MEMBERS ONLY
AHAA UNIVERSITY
AHAA makes professional development easy. You can access courses right from your desk!
The AHAA Education Committee continues to confirm sessions. Topics focus on: Research (Insights) -- New Business -- New Media. A majority of the sessions are available to members. Occasionally AHAA will hold "open" sessions.
Would you like to suggest topics for future Webinars?
Email your ideas to: Gaby Alcántara-Diaz, Education Committee Chair
UPCOMING WEBINARS & EVENTS
The effies (Members Only)
Thursday, September 12th at 2:00 pm EST
Stay tuned for more details over the summer!
PAST WEBINARS
Elevating the Role of Marketing Procurement --
What Even Agencies Need to Know (Members Only)
Tuesday, June 18th
Download and watch the presentation (requires member login)
“Marketing’s goals should be our goals in theory, but typically procurement organizations have separate metrics — we rarely get credit for the sales generated by our efforts, but should be.” --Kim Johnson, Group Vice President, Strategic Sourcing Lead, Marketing, Suntrust
The discipline of marketing procurement has existed in the industry for well over a decade now. Some companies have more mature marketing procurement teams while others are just starting out. At many companies, the focus continues to be on cost. But some more enlightened firms are now evolving the conversation to strategic metrics, like driving marketing ROI. Recently, ANA took the pulse of its members to better understand the metrics used to gauge the success of marketing procurement. That research and follow-up qualitative interviews help to provide a roadmap for marketers as well as agencies to maximize the contribution of marketing procurement.
Speaker: Bill Duggan, Group EVP, Association of National Advertisers
Winning the Hearts, Minds and Wallets of the Hispanic Customer Using Mobile
Wednesday, March 20th
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Watch the Presentation (Vimeo)
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HISPANIC CONSUMERS ARE clearly becoming the most important prospects for marketers, across all sectors. Walmart has reported that 100% of its sales growth is now coming from the multicultural customers. In this webinar we'll provide an overview of the HISPANIC customers and strategies on how engage this MAJORITY-MINORITY throughout the path to purchase in order to win their HEARTS, MINDS and WALLETS.
Moderator: Michael Becker, Managing Director, North America, Mobile Marketing Association
Speakers:
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James Briggs, CEO and Co-Founder, Briabe Mobile
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Diana Valencia, SVP of Mulitcultural Communications, Porter Novelli
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Gaby Alcántara-Diaz, President, G ADMarketing Communications
A Deep Dive Into the Latino Influence Project (Members)
Thursday, February 28th
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View the Latino Influence Project Study
The United States is under the influence of the rapid growth of the Latino population. Fashion, music, entertainment, food, and pop culture are key areas in which Latinos are driving mainstream culture and creating nationwide trends.
Most likely you've inevitably heard that “tortillas and salsa now outsell bread and ketchup” and that “dulce de leche is Häagen-Dazs’ top-selling flavor of ice cream.” In fact, Cheerios, a quintessentially American cereal, recently launched their own “dulce de leche” flavor. Ricky Martin appeared on Glee, Sofia Vergara launched a clothing line at K-Mart, and Victor Cruz is teaching the world to salsa every time he scores a touchdown.
The Influence Project from Wing and Experian set out to quantify the extent to which Latinos are influencing the non-Latinos around them. The findings show that Hispanic influence extends far beyond tortillas and jalapeños into attitudes and beliefs around health, technology, and even the environment. The Online University session will take a deeper dive into the results of this study.
Speakers:
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Holly McGavock - Director of Planning, Wing
She has over 7 years of experience in multiple categories including Spirits, Automotive, Airlines, Retail, CPG, and Pharma. Holly also teaches Hispanic Marketing, Multicultural Marketing and Account Planning courses online for Florida State University students and marketing professionals. -
Dr. Max Kilger -Chief Behavioral Scientist, Experian Marketing Services
He received his doctorate in Social Psychology from Stanford University and directs Experian Marketing Services’ efforts in developing new methodologies from both quantitative as well as qualitative fields. Max specializes in applying theoretical and statistical expertise in creating specialized measurement and behavioral systems. His research interests include devising effective measurements for sensitive topical areas, the association between psychographic data and consumption patterns, cultural differences in consumer behavior and the relationship of people to digital technology.
The 10 Principles of Hispanic Print Advertising (MEMBERS)
Wednesday, January 30, 2013
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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.
Speaker:
Susan Nuñez
V.P. Advertiser Sales | GfK MRI
GfK Mediamark Research & Intelligence, LLC
Latino Radio Landscape 2012 (MEMBERS)
Wednesday, December 12, 2012
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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.
Speakers:
- Tony Hereau, Media Insights Manager, Arbitron
- Mary Beth Garber, EVP of Radio Analysis and Insights, Katz Radio Group
It's Better Out... (MEMBERS)
Wednesday, November 14, 2012
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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.
Join Sean Robertson, Chief creative Officer and idea inciter for an out of this world creative web stroll far along the roadside for a fun and informative look at the good, the bad and the WTF...
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.” Sean began his advertising career in 1986 and began his outdoor career 17 years ago as an assistant, part-time, temporary art director for Gannett Outdoor. After inhaling his fair share of toxic fumes, he became Creative Director for Gannett Outdoor SF, Outdoor Systems, and Infinity Outdoor, Viacom Outdoor and previously CBS Outdoor. He is a three-time Obie Awards Judge, part of the industry’s Speakers Bureau, and former Chairman of the OAAA Creative Committee.
The Effies: An Inside Look At The Entry Process (MEMBERS)
Monday, October 15, 2012
Access the presentation and watch the webinar
AHAA and Effie Worldwide have teamed up to present an exclusive webinar event only for AHAA members. This session normally costs $99 but will be provided at NO CHARGE!
At this time, agency and client teams should be deep in preparation of their entries for the 2013 North American competition. Though there is time to make some edits and final touches to ensure you have an effective entry.
Effie Worldwide will present an Entry Webinar, exclusive to AHAA members, that will provide 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.
The webinar will also provide the opportunity for you to have any and all of your questions answered. Whether you are new to the process, or a veteran at winning Effies – this is a great learning opportunity to have a better understanding of the Effie competition and to understand the changes they have made for this year’s program.
Speaker: Steph Jones, Senior Program Coordinator
Hispanic Communications Challenge (MEMBERS)
Wednesday, October 10, 2012
Access Presentation Slides and Recording
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.
Session Overview:
--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
Speakers:
- Robert Rodriguez from FOX Deportes
- Antonieta Reyes Echezuria from Florida State University
- Marisa Smith from Florida State University & Skyline Communications
New Business Development for Multicultural Agencies in Today’s Marketing Environment (Members)
Thursday, September 27, 2012
Download Presentation - Sneak Peek
Replay webinar (WebEx)
New Rules For Pitching And Winning New Business (Whitepaper)
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.
Understanding and Targeting Hispanic Affluent Markets: From Macro to Micro Market (Members)
Thursday, September 13, 2012
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Learn where the best markets are
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See how markets differ based on size and concentration at the county level
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Get demographic and assimilation profiles
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Get perspective on growth potential
Speaker: Bill Poll, Founder of Information Asset PartnersHis 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.
OOH Creative: Larger Than Life (Members)
Thursday, August 9th in Los Angeles
This event brings in Sean Robertson, Chief Creative Officer for San Francisco's RROAM. He will discuss the do’s and don’ts in an Out of Home (OOH) execution.
This two hour free session includes lunch; however you must RSVP by Friday, August 3rd.
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.”
Sean began his advertising career in 1986 and began his outdoor career 17 years ago as an assistant, part-time, temporary art director for Gannett Outdoor. After inhaling his fair share of toxic fumes, he became Creative Director for Gannett Outdoor SF, Outdoor Systems, and Infinity Outdoor, Viacom Outdoor and previously CBS Outdoor. He is a three-time Obie Awards Judge, part of the industry’s Speakers Bureau, and former Chairman of the OAAA Creative Committee.
Sponsored by:
Hispanic Media Insights - From Advertising To Online Behavior (Members)
Tuesday, July 31, 2012
Requires Member Login:
Download Full Presentation
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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.
Presented by:
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.
Technology Sector’s Hispanic Allocation Impact on Overall Revenue Growth
Tuesday, July 17, 2012
Access the presentation and webinar
Presented by Carlos Santiago, President & CEO of Santiago Solutions Group
AHAA will unveil the findings of its third study in its Revenue Growth Series focusing on the Technology, Telecommunications and Entertainment categories, including manufacturers of consumer hardware, software, content and connectivity providers. Carlos Santiago, AHAA research chair and CEO of Santiago Solutions Group, along with Dr..Cristina Garcia, professor of statistics at USC, will address the following crucial questions:
- Does Hispanic Allocation yield increased topline Revenue Growth?
- What role does Hispanic Allocation play in the quest to outperform competitors?
- Could further Hispanic investment boost corporate growth rates? By what factors?
- Why are Hispanics vital to the sustainable growth of competitors?
- What are the implications to the future of the Technology, Entertainment and Telecom sectors?
Realizing the Hispanic Opportunity (Members)
Thursday, June 28
Requires Member Login:
Download Full Presentation
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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.
Aribtron Hispanics Insights & Training (Members)
Tuesday, June 5
Presented by Jenny Griffith, Arbitron Trainer
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.
Presentation snapshot for non-members.
AHAA Members login* to access the full presentation and recording here.
Arbitron Training - Spanish Language Radio Today (YouTube)
*your ID is typically your email. If you have forgotten your ID and/or password, please email us at info@ahaa.org.
Winning Hispanic Customer Acquisition and Customer Care (Members)
Wednesday, May 23
DOWNLOAD THE PRESENTATION (PDF)
LISTEN TO THE RECORDING (WEBEX)
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.
CPG Hispanic Allocation Study
Wednesday, March 7
AHAA presented new research on how Consumer Packaged Goods (CPG) and CPG-driven retail companies are increasing their investment and honing their strategies to better target Hispanic consumers. The outcome of this increased focus is impacting companies overall growth rate and is being noticed by Wall Street analysts.
Some of the companies featured in this new study include:
Coca-Cola, Ralcorp, Groupe Danone, Nestle, Walgreens, Church & Dwight, General Mills, Hormel Foods, Walmart, CVS/Caremark, McCormick, Dean Foods, LVMH Moet Hennessy, Louis Vuitton, Tyson Foods, JM Smucker, Kellogg, Clorox, Target, Pernod Ricard, Campbell Soup, Kimberly-Clark, Diageo, Procter & Gamble, Hershey, Brown-Forman, Unilever, Big Lots, Conagra Foods, Kraft Foods, Pepsico, Henkel Kgaa, Nutrisystem, Newell Rubbermaid, Fortune Brands, and Sara Lee.
The data will show the strong correlation (with a 95% confidence level) between corporate revenue growth and Hispanic marketing -- indicating that the Hispanic market can be a big determinant in corporate success.
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.
The seminar included a short case study focused on popular queries such as category spending in the automotive and healthcare industries. The elements of the partnership and how GIS can help you grow your agency and client business was reviewed as well. The webinar covered:
• Benefits provided by the Geoscape/AHAA partnership.
• Specific case studies on using GIS data resources to generate local market intelligence.
• How to leverage system modules including Marketscape, Consumer Spending Dynamix and Retail Target to add to your strategic knowledge base.
2011 WEBINARS
AHAA ROI Study Highlights for Agency Leaders
For agency leaders only.
November 10, 2011
A few weeks ago, at the AHAA Annual Conference, we unveiled one of the most compelling market research reports that not only impacts the way we approach new business as Hispanic advertising agencies but provides quantifiable rationale for increased investment in the Hispanic market. For the first time, Hispanic advertising allocation has been linked to corporate revenue growth.
As a benefit to your membership in AHAA, we would like to cordially invite you to an exclusive leaders member-only webinar featuring our research partner Carlos Santiago of Santiago ROI as he reviews the highlights from AHAA's 2010 Report on Hispanic Advertising Spending. Learn about the state of the Hispanic advertising industry and comparisons to pre-recession spending; the optimal investment percentage to achieve largest margin of growth; the best-in-class categories and companies; and the opportunities ripe for cultivating new business and deeper engagement.
For those of you who attended the AHAA Conference, this webinar will be a deeper dive into the data, and we will reveal category rankings with the names of their respective companies not yet released to the public.
This meeting will be an open forum, townhall dialogue of agency leaders. Participants are encouraged to participate with questions and feedback.
Please feel free to share this invitation with your senior staff. We hope you will join us.
Digital Trends That Are Impacting Agency Business presented by UTalk Marketing
October 27, 2011
Download the handout (PDF)
Synovate Diversity: Every 30 seconds, a Latino turns 18 in America…
September 28, 2011
View the recording
Presenter: Denise Sharp, Synovate's Vice President of Diversity Research
Description: The U.S. multicultural population is rapidly changing how we define the American consumer. The latest U.S. Census results tell us that Hispanics are now 50+ million. But how can marketers better understand the needs and attitudes of this key consumer segment?
Denise Sharp, Synovate's Vice President of Diversity Research - an expert with over 20 years of experience in the Hispanic market - will provide insights on Hispanic consumers, including the latest demographic trends, media consumption and acculturation, shopper insights, and what is important to consider when conducting Hispanic research.
Spanish SEM Lessons from CNN
July 14, 2011
Learn Search Engine Marketing (SEM) strategies to connect with U.S. Latino Consumers
View the recording here.
Latina Shopper Study
May 24, 2011
Learn how Latina women strategize, plan and behave before and when they shop - Click here for more details!
Updated: Wednesday, June 19, 2013
