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ARE HISPANIC AGENCIES DYING?
Hispanic Marketers Answer This "Horrific" Question at AHAA's Next Semi-Annual Conference October 31 - November 2 in New York City.
AHAA will host its 23rd Semi-Annual Conference October 31-November 2, at the Crowne Plaza Hotel in New York. While it may seem a little spooky for AHAA to take this new, some might say terrifying, twist on the age-old question, “Is advertising dying?,” association leaders, conference organizers and Latino agencies are impassioned about the answer.
Hispanic marketing is more alive than ever and conference co-chairs, Aldo Quevedo and Gustavo de Mello are developing a conference that boldly challenges old-school thinking and the traditional “dead” ways of planning and creating for Hispanic consumers. The conference will demonstrate and showcase the creativity, vibrancy and leading-edge approach to Hispanic business that Latino agencies are delivering.
“AHAA agencies have re-defined the way corporate America connects with the Hispanic target market,” says Jackie Bird, chairwoman for AHAA and president/CEO of Winglatino. “We are constantly reinventing, coming up with new ideas and fresh strategies to engage the complex Hispanic consumer with an expertise unmatched.”
More than 500 Hispanic marketers are expected to gather for the AHAA Conference that kicks off on Halloween with a wicked reception and concludes with the AdAge Hispanic Advertising Awards Gala Friday evening. Two full days of workshops, panel discussions and thought-provoking presentations emphasizing creative and planning are being designed to challenge Hispanic marketers and continue to inject new life into the advertising discipline.
“Latino agencies are proven change leaders for our clients’ brands,” says Aldo Quevedo, conference co-chair and president and chief creative officer of Dieste, Harmel & Partners in Dallas. “Hispanic marketing is not just a 30-second commercial in Spanish anymore – it’s much more. Clients are demanding results from unconventional thinking and during the conference, we want to showcase how Latino agencies are changing the pace of the race to really communicate and connect with the Hispanic market.”
The question being raised by the conference co-chairs is more than just a catchy headline or a concept that makes sense creatively with the conference’s Halloween timing. “We want to spark opinion and inspire people to become agents of change: 360° full-service marketing solutions professionals,” says Gustavo de Mello, conference co-chair and senior vice president of strategic planning for Lápiz Integrated Marketing Communications. “Latino agencies cannot fall into the trap of becoming merely executioners. We need to be there with our clients when they are making business decisions. We want this conference to be a call to action to inspire our agencies to remain on top of their game, driving the industry and continuing to answer the tough questions about how to creatively and effectively communicate our brands’ messages beyond the traditional methods. It’s about taking marketing out of the comfort zone and coming up with great ideas. Not great ideas for the Hispanic market, but great ideas that happen to be created by an Hispanic agency – in Spanish or not.”
When Luis Miguel Messianu, AHAA’s creative committee chair and chief creative officer of del Rivero Messianu DDB, recommended Quevedo and de Mello as conference co-chairs they admit they were uncomfortable with the assignment and maybe even a little scared. They agree it’s not unlike the feelings they hope to evoke in Hispanic marketers during the fall conference: challenged, uneasy, questioning, and filled with an urgency to think and act differently.
“We were stuck in our critical perception that AHAA conferences were more about networking than skill-building,” Quevedo says. “We are rising to the challenge to change that image and we trust Latino agencies will do the same.”
“Creating better agencies will create better competition, better awards, and greater recognition for the value of our industry. Our agencies have the intelligence and knowledge to operate at a much higher level and we are prepared to tackle new ideas at this conference that we hope will jumpstart change,” de Mello says.
For more information about conference registration, visit www.ahaa.org. Keynote speakers and the full agenda will be published as it is confirmed.
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DMA 3rd DIRECTO DAY WEST CONFERENCE
August 13th, 2007 at the Long Beach Marriott in Long Beach, CA
Attend Directo Day West, August 13th in Long Beach, CA and hear from a group of carefully selected experts who will provide you with the latest data, trends, and actionable best practices to maximize your Hispanic direct marketing efforts. Featuring keynote speaker Rick Marroquin, CMO of Batanga.com, and a strong mix of top presenters, and unbeatable networking opportunities, this conference is not to be missed!
Register by July 20th to received $100 off the DMA member pricing. Simply use keycode AHDW when you register at www.dmadirectodayswest.org.
DMA 3rd Annual Directo Day West Conference
August 13, 2007
Long Beach Marriott, Long Beach, CA
www.dmadirectodayswest.org
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BUY YOUR IMAGES FROM GETTY...HELP YOUR ASSOCIATION
AHAA Joins Getty Program, Every time you Buy Image Recognizes Young Talent for Unique Approach to Media Planning and Buying
 Through a partnership with Getty Images, every time you buy an image through our website, AHAA will receive a commission.
Getty Images boats one of the largest online stock photography library. So next time just click the Getty Images banner at www.ahaa.org before buying your images!
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INDUSTRY VETERAN TO BE HONORED AS THE 2007 ADVERTISING WOMAN OF THE YEAR
Dolores Kunda to be Recognized by the Chicago Advertising Federation
 Dolores Kunda, President & CEO of Lápiz has been selected by the Chicago Advertising Federation (CFA) as the 2007 Advertising Woman of the Year. Dolores has over twenty years
of advertising experience and her leadership and success have earned her the respect of her peers. Dolores also served as Director of the AHAA Board of Directors.
The CAF Awards luncheon will take place Thursday, August 9th in Chicago. For more information call the CAF at 847-375-4728.
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THE 2007 STANDARD DIRECTORY OF HISPANIC ADVERTISING AGENCIES
Still Time to get Additional Copies of 7th Edition
Additional copies of the 2007 edition of the AHAA Directory are available. This, the 7th edition of the directory lists almost 100 member agencies and their updated profiles.
If you need additional copies please contact Roberto Vazquez at rvazquez@ahaa.org or by phone at 703-610-9014.
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MEMBERS IN THE NEWS
English180, an online option for Hispanics who wish to learn English, has selected ADN Communications as its agency of record. A key feature of English180's audio and video lessons - free of charge to web surfers - are product and brand integration opportunities.
Al Punto Advertising has been selected by Robbins Bros jewelry stores as its Hispanic agency of record.
A 60-second radio spot created for Regions Bank by its Hispanic agency of record, CreativeOndemanD (C.O.D.), was the Spanish-language category winner at this year's Radio Mercury Awards. The "Planeta Tierra" commercial beat out 11 other entries from 10 different agencies, including C.O.D.'s own "VW-Chicken" spot for Volkswagen of America.
Ethnic Print Media Group has finalized the results of its second nationwide Hispanic newspaper readership study. The survey revealed key socioeconomic factors among Hispanic newspaper readers that will prove invaluable when planning Hispanic print media advertising campaigns. Of the 12,887 readers surveyed, 78 percent frequently purchase products or services seen advertised in their preferred Hispanic publication. Additionally, 71 percent of respondents said they always read newspaper inserts intended to advertise specials and sales when they are included in their local Hispanic newspaper.
Julie Stav, financial expert and owner and editorial director of Tu Dinero, has announced a new partnership with ImpreMedia. The two will team up to deliver top quality and relevant personal finance news to more than 10 million Latinos in print and online.
The New America Alliance (NAA) has selected Hector and Norma Orci -- co-founders of La Agencia de Orcí & Associates -- to receive the H. Frank Dominguez Philanthropists of the Year Award.
They were chosen because of their extensive work in the advancement of the Hispanic community that includes work with Big Brothers/Big Sisters, Camino Nuevo Charter Schools, and the New Roads Charter School.
López Negrete Communications has been chosen by Miller Brewing Company as its
Hispanic agency of record designation for the Miller Lite brand following a
competitive pitch.
starMedia has unveiled its new online image, featuring a newly redesigned logo and Home page. The new logo design is a more modern and dynamic adaptation of the classic starMedia logo. The new Home page design (www.starmedia.com) is consistent with the portal’s new image and overall redesign.
GE Money and Yahoo! Telemundo have launched Soluciones Financieras. The site, which will be part of the Tu Dinero section of Yahoo! Telemundo Finanzas, features easy-to-digest information in four key areas of particular interest to U.S. Hispanics: 1) understanding and managing credit, 2) preventing identity theft, 3) navigating loans and mortgages and, 4) establishing a personal budget.
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