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As Hispanic marketers, we are uniquely positioned to address how brands can connect with an ever-increasingly multicultural market. In that sense, we’re ahead of the curve (next generation). Trends in technology adoption are also changing the way brands connect to their consumers. And Hispanics are at the forefront of those technology trends – over indexing for mobile adoption and time spent with social media, at the same time outpacing the general market in content creation and in being digital influencers.

Recognizing the need for understanding Multiculturalism in 2017, the state of Hispanic marketing under Trump and developments across digital platforms, the AHAA Annual Conference will bring together cutting edge speakers, the sharpest marketing minds and opportunities for networking. Every marketer working in the multicultural space should come to this event to gain new ideas, inspiration, information, education in Next Generation Marketing. 

 

 

MONDAY, JUNE 12


11:00 a.m. - 6:00 p.m.
 

Registration Open 

1:00 p.m. - 1:15 p.m. 

Conference Welcome

1:15 p.m. - 2:15 p.m. 

Using Social Media to Lead with Culture Relevant Message

Cultural relevance is now a watchword for reaching new audiences as well as deepening brand recognition with core constituencies. Social media is a standard part of any marketing campaign’s toolkit, but leading with social media through the use of culture relevant messages has different implications from working in traditional print and broadcast media formats. As President of Avocados from Mexico, Alvaro Luque offers insights into the way he has changed marketing a product line through social media that lends itself directly to culture relevant messaging. 


Keynote: Alvaro Luque President, Avocados from Mexico

 

 

2:15 p.m. - 3:15 p.m. 

View from The Top
Laura Desmond served for 8 years as CEO for Starcom Mediavest, one of the largest media placement agencies in the world. Starcom Mediavest gained notice in the Hispanic marketing space when it launched its Latino Identity Study as part of its “Beyond Demographics” research initiative. Conducted in collaboration with Telemundo, this study was an effort to identify key segments, both current and emerging, within the Hispanic market. During her presentation, Laura will share what was learned in her view from the top of the media planning and buying landscape, with special attention to the dynamics of the Hispanic market.

 

Speaker: Laura Desmond, Former CEO, Starcom 

 

3:15 p.m. - 3:30 p.m. 

Coffee Break

3:30 p.m. - 4:30 p.m. 

Culture and Content
What’s happening regarding content creation to Hispanics? Who’s innovating? What are the challenges? How digital redefining this space?


Speakers: Katie Manderfield, Head of Content, T Brand Studio, New York Times


4:30 p.m. - 5:30 p.m. 

Client Roundtable: State of Hispanic/Multicultural Advertising

Speakers: 
Javier M. Delgado-Granados, Group Director, Multicultural Marketing C.O.E, The Coca-Cola Company
Kevin McLaughlin, SVP of Marketing, T-Mobile 


6:00 p.m. -  7:30 p.m. 

Networking Cocktail Reception  

 

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TUESDAY, JUNE 13

8:30 a.m. - 5:00 p.m.  

Registration 

8:30 a.m. - 9:00 a.m. 

Continental Breakfast

9:00 a.m. - 9:15 a.m.

Opening and Welcome

9:15 a.m. - 10:15 a.m.

Multiculturalism and Today’s Media: The 2016 Election and What It All Means
Join our panel of specialists to discuss the front burner topics of national interest. Panelists will discuss how issues from immigration policy to border security to health care impact the Latino community. They will also address how these issues now affect affect marketing to this key demographic. They’ll also explore what roles and responsibilities Latino executives and brands have in the current environment. Panelists will engage in a lively exchange of how marketers today engage and reach across the cultural and political divides that the 2016 election has deepened.

Ana Navarro, Conservative Strategist and Political Commentator
Juan Carlos Lopez, Anchor CNN en Español

 

10:15 a.m. - 11:00 a.m. 

How The Most Powerful Digital Brands Are Changing - And What That Means to Hispanic Marketers


11:00 a.m. - 11:15 a.m.

Coffee Break

11:15 a.m. - 12:15 p.m.

Digital Influencers Panel
Vine comedian Oscar Miranda and YouTube sensation Jorge Narvaez join Being Latino founder Lance Rios to discuss how brands and agencies should connect with social media influencers. Panelists will explore with the audience what works and what doesn’t, what the place of influencer marketing in any marketing mix should look like, and the role social media influencers have in the Hispanic markets more generally.

Moderator: Lance Rios, President & Founder, Being Latino, Inc.

Panelists:
Kay-Lani Martinez-Hernandez, Chic Influence
Oscar Miranda, Digital Influencer
Jorge Narvaez, Digital Influencer, REALITYCHANGERS

 

12:15 p.m. - 1:15 p.m.

“Data Doesn’t Take Things Personally”: How Always-on Brands Use Data-Driven Creativity to Connect with Hispanic Consumers
Join John Santiago, founder of digital advertising agency M8, José Romero of Sling TV, Luís Martinez of Denny’s and Mariano Dall’Orso of Western Union, will discuss how they leverage behavioral data and cultural insights to best inform a better creative strategy. Panelists will discuss how much behavioral data is replacing cultural experiential understanding in the era of big data. They will dig deeper then to explain how big data collection and analysis can serve as the basis for creative marketing strategies.


Moderator: John Santiago, founder and CEO, M8

Panelists:
José Romero, General Manager at Sling TV, DishLatino 
Luís Martinez, Director of Digital Marketing, Denny’s 


1:15 p.m. - 2:30 p.m.

Networking Luncheon

2:30 p.m. - 3:30 p.m.

Sports Ted Talks
Leaders from some of the top sport leagues including MLS and MLB.

 

3:30 p.m. - 4:30 p.m.

Increase Relevancy with Today’s Hispanic Consumers Through Optimal Messaging and Media Mix
Marketers will be able to leverage Culturati’s Hispanic segmentation model fused into Nielsen watch solutions (NPower) to deliver actionable consumer insights and syndicated data on the Hispanic landscape and their media consumption, habits and preferences (TV and digital).

Speakers:
Rene Sanchez, Vice President, Client Strategy and Insights, Culturati
Vanessa Strain, Vice President, Multicultural Growth and Strategy, Nielsen


4:30 p.m. - 5:30 p.m.

Hispanics' Attitudes toward Advertising 
“Digital Trends among Hispanics” and “Marketing to Hispanic Millennials.”

Speaker: Juan Ruiz, Director of Hispanic Insights, Mintel 


7:00 p.m. - 8:30 p.m.

Awards Reception

 

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WEDNESDAY, JUNE 14

8:30 a.m. - 11:30 a.m.  

Registration 

8:30 a.m. - 9:00 a.m. 

Continental Breakfast

9:00 a.m. - 9:15 a.m.

Opening and Welcome

9:15 a.m. - 10:15 a.m.

Marketer of Year Award Presentation
AHAA will present the Marketer of the Year Award and will hear from their CMO on how to stay relevant in a changing environment.

10:15 a.m. - 10:30 a.m.

Coffee Break

 

10:30 a.m. - 11:15 a.m. 

New Nielsen Hispanic Creative ROI Study Nielsen
As of 2017, the U.S. Hispanic market represents some 57 million people who have over $1.3 trillion in spending power. Since nearly 83% of the adults in Hispanic households speak some Spanish in their homes—27% of them speaking only Spanish—Spanish-language advertising remains a key ingredient of any consumer marketing campaign. Matt Krepsik, Global Head of Marketing Return on Investment at Nielsen will review the results of Nielsen’s new study on the “Secrets to Spanish Language TV ROI.” After surveying “a wide variety of ROI results among Spanish TV advertising efforts,” Nielsen notes that “the good news is that driving strong ROI from Spanish-language advertising is obtainable, and our research points to some key tips that can help advertisers achieve strong outcomes more consistently”—tips Matt will be sharing with the audience.)

 

Speaker: Matt Krepsik, Global Head of MROI Products, Nielsen


11:15 a.m. - 12:15 p.m.

Creativity Matters 
Keith Reinhard is a legend in the world of advertising.  In 2015 he received a Clio Lifetime Achievement Award for his contributions.  He penned “You deserve a break today” for McDonalds in 1970, created “Like a good neighbor, State Farm is there” ad motto,  and helped create Omnicom. He served as CEO of DDB Needham Worldwide and then as its chairman. Keith became especially famous within the advertising world for the memo he circulated throughout DDB every Wednesday for 20 years offering a bit of wisdom or insight about advertising.  In this presentation, Keith shares his own views cultivated over the many year on why creativity still matters—perhaps more than ever in this digital age.


Keynote: Keith Reinhard
Chairman Emeritus, DDB

 

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