The GOP, Walmart, New Research and Award-Winning Case Studies Round out the...

The GOP, Walmart, New Research and Award-Winning Case Studies Round out the AHAA 2013 Conference


MCLEAN, Va., April 24, 2013 /PRNewswire-HISPANIC PR WIRE/ — 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
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 campaigns.

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

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
, which honors the best in U.S. Hispanic creative, and the
44th Annual FIAP Awards, which showcases the best ads
from Latin America, and the Account Planning Excelencia
(HAPE) Awards
& Media Planning Awards.

Influencing the Hispanic vote

AHAA is pleased that in addition to San Antonio Mayor Julian
(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
, 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
, 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.
Highlights include:

  • The Digital Video Experience: Sight, Sound and Motivacion
    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,

  • The Age of Uncertainty: Hispanic Young Adults Living the “Next
    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 category.

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
; 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 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 30th 2013. For more information on FIAP and the many coveted
advertising awards it has launched globally, please visit

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, and follow @circulousa on

SOURCE AHAA: The Voice of Hispanic Marketing

The GOP, Walmart, New Research and Award-Winning Case Studies Round out the AHAA 2013 Conference