The GOP, Walmart, New Research and Award-Winning Case Studies Round out the
AHAA 2013 Conference
MCLEAN, Va., April 23, 2013
MCLEAN, Va., April 23, 2013 /PRNewswire/ --No AHAA Conference would be
complete without breaking research, award-winning case studies and in-depth
breakout sessions designed to keep marketers at the top of their game. That's
why AHAA, in partnership with FIAP (Festival Iberoamericano de Publicidad) and
Circulo Creativo, is excited to announce it has added Walmart to its
illustrious list of CMO Chats and former U.S. Treasurer Rosario Marin to its
keynote speakers. To complement the robust list of C-suite speakers and
industry trendsetters, AHAA will reveal the results of two comprehensive
studies - one that delivers a deep dive into Hispanic generations, the other
which focuses on the affluent Hispanic. In addition, AHAA has partnered with
Effie to showcase P&G and Kraft, this year's award-winning effective marketing
The best in multicultural marketing
When it comes to multicultural marketing, Walmart is at the top of its game
and it is in the midst of a sweeping initiative to not only increase its
investment in Hispanic marketing but also to move from a silo-like approach to
making sure all business units are accountable for multicultural marketing.
That's why AHAA will honor Walmart with its first ever "Marketer of the Year"
award, and conference attendees can learn more during Walmart's CMO Chat,
which features a presentation by Tony Rogers, SVP of Brand Marketing and
Advertising, and Greg Warren, VP of Creative Marketing.
For the first time, AHAA has partnered with Effie Worldwide to showcase this
year's most effective Hispanic marketing campaigns: "Mi Tide" from Procter &
Gamble and Conill Advertising and "Sabemos que te va a encantar" from KRAFT
Macaroni & Cheese and CP+B. In addition, this session will feature a panel of
past Effie judges and award winners discussing their insights and perspectives
on what it takes to effectively reach Hispanic consumers in today's
marketplace. Panelists include Simon El Hage, SVP, Director of Strategic
Planning, Casanova; Enrique Marquez, SVP, Director of Strategy, Lapiz; and
Eduardo Perez, President, PM Publicidad, among others.
In addition, the conference will include the Second Annual U.S.H. Idea Awards,
which honors the best in U.S. Hispanic creative, and the 44^th Annual FIAP
Awards, which showcases the best ads from Latin America, and the
HispanicAd.com Account Planning Excelencia (HAPE) Awards & Media Planning
Influencing the Hispanic vote
AHAA is pleased that in addition to San Antonio Mayor Julian Castro (D),
former U.S. Treasurer Rosario Marin will provide the Republican perspective on
the political landscape and what the GOP needs to do to attract the Hispanic
vote. She also will touch on immigration, which has been a hot-button topic
and source of division among the Republican party. Author of Leading Between
Two Worlds: Lessons from the First Mexican-Born Treasurer of the United
States, she has proven to be a trailblazer in every sense: from becoming the
first in her family to graduate from college to having her signature appear on
the U.S. dollar bill as the treasurer of the United States, and the first
Latina in California to run for the U.S. Senate. These political sessions
cannot be missed!
Having the right research to harness influence
As the overall U.S. demographic landscape continues to change, generational
marketing among Hispanics to the three major generational cohorts --Boomers
(45-65), Generation X (30-44), and Millennials (18-29), will help corporations
become more strategic about their short-term and long-term marketing ROI.
Thanks to a generous grant by AARP, AHAA will present the results of its
comprehensive study "Targeting the Best Hispanic Customer: A
Generational-Cultural Orientation Study." Moderated by Leo Olper, Partner and
Business Development Officer for d exposito & Partners, this session will
examine the role of cultural orientation, explore behaviors and attitudes, and
identify the business opportunities within each generation followed by a
discussion with panelists Lorraine Cortes-Vazquez , EVP Multicultural Markets
& Engagement, AARP, Scott Willoth, SVP Methods & Analytics, Scarborough
Research, and Nancy Tellet , SVP of Research & Consumer Insights, Viacom
International Media Network.
In addition, AHAA is unveiling a second study, The Upscale & Affluent Latino
Segment ($50-100K+), which represent nearly 40 percent of Hispanic aggregate
income. In partnership with Nielsen, AHAA will dive into spending habits,
media consumption, values/attitudes, and psychographics of middle/high income
Hispanics, highlighting the strategies and opportunities to reach them.
Moderated by Gabriela Alcantara-Diaz, President of G ADMarketing
Communications, Inc., this session features commentary by Brenda
Garduno-Garcia, Advertising Planner and Hispanic Marketing lead for Lexus and
Carmen Corvos-Roig, Director of Field Sales, Azamara Club Cruises.
"Central to AHAA's thought leadership strategy is providing our members and
the marketing industry-at-large with the tools to better understand the
nuances and complexities of the Hispanic populations," said AHAA Chair Roberto
Orci, CEO of Acento Advertising. "The research we are unveiling at the
conference provides a deeper dive into Hispanic sub-segments to help agencies
and brands identify enormous engagement and growth opportunities."
Compelling breakout sessions
Thanks to partnerships with the Interactive Advertising Bureau (IAB) and FIAP
(Festival Iberoamericano de Publicidad), the AHAA 2013 Conference will feature
a series of breakout sessions in digital, creative and account planning.
oThe Digital Video Experience: Sight, Sound and Motivacion (IAB)
How do leading marketers and agencies use digital video to engage, inform,
and motivate audiences to action? How can video supplement your television
campaigns? What does it take to leverage your telecasting assets for the
web? Why is mobile video so effective in touching consumers where they
live, travel and recreate? This IAB case study-based workshop for
agencies and marketers will pull back the curtain on these questions and
more. Speakers include Liz Sarachek Blacker, CRO, Terra Networks USA; Mark
Lopez, Head of US Hispanic Audience and Panregional Latin America Sales,
Google; Matias Mendigochea, VP of Sales and Marketing, Briabe Mobile;
Borja Perez, Senior Vice President, Digital and Social Media, Telemundo;
and Jorge Rincon, COO, Adsmovil.
oThe Age of Uncertainty: Hispanic Young Adults Living the "Next Normal"
Explore the world of Hispanics as they navigate young adulthood in an era
of uncertainty. Discover what 5 factors truly shape their impressions and
emotions. Nancy Tellet, Senior Vice President, Research & Consumer
Insights for Tr3s will discuss how that translates into life decisions
from where (and with whom) to live, whether to marry, how to parent and
what & how to buy things; from big ticket autos to supermarket sushi.
In addition, the conference will feature a series of Spanish-language
sessions, including a creative workshop led by Tony Segarra, Co-Founder and
Executive Creative Director of *S,C,P,F… and a session entitled "Content
Creation – Music Industry and Brands: Fostering Common Ground," presented by
Alfonso Perez- Soto, SVP of Business Development for LATAM, Spain & Emerging
Markets for Warner Music, and Gustavo Menendez, Senior VP/Regional Managing
Director – Latin America for Warner Chappell Music.
As part of FIAP, attendees can witness the Young Creative Marathon, in which
up-and-coming creatives show their best work in front of a jury with the
public joining in the debate, and La Copa Iberoamericana, where
interdisciplinary marketing vehicles compete against each other in the same
Marquis headliners and sponsors
The AHAA 2013 Conference, presented by AHAA in partnership with FIAP and
Circulo Creativo, features the following marquis headliners: WPP CEO Sir
Martin Sorrell; Draftfcb CEO Laurence Boschetto; Mark Tutssel, Chief Creative
Officer of Leo Burnett Worldwide; Adam Ostrow, Chief Strategy Officer of
Mashable; San Antonio Mayor Julian Castro; renowned author Hanna Rosin; Oscar
Suris, EVP of Corporate Communications for Wells Fargo; Alfredo Rodriguez,
Vice President – DishLATINO at DISH Network; Felix Palau, Vice President of
Marketing for Tecate and Indio at Heineken USA; Kim Brink, Vice President of
Marketing for NASCAR; Alvaro Saralegui, Hispanic Initiatives for the NFL; Ken
Muench, SVP & Director of Strategic Planning for Draftfcb; Alex Lopez Negrete,
Founder and President of Lopez Negrete Communications; TV journalist, blogger
and fashionista Liliana Vazquez; American Idol singer Stefano Langone; and
journalist and host/producer of the Huffington Post's streaming video network
HuffPo Live Alicia Menendez.
Sponsors and partners include 9D Media, AARP, Adsmovil, Arbitron, CNN, Delta
Media, ESPN Deportes, Experian Marketing, GLR Networks, Google, Hispanic
Market Weekly, HispanicAd, Hispanic Public Relations Association (HPRA),
Interactive Advertising Bureau (IAB), ImpreMedia, Mintel, Mixto Music,
Multicultural Marketing, Nielsen, Portada, PRODU, SBS, Scarborough, Terra
Networks, The List, Tr3s, Univision, and Vme TV.
To register for the conference, please visit http://ahaa.org and follow all
conference chatter on Twitter using the hashtag #thinkahaa.
About AHAA: Headquartered in McLean, VA, AHAA: The Voice of Hispanic Marketing
represents the best minds and resources dedicated to Hispanic-specialized
marketing. Companies trying to reach and connect with Hispanic consumers turn
to AHAA members for unmatched cultural expertise and knowledge. As the voice
of the Hispanic marketing industry since its founding in 1996, AHAA
demonstrates the value of targeting Hispanics, showcases the impact of using
AHAA member agencies, and provides forums for the discussion and dialogue
between brands and industry professionals.
About FIAP: FIAP, Festival Iberoamericano de la Publicidad or Ibero-American
Advertising Festival, was created in Argentina in 1969 to promote and
integrate the marketing and communications industry throughout Spain, Portugal
and Latin America, and, since 1993, the U.S. Hispanic market. Agencies from 23
countries and more than 8,000 advertisements compete for the prestigious Suns
of Ibero-America in TV, Print, Radio, Production Techniques, Design and
Promotions, Activations and Direct Marketing. The Festival has been held in
Spain, Brazil, Uruguay, Colombia, and Costa Rica. From 1990 to 2011, the
festival was held in Buenos Aires, Argentina, and in 2012, FIAP permanently
moved its venue to Miami. Entries for FIAP 2013 edition are being accepted
until March 30^th 2013. For more information on FIAP and the many coveted
advertising awards it has launched globally, please visit www.fiapawards.com.
About Circulo Creativo: Circulo Creativo is a non-profit organization that
represents creative directors, producers and ad planners of the
Spanish-language advertising industry on a national and international basis.
The U.S. chapter, which was founded in 1999 in Miami, is devoted to raising
the level of creative advertising in the Hispanic market and establishing
archives of best-in-class Spanish-language advertising; educating and
cultivating new talent; and providing leadership and open communication for
its members. For more information about Circulo Creativo, please visit
www.circulocreativo.org, and follow @circulousa on Twitter.
SOURCE AHAA: The Voice of Hispanic Marketing
Contact: Natalie Judd, 203-605-9515, firstname.lastname@example.org; or Jennifer
Walus, 630-873-3080, email@example.com
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