3:00 p.m. –- 6:00 p.m.
CONFERENCE REGISTRATION OPENS
Sponsor:

6:30 p.m. - 8:30 p.m.
WELCOME RECEPTION AND PRO-BONO EXHIBITION
The saludos and abrazos are always plentiful during this opening reception as friends and colleagues greet each other Latino-style! We’ll also have a chance to recognize the extraordinary pro-bono work that AHAA member agencies contribute to countless causes in a special exhibit of their work.

Guest of Honor: The Honorable Antonio Villaraigosa, Mayor, City or Los Angeles
Sponsor:

Thursday, April 6

8:00 a.m. – 5:00 p.m.
CONFERENCE REGISTRATION
Sponsor:

8:00 a.m. - 8:45 a.m.
BREAKFAST
Sponsor:

9:00 a.m. - 9:15 a.m.
CONFERENCE WELCOME

AHAA Chairman:
Alex López Negrete, President & CEO, López Negrete Communications

Conference Co-Chairs:
Laura Marella, Chief Growth Officer, Casanova Pendrill
Dilys Tosteson García, Chief Executive Officer, La Agencia de Orcí y Asociados
Carl Kravetz, Chairman/Chief Strategic Officer, cruz/kravetz:IDEAS

9:15 a.m. - 10:00 a.m.
OPENING GENERAL SESSION: CONQUISTANDO HOLLYWOOD
Keynote Speaker: Roberto Orci, Partner, kurtzman/orci productions


Photo Credit/Copyright: Christina Pompa-Kwok

10:00 a.m. - 10:15 a.m.
COFFEE BREAK
Sponsor:

10:15 a.m. - 11:45 a.m.
CLIENT FORUM: GETTING IT RIGHT
In association with the ANA

Noon - 1:30 p.m.
CONFERENCE LUNCHEON
Who will take home the awards of the 5 th Annual HispanicAd.com Media Planning Awards?! Don't miss this opportunity to congratulate this year's winners in the categories of Best Plan Under $1 million, Best Plan Using Cable Television, Best Plan Using Direct Response, Best Plan Using the Internet, Best Plan Using Magazines, Best Plan Using Newspapers, Best Plan for Out-of-Home, Best Plan Using Radio, Best Plan Using Television and El Gran Plan.
Sponsor:

1:30 p.m. - 2:30 p.m.
GENERAL SESSION: BRANDED ENTERTAINMENT

In a world beyond product placement, branded entertainment is creating loyalty and emotional connections to brands never before seen. Entertainment content, technology and advertising are colliding and creating a new landscape for agencies to explore. C lever marketers have discovered how to showcase brands in television, film, music, talent and technology so that consumers pay attention. Still, what are the proven strategies in the work of branded entertainment? According to our guest speaker, it comes down to storytelling solutions that are inviting, immersive and impactful.

Presenter:
Tom Cotton, President, Conductor
Sponsor:

2:30 p.m. - 4:00 p.m
CONCURRENT RESEARCH WORKSHOPS

MRI
If you've ever been challenged to create more competitive and effective media and marketing plans, develop new brands and targets; test copy, incentives, new launches, and messages; or execute subscriber studies for use in sales & marketing campaigns, then this is the workshop for you! Conducted by MRI (Mediamark Research Inc.), this session will give you access to the latest data in syndicated services, custom research, brand & media panels, and omnibus studies. MRI will also demo their new online MEMRI software, and create ad hoc data requests made by the audience. So come prepared to ask some questions, and see results for yourself!

Presenters:
Susan Nuñez, Account Executive, Agency & Multicultural Sales, MRI
Jeff Tiddens, Account Executive, MRI

SQAD
SQAD has been the benchmark for Spot TV costs for over twenty years. Join this session for an in-depth look at SQAD's Datavue and NetCosts products. Discover how contributor-based data and easy-to-access analysis tools can enhance your planning and buying abilities. This is also an opportunity to let SQAD know how they can enhance and tailor their Hispanic product offerings to meet the needs of AHAA agencies.

Presenters:
Neil Klar, President/CEO, SQAD, Inc.
Samantha Ketay Marlowe, Director, Sales & Client Services - West Coast, SQAD, Inc.

2:30 p.m. - 4:00 p.m.
AGENCY PRINCIPALS FORUM: VALUE BASED COMPENSATION
The knowledge that AHAA member agencies have about Latino consumers is worth its weight in gold. Getting compensated it, however, is another story. By learning to avoid the deadly consequences of cost-plus pricing, you will communicate better with clients, be able to discover their expectations up-front, involve them in establishing the scope and value of your services, enhance loyalty and retention, and increase your profitability by pricing your services based on value rather than hours spent. This session will cover:

. The Labor vs. Subjective Theory of Value
. The 5 Cs of Value
. Overcoming Price Psychology
. Fixed Price Agreements and Change Orders
. The Chief Value Officer and Pricing Cartel

Presenter:
Ronald J. Baker, Founder, VeraSage Institute

7:00 p.m. - 10:00 p.m.
EVENING RECEPTION
Sponsor:

Friday, April 7

8:30 a.m. - 9:15 a.m.
BREAKFAST
Sponsor:

9:15 a.m - 9:25 a.m.
MTV LATINO STYLE SHOWCASE
From music to fashion, lifestyle and sports to attitudes, politics and trends, only MTV offers what is consistently fresh, honest and groundbreaking.  Music is at the heart of everything MTV does, and this special session introduces two breaking artists and provides a glimpse of how MTV is re-energizing the way it connects with Latino youth.

Sponsor:

9:30 a.m. - 10:45 a.m.
GENERAL SESSION: UNDERSTANDING AND PLANNING FOR HISPANIC YOUTH
The force of Latino youth culture has allowed agencies to expand their repertoire of marketing techniques in unexpected and exciting ways. Moving beyond language, this session will explore what really matters to Latino youth and what the market leader is doing to capture their attention.

Presenters:
Christy Haubegger, Hispanic Brand Agent, Creative Artists Agency
Alina Falcon, Executive Vice President & Operating Manager, Univision Network

Moderator:
Dilys Tosteson-García, CEO, La Agencia de Orcí
Sponsor:

10:45 a.m. - 11:00 a.m.
COFFEE BREAK
Sponsor:

11:00 a.m. - 11:15 am
AHAA LEADERSHIP TRANSITION

Alex López Negrete, President & CEO, López Negrete Communications
Carl Kravetz, Chairman/Chief Strategic Officer, cruz/kravetz:IDEAS  

11:30 a.m. - 12:45 p.m.
GENERAL SESSION: GETTING READY FOR PPM
The day-to-day process of buying and selling is most likely to change in a world of Portable People Meters. With additional PPM markets on the way in 2007 and beyond there has never been a better time to understand what happens when a market converts to PPM and the diary methodology in those markets goes away.  Beyond an overview of what to expect, this session will also be an opportunity for open exchange between agencies and stations about how to prepare on all sides of the equation and ensure a smooth transition in a PPM world.

Presenters:
Jay Guyther, Senior Vice President Ratings Services, Arbitron
Lung Huang, Senior Sales Manager, National Group Services, Arbitron

Moderator:
Laura Marella, Sr. VP, Chief Growth Officer, Casanova Pendrill

Sponsors:

11:30 a.m. - 12:45 p.m.
AGENCY PRINCIPALS FORUM: INDUSTRY ISSUES UPDATE
A discussion about the most pressing industry issues including an update on the Federal Trade Commission’s effort to crack down on fraudulent advertising directed at Hispanic consumers.

12:45 p.m. - 2:00 p.m.
"MORE TV" LUNCHEON
Special performance by comedian Rudy Moreno.
Funnyman and Los Angeles native Rudy Moreno brings laughter to the AHAA conference during this one-of-kind luncheon. A veteran stand-up comedian, Rudy has also appeared on more than 35 TV shows including Luis, Everybody Loves Raymond, E.R., A.U.S.A., Showtime's Latino Laugh Festival and on NBC's highly acclaimed mini-series, Kingpin. Named the 1998-99 Latino Comedian of the Year, Rudy has recorded his comedy CD "No Looking Back" and is currently producing and performing comedy shows around the country.
Sponsor:

2:00 p.m. – 3:00 p.m.
NTI AND THE UPCOMING UPFRONTS
It’s the biggest buying event of the year, but with the Hispanic networks now being included in the Nielsen Television Index how will next month’s upfronts be different? Off of which data will Telemundo and Univision be selling? What else do Hispanic agencies need to know about working with NTI to ensure clients are well served? This session will answer these and other NTI questions and help ensure AHAA member agencies are well prepared for the 2007 Hispanic upfronts.

Presenters:
Paul Donato, Senior Vice President, Chief Research Officer, Nielsen
Steve Mandala, Executive Vice President Sales, Telemundo
Tom McGarrity, Co-President Network Sales, Univision
Jessica Pantanini, COO, Bromley Communications

Moderator:
Manuel E. Machado, CEO /Co-Chairman, Machado Garcia-Serra

3:30 p.m. – 4:30 p.m.
AGENCY PRINCIPALS FORUM: Café con Leche Student Roundtable
The future is now and what better way to get to know what’s on the minds of marketing and communications students from Los Angeles area colleges and universities than over a little cafecito?  This is a unique opportunity for informal dialogue with the next generation of agency talent!  
Sponsor:

7:00 p.m.
FOX RED CARPET RECEPTION AND MARKETING Y MEDIOS’ HISPANIC MEDIA ALL-STAR AWARDS

It's the party of parties when Fox Studios rolls out the red carpet for AHAA members, colleagues and friends. This first-ever Hispanic advertising industry gathering on the studio’s lot will celebrate memorable moments in film and television in a unique display of memorabilia and classic Hollywood style that is sure to make this one a night to remember. And it gets better! Marking a new chapter in the storied history of the Hispanic advertising industry, the Fox family proudly presents Adweek’s Marketing y Medios’ first annual Media All-Star Awards ceremony with honorees in print, television, out-of-home, and radio, as well as the Hispanic Media Executive of the Year. After the show, AHAA members are invited to a private screening of Fox's upcoming release: Ice Age: The Meltdown. Come celebrate with us!
Sponsors:
                 

   

Saturday, April 8

Los Angeles Departures

AHAA Also Thanks the Following Sponsors for Their Support: