Last Updated: September 2, 2009

CONFERENCE AGENDA

A lot of time and effort has gone into putting ideas in boxes. “This is a general market idea, this is a Hispanic one” and so on. All neatly labeled and defined. We have called them cultural insights, we obsessed about their purity, we have warned about mixing them up, we have stressed the importance of the little details that separate us. We created our own mythology –Chevy No Va? And we have cleverly disguised those boxes from what they are, weapons to defend our turf.

Meanwhile the consumers have taken a look at our box store and decided they didn’t want any of it. It’s not that they believe we are all equal, quite the contrary, they are more apt to celebrate their differences openly. But they also have a clear, instinctive understanding of who they are and what they like and how do they integrate into the cultural fabric of the country. Which is not to say they become “anglos”, either. We are not in Kansas anymore. The country has changed and multicultural influences are not just the exotic parts of the culture, they are the culture.

It’s time to free our ideas from those boxes and act more like the consumers we serve, and that goes for creatives and agencies on both sides of the fence.

Wednesday, September 16

1 PM – 5 PM
Agency Leaders Forum: The Art of Advertising Negotiation Workshop

Most people don't negotiate-they fight and when people fight, everyone loses. This seminar is designed to unveil the negotiating process, aswer questions about styles and methods, and set the rules for successful negotiation. If you are interested in attending this workshop you must contact Horacio Gavilan at hgavilan@ahaa.org.

Presenter,
Jack Kaine, Advertising Negotiation Consultant

5:00 PM – 6:30 PM
Post-FIAP Screening

They are all here, the best from the Festival Iberoamericano de la Publicidad. JHoin us for an AHAA-only screening of this year's best andvertising and production en español.

6:30 PM – 8:30 PM
Welcome Reception
It is time again to reconnect with industry friends...and hopefully make a few new ones.Join us as we kick off what promises to be a great conference.

Sponsor:

Thursday, September 17

9:15 AM – 9:30 AM
Conference Welcome

Speaker:
Gisela Girard, Chair, AHAA
Andrew Speyer, Conference Chair

9:30 AM – 11 AM
Are Your Ideas Running Free?
Ideas will set you free. Or will they? Creative directors and planners from Hispanic agencies share their thoughts on how to make sure your ideas are running free whether it’s new ways of segmenting consumers or letting loose in new media. * Session produced by Círculo Creativo

Speakers:
Mauricio Galván, Managing partner/Executive Creative Director, The Vidal partnership (moderator)
Rocío Fernández, Executive Director of Strategic Planning, Dieste
Luis Miguel Messianu, President & Chief Creative Officer, Alma DDB
Pablo Buffagni, Chief Creative Officer/Mario Granatur, Creative Director, Conill
Jean Paul Aguirre, Planning Director, Integrated Communications, The Vidal Partnership

11 AM – 11:15 AM
Coffee Break

11:15 AM – 12:30 PM
Breaking the Cycle
It's not business as usual.  How do we liberate ourselves from patterns of behavior that get in the way of surviving and succeeding in today's environment?  In this candid discuss with leaders from across agency functions we'll learn what's working and how to manage the onslaught on new challenges every agency is facing.  

Speakers:
John Ross, Partner, d exposito + partners
Salvador Veloso, Creative Director, Concept Café
Elias Weinstock, Executive Creative Director, Casanova-Pendrill

12:30 PM – 2 PM
Luncheon
We will announce the winners of the 4th Annual HispanicAd.com Account Planning Excelencia (HAPE) Award. HispanicAd.com will also reveal the winners of the Agency Executive of the Year and the Creative Director of the Year.

Sponsors:

2 PM - 3 PM
Interdependence at Work
At the end of the day, it’s client leadership and agency interdependence to deliver ideas that deliver results. MGS Communications and 22 Squared have partnered on the Southeast Toyota Account for decades. What are they doing right?

Speakers:
Myra Adams, Director, Marketing Communication & Strategy, Southeast Toyota Distributors, LLC
Andrew Jones, EVP/Leader, 22Squared
Gaby Alcántara-Díaz, CSO/Partner, MGS Communications

5 PM - 6PM
Cocktail Hour
After a full day of sessions, it's time for a break.  Join us at the Lobby Bar for a drink with friends and colleagues.
Sponsor:

6 PM - 7:30 PM
Movie Night at AHAA - Art & Copy
Join us for a night at the movies as we present the Miami premiere of the movie the industry is talking about!
ART & COPY is a powerful new film about advertising and inspiration. Directed by Doug Pray (SURFWISE, SCRATCH, HYPE!), it reveals the work and wisdom of some of the most influential advertising creatives of our time -- people who've profoundly impacted our culture. Exploding forth from advertising's "creative revolution" of the 1960s, these artists and writers all brought a surprisingly rebellious spirit to their work in a business more often associated with mediocrity or manipulation: Dan Wieden (who will be our keynorte speaker on Friday morning!),George Lois, Mary Wells, Lee Clow, Hal Riney and others featured in ART & COPY were responsible for "Just Do It," "I Love NY," "Where's the Beef?," "Got Milk," "Think Different." . Visually interwoven with their stories, TV satellites are launched, billboards are erected, and the social and cultural impact of their ads are brought to light in this dynamic exploration of art, commerce, and human emotion.
Sponsor:

Friday, September 18

9:15 AM – 10:15 AM
Winning Ideas
Winners of the 2009 HAPE Awards break down how they uncovered the silver bullet insight that led to a winning creative idea in this collection of case studies.

Speakers:
2009 HAPE Award Winners

10:15 AM – 10:30 AM
Coffee Break

10:30 AM – 11:30 AM
Closing the Digital Divide
It goes without question that creating and planning in the digital space are important disciplines in today’s advertising world. Yet, there is currently a digital divide in the way this business is carried out. Hispanic agencies have the opportunity and obligation to “liberar” their ideas along with their general market counterparts. It is essential that our teams understand the medium and its dynamics. Greatness can be achieved when we all work together in the spirit of free ideas. Here are some of the industry’s best to shed some light.

Speakers:
Angel Sepulveda, Vice President of Programming, Terra Networks USA
Luis Miguel Messianu, President & CCO, Alma DDB
John Santiago, Media 8

11:30 AM – 12:30 PM
Liberando Ideas
With the advancement of new media tools and technology, and advertisers’ drive to do “more with less,” the advertising industry is being challenged to rewrite the rules of engagement with consumers. For renowned adman and advertising icon Dan Wieden experimentation is the root of great ideas and these times of economic uncertainty should breed novelty. Wieden will share his thoughts on staying competitive and articulating artful truths.

Keynote Speaker:
Dan Wieden, Co-Founder and Global Executive Creative Director, Wieden + Kennedy

Sponsor:

12:30 PM – 2 PM
Luncheon
Presentation of the winners of the Young Creatives Competition.

Sponsor:

2 PM – 3:30 PM
Breakout Sessions

“Loteria Renewed”
MTV Tr3s’ Cooltura Panel of young Hispanics 12-32 opens up about their lives in images and words by adding a personal, modern interpretation to the classic Mexican card game, “loteria.”

“Loteria Renewed” is the winning idea submitted by Bromley Communications in response to MTV Tr3s’ call for research themes during AHAA Spring 2009 conference.

Speakers:
Gabriela González, Bromley Communications
Nancy Tellet, Vice President of Research and Consumer Insights, MTV Tr3s

Sponsor:

NO BOUNDARIES: LEARN TO UNDERSTAND AND USE TODAY’S MEDIA TECHNOLOGY AND ACHIEVE CREATIVE FREEDOM
SEGMENT I: Discover the New Technical Paradigms that will define the way TV spots will be produced in the future

In a fully wireless playing field, Eduardo Bono from Alma DDB, Roman Fleisher from Uptempo Music and Audio Post and Andrew Lim from Upstairs Post Production, get together to brainstorm about the new platforms and technologies that are revolutionizing the creative and production process.

Speakers:
Eduardo Bono, Creative Director Alma DDB
Andrew Lim, Lustre Colorist - The Golden Compass, Hellboy
Roman Fleischer, Music Branding E! Entertainment France, Fox Channel

SEGMENT II: Providing creative and production value with the support of state of the art technical fuel & new gadgets

This talk will run though the latest techniques and technologies to maximize production value and provide impactful, dynamic and award winning visuals by using cool tech rather than just vast budgets. Drawing on Mike's own work and the work of many others, we will examine both the cutting edge equipments and the technology that are being used today by big Hollywood studios as well as the new range of possibilities that will be appearing on set within the next two to three years.

Speaker:
Mike Seymour, Emmy Award Winner for Best Visual Effects; Visual Effects Director in Superman the Movie, Romeo & Juliet

7 PM
11th Annual Advertising Age Hispanic Creative Advertising Awards Gala

Join us as we celebrate the 11th anniversary of what has become the most prestigious awards in the U.S. Hispanic market.This event will take place at the Gusman Center for the Performing Arts.

OJO: In order to attend the Creative Awards Gala, each individual must purchase a ticket, the cost of $50 (member and non-member registrations do not include a ticket). A limited number of tickets can purchased at the door for $75.

Sponsors:

Special Thanks to:

General Conference Sponsors: