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.
1:00 p.m. - 1:15 p.m.
1:15 p.m. - 2:15 p.m.
Using Social Media to Lead with Culturally Relevant Message
CEO of Avocados from Mexico, Alvaro Luque, will share how he’s built a brand in a brandless category and made a huge splash in the Super Bowl for the last three years. Specifically, in the 2017 Super Bowl as the most talked about brand in social media and being the only brand that showed a sustainable lift in purchase intent. A true underdog story about how a brand with a relatively small budget can outmaneuver brands with huge budgets by being innovative, scrappy and daring.
2:15 p.m. - 3:15 p.m.
View from The Top
Sponsor: NBCUniversal Telemundo
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.
3:15 p.m. - 3:30 p.m.
3:30 p.m. - 4:15 p.m.
Culture and Content Ted-Style Talks
Luis Balaguer, co-founder of Raze and CEO of LatinWe and Andrew Herrera, CEO of Remezcla star in a unique session where they will share their perspectives about content and culture in this hyper-digital age in a Ted Talk format. What does it take to create content that deeply resonate with Latinos? How does research and trends influence scripted and unscripted “Latin-centered” content and platform innovation? What happens when a digital publishing house fuses with a creative agency and entertainment company? How do writers and creatives work together to bring these visions to life?
4:15 p.m. - 4:30 p.m.
Ted Talk: Using Storytelling to Influence the Influential
As director of content strategy at T Brand Studio, the brand marketing unit of The New York Times, Katie Manderfield knows how to influence the influential. In this Ted Talk-style session, Katie will share insights and strategies on how to create content and experiences that spark the imagination and shape opinions for audiences around the world. She’ll also talk about how storytelling is key to developing industry-leading strategy, creative and distribution for global brands.
4:30 p.m. - 5:00 p.m.
Finding your Hamilton
Star of the Chicago production of Hamilton, Miguel Cervantes held a number of roles prior to his break, including the lead in Bat Boy: The Musical as part of Speak Easy Stage Company. He also held roles in other stage plays, from American Idiot to If/Then. Join Miguel to learn more about his career on and off the stage, his experience as a Latino in non-Latino roles and his unique take on the experience of performing the lead in the play that has forever changed Broadway theater. In the course of conversation with Miguel, discover the trials and tribulations, the possibilities and the promise for Latino performers seeking to carve out a place in the spotlight for themselves, their peers, and their fans.
5:00 p.m. - 6:00 p.m.
Client Roundtable: State of Hispanic/Multicultural Advertising
Join our panelists Javier Delgado-Granados, group director, multicultural marketing, The Coca-Cola Company; Kevin McLaughlin, SVP of marketing, T-Mobile & MetroPCS; and Beatriz Rojas, senior director, multicultural marketing, Kaiser Permanente, as they discuss the challenges and opportunities in marketing the brands, services, and products of their respective companies to the Latino community. This session covers key sectors of the American economy - from health care to telecommunications and consumer products. Each panelist will explore the unique intersection between their company profile and the community of stakeholders in the Hispanic community that they serve. They will also explore how they bridge the different marketing platforms of print, broadcast, and digital across different generations and regional populations in a culturally relevant way.
6:30 p.m. - 8:00 p.m.
Networking Cocktail Reception at River Roast
Located on the Chicago River, River Roast offers dramatic city and water views from every seat - inside and out. With one of the best patios in the city, River Roast is a gathering place to connect with friends, old and new.
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TUESDAY, JUNE 13
8:30 a.m. - 5:00 p.m.
8:30 a.m. - 9:00 a.m.
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 Pulitzer-prize winning journalist Anne Vasquez, Chief Digital Oficer of Tronc, Inc., Ana Navarro, conservative strategist and political commentator; and Juan Carlos Lopez, anchor of CNN en Español, as they discuss the front-burner topics of national interest. 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, discussing how issues from immigration policy and border security to health care and education impact the Latino community. They will also address how these issues impact marketing efforts and the responsibilities of Latino executives and brands in the current environment.
10:15 a.m. - 11:00 a.m.
How The Most Powerful Digital Brands Are Changing - And What That Means to Hispanic Marketers
Sponsor: CNN en Español
Offering a wide range of experiences, Sandra Alfaro, managing director, wing; Gonzalo Del Fa, president, GroupM Multicultural; and Alex Lopez Negrete, CEO, Lopez Negrete Communications, Inc., will tackle some of the hottest issues in Hispanic marketing. Moderated by Margie Bravo, director of multicultural marketing, Nestle, this session will cover the connection between branding and social activism to the unique opportunities presented when leveraging cultural and generational differences in Hispanic segments – such as Hispanic Millennials, which represent more than 20 percent of the total American Millennial population.
11:00 a.m. - 11:15 a.m.
11:15 a.m. - 12:15 p.m.
Digital Influencers Panel
Vine comedian Oscar Miranda, YouTube sensation Jorge Narvaez and top beauty influencer on Instagram and YouTube Kay-Lani Martínez-Hernández join Being Latino founder Lance Ríos 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.
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
John Santiago, founder and CEO of M8; José Romero, general manager, Sling TV; and Luís Martinez, director or digital marketing, Denny’s, 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 also explain how big data collection and analysis can serve as the basis for creative marketing strategies.
1:15 p.m. - 2:30 p.m.
This luncheon is all about you - no speakers, no agenda. It’s your opportunity to network with executives from brands, agencies and media so bring plenty of business cards!
2:30 p.m. - 3:30 p.m.
How the MLB Connects with Multicultural Audiences
Sponsor: Sabio Mobile
Join Kathy Schwab, senior director of marketing for the Milwaukee Brewers; Sheena Quinn, director of public relations for the Chicago White Sox; and Adrian Williams, director of diversity and inclusion marketing for the Atlanta Braves, for a presentation on growing the Hispanic market interest in the great American pastime. In major league baseball, players of Latino heritage now make up 30 percent of the those who walk up to the plate or take the field. But how many Latinos fill North America’s baseball stands? What do trends in attendance look like? And what are marketers doing to bring more baseball to Latinos—and more Latinos to baseball! With special insight into the marketing approaches adopted by each of their teams, this panel offers a look into marketing programs in different stages of their development in their outreach to the Hispanic community. Moderated by Marco Lopez, co-founder and president, elemento L2.
3:30 p.m. - 5:30 p.m.
Industry Leaders Forum (by invitation only)
IN DEPTH SESSIONS
3:30 p.m. - 4:30 p.m.
Increase Relevance with Today’s Hispanic Consumers Through Optimal Messaging and Media Mix
Join our research experts Rene Sánchez, vice president, client strategy and insights at Culturati; Vanessa Strain, vice president, multicultural growth and strategy, and Michelle Zweig, SVP for media analytics at Nielsen, as they present data on the consumer values and attitudes that shape their media consumption behavior, which in turn impacts consumer purchase decisions. This session will 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). This data will empower marketers to craft more culturally relevant messages, allow them to optimize their media strategies to obtain the right TV vs. digital media mix, and effectively connect with Hispanic consumers.
4:30 p.m. - 5:30 p.m.
Channeling the Optimism of Hispanic Millennials
Join Juan Ruiz, director of Hispanic insights at Mintel, as he explores the world of bilingual, Hispanic Millennials and the challenges and opportunities facing marketers. Data shows that this segment is optimistic about their future and confident about their ability to handle the present. In this session, find out how brands can leverage this optimism to be in a better position to stand out, connect with Hispanic Millennials, and channel their energy into serving as brand ambassadors and influencers.
7:00 p.m. - 8:30 p.m.
AHAA Hall of Fame and Rising Stars Awards Reception
Sponsor: State Farm
AHAA has established the AHAA Hall Fame, which recognizes a select group of visionaries, leaders and luminaries who have made significant contributions to the development and advancement of the Hispanic advertising and marketing field. In addition, recognizing the leaders of tomorrow, AHAA is launching the Rising Stars Recognition, the only award honoring outstanding Hispanic marketing professionals ages 35 and under. This reception honors 2017 inductees, both legends and up-and-comers.
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WEDNESDAY, JUNE 14
8:30 a.m. - 11:30 a.m.
8:30 a.m. - 9:00 a.m.
Sponsor: National Retail Solutions
9:00 a.m. - 9:15 a.m.
Opening and Welcome
9:15 a.m. - 10:15 a.m.
Marketer of the Year Award Presentation
Sponsor: NBCU Telemundo
David Rodriguez, multicultural marketing director for Ford, will accept the 2017 AHAA Marketer of the Year Award, given each year to a company demonstrating a topdown commitment to multicultural marketing and significant spending commensurate with the opportunity in marketing efforts targeting Hispanics. David will then discuss Ford’s long-standing commitment to the the Hispanic and multicultural market and how those strategies are paying off with tremendous brand loyalty by Latinos.
10:15 a.m. - 10:30 a.m.
10:30 a.m. - 11:15 a.m.
Hispanic Creative ROI Study
Join Matt Krepsik, global head of marketing return on investment at Nielsen, as he provides a deep dive on Nielsen’s new study, Secrets to Spanish Language TV ROI. As of 2017, the U.S. Hispanic market represents 57 million people who have more than $1.3 trillion in spending power. Since nearly 83 percent of adults in Hispanic households speak some Spanish in their homes—27 percent of them speaking only Spanish—Spanish-language advertising remains a key ingredient of any consumer marketing campaign. Driving strong ROI from Spanish-language advertising is obtainable, and this latest research points to key tips that can help advertisers achieve strong outcomes more consistently.
11:15 a.m. - 12:15 p.m.
Sponsor: DDB Worldwide
Former CEO and chairman of DDB Worldwide Keith Reinhard is a legend in the world of advertising. In 2015 he received a Clio Lifetime Achievement Award for his many contributions. He penned “You Deserve a Break Today” for McDonald’s in 1970, created the “Like a Good Neighbor State Farm is There” theme, and in 1986, helped create Omnicom. He served as CEO of DDB 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 bits of wisdom or insights about advertising. In his presentation, Keith shares his own views on why in this digital age, creativity still matters—especially the power of compelling brand stories.
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