Conference Agenda
April 21-23, 2004
Biltmore Hotel - Miami, Florida
Updated: April 9, 2004
Wednesday, April 21
9:00 a.m. - 4:00 p.m.
AHAA Board of Directors Meeting
Noon - 5:30 p.m.
Conference Registration Opens
Sponsor:
6:30 p.m. - 8:30 p.m.
Welcome to Miami Reception
AHAA welcomes all delegates to sunny Miami. Join us as we kick-off our 16th semi-annual conference in style.
Thursday, April 22
8:00 a.m. - 5:00 p.m.
Conference Registration
Sponsor:
8:15 a.m. - 9:00 a.m.
Breakfast
Sponsor:
9:00 a.m. - 9:15 a.m.
Conference Welcome
Miami Conference Committee
Aida Levitan, Ph. D., A.P.R., Conference Co-Chair
Manuel E. Machado, Conference Co-Chair
José López Varela, Conference Co-Chair
Sponsor:
9:15 a.m. -10:15 a.m.
Opening General Session - Keynote Speaker: Jeff Hicks, President, Crispin Porter+Bogusky
Sponsor:
10:15 a.m. - 10:30 a.m.
Coffee Break
Sponsor:
10:30 a.m. -11:15 a.m.
Ad Budget Alignment: Maximizing Impact in the Hispanic Market
This study is the first comprehensive look at the actual media spending trends of America's top national advertisers. It reveals how individual companies and industries are aligning advertising budgets to reach the Hispanic marketplace.
Presenters:
Aida Levitan, Ph.D., A.P.R., President, AHAA
Carlos Santiago, President, Santiago Solutions Group
11:15 a.m. - 12:15 p.m.
Bringing it Together
The leaders behind some of the largest and most recent Hispanic mergers, acquisitions and consolidations share their views on the impact on Hispanic marketing created by the combined entities.
Moderator:
José López Varela, V.P. & Managing Partner, Hill Holliday Hispanic
Speakers:
José Lozano, Vice Chairman, Impremedia, LLC
James McNamara, President & CEO, Telemundo
Ray Rodríguez, President & COO, Univision Networks
Louis Sito, Publisher, Hoy and Vice President/Hispanic Media, Tribune Publishing
12:15 p.m. - 1:45 p.m.
Conference Luncheon
The Year In Review an overview of AHAA highlights over the past year and the presentation of the AHAA Lifetime Achievement Award to Richard "Dick" Tobin.
Sponsor:
1:45 p.m. - 3:00 p.m.
Concurrent Sessions I
CEO Track: The 10 Golden Rules of the RFP
A chance to learn about some of the right habits agencies need to have ingrained to be successful in new business. You'll have an opportunity to hear some war stories, see examples of good work, have a chance to ask lots of questions and learn about the unique challenges facing Hispanic agencies. Admitance to this session is by invitation only.
Speaker:
Russel Wohlwerth, Principal, Select Resources International
Media Track: Tuning in New Options
As the Hispanic market continues to grow and diversify, so too are the television options available across the country. Join this panel discussion for a clearer view on the dynamics shaping the programming decisions and distribution efforts of some of the market's newer players.
Moderator:
Laura Marella, Sr. V.P. & Managing Partner, Casanova Pendrill
Speakers:
Eduardo Caballero, CEO, Caballero TV & Cable Sales
Fernando Espuelas, CEO, Voy, LLC
Dermot McQuarrie, Vice President Programming & Production, Fox Sports en Español
Court Stroudt, Sr. Vice President, Azteca America
Jeff Valdez, Co-Founder & Chairman, Sí TV
Sponsor:
General Track: The New World of Advertainment
The confluence of advertising and entertainment has produced a new marketing genre that is taking consumers by storm and producing outstanding results for advertisers. Learn about best practices in the world of advertainment, get the list of top 10 things agencies should keep in mind when including advertainment in the marketing mix and find out what the latest trends are when the worlds of advertising and entertainment come together.
Speaker:
Raul Mateu, Senior Vice President, William Morris Agency
3:00 p.m. - 3:15 p.m.
Coffee Break
Sponsor:
3:15 p.m. - 4:30 p.m.
Concurrent Sessions II
CEO Track: 10 Golden Rules of the RFP (Part II)
Part two of this presenation followed by a Q&A session.
Admittance to this session is by invitation only.
Speaker:
Russel Wohlwerth, Principal, Select Resources International
Media Track: Reading Hispanics
The future of Hispanic print from an editorial perspective.
Moderator:
Isábella Sanchez, Vice President, Media Director, The Bravo Group
Speakers:
Ruben Keosayan, Managing Editor, La Opinion
Richard Perez-Feria, Editor, People en Español
Alejandro Saldivar, Lifestyles Editor, Editorial Televisa
Carlos Verdecia, Editor, Hispanic Magazine
General Track: Capturing Mind Share: High Performance PR Strategies to Make Your Agency Shine with Clients, Colleagues and Industry Leaders
It's this simple: competition in the marketplace is fierce and you need to make sure your agency's work doesn't get lost in the clutter. You need your work to get noticed as only PR can deliver. A panel of top-notch Hispanic PR pros will share specific proven tactics and techniques that will help you effectively position your agency with clients, colleagues as well as with key trade and business media.
Moderator:
Natalie Judd, General Manager, CMG, Inc.
Speakers:
Cristy Clavijo-Kish, CEO, LatinClips
Gina Rudan, Director, Multicultural and International Markets, PR Newswire
Manny Ruiz, CEO, Hispanic PR Wire
7:00 p.m. - 10:00 p.m.
Evening Reception - Tropicana Night
Travel back in time and celebrate "Tropicana-Style" circa 1955!
Sponsor:
Friday, April 23
8:00 a.m. - Noon
Registration
Sponsor:
8:15 a.m. - 9:00 a.m.
Breakfast
Sponsor:
9:00 a.m. - 10:00 a.m.
General Session - Nada del Otro Mundo
Keynote Speaker: Tony Segarra, Chief Creative Officer, SCPF
10:00 a.m. - 10:15 a.m.
Coffee Break
Sponsor
10:15 a.m. - 11:15 a.m.
Concurrent Sessions III
CEO Track: Structuring the Compensation Agreement
Best practices for examining scope of work, staffing plans, hourly rates; working with procurement departments; placing value on unique culture/language skills. Admittance to this session is by invitation only.
Speaker:
Steve Koskela, Managing Principal, sjk Advisory Group
and author of the book "The Escalating Crisis in Agency Compensation"
Media Track: IAB XMOS Study
The findings of the Interactive Advertising Bureau's first Hispanic Cross Optimization Media Study will be unveiled during the AHAA conference. Learn how online advertising fits in the marketing mix, what percentage of the media budgets of some of the country's largest advertisers would be allocated to interactive media if optimized and if interactive advertising can drive increases in "emotive" brand attributes.
Speakers:
Rex Briggs, Principal, Marketing Evolution
Tom Greene, Brand Manager, Ford Motor Company
General Track: Pharmaceutical Study
The results of thisfirst ever, primary research on Hispanic consumer behavior and prescription medications and pharmaceutical related topics will be disclosed in this Telemundo research. New Hispanic market data on diseases such as acid reflux, allergies, asthma, colesterol and depression are included in this study which was conducted by the Burke Institute and Cultural Access.
Speakers:
Raul Lopez, President & COO, Cultural Access Group
Mike O'Shea, V.P., Business Development, Telemundo
11:15 a.m. 12:15 p.m.
Concurrent Sessions IV
CEO Track: Structuring the Compensation Agreement (cont.)
Best practices for examining scope of work, staffing plans, hourly rates; working with procurement departments; placing value on unique culture/language skills. Admittance to this session is by invitation only.
Speaker:
Steve Koskela, Managing Principal, sjk Advisory Group
and author of the book "The Escalating Crisis in Agency Compensation"
Media Track: AOL US Hispanic Roper/Starc 2004
In 2002, AOL commissioned ROPER/ASW to conduct the first Cyberstudy research dedicated to U.S. Hispanics. The Hispanic Cyberstudy series now continues in 2004 with an update on the Hispanic online consumer population. Learn more about the 14 million Hispanics online embracing the internet and incorporating this medium into their daily lives with striking speed and depth. This second Cyberstudy reveals important information about online advertising trends and e-commerce.
Speaker:
Peter Blacker, VP International & Multicultural, AOL
Networks
Sales and Solutions, America Online, Inc.
General Track: The Myths and Realities of the
Hispanic Market
Speaker:
Dick Thomas, Synovate Diversity
12:30 p.m. - 2:00 p.m.
Media Awards Luncheon
AHAA is again teaming with HispanicAd.com to honor some of the best media plans targeting Hispanic consumers with the 4th Annual HispanicAd.com Media Planning Awards . We will also honor the Media Executive and the Media Planning Executive of the Year.
At this lunheon we will also introduce the new President of AHAA and the 2004-2005 Board of Directors.
Sponsor:
2:15-4:00 p.m.
Yankelovich Monitor 2003 Multicultural Study
This session for for agencies that purchased the 2003 study.
