AHAA ANNOUNCES NEXT STAGE OF LANDMARK STUDY OF LATINO CULTURAL IDENTITY
Simmons Research develops breakthrough model to deliver most comprehensive findings on Hispanic behavior to hit the market

AHAA signed a deal with Simmons Research to conduct the first major primary research study of Latino Cultural Identity. Drawing on Simmons' innovative and valued expertise in the Hispanic market, the study aims to build on AHAA's original initiative to explore the complexities of Hispanic consumers and put forth a new model that enriches Hispanic research beyond current acculturation and language segmentation metrics.

These inventive tools will provide marketers, planners and creative professionals with deeper insights into Latino consumers and segments within the Latino market. Latino Cultural Identity modeling will create the basis of a unified measurement of today's U.S. Latino and a uniform platform that can be embraced by the entire Hispanic marketing and advertising industry, as well as corporate marketers trying to reach this unique target audience.

“This new research is a fascinating outgrowth of the sophistication and evolution of U.S. Hispanic consumers,” says Jackie Bird, chairwoman of AHAA and president/CEO of Winglatino. “For marketers, the Latino Identity Study satisfies the need for more in-depth understanding of the factors that define U.S. Latino's cultural identity and will allow the possibility of target market segmentation based on these factors. We trust that the study will validate and contextualize AHAA's model of the multi-dimensional Latino, thus provide participating member agencies the unique ability to incorporate these insights in the account planning process and resulting creative work for our clients.”

Already more than a dozen Hispanic agencies have committed to purchasing the research with interest from nearly a dozen more expected as the research gets underway. “As a leading-edge agency in the Hispanic market, Conill always supports initiatives that bring new light to defining and understanding our consumers beyond conventional measures” says Tom Lanktree, VP/Director Strategic Planning for Conill Advertising. “Given its depth, we believe this project will help bring greater clarity to what drives Latinos, putting our teams in a much better position to create meaningful connections with our clients' brands.”

To fully address the numerous factors that influence Hispanic cultural identity, Simmons' research design will combine qualitative and quantitative methods. The key aims of the research will be to:

• Understand and gain insights on the four key “Pillars” that form the core of AHAA's Latino Cultural Identity model: Interpersonal Orientation; Time and Space Perception; Spirituality; and, Gender Perception;
• Explore other potential cultural identity factors as they relate to specific segments of the U.S. Latino population;
• Gather tangible information for developing a standardized platform to gauge individual and collective Latino Cultural Identity
• Increase the expertise and understanding about Latino consumers for the Latino marketing and advertising industry

The qualitative phase of the research is intended to generate in-depth dialogue and ideas on Latino Cultural Identity from the Hispanic consumer. In this truly innovative exchange, consumers will help define what makes a Latino, Latino. The ensuing findings and key learning will serve as a foundation to shape the quantitative work. The quantitative research component will draw on Simmons' 7,500+ Hispanic sample in the National Hispanic Consumer Survey (NHCS) to carry out a mail-based custom, bilingual survey on Latino Cultural Identity. Data results will be linked back to the NHCS providing research subscribers the ability to use these new touch points to provide a fuller dimension of the Latino consumer. In particular, it will allow users to cross-reference and leverage these new profiles against Simmons's existing database of 450 categories, 8,000 brands, 600 psychographic and lifestyle statements and Hispanic-only data (i.e., country of origin, nativity, generation, in-language usage and preferences across media platforms).

Focus group testing in Los Angeles began earlier this month and the data will be made available for the Fall 2008 release. For more information, please contact AHAA Executive Director Horacio Gavilán at (703) 610-0231 or hgavilan@ahaa.org. Visit www.smrb.com regarding the new research and for more information about Latino Cultural Identity, visit our website www.ahaa.org.

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LAST CHANCE TO ENTER HISPANICAD.COM 2007 MEDIA PLANNING EXCELENCIA AWARDS

We are calling on all agencies for entries into this year's competition. There will be awards in nine categories:

- Best Plan Under $1 million
- Best Plan Using Cable Television
- Best Plan Using Direct Response
- Best Plan Using the Internet
- Best Plan Using Magazines
- Best Plan Using Newspapers
- Best Plan for Out-of-Home
- Best Plan Using Radio
- Best Plan Using Television

- El Gran Plan - Best of Show

All entries are due this week!!! For entry form CLICK HERE.

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10th ANNUAL HISPANIC CREATIVE AWARDS SHOW TO TAKE PLACE SEPTEMBER 12th IN LOS ANGELES
Deadline for Entries is April 28

Advertising Age and AHAA are proud to announce the 10th annual Hispanic Creative Advertising Awards. These awards are the premier showcase of Hispanic creative talent and honor the best Hispanic-targeted advertising across television, radio, newspaper, magazine, out-of-home, interactive media, direct marketing and non-traditional/guerrilla marketing.

Winners will be announced at an awards gala on September 12th in Los Angeles. Deadline for entries is April 28.

CLICK HERE to download call for entries.

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FIVE TRENDS EMERGING AMONG U.S. HISPANICS: THE NEW GENERAL MARKET
How Hispanic Consumers Are Reshaping the U.S.

From food to pop culture, politics to sports, the economy to Latinos are making their mark on American society, according to Jackie Bird, chairwoman of AHAA and president/CEO of Winglatino in New York . Although the influence of Latinos on this country is far from new, Bird has identified five emerging trends among U.S. Hispanics today which she shared recently with corporate marketing executives and will be presenting at the upcoming AHAA San Antonio conference, April 16-18.

“Hispanics are the new general market,” Bird says. “They truly enjoy the best of both worlds infusing all aspects of American society with Latin style. And there are five important trends occurring among Latino consumers that should be forcing innovation in the way corporate marketers and advertisers reach out and connect with the nearly $930 billion in purchasing power this population wields.” The five trends according to Bird are:

• The steady increase in the number of affluent Hispanics in the U.S.
• The rapid growth of the Hispanic teen segment and their unique lifestyle
• The changing demographic composition in cities across America
• Hispanic consumption of traditional and new media equals or exceeds general consumer use
• The investment of Latino voters in the American political process

“Unlike other immigrants, Latinos haven't just blended into American culture. Hispanic cultural values, traditions and language are being retained but not to the exclusion of being ‘American,' rather as a complement to traditional American values.” This bi-cultural blending can be confusing to corporate marketers as simple translations and inserting Hispanic faces into ads is no longer acceptable.

Advertisers are finding that navigating the opportunities and challenges related to this fast-growing and increasingly savvy consumer group is a fundamental plan for growth. But Bird says it's more than just the sheer numbers that is attractive to marketers. Hispanics total more than 44 million of the U.S. population, approximately 15 percent; however, it's the influence of this diverse market and the dynamics being created by culturally multi-dimensional Latino consumers that Bird says is critical to consider when creating marketing strategies. Nuanced messaging and content that is uniquely relevant and contextual to cultural factors is essential to effective communication, she notes.

For example, high net worth Hispanics form one of the most lucrative niches in the Hispanic market segment – the first trend Bird attributes to the reshaping of the country and of marketing efforts. Affluent Latinos represent about nine percent of the Hispanic population and most are small business owners - often Latinas – numbering about 2 million in total. From financial firms to luxury merchandisers, advertisers are tapping into the community of wealthy Latinos with great success recognizing the cultural proclivities these prominent consumers hold dear. “Cultural motivations, preferences and cues drive behavior and purchasing decisions,” Bird explains, “and this segment is no exception.”

The second trend that is changing the U.S. consumer landscape is the growing number of Hispanic teens. By 2020, the number of Hispanic teens is expected to increase by 62 percent as compared to 10 percent growth in the number of teens overall. Hispanic youth are celebrating their heritage while creating an identity all their own that separates them from the mainstream, according to Bird.

“Advertisers can't underestimate the influence Hispanic teens have in their homes and in the marketplace,” she says. “They are outspending their general market counterparts and often are the decision-makers in their households even negotiating mortgages and car loans. They are socially connected and confident with technology. Latin youth are a social force to be watched and courted.”

Many of these Latin teens are native-born leading to the third trend that is changing the complexion of the U.S. consumer: the geographic dispersion of Hispanics throughout America . “No longer are Hispanics grouped in southwestern cities or large metropolitan areas on the East or West coasts,” Bird says. “Attracted by job opportunities and lower cost of living, Latinos are populating rural America and small towns across the U.S. rapidly. While immigration is driving some of the increase, most of the growth is coming naturally. One in four babies born in the U.S. is Hispanic.” The widespread diversity is definitely influencing what was once “mainstream,” she adds.

And as communities of Latinos emerge, Hispanic media proliferates as well. “We are unique in our desire and ability to retain our language and traditions as crucial elements of our self-identity and pride,” Bird says. “Technology and proximity to our countries of origin have simplified communication with our roots but it's the multi-billion dollar Hispanic media industry that promotes our culture and language daily that has been the most important factor. We have the richest, most robust media infrastructure of any target market segment in the country.”

Latinos are the fastest growing segment of the online population making new media another vehicle to reach Hispanic consumers, grow market share and increase brand recognition. And, Hispanics are early adopters and leaders in the use of digital technology – inherent to their cultural need to communicate and socialize with each other Bird notes.

Finally, as the country embarks on an unprecedented election year, Bird believes it will be Latino voters that will decide the next president of the United States . “Latinos have turned out in record numbers to cast their votes and make their collective voice known in this critical election year,” Bird says. “Democratic government is high on the priority list of Latinos as they seek the American dream.” Hispanic voters will likely make up 11 percent of the electorate in November's presidential election with the potential to be the “swing vote” in the race. Active support from Spanish-language media encouraging Latinos to seek citizenship and register to vote is paying off, Bird says.

Embracing the cultural shift in the marketplace may take time but for corporate America , the clock is ticking, Bird explains. “These trends will continue to affect the future of our nation and the bottom line for advertisers,” she says. “Hispanics have been responsible for launching entire industries in this country and marketers must keep pace with the consumer evolution or risk being left behind in today's competitive marketplace.”

These and other topics will be featured discussions at AHAA's upcoming conference. To register for the conference, visit www.ahaa.org.

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2008 AHAA STANDARD DIRECTORY OF HISPANIC ADVERTISING AGENCIES

The 2008 edition of the AHAA Standard Directory of Hispanic Advertising Agencies is now available. This is the only comprehensive directory in the industry. Members will start receiving their copies early next week. To order additional copies, please click here.

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