and around the world, the Davey Awards honors the finest creative work from the best small firms, agencies and companies worldwide. The MarCom Awards had over 6,000 entries from throughout the United States, Canada and several other countries in the 2012 competition.
impreMedia takes home 39 Awards at NAHP’s 2012 Jose Marti Publishing Awards
impreMedia received thirty-nine awards with flagship publications La Opinión from Los Angeles and El Diario La Prensa from New York taking first and second in the Outstanding Spanish Daily category respectively. The NAHP’s José Martí Awards are one of the oldest and the largest Hispanic media awards within the US and were presented during the 30th anniversary convention of the National Association of Hispanic Publications (NAHP) in October.
VP of SBS Miami Radio/TV-Consolidated Sales named ‘Media Executive of the Year’
Spanish Broadcasting System (SBS), VP of SBS Miami Radio/TV-Consolidated Sales, Felix Lopez, was named the “Media Executive of the Year” by the South Florida Hispanic Chamber of Commerce. Lopez’s achievements were recognized alongside those of other outstanding business leaders at the SFHCC’s 18th Annual Sunshine Award 2012 Ceremony.
MundoFox Hires New Director
Andy Checo is the new Marketing Director at MundoFox based in New York and responsible for northeastern markets. Checo reports to Oswald Mendez EVP/Chief Marketing Officer for the Network. Checo spent over 10 years working in US Hispanic marketing and public relations, most recently at RL Public Relations. He is also the president-elect of the Hispanic Public Relations Associations’ New York Chapter.
Under the new structure, former Radio Division President Jeff Liberman (pictured) becomes Chief Operating Officer. Mario Carrera was named Chief Revenue Officer, moving over from Entravision's TV division. And, Esteban Lopez Blanco was named Chief Strategy Officer, Corporate Development and Innovation. Blanco was Entravision’s Executive Director of Interactive. Net radio revenue from the Spanish-language-focused company was $17.6 million in Q3 of 2012, up from $16.6 million in 2011. While local revenue was only up 2 percent, national jumped 25 percent. Entravision CEO Walter Ulloa said that while the operating environment continues to improve, local is not rebounding as quickly as national. Political revenue has been very strong for Entravision.
Note: AHAA Members in the News is now located under "About AHAA" on our website and is updated weekly.