The Plaza Hotel - New York, NY

CONFERENCE AGENDA
As of: September 21, 2004

Wednesday, September 29

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 La Gran Manzana Reception
AHAA welcomes all delegates to the city that never sleeps.
Sponsor:

Thursday, September 30

8:00 a.m. - 5:00 p.m.
Conference Registration
Sponsor: Selecciones

8:00 a.m. - 7:00 p.m.
Young Creatives Competition
This annual competition brings together the creative and art directors of tomorrow in a day-long assignment to create a campaign for a non-profit Hispanic organization/cause. The winning entry will be announced at the Friday's luncheon and the winning “dupla” will attend the Young Creative Competition in Cannes in 2005.
Sponsor:

8:15 a.m. - 9:00 a.m.
Breakfast
Sponsor:

9:00 a.m. - 9:15 a.m.
Conference Welcome
New York Conference Committee
       Daisy Exposito-Ulla, Conference Co-Chair
       Jackie Bird, Conference Co-Chair

9:15 a.m. - 9:30 a.m.
Opening Remarks
       Manuel E. Machado, AHAA President

9:30 a.m. -10:30 a.m.
Opening General Session

Keynote Speaker: Guy Garcia, Author, The New Mainstream






Sponsor:


10:30 a.m. - 10:45 a.m.
Coffee Break

10:45 a.m. - 11:45 a.m.
Roundtable Discussion - What's Hispanic Creative About It? - Answers that Change Questions (Presented in conjuction with Círculo Creativo)
This session will explore the need to produce advertising that is "overtly Hispanic" and the perception of the lack of "edginess" in U.S. Hispanic creative product.
Sponsor:

Moderators:
Jackie Bird, President & CEO, WING Latino
Daisy Exposito-Ulla, Chairman & CEO, The Bravo Group

Panelists:
Pablo Buffagni, Creative Director, Conill
Paco Olavarrieta, Creative Partner, OLE
Favio Ucedo, Creative Director, Grupo Gallegos

11:45 a.m. - Noon
Presentation of the HispanicAd.com Executive of the Year and Creative Director of the Year Awards
Sponsor:

Noon - 1:30 p.m.
Conference Luncheon
Speaker: Susan Whiting, President, Nielsen Media Research

1:30 p.m. - 2:45 p.m.
Concurrent Sessions I

Agency Principals Forum
Preparing your Agency for Growth or Sale
Whether your agency's plan is continued growth through acquisition of more clients or another agency; or whether your existing strategy is to sell, this session will provide core, practical information for agencies of all sizes on maximizing operations and profitability models, placing a value on your company and the kinds of earnings and margins that make for an attractive sale. Admittance to this session is by invitation only.

Presenter:
Brad Schwartzberg, Partner, Davis & Gilbert LLP

Account Planning Session
Account Planning Short Stories (Vol. 1)
We've all been faced with strategic puzzles. The kinds that make us get intrigued, pull out hair, "pelotear" with creatives, be deductive, be intuitive, be "#$*@*-ive". We've read and re-read the research, evaluated the market, observed people's behavior, drank the "advertising" cola looking for that insight that will make our day, that will become the most contagious element of our strategy, brief and final creative product. Join us as we share our stories and ways we turned these challenges into great opportunities for our clients and their brands in the Hispanic market.

Moderator:
Alex Pallete, VP/Director of Account Planning, The Vidal Partnership

Speakers:
J. Moncada, VP/Director Account Planning & Research, Bromley Comm.
Gustavo de Mello, VP Account Planning, Lapiz

Creative Session
Proyecto Cartele Part I - (In conjunction with Círculo Creativo) 
It began six years ago as a hobby to collect photographs of posters, signs and billboards that capture the unbelievable to the ridiculous and has morphed into more than 6,000 photos, three books and a cultural phenomenon.  And now it's coming to New York!  Join the founders of Proyecto Cartele for a provocative two-part workshop that will test your creative mojo. Important: make sure you bring your digital camera and conecting cables to this session! (This session will be conducted in Spanish. Este taller se presentará en Español).

Presenters:
Machi Mendieta, Proyecto Cartele
Gaston Silberman, Proyecto Cartele
Esteban Seimandi, Proyecto Cartele

Sponsor:

2:45 p.m. - 3:00 p.m.
Coffee Break
Sponsor:

3:00 p.m. - 4:15 p.m.
General Session - Brand (New) Planning
The divide between research and planning could not be any more defined than it is today. The demand for strategic thinking among Hispanic agencies is stronger than ever. Who is leading this process? How are they doing it? What is at stake? Is there a new "dupla?" Are you ready to challenge yourself to become the engine that inspires ideas and drives strategies that are truly relevant and change-enabling? Join this discussion between account planning and creative experts on brand (new) planning and find out!

Moderator:
Gary Bonilla-Latoni, VP/Strategic Services Director, WING Latino

Panelists:
Roberto Alcazar, Chief Creative Director, WING Latino
Rocio Fernandez, VP Director of Strategic Planning, Casanova Pendrill
Mauricio Galvan, VP/Creative Director, The Vidal Partnership
Antonio Lopez, Executive Creative Director, Conill
J. Moncada, VP/Director, Account Planning & Research, Bromley Comm
Alex G. Pallete, VP Account Planning, The Vidal Partnership
Aldo Quevedo, Executive Creative Director, Dieste, Harmel &  Partners

7:00 p.m. - 9:00 p.m.
Evening Reception
Join us as we celebrate in true New York Style! Strata is the perfect place to mingle and socialize. Sink into the comfort and sophistication of lush decor as you kick back with cocktails and appetizers in a unique celebrity-sighting hotspot. Buses will depart from the Plaza at 6:45 p.m.

Sponsor:

Friday, October 1st

8:00 a.m. - Noon
Registration
Sponsor: Selecciones

8:45 a.m. - 9:30 a.m.
Breakfast
Sponsor:

9:30 a.m. - 10:45 a.m.
General Session - AHAA Town Hall- BeOPenMinded
An open forum on how our industry is poised to be the ultimate authority on reaching the full spectrum of multi-lingual, multi-generational, multi-ethnic Hispanic consumers.
Sponsor:


10:45 a.m. - 11:00 a.m.
Coffee Break

11:00 a.m. - 12:15 p.m.
Concurrent Sessions II

Agency Principals Forum
Staff Acquisition and Retention
An agency's most valued assets walk in and out of the agency's front door everyday. How do you bring talented employees to the door in the first place and once they're in, how do you keep them? Admittance to this session is by invitation only.

Presenter:
Margaret Lazo, Vice President, Human Resources, Telemundo

Account Planning
Keys to Effective Hispanic Advertising
How do we know it's working? Are spots created specifically for Hispanics more effective than spots adapted from general market executions?  Join this session for a presentation on various copy testing systems, including patterns of success that go beyond simple statistics.

Moderator:
Carl Kravetz, Chairman & CEO, Cruz/Kravetz:IDEAS

Creative Session
Proyecto Cartele Part II - (In conjunction with Círculo Creativo)
Join the founders of Proyecto Cartele for part two of this provocative workshop that will test your creative mojo. Important: make sure you bring your digital camera and conecting cables to this session! (This session will be conducted in Spanish. Este taller se presentará en Español)

Speakers:
Machi Mendieta, Proyecto Cartele
Gaston Silberman, Proyecto Cartele
Esteban Seimandi, Proyecto Cartele

12:30 p.m. - 2:00 p.m.
Conference Luncheon
Speaker:
Carol Robles-Román, Deputy Mayor, City of New York

Sponsor:


Special Presentation of the Young Creative Competition Awards
Sponsor:


2:00 p.m. - 4:00 p.m.
Post-FIAP Screening
Join Pedro Marcet, Executive Director, FIAP (Festival Iberoamericano de la Publicidad) for an exclusive U.S. screening of this year's best Spanish-language advertising and production from throughout the Americas and Spain. This year, FIAP drew 5,000 entries from among 1,600 members, all of which competed for top awards which you'll only be able to see here!  This session will be conducted in Spanish.  Presented by Circulo Creativo. 
Sponsors:

6:30 p.m. - 10:30 p.m.
6th Annual Ad Age Hispanic Creative Advertising Awards - Great Work Comes from Passion, Comes From Love
Nothing turns out better than when you do it with love-Hispanic advertising included.
Love is the key ingredient in the entire process, from inspired concept to captivating, brilliant execution. In order to produce great work, you have to love what you're creating, and most importantly, who you're creating it for: the Hispanic consumer, whose beliefs, values, customs, and special "quirks" are what makes them so endearing.

So, if you're passionate about your brands, your industry, and can proudly proclaim I HISPANIC ADVERTISING , maybe we can send a little love your way at the 6 th Annual Advertising Age Hispanic Creative Awards. Join us as we recognize some of the industry's finest work. The Awards will be presented at El Museo del Barrio, 1230 Fifth Avenue (at 104th Street) Buses depart from the Plaza Hotel at 6:00 p.m.
Awards Gala Sponsors:

Saturday, October 2
New York Departures

AHAA AlsoThanks the Following Sponsors for Their Support: