One Conference + Three Powerful Research Sessions = Priceless Industry-Changing Insights

There are less than two weeks until AHAA’s 2014 “Thinking Under the Influence” Conference, and the final details are being put into place. Breaking research has been the foundation of AHAA’s conferences, and this year doesn’t disappoint with three must-attend sessions, covering client and agency round table discussions on the new industry definition of Total Market and a deeper dive into luxury-seeking Upscale Latinos:

Monday, 4/28 from 2:45 to 3:45 p.m.
Research Roundtable: Total Market - The Agency Panel
Be the first to hear a clear definition for Total Market, as developed by AHAA, in partnership with the Association of National Advertisers (ANA), after a year of comprehensive research with a broad coalition of ethnic and general market marketing associations and corporations. Hear from a round table of marketing leaders from agencies, including general market, Hispanic, African American and Asian, on what Total Market is vs. what it is not, what is the best client-agency process, who leads when and why, and how to ensure your agency is equipped to bring the best results. You’ll also learn what impact Total Market will have on agencies, in terms of organizational design, measurement, and budget management.

Tuesday, 4/29 from 11:00 to 12 Noon
Roundtable: Total Market - The Client Panel
In response to the influence and impact of multicultural segments, a new marketing paradigm has emerged that sets out to integrate, from inception, segment opportunities and insights into marketing and holistic client strategies that enhance overall growth. For the last year, AHAA has led an industry-wide comprehensive study on “Total Market” practices in partnership with the Association of National Advertisers (ANA) and a broad coalition of leading clients and marketing associations, to clarify the criteria and provide successful applications of this formula for growth.

Join this session, devoted to sharing the results to-date of the Total Market Client Roundtable. You’ll get an inside look into Best-In-Class marketers who have refined legacy processes to transform their organizations into Total Market enterprises. Learn from clients, including The Clorox Company, Dunkin’ Brands, Kellogg Company, and Kimberly-Clark, as they explain the Total Market standard definition, which was crafted to demystify and unite the industry, and when to apply it. They also will discuss what organizational structures work best; what processes need to be redesigned internally; and how to prove its efforts, together with partner agencies, and demonstrate superior effectiveness.

Wednesday, 4/30 from 11:00 to 11:45 a.m.
Upscale Latino 2.0: A Pathway Toward Luxury

Are you missing out on effectively targeting the most influential segment since the baby boomers? This is a session you won’t want to miss! Last year, AHAA and Nielsen released a foundational study on Upscale Latinos – this year, they unveil Upscale Latino 2.0: A Pathway Toward Luxury. The new study explores levels of optimism and the leading drivers influencing upscale purchasing behavior across mid-to-high end brands, while drawing comparisons among three distinct upscale segments across select categories, including department stores, casual dining and prestige cosmetics.

Learn from a panel of upscale marketers who will open your eyes to the vast opportunity within reach of upscale-luxury brands and provide you with insights on how to best target them.

We also will have dynamite research sessions on Hispanic Millennials, courtesy of Tr3s, and on Hispanic digital and mobile usage, courtesy of the Interactive Advertising Bureau (IAB).





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