MARK YOUR CALENDAR!

2010 AHAA Annual Conference
October 6-8, 2010
Miami, Florida

Chair
Gisela Girard

Immediate Past Chairman & Parliamentarian
José López-Varela

Chair-Elect
Jessica Pantanini

Vice-Chair
Roberto Orcí

Treasurer
Ingrid Otero Smart

Secretary
Daniel Marrero

Gabriela Alcántara-Díaz
Daisy Expósito-Ulla
Esther Novak
Leo Olper
Matías Perel
Aldo Quevedo
Carlos Santiago
Hector Orcí (ex officio)

AHAA Members please check your Agency listing at: www.ahaa.org and let us know if any of the information needs to be updated.
If you have received this newsletter in error, please send an email to info@ahaa.org with the subject line "REMOVE"



AHAA RELEASES HISPANIC MARKETING INVESTMENT TRENDS RESEARCH STUDY
Compares Spending Trends from 2006-2008 for top 500 Companies and 50 Categories

Last week AHAA released an in-depth analysis of trends in Hispanic market advertising and allocation among the top 500 advertisers from 2006 to 2008. As agencies plan new business efforts and prepare budgets for the coming year the first edition of the AHAA Hispanic Marketing Investment Trends report will be valuable in assessing opportunities and making recommendations to clients.

The data covers 2006-08 and should help agencies calculate and plan future growth. We expect to release an updated version of the study with complete 2009 data by the end of May.

The economic challenges of last year were certainly felt throughout most every business sector, so lower advertising spend overall is anticipated. However, we are anxious to see if the allocation to the Hispanic market remained steady or grew as companies struggled to reinvent and recoup potential losses.

Success for agencies begins with understanding and articulating the possibilities for clients and potential clients. This report benchmarks advertiser investment in our industry so that agencies can claim a larger stake in future spending.

To download a copy of the study CLICK HERE.

Special thanks to Santiago ROI and the Advertising Research Foundation for their contributions in producing this report.

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ASK THE IMMIGRATION EXPERT
H-1B Visa Filing Starts on April 1

With H-1B filing season starting next month we recently asked immigration lawyer Michael L. Work some questions on what agencies need to know about the process.

Q. Can I still file H-1B petitions for foreign advertising professionals?

A. To begin with, please remember that the US limits the number of H-1B visas issued each (fiscal) year. On December 21, 2009 USCIS announced they could not accept more petitions for the 2010 fiscal year after having reached this year’s maximum allotment. However, an agency may continue to file an H-1B petition for a prospective worker currently in valid H-1B status where you are asking for a change of employers or concurrent employment, or for someone who might be outside the U.S. but was in valid H-1B status within the last twelve months.

Q. When can we file H-1B petitions for someone who has not had an H-1B?

A. Beginning April 1 H-1B Petitions may be filed for 2011 fiscal year visa numbers. An employer can file an H-1B petition up to 180 days in advance, so that makes April 1st the earliest an agency can file in order to try to maximize their chances for approval for someone to enter and start work on October 1st.

Q. When should I begin preparation in order to file on April 1st?

A. Start now! USCIS now requests a prevailing wage quote from a central office and an electronically filed LCA (labor condition application). These are new processes with some glitches and may take 10-30 days to complete. We are now documenting credentials and preparation of H-1B petitions for our clients.

Q. Is there any way of knowing if the demand for H-1Bs will allow for applications after April 1st?

A. Better safe than sorry. The overall economy will still have an effect, but I think there will be more petitions filed early this year because more companies will be confident the money they spend to have the petitions prepared and filed will actually result in adjudication. Remember, prior to last year, more applied in the first few days of April than the maximum allotment of H-1Bs, so USCIS randomly selected petitions to process. Companies wasted that money, so they either stayed out of the H-1B program last year, or filed later in the year for fewer foreign workers. This year, there is a bit more confidence the water is safe again for H-1B workers.

Michael L. Work has practiced immigration law for twenty-five years in Los Angeles and Miami Beach. His office specializes in immigration planning for the Hispanic advertising industry. Feel free to forward any other immigration questions to Michael at michael@michaelwork.com or his partner, Natalia Fridman at natalia@michaelwork.com or phone (305) 672-8572.

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NGLC MEDIA MARKETING & ENTERTAINMENT Conference
Conference to Focus on the New Generation Latino Audience

The NGLC Media, Marketing & Entertainment Conference will take place April 5th at the Harvard Club in New York City. This event is exclusively focused on the new generation Latino audience. Confirmed speakers include, CNN's Soledad O'Brien, actor John Leguizamo, director Franc Reyes.

AHAA members receive a special registration rate of $299. For more information and to register CLICK HERE.

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MEMBERS IN THE NEWS

María Cecilia Pinto has been named account supervisor at Bromley Communications. She will oversee the Payless ShoeSource account.

Casanova Pendrill announced the addition of several new team members to its Costa Mesa headquarters. Karla Acevedo joins as Account Director, Leticia Tovar as Account Supervisor, and Anel Macias as Senior Account Executive. Joining Casanova’s media team are: Fermin Cervantes as Media Planner and Crystal Medina as Media Analyst. The Strategic Planning team has also expanded with the addition of Michelle Bregozzo. The Agency’s creative team also expanded with the addition of Andres Munera as Senior Art Director. In addition, Kathy Diaz, who joined the agency in 2009 as Senior Media Planner was promoted to Media Planning Supervisor.

Lápiz announced the addition of Digital and Shopper Marketing practices to its advertising services. With the addition of new agency resources, including retail and digital subject matter experts, methodologies and processes, Lápiz can now expand its multiple touch points with U.S. Hispanic consumers.

López Negrete Communications has launched a new division specializing in consumer relationship management and direct marketing. At the helm is Kathleen Jones, newly named Director of Customer Relationship Management and Direct Marketing Initiatives.

Lotus Entravision Reps (LER) announced the hiring of Scott Keeler as Vice President, Southwest Territory. Keeler will be responsible for managing LER's sales opportunities in the Southwest Region.

The Transworld Advertising Agency Network (TAAN) and the San Jose Network announced a global alliance that will share resources and expertise through the cooperative operations of both networks. TAAN is a global independent agency network.

Alina Falcón has been promoted to president of news and will oversee sports programming and production at Univision Networks. In addition Luis Fernández has been promoted to president of entertainment for the Univision Network a newly created position. He will oversee entertainment programming, promotions and talent relations for Univision and will also continue to lead Univision Studios.

Zubi Advertising shined at the 2010 ADDY Awards, securing a grand total of 23 Golds, 14 Silvers, and a Best of Show in English print for its Ford Focus “Legs” campaign. With 23 Gold wins, Zubi snagged more of the top honor than any agency. “We’re thrilled to be recognized with so many prestigious industry awards, and extremely proud of our Creative team for consistently producing such cutting-edge work,” said Joe Zubi, COO of Zubi Advertising.

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Editorial Director: Horacio Gavilán • Managing Director: Melissa Chen • Copyright 2010© AHAA, All Rights Reserved