AHAA: The Voice of Hispanic Marketing

Laurence Boschetto, CEO & President, DraftfcbA few decades back, the ad industry witnessed the rise of specialist agencies built around key disciplines such as direct and retail and digital.  The same applied to agencies targeting certain demographic groups.  Now digital agencies are rushing to the middle in their quest to become general shops, and vice versa.  We’re witnessing a similar phenomenon with multicultural agencies more frequently and effectively crossing over to target what will soon become the new general market.  According to Mr. Boschetto, the future will belong to those agencies that most effectively reflect the attitudes and insights of an increasingly multi-hued population – where Diversity & Inclusion is no longer an initiative but a fundamental reality.Podcast #47 - AHAA 2013 Conference - Laurence Boschetto

Identity & Influence in Music, Entertainment & FashionNothing reflects America’s interconnected web of cultural influences like its popular culture. This session features multi-faceted personalities whose Latino heritage and DNA inform their work and character, while their success has come in the English-language mainstream and now are creatively embracing to their Hispanic roots. TV journalist and blogger Liliana Vazquez, a first-gen Latina and native Spanish speaker born in Dallas to Mexican and Puerto Rican parents, is the fashion/trend expert inside The CheapChica’s Guide to Style.  American-born singer  Stefano Langone who made his mark on American Idol,finds his musical inspiration from jazz, R&B music and the songs he learned from his Mexican family. Multicultural expert Rick Marroquin steers a conversation about identity, creativity, business, and crossing back and forth between cultures.Panelists:Lilliana Vazquez, TV Host & Fashionista Stefano Langone, Singer   Alicia Menendez, Host & Producer, HuffPost Live Moderator: Rick Marroquin, CAAPodcast #45 - AHAA 2013 Conference - Entertainment Panel

Research: The Not So Hidden Value In Generational Trends Targeting the Best Hispanic Customer - An AHAA-AARP Generatonal-Cultural Study Where are tomorrow’s true growth opportunities? A presentation and panel discussion serves up a first look at groundbreaking research commissioned and directed by AHAA and funded in part by AARP. This first-ever in-depth study of all Latino Generational Segments – a multi-sourced, integrated analysis conducted with Scarborough/MRI – is packed with compelling insights and implications: How are psychographics and purchase habits changing across Latino Millennials, GenXers, and Younger/Older Boomers?Do different generations show different levels of acculturation?What generational similarities and differences exist between Hispanics and non-Hispanics?What categories represent new, dynamic Generational & Acculturation opportunities? Presenter: Scott Willoth –SVP Methods & Analytics, Scarborough Research Speakers: Lorraine Cortés-Vázquez - EVP Multicultural Markets & Engagement, AARP Nancy Tellet, Senior Vice President, Research & Consumer Insights, Tr3s Moderator: Leo Olper, Business Development and Integration Manager, d expósito&Partners Podcast #44 - AHAA 2013 Conference - AHAA-AARP Generational Study

Hanna Rosin, Author of "The End of Men...and The Rise of Women" From the Supreme Court to the White House Cabinet, from the classroom to the checkout counter, the lens on America’s Latinas has never been more focused. But how much progress are they really making? Since hitting the shelves in September 2012, Hanna Rosin’s controversial book has sparked an international debate with her premise that the new global service economy has shifted the dynamics of power and influence so dramatically that women – for the first time in history – are not just gaining ground on men at home, school and in the workplace, but are now ahead. Could this be the end of macho? Do Rosin’s compelling insights and fascinating observations reflect today’s Hispanic USA?  You won’t want to miss this provocative session. Podcast #43 - AHAA 2013 Conference - Hanna Rosin

If the Latino vote is now the key to the White House – How does the Republican party re-invent its brand to become competitive? How can Hispanic Democrats use their social media and grass roots advantage to change the political map by winning states like Texas? Can the GOP’s current crop of rising Hispanic stars make inroads with multicultural conservatives? Can Latino leaders leverage their new-found clout to change the narrative and improve the debate on immigration, education, Latin American trade and other hot-button issues? And what lessons can brand marketers learn about the Hispanic consumer from the November campaigns? An opinionated panel of pundits and spokespersons gears up for what promises to be an insightful, high-spirited session. 2013 AHAA Conference - Rosario Marin

Have a look at some great ideas that really work! For the first time, AHAA partners with Effie Worldwide to recognize this year's most effective Hispanic marketing campaigns.  The Effie Awards will showcase Effie Case Studies, as well as a conversation with judges of the 2013 Effie Awards North American program.  This segment will focus on best practices for bringing ideas to life, key insights and industry trends. Case Study Presentation of 2013 Effie Award winnesr: “Mi Tide” for Tide/Procter & Gamble and Conill Advertising “Sabemos que te va a encantar" from KRAFT Macaroni & Cheese and CP+B The Effie Panel Discussion will feature past Effie judges and Effie-winning individuals discussing their insights and perspective on what it takes to effectively reach Hispanic consumers in today’s marketplace. Panelists will share from their “multicultural marketing effectiveness playbook,” addressing how to take marketing from “good” to “effective.” Panelists include: Simon El Hage, SVP, Director of Strategic Planning, Casanova Pendrill Enrique Marquez, SVP, Director of Strategy, Lápiz Eduardo Perez, President, PM Publicidad AHAA 2013 Conference - The Best of Effie

DishLATINO targets first-generation Spanish-dominants, bilingual homes, and fully acculturated Latinos.  Find out how the Hispanic service from DISH Network – the second-largest advertiser in Hispanic media after P&G –  works with multiple agencies across its whole business, communicating a multi-platform message of cost, convenience, content, and cultural connectivity that’s paying off with the category’s top results in subscriber acquisition and retention. CMO Chat with Alfredo Rodriguez at AHAA 2013 Conference

As more Latinos enter the mainstream at every socio-economic level and in every geographic region, the profile of the mainstream consumer itself has changed. Hispanic consumers make new demands on General Market advertisers, while mainstream clients put new creative and economic pressure on Hispanic expertise. Language, culture, experience – the traditional parameters are blurring into a world of new metrics and competencies, new players and alliances, new competition and new business models. Are we the General Market?  What are our true strengths and weaknesses? What’s the best model today and for the future? Two of our industry’s brightest minds bring two very different and passionate perspectives to the discussion. Speakers: Ken Muench, Senior VP & Director of Strategic Planning, Draftfcb Alex Lopez Negrete, President, Lopez Negrete Communications Blurring lines between mainstream and Hispanic

Opening Keynote: Sir Martin Sorrell, CEO, WPP GroupNo matter what language your target speaks, or whether your market is the US or the world, every aspect of our industry is evolving, volatile and ultra-complex. Sir Martin Sorrell, founder and CEO of the world’s largest advertising and marketing services group, offers his unique strategic perspective on the ways culture, geography, technology, innovation and marketing are influencing the business of brands.About the conference:Jam-packed with a stellar selection of who’s who of the marketing executive elite, the AHAA 2013 Conference was poised to attract a diverse collection (400+) of media, marketing and communications agencies, brands and corporate partners who were seeking to deepen their strategic marketing arsenal. for targeting Hispanic consumers. With the theme of “Thinking underthe Influence,” attendees were treated to content highlighting the Hispanic influence that is currently driving much of America’s evolving culture and therefore the marketing industry as a whole. #thinkahaaSir Martin Sorrell Podcast

How is the ever changing and growing multicultural market in the US, continue to influence their in order to impact the current US Hispanic market.  Each panelist presented what factors have most impacted their brand, how they’ve modified their strategy and how a common trend (i.e. Spanglish) has helped them unite forces in order to reach a new generation of audiences.  Are you leading the “consumidor”? Or is the market  “siguiendote a ti”?