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AHAA makes training and professional development simple and easy. You can access these on-demand sessions right from your desk at anytime! 


AHAA's Total Market Benchmark Study: What Do Clients Think? (Members Only)
December17th, 2013

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Did you miss our session at ANA Multicultural? You're in luck. AHAA is hosting a research session to provide you key insights from our latest study. In Q1 of 2014, agency results will be revealed to AHAA members only. Remember to renew or join today!

In the last decade, multicultural populations have grown to wield enormous power both on Wall Street and on Main Street. Not only are they influencing pop culture, entertainment and cuisine, but they are also driving significant changes in corporate board rooms and evolving the marketing industry. Today, marketing strategies are under great scrutiny in response to the explosive growth of multicultural populations. As many companies seek to reconcile and recalibrate efforts toward multiple market segments, questions arise with regards to the potential of defining and addressing a Total Market Strategy.

Moderator: Gaby Alcantara-Diaz – President, G ADMarketing Communications, Inc.

Speaker: Carlos Santiago, President & CEO, Santiago Solutions Group

THE DEMOGRAPHIC FUTURE: Are brands ready for the next American revolution? (Members Only)
November 14th, 2013

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2042—the year that America is poised to become a majority-minority nation—is just around the corner. But these massive demographic changes are already causing seismic shifts in consumer expectations, parenting, media, politics and the workforce—and these will only grow in intensity as the tipping point grows closer. Is your brand in tune with the realities of this reinvented America?

Join The Futures Company as we discuss what you need to do to prepare as we enter the next chapter of our country's future—one that's pluralist, globalist and fundamentally different in looks, tastes, traditions and beliefs? You’ll also get a sneak peek at the new themes discussed in the 2014 State of the Multicultural Consumer report including:

  • The M2—Multicultural Millennials
  • How—and When—to Talk to the Total Market
  • Health & Wellness—A Multicultural Perspective
  • Blurred Lines—Marketing in an Age Beyond Boxes
Moderator: Gaby Alcantara-Diaz, President, G ADMarketing Communications, Inc.

Speaker: Camille Leak, Associate Head of Multicultural Insights, The Futures Co.

Download the four page 2014 road map!

Hispanic Infinite Dial Launch (Members Only)
October 15th, 2013

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Nielsen Audio, formerly Arbitron, is launching it's Hispanic Infinite Dial results exclusively to AHAA members before the general market dissemination. Get the scoop before everyone else!

About the Infinite Dial 2013 Series:
The Infinite Dial series from Arbitron and Edison Media Research has offered an unparalleled view of digital media trends since 1998 and has become a highly anticipated annual report. Some of the trends highlighted in the study are:

•Growing penetration of smartphones and tablets and the ways people use these devices
•The continued growth of online radio usage and time spent listening
•An update on social media use by brand and age demos
•Which devices people use to wake up in the morning

Moderator: Gaby Alcantara-Diaz, President, G ADMarketing Communications, Inc.

Speaker: Bill Rose, Senior Vice President of Marketing, Arbitron

The AHAA Generational & Cultural Study: Beyond the Data
(Members Only)

September 24th, 2013

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The latest and final webinar takes new data to further understand the dimensions of bicultural duality. The authors will contrast the limitations of traditional Acculturation unidimensional models and how Cultural Orientation’s bidimensional approach expands marketers understanding of behavior and preferences beyond demographics.

What You'll Learn:
• Key cultural orientation dimensions
• The difference between acculturation and cultural orientation; and their application
• Language and media usage by Hispanic generational segment
• How this data can be to develop stronger creative messages and deeper consumer insights

With underwriting from AARP, AHAA: The Voice of Hispanic Marketing's recently commissioned study is the first to examine the buying habits and Cultural Orientation of Hispanics and non-Hispanics across three generational groups—Millennials (18-29), Generation X (30-44), and Boomers (45-65).

Moderator: Gaby Alcantara-Diaz, President, G ADMarketing Communications, Inc.


  • Carlos Santiago, President & CEO, Santiago Solutions Group
  • Dr. Jake Beniflah, Study Academic Counsel, Exec Dir, Center for Multicultural Science
  • Scott Willoth, SVP Methods & Analytics, Scarborough Research

Session sponsor: AARP. Study underwriter: AARP. Research Partner: Scarborough.

The Upscale Latino Segment: Beyond the Data (Members Only) 
September 18th, 2013 

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You asked for more information on the Upscale Latino segment, and AHAA & Nielsen are delivering! Please join us for an exclusive session that will provide a deeper dive on this influential segment with NEW INFORMATION, based on questions posed during the last webinar covering this topic. We will go beyond basic demographics, spending habits and programming preferences to reveal comprehensive data on…

·The definition of “upscale” and family dynamics that are helping to build combined aggregate household income
·The future of this segment, including college graduate projections and the growth of the upscale Spanish-dominant
·A deeper dive on demographic composition across primary markets with an emphasis on New York, Texas and Washington D.C.
·A closer look at media criteria and digital usage

You will be able to ask questions throughout the presentation and will receive a summary whitepaper in advance of its release to the public. Get your actionable data at this member-only event!

Moderator: Gaby Alcantara-Diaz, President, G ADMarketing Communications, Inc.


  • Reny Diaz, Director of Research, Fusion + UniNoticias
  • Carlos Santiago, President & CEO, Santiago Solutions Group

The effies: An Inside Look at the Entry Process (Members Only)
September 12th, 2013

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AHAA and Effie Worldwide are teaming up to provide a webinar event exclusively for AHAA members. Learn what it takes to have a winning case as Effie Worldwide gives you an inside look at the 2014 North American Effie Awards.

The webinar will outline entry requirements, provide insight into how entries will be judged, and share tips from last year’s jury. Insights specific to the Hispanic Effie category will be revealed.

It will also provide the opportunity for you to have any and all of your questions answered. Whether you are new to the process or a veteran at winning Effies – this is a great learning opportunity to have a better understanding of the Effie competition and to hear about the changes they have made for this year’s program.

Entry materials for the 2014 North American Effie Awards competition will be available in late August. Entry deadlines run from October 8-October 30. A New Entrant Discount will be available to agencies that have not submitted entries into the 2011, 2012, or 2013 competitions. Competition details will be available at http://www.effie.org/.

Moderator: Gaby Alcantara-Diaz, President, G ADMarketing Communications, Inc.

Speaker: Steph Jones, Senior Program Manager, Effie Worldwide

Elevating the Role of Marketing Procurement --
What Even Agencies Need to Know (Members Only)

Original Presentation: June 18, 2013-- 1 hour

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The discipline of marketing procurement has existed in the industry for well over a decade now. Some companies have more mature marketing procurement teams while others are just starting out. At many companies, the focus continues to be on cost. But some more enlightened firms are now evolving the conversation to strategic metrics, like driving marketing ROI. Recently, ANA took the pulse of its members to better understand the metrics used to gauge the success of marketing procurement. That research and follow-up qualitative interviews help to provide a roadmap for marketers as well as agencies to maximize the contribution of marketing procurement.

Speaker: Bill Duggan, Group EVP, Association of National Advertisers

Winning the Hearts, Minds and Wallets of the Hispanic Customer Using Mobile
Original Presentation: March 20, 2013 -- 1 hour

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HISPANIC CONSUMERS ARE clearly becoming the most important prospects for marketers, across all sectors. Walmart has reported that 100% of its sales growth is now coming from the multicultural customers. In this webinar we'll provide an overview of the HISPANIC customers and strategies on how engage this MAJORITY-MINORITY throughout the path to purchase in order to win their HEARTS, MINDS and WALLETS.

Moderator: Michael Becker, Managing Director, North America, Mobile Marketing Association


  • James Briggs, CEO and Co-Founder, Briabe Mobile
  • Diana Valencia, SVP of Mulitcultural Communications, Porter Novelli
  • Gaby Alcántara-Diaz, President, G ADMarketing Communications

A Deep Dive Into the Latino Influence Project
Original Presentation: February 28, 2013 -- 1 hour

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The United States is under the influence of the rapid growth of the Latino population. Fashion, music, entertainment, food, and pop culture are key areas in which Latinos are driving mainstream culture and creating nationwide trends.

Most likely you've inevitably heard that “tortillas and salsa now outsell bread and ketchup” and that “dulce de leche is Häagen-Dazs’ top-selling flavor of ice cream.” In fact, Cheerios, a quintessentially American cereal, recently launched their own “dulce de leche” flavor. Ricky Martin appeared on Glee, Sofia Vergara launched a clothing line at K-Mart, and Victor Cruz is teaching the world to salsa every time he scores a touchdown.

The Influence Project from Wing and Experian set out to quantify the extent to which Latinos are influencing the non-Latinos around them. The findings show that Hispanic influence extends far beyond tortillas and jalapeños into attitudes and beliefs around health, technology, and even the environment. The Online University session will take a deeper dive into the results of this study.


  • Holly McGavock - Director of Planning, Wing
    She has over 7 years of experience in multiple categories including Spirits, Automotive, Airlines, Retail, CPG, and Pharma. Holly also teaches Hispanic Marketing, Multicultural Marketing and Account Planning courses online for Florida State University students and marketing professionals.
  • Dr. Max Kilger -Chief Behavioral Scientist, Experian Marketing Services
    He received his doctorate in Social Psychology from Stanford University and directs Experian Marketing Services’ efforts in developing new methodologies from both quantitative as well as qualitative fields. Max specializes in applying theoretical and statistical expertise in creating specialized measurement and behavioral systems. His research interests include devising effective measurements for sensitive topical areas, the association between psychographic data and consumption patterns, cultural differences in consumer behavior and the relationship of people to digital technology.

The 10 Principles of Hispanic Print Advertising - What Works? (MEMBERS)
Original Presentation: January 30, 2013 -- 1 hour

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In the USA, Hispanic media is under increasing pressure to more fully prove the return-on-investment (ROI) for advertising. Among the Hispanic magazine industry specifically, there is increasing pressure to prove the power of print and move to a more meaningful measure of advertising effectiveness including the stopping power of creative.

This session will present actionable learnings from an extensive analysis of over 4,000 ads across a dozen Hispanic titles that were measured by Starch en Español, a syndicated advertising effectiveness service. It will advance the industry by answering the industry’s question: What works in Hispanic print advertising? Starch’s Ten Principles are a widely applicable and actionable guide for Hispanic advertisers to create more effective print advertisements.

Susan Nuñez
V.P. Advertiser Sales | GfK MRI
GfK Mediamark Research & Intelligence, LLC

The Latino Radio Listener Landscape (MEMBERS)
Original Presentation: December 12, 2012 -- 1 hour

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The torrent of political advertising has finally come to an end and our airwaves are getting back to normal.  This session will look back at how the different political parties utilized radio to reach Hispanic voters in an effort to get ahead.  Which candidate spent the most, where did the ads run and when? We will also examine implications for advertisers and the increasing role Hispanics could have on future elections.


  • Tony Hereau, Media Insights Manager, Arbitron
  • Mary Beth Garber, EVP of Radio Analysis and Insights, Katz

It's Better Out... (MEMBERS)
Original Presentation: November 14, 2012 -- 1 hour

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When the medium is the message out of home creative simply must inspire, intrigue and challenge. What better way to describe the urban gallery, the visual stew above the asphalt, that poster on the street, sign, billboard or hand-held cardboard; good, bad or governement induced; multi-million dollar flashing lights or bumper stickers on a vespa - the urban, sub-urban or Chevy Suburban imagery we expose is seen, absorbed prohibited, and, when done well, praised.

Join Sean Robertson, Chief creative Officer and idea inciter for an out of this world creative web stroll far along the roadside for a fun and informative look at the good, the bad and the WTF...

About the speaker:
Sean Robertson, Chief Creative Officer and Idea Inciter at RROAM – a San Francisco Bay Area based media and marketing boutique, has found challenge, fulfillment and hair loss developing and promoting all types of creative and specializing in the “Art of the Poster.” Sean began his advertising career in 1986 and began his outdoor career 17 years ago as an assistant, part-time, temporary art director for Gannett Outdoor. After inhaling his fair share of toxic fumes, he became Creative Director for Gannett Outdoor SF, Outdoor Systems, and Infinity Outdoor, Viacom Outdoor and previously CBS Outdoor. He is a three-time Obie Awards Judge, part of the industry’s Speakers Bureau, and former Chairman of the OAAA Creative Committee.

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The Effies: An Inside Look At The Entry Process
Original Presentation: October 15, 2012 -- 1 hour

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AHAA and Effie Worldwide have teamed up to present an exclusive webinar event only for AHAA members. This session normally costs $99 but will be provided at NO CHARGE!

At this time, agency and client teams should be deep in preparation of their entries for the 2013 North American competition.  Though there is time to make some edits and final touches to ensure you have an effective entry. 

Effie Worldwide will present an Entry Webinar, exclusive to AHAA members, that will provide insight into how entries will be judged and tips and insight from last year’s jury on what it takes to have a winning case.

The webinar will also provide the opportunity for you to have any and all of your questions answered.  Whether you are new to the process, or a veteran at winning Effies – this is a great learning opportunity to have a better understanding of the Effie competition and to understand the changes they have made for this year’s program.

Speaker From Effie Worldwide: Steph Jones, Senior Program Coordinator

Hispanic Communications Challenge
Original Presentation: October 10, 2012 -- 1 hour

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In this exclusive webinar, find out from Skyline Communications on how they won this challenge by planning a mobile app that caught FOX Deportes eye. The winners were announced at the AHAA conference and received a $4,000 scholarship for their efforts.

About the competition: FOX Deportes, in partnership with Florida State University and University of Houston challenged ten group of students to devise a campaign that would leverage the use of digital platforms in the effort of improving the brand’s communication and engagement practice with the Hispanic community. 

Session Overview:

  • Hispanic Communications Challenge
  • Today’s Digital Landscape (social media, digital & mobile platforms)
  • Recognizing trends
    • From a faculty standpoint
    • From a business standpoint
  • Best Practices
    • Connecting with millenials and acculturated Hispanics
    • How has Fox Deportes evolved in this digital age and how they incorporate social media in their marketing efforts
  • Open Forum/ Q&A
    • Describe how the Hispanic market is today compared to the US Hispanic from 10 years ago or 10 years from now?
    • How to stay truthful to your message/brand and building rapport with the Hispanic audience.


  • Robert Rodriguez from FOX Deportes
  • Antonieta Reyes Echezuria from the Florida State University
  • Marisa Smith, Florida State University & Skyline Communications, the winning team

New Business Development for Multicultural Agencies in Today’s Marketing Environment
Original Presentation: September 27, 2012 -- 1 hour 

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New Rules For Pitching And Winning New Business (Whitepaper)

A successful multicultural agency must remain true to its ethnic heritage and cultural understanding of the target audience, while adopting the tactics that have made general market agencies successful - strategically disciplined, insightful and creative.   The speaker will cover the basics that work for all agencies, but add additional insights for multicultural marketing agencies.

Don Morgan is President and Head Rainmaker of Raindance Consulting, a Seattle-based company specializing in new business development, social media and branding consulting for ad agencies. He is a 30+ years veteran of the ad wars.

Understanding and Targeting Affluent Hispanics: From Macro to Micro Market
Original Presentation: September 13, 2012 --1 hour

Download Presentation (PDF) Password: empirics
Affluent Hispanic households, those with at least $100,000 in investable assets, are approaching 4 million.  Webinar attendees will: 
  • Learn where the best markets are
  • See how markets differ based on size and concentration at the county level
  • Get demographic and assimilation profiles
  • Get perspective on growth potential
Information Asset Partners is a marketing analytics firm that provides Empirics retail financial metrics to leading banks, insurers, and wealth managers.  Client use Empirics to objectively assess market opportunity, plan sales and marketing operations, and develop campaigns to customers and prospects. 
Speaker: Bill Poll, Founder of Information Asset Partners
His expertise is in market intelligence and its applications within sales and marketing organizations, and B2B and B2C information product marketing.  He has built a 20-year marketing, sales, and business development career in the information and direct marketing industries at D&B, McGraw-Hill, SRI International, and USADATA.  Bill has an MBA from Columbia University Graduate School of Business and a B.A. from Bowdoin College.

Hispanic Media Insights - From Advertising To Online Behavior
Original Presentation: July 31, 2012 --1 hour 

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Kantar Media, a provider of Internet, TV and radio audience measurement in 59 countries, presented an overview of trends in Hispanic advertising creative for select, high value product categories that includes an analysis of message themes; comparisons versus messaging targeted at Anglo audiences; and what these trends suggest for the future.

Presented by:

Jon SwallenJon Swallen, CRO, Kantar Media Intelligence
Jon leads initiatives into the development of digital methodologies for ad supported online video, social and mobile advertising, as well as spearhead data integration programs and thought leadership efforts in varied industry vertical markets. He was previously SVP of Research for Kantar Media Intelligence and prior to joining Kantar Media Intelligence in 2004, Jon held senior research positions in the media departments of the Universal McCann and Ogilvy & Mather advertising agencies.


Yaakov Kimelfeld, CRO, Kantar Media Compete
Dr. Kimelfeld was most recently SVP, Digital Research and Analytics Director for MediaVest. He is an industry thought leader in digital and traditional media analytics and attribution, and has previously developed numerous custom media planning and research tools working with media partners such as Google, Facebook, Microsoft and Yahoo! He has received numerous industry recognitions, including the Advertising Research Foundation David Ogilvy Awards in 2009 and 2010.


Realizing the Hispanic Opportunity
Original Presentation: June 28, 2012 -- 1 hour

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Presented by Camille Leak, Associate Head of Multicultural MONITOR, The Futures Co.

The Futures Company presented “Realizing the Hispanic Opportunity.”  Camille Leak, Associate Head of Multicultural MONITOR will dive into Hispanic consumers’ unique mindset, shopping behaviors and market segments exposed by the forces of the recession, including:

  1. Their sharply higher level of fiscal resilience—which allows them to adapt more rapidly to shifting economic conditions;
  2. They are a reliable source of demand for certain basic categories of goods and services due to their unique cultural preferences and lifestage needs;
  3. The emergence of a smart and uncompromising group of Hispanic consumers that represent a major source of discretionary demand: The Ready-to-Spends.

Aribtron Hispanics Insights & Training
Original presentation: June 5, 2012 -- 1 hour

Presented by Jenny Griffith, Arbitron Trainer

Radio offers a lot of unique attributes in the multi-media landscape.  Join us at 2pm EST on June 5th to learn more about radio today.  This session will look at the trends and evolution of the medium, review  basic measurements and terminology,  and uncover some of the nuances of Hispanic radio.  

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Winning Hispanic Customer Acquisition and Customer Care
Original presentation: May 23, 2012 -- 1 hour

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Presented by Neal Topf, President, Callzilla

Neal fully understands how culture affects the sales process and helps Callzilla’s clients to do a better job of understanding the nuances of this sometimes fragmented marketplace to better position their Hispanic call center programs for success. He will speak to Hispanic customer acquisition and customer care as told from the other side of the fence.

Synovate Diversity: Every 30 seconds, a Latino turns 18 in America…

Original presentation: September 28, 2011 

Spanish SEM Lessons from CNN

Original presentation: July 14, 2011 

Nielsen Local Custom Toolbox (co-sponsored by WSCV-Telemundo51)

Original presentation: January 13, 2011

Images courtesy of Getty Images