{"id":54308,"date":"2017-06-19T09:00:00","date_gmt":"2017-06-19T13:00:00","guid":{"rendered":"http:\/\/hispanicprwire.com\/english-power-of-specialization-storytelling-pervasive-themes-at-2017-ahaa-annual-conference\/"},"modified":"2017-06-19T09:02:27","modified_gmt":"2017-06-19T13:02:27","slug":"el-poder-de-la-especializacion-y-compartir-historias-temas-dominantes-de-la-edicion-2017-de-la-conferencia-anual-de-ahaa","status":"publish","type":"post","link":"https:\/\/hispanicprwire.com\/en\/el-poder-de-la-especializacion-y-compartir-historias-temas-dominantes-de-la-edicion-2017-de-la-conferencia-anual-de-ahaa\/","title":{"rendered":"Power Of Specialization &amp; Storytelling Pervasive Themes At 2017 AHAA Annual Conference"},"content":{"rendered":"<p><\/p>\n<style type=\"text\/css\"><![CDATA[\n\/* Style Definitions *\/\nspan.prnews_span\n{\nfont-size:8pt;\nfont-family:\"Arial\";\ncolor:black;\n}\na.prnews_a\n{\ncolor:blue;\n}\nli.prnews_li\n{\nfont-size:8pt;\nfont-family:\"Arial\";\ncolor:black;\n}\np.prnews_p\n{\nfont-size:0.62em;\nfont-family:\"Arial\";\ncolor:black;\nmargin:0in;\n}\n]]><\/style>\n<div class=\"xn-content\">\n<p\/>\n<p\/>\n<p><span class=\"xn-location\">FAIRFAX, Virginia<\/span>, <span class=\"xn-chron\">June 19, 2017<\/span> \/PRNewswire-HISPANIC PR WIRE\/ &#8212;\u00a0According to AHAA: The Voice of Hispanic Marketing, having the right marketing specialists is the key to navigate big data, digital engagement and insights for successful marketing plans, but it&#8217;s how you weave culture and relevance into storytelling that makes brands matter to Hispanic consumers. During the 2017 AHAA Annual Conference in <span class=\"xn-location\">Chicago<\/span>, the power of specialization and storytelling, better insights and research, and improved ROI data were pervasive themes.<\/p>\n<p>&#8220;AHAA has led the vision in segmentation over the past decade with in-depth market studies and best practices showcasing the power of utilizing Hispanic marketing specialists that continues to grow brands&#8217; market shares,&#8221; said AHAA Chair <span class=\"xn-person\">Linda Gonzalez<\/span>. &#8220;Our speakers \u2013 visionaries from brands, agencies, research firms, media networks \u2013 reinforced this point during our conference. Multicultural marketing is here to stay, and coupled with powerful and culturally-relevant stories that inspire and evoke emotion, it&#8217;s the cornerstone for successful campaigns of today and tomorrow.&#8221;<\/p>\n<p>The timeframe to capture consumer attention is smaller than ever, which is why having the right specialists to help brands identify and tell their stories in a culturally-relevant and meaningful way is critical in this on-demand world. In addition to discussing strategies to reach Hispanic consumers in this hyper-digital age, conference highlights included a spirited political discussion with conservative strategist <b><span class=\"xn-person\">Ana Navarro<\/span><\/b> and award-winning journalists <b><span class=\"xn-person\">Anne Vasquez<\/span><\/b> and <b><span class=\"xn-person\">Juan Carlos Lopez<\/span><\/b> \u2013 &#8220;If four years of <span class=\"xn-person\">Donald Trump<\/span> as a president doesn&#8217;t get Latinos to register to vote, nothing will!&#8221; quipped Navarro. Another breakout moment was actor <b><span class=\"xn-person\">Miguel Cervantes<\/span><\/b>, star of the <span class=\"xn-location\">Chicago<\/span> production of <b><i><span class=\"xn-location\">Hamilton<\/span><\/i><\/b>, who talked about the role of culture and inclusivity in roles and punctuated his session with a high five with <span class=\"xn-person\">Marco Lopez<\/span> from element L2: &#8220;Immigrants\u2026 We get the job done!&#8221;<\/p>\n<p>What brought the house down, however, was the closing keynote by advertising legend and Chairman of <b>DDB Worldwide, <span class=\"xn-person\">Keith Reinhard<\/span><\/b>, who reinforced that creativity and storytelling matter in this digital age. While big data is important, it won&#8217;t replace big ideas, and his advice to conference attendees was to find the meaning of your brand and make your audience care. When discussing significant objects, he said, &#8220;If a well-told story can increase the value of junk, imagine what it can do for your brand.&#8221; This is true not only for multicultural audiences, but for everyone \u2013 the secret is finding your brand&#8217;s archetype and what is most relevant to each audience.<\/p>\n<p>Other takeaway points during the 2017 AHAA Annual Conference include:<\/p>\n<ul type=\"disc\">\n<li>&#8220;The Hispanic community and culture is essentially in the driver&#8217;s seat. It is not only defining how we go to market today, but it is challenging us on how our &#8216;next generation of marketing&#8217; will take shape,&#8221; said <b><span class=\"xn-person\">Dave Rodriguez<\/span><\/b>, multicultural marketing director for <b>The Ford Company<\/b> during the 2017 AHAA Marketer of the Year session.\n<\/li>\n<li>&#8220;The best people with insights come from the multicultural team,&#8221; said <b><span class=\"xn-person\">Kevin McLaughlin<\/span><\/b> of <b>T-Mobile &amp; MetroPCS<\/b>, during the client panel also featuring <b>Coca-Cola<\/b> and <b>Kaiser Permanente<\/b>.\n<\/li>\n<li>&#8220;In God we trust; all others must bring data,&#8221; said <b><span class=\"xn-person\">John Santiago<\/span><\/b>, CEO of <b>M8<\/b>.\n<\/li>\n<li>&#8220;Demographics tell part of a story but when you add attitudes, you build a more complete picture,&#8221; said <b><span class=\"xn-person\">Juan Ruiz<\/span><\/b>, director of Hispanic insights at <b>Mintel<\/b>.\n<\/li>\n<li>Former <b>Starcom Mediavest<\/b> <b>CEO <span class=\"xn-person\">Laura Desmond<\/span><\/b> said, &#8220;The best storytelling comes from what you know and what it means to you.&#8221;\n<\/li>\n<li>&#8220;Be in authentic pursuit of the &#8216;never been done.&#8217; Lean into unique perspectives and away from imitation\u2026 Find the obsession \u2013 what is the brand an expert on?&#8221; said <b><span class=\"xn-person\">Katie Manderfield<\/span><\/b> of<i> <b>The <span class=\"xn-org\">New York Times<\/span><\/b><\/i><b>&#8216; T Brand Studios<\/b> in reference to content generation.\n<\/li>\n<li>&#8220;Once you have the concept, it&#8217;s necessary to have a great PR campaign connected with digital efforts. The power of people is critical \u2013 we had hundreds of brand ambassadors dominate the conversation,&#8221; said <b><span class=\"xn-person\">Alvaro Luque<\/span>, CEO of<\/b> <b>Avocados from <span class=\"xn-location\">Mexico<\/span><\/b> on the brand&#8217;s Super Bowl success.<\/li>\n<\/ul>\n<p>AHAA would like to thank its sponsors for their support of the 2017 AHAA Annual Conference: <b>Adsmovil, Ad.Audio, CNN en Espa\u00f1ol, Culturati, DDB, Facebook, H Code Media, Hoy\/Tronc, Lapiz, Mintel, Mocospace, Mundo Hispanico, National Retail Solutions, NBCU\/Telemundo, Nielsen, Sabio Mobile, SBS, State Farm, TINT, TuVision Canal, Univision<\/b> and <b>Yahoo!<\/b><\/p>\n<p>To learn more about AHAA, please visit <a target=\"_blank\" href=\"http:\/\/ahaa.org\/\" rel=\"nofollow\">http:\/\/ahaa.org<\/a> and follow all conference chatter on Twitter using the @ahaa handle and hashtag #ahaanextgen.<\/p>\n<p><b>About AHAA:<\/b> Founded in 1996, AHAA: The Voice of Hispanic Marketing is the national trade organization of all marketing, communications and media firms with trusted Hispanic expertise.<\/p>\n<p>SOURCE  AHAA: The Voice of Hispanic Marketing<\/p>\n<\/div>\n<p> <\/p>","protected":false},"excerpt":{"rendered":"<div class=\"xn-content\">\n<p \/>\n<p \/>\n<p><span class=\"xn-location\">FAIRFAX, Virginia<\/span>, <span class=\"xn-chron\">June 19, 2017<\/span> \/PRNewswire-HISPANIC PR WIRE\/ &#8212;\u00a0According to AHAA: The Voice of Hispanic Marketing, having the right marketing specialists is the key to navigate big data, digital engagement and insights for successful marketing plans, but it&#8217;s how you weave culture and relevance into storytelling that makes brands matter to Hispanic consumers. During the 2017 AHAA Annual Conference in <span class=\"xn-location\">Chicago<\/span>, the power of specialization and&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-54308","post","type-post","status-publish","format-standard","hentry","category-mercadeo"],"acf":[],"_links":{"self":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/posts\/54308","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/comments?post=54308"}],"version-history":[{"count":0,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/posts\/54308\/revisions"}],"wp:attachment":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/media?parent=54308"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/categories?post=54308"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/tags?post=54308"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}