DAY 1 - April 28, 2014
Rupert Murdoch Opened AHAA “Thinking Under the Influence” Conference with Powerful Keynote
Chairman & CEO of 21st Century Fox, Rupert Murdoch kicked off AHAA’s Annual Conference today in Miami to a packed room. “Hispanics are here to stay,” he said. “They are not only risk takers business-wise but also a big U.S. market influence.” He then went on to discuss the economic, cultural and political importance of Hispanics, even announcing his support for immigration reform.
“Immigrants or their children have founded 40 percent of Fortune 500 companies,” he said. “Pfizer, Google, eBay were all started by immigrants… and we will not get out of this recession until we give people (like Hispanics) the freedom to start small businesses.”
AHAA Holds First of Two Sessions Devoted to the Total Market Approach
AHAA brought together a strong panel of agencies representing Hispanic, African-American, Asian and general market agencies to unveil the industry definition of “Total Market” and three different models for implementation. Panelists included Jose Villa, president of Sensis Agency; Julio Arrieta, managing director, Brand Leadership for Lopez Negrete; Nita Song, president & CEO of IW Group; Roberto Orci, CEO of Acento Advertising and AHAA Immediate Past Chair; and Vita Harris, global chief strategy officer for FCB.
Royce Charms Audience by Keeping It Real
Despite his success, the once-destined English teacher, Prince Royce, has not forgotten his humble NY beginnings, drawing on these roots to relate to his growing fan base that has Hispanics and non-Hispanics alike. A true Fusionista, Royce says he feels 100% American and 100% Dominican. He has built more than 20 million Facebook fans by “keeping it authentic and talking to them in the language they speak to their friends." He takes comments in social media to heart and uses them to constantly improve. Fresh from winning four Billboard awards last week, Royce spoke of his new relationship with Pepsi, the launch of his next single and his upcoming English album. Where will this power brand go next? That’s anyone’s guess, but whatever it is, for sure it will be done in true Prince Royce style and will only continue to build his loyal #roycenacticas.
Trujillo Speaks of Opportunity, Opportunity, Opportunity
In his presentation, Sol Trujillo, a global telecommunications, media, and cable industry executive, highlighted the great opportunity of the Hispanic market by saying, "When you think about Latinos, think : Growth, Entrepreneurial, and ROI." He suggested to the audience that they read the latest report from the Partnership for the New American Economy, which revealed that Latinos are starting and growing businesses at four times the rate than any other group. His observations of the Hispanic market went beyond entrepreneurship, saying that the U.S. Hispanic growth rate beats that of the BRIC nations, and underscored the opportunities felt by everyone in the room.
DAY 2 - April 29, 2014
Robert Rodriguez: From Selling His Body to Science to Creating El Rey Network
Filmmaker Robert Rodriguez does it all: he writes, directs, edits, creates the score, mixes the soundtrack, does the voice overs, and launches TV networks – all before breakfast. His passion began as a teenager, making video shorts featuring his friends and family members with the type of action-packed content that would later become his signature style. In college, he participated in pharmaceutical trials – even being a Lipitor guinea pig and getting to eat bacon all day – investing the money he earned into making films. He learned everything about making films by experimentation and hands-on trials – marrying his creativity with technical expertise.
Wells-Fargo Discusses Total Market Approach and Wins AHAA’s First-Ever Chairman’s Award
Jamie Moldafsky, CMO of Wells Fargo, delivered a compelling keynote speech focusing on Wells Fargo’s approach to capturing the total market, with the Hispanic consumer at heart. For the company, Total Market is inclusive of Caucasian, Hispanic, African-American, Asian, and LGBT consumers – their campaigns aspire to reflect the increasing diversity of the U.S. population as well as the impact of multiculturalism on American culture. The effectiveness of their campaigns and their calculated and inclusive efforts have earned Wells Fargo the inaugural Chairman’s Award, presented to Ms. Moldafsky by AHAA Chair Aldo Quevedo, principal/creative director of Richards/Lerma.
Total Market Client Panel: Everyone Has to Have “Skin in the Game” and Equal Footing
According a panel of blue-chip brands, the Total Market Approach is not a cost-cutting solution, and all marketing team members, internally and externally, have to have “skin in the game.” The panelists, brought together by AHAA: The Voice of Hispanic Marketing in collaboration with the ANA, included Christopher Rivera, associate director, Brand Marketing Multicultural for the Kellogg Company; David E.J. Cardona, director, Shopper Marketing, Category Advisory and Multicultural Capabilities for the Clorox Company, who also represented the insights of Lizette Williams, senior brand manager, Kimberly-Clark Corporation; and Xavier Turpin, director of multicultural marketing, Dunkin Brands.
No One Tells Bedtime Stats
Bestselling author of Contagious, Jonah Berger entranced AHAA attendees with his S.T.E.P.P.S process -- Social Currency, Triggers, Emotion, Public, Practical Value, Stories. He outlined the power of word of mouth marketing (WOM) sharing that only 7 percent of WOM is online. The key to WOM starts from a strong story – not stats. “Stories are the currency of conversation,” says Berger. “They can also be a Trojan horse to tell about your brand and turn your audience into advocates.”
DAY 3 - April 30, 2014
Chrysler Rocks the Hangover out of AHAA Attendees
Juan Torres, Head of Multicultural Advertising and Marketing for Chrysler, woke a tired AHAA crowd from their USH Idea Award after-party slumber to bring them the captivating and emotional storytelling fueling their advertising. Chrysler’s creative strategy is centered around the emotional connection rather than the easy laugh. In fact, on brand comeback, Torres said, “We stopped doing commercials and started telling stories,” which saw a 46 percent sales increase. This is evident in the spots featuring American icons, like Clint Eastwood and Bob Dylan.
Marketer of of the Year Award
AHAA President Elect Linda Lane Gonzalez presents McDonald's with the 2014 AHAA Marketer of the Year Award. Accepting the award for McDonald's are Priscila Aviles Jamison, senior creative director, Patricia Diaz, director US Marketing and Adam Salgado, vice president US Marketing.
Upscale Latinos: A Critical Audience for Mid-High Market Department Stores and Prestige Cosmetics
AHAA and Nielsen presented data from their new co-authored study “Upscale Latinos 2.0: A Renewed Outlook for High-End Marketers” which revealed that this segment, which commands a whopping $500 billion in buying power, are luxury seekers but for different reasons than the general market. They are optimistic, confident, put family first, and are driven more by inner beauty than status. They prefer brands that show they are living the American Dream, on trend and high class – status is not a driver. They are 2-3 times more likely to buy designer shoes and clothes purchases than Non-Hispanic Upscales, and twice as likely to spend on high-end cosmetic brands.
Dieste Takes Top Honors at the 2014 USH Idea Awards
The best in Hispanic creative was celebrated at the Third Annual U.S.H. Idea Awards with a gala honoring the work of the industry’s most strategic and creative thinkers. Círculo Creativo, in partnership with AHAA: The Voice of Hispanic Marketing, announced a distinguished and diverse slate of U.S.H. Idea winners representing the best in film, radio, graphic media, digital, innovation, production techniques, promotion, design, beyond Hispanic, with new categories in best in public relations, integrated campaign, branded content & entertainment, and creative use of media. Click for the Top 5 U.S.H. Idea Awards winners creative executions of 2014.