AHAA Conferences and Meetings

Noon – 5:30 p.m.
Conference Registration Opens
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6:00 p.m. – 8:00 p.m.
Welcome to San Antonio Reception
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8:00 a.m. – 5:00 p.m.
Conference Registration
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8:00 a.m. – 8:45 a.m.
Breakfast
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9:00 a.m. - 9:15 a.m.
Welcome to San Antonio
Welcome from conference co-chairs Gisela Girard and Jessica Pantanini
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Opening Remarks
Manuel E. Machado, AHAA President

9:15 a.m. -10:15 a.m.
Opening General Session
Keynote Speaker: Don Miguel Ruíz, author, The Four Agreements, Mastery of Love and The Voice of Knowledge

Don Miguel Ruiz was born into a family of healers and raised in rural Mexico by a curandera (healer) mother and nagual (shaman) grandfather. The family anticipated don Miguel would embrace their centuries old legacy of healing and teaching and as a nagual, carry forward the esoteric Toltec knowledge. Instead, distracted by modern life, don Miguel chose to attend medical school and later teach and practice as a surgeon.

A near death experience in a car accident one night in the late 1970's brought his wake-up call. “I saw that I existed separate from my body. So I asked myself, if I am not this body, what am I?” Don Miguel's survival allowed him the opportunity to begin an intensive practice of self-inquiry.

He began to share the wisdom that resulted in the creation of The Four Agreements, when he witnessed his students struggling to ‘quiet their minds.' Don Miguel created a specific series of practical tools, that when used by anyone, can result in consistent and long-term personal transformation.
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10:15 a.m. – 10:30 a.m.
Coffee Break
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10:30 a.m. – 11:15 a.m.
General Session - Primera Página: Contact Planning is the new Media Planning
In the fast-paced world of Hispanic advertising, the options available to reach Hispanic consumers today are dizzying. According to some industry experts, the days of looking at traditional media buys are quickly fading. “Clients want to penetrate where consumers live, work and play which means that agencies that embracing a broader view of contacting consumers are the one that are best poised for growth and effectiveness,” says one agency insider.

This session will explore the growing discipline of Contact Planning and why it's a necessary part of Hispanic agencies' future.
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Sin Fronteras: Evolving Connections
In a world where consumer is king, who at the agency takes the front seat? Media? Planning? Creative? Listen as industry insiders discuss the good, the bad and the scary.

Enfoque: The Future of Consume Input
If the consumer is king, then consumer insight hs never been more important than it is for today's winning campaigns. But getting at that insight accross so many cultures, language preferences, age groups and regions is a growing challenge. Unless, that is, you are able to take advantage of new ways of capturing consumer input that help ask those critical questions about a brand's value, proposed creative, package design, or simply what's on the Hispanic consumer's mind when it comes to "Product X." Join this session to examine the latest trends in consumer research.

2:00 p.m.–3:00 p.m.
General Session - Breaking News: The Fight for Consumer Choice
What does the future really hold for the advertiser-consumer relationship? How is the advent of technologies and other options that allow consumers to determine how much commercial messaging they'll receive shaping the future of advertising? Take a look at how the fight for consumer is playing out with a top futures expert.

Fusión: Analog + Digital = ?
They're here!!!! New technologies from wireless platforms to video streaming to personal gaming open up a new world of contact and creative options for advertisers. How ready are Hispanic agencies to integrate these new technologies in their contact plans? And how fast are Hispanic consumers adopting these technologies?

AHAA Visioning Session
Admittance to this session is by invitation only.
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7:00 p.m.– 10:00 p.m.
Evening Event
Since opening in 1981, the San Antonio Museum of Art has become home to the nation's finest display of Latin American and folk art, Greek and Roman antiquities, Asian Art and american paintings. Housed in the historic Lone Star Brewery, built in 1884 it is San Antonio's finest museum exhibition space. Buses to the museum will depart at 6:30 pm.
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9:30 a.m.– 9:45a.m.
Futurama: AHAA in 2005
Closing out his term as AHAA president, Manuel Machado looks back at a year in which AHAA built important relationships that solidified the organization's industry leadership. Incoming AHAA president, Alex López-Negrete, shares AHAA vision for 2005 and beyond.
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9:45 a.m.– 10:45 a.m.
General Session - WANTED: Latino Urban Insights
The style that's shaping the New America is coming from Latino urban centers across the country. Latino youth music, fashion, art, and attitude are at the heart of virtually every new trend today. But what makes our youth tick? What are their aspirations? How do they consume media? Find out why Latino urban youth are increasingly the object of so advertisers desire.
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FOUND: New Dollars in Older Markets
50 is the new 40 and one of the most lucrative “new” Hispanic markets is older, settled, and tested. At the same time, they are spirited, adventurous and ready to enjoy life's second half. Join this session for a closer look at life-stage and acculturation and how to craft messaging for a group that's been around the block.

SEEK: Tomorrow's Headlines
From the trenches of community-based newspapers to the boardrooms of publishing behemoths, the world of Hispanic print is being developed like never before. Dailies, weeklies, monthlies…English, Spanish, bilingual…first-generation, highly acculturated…news, entertainment, sports, home, women, men, youth….local distribution, regional and national networks….what does the proliferation of high-quality, headline-making print options in a post-web market mean for Hispanic marketers?

Agency Principals Forum - TOP JOB: The Consultants' Latino Insight
They often guide the RFP process, provide backgrounds on our agencies, and help clients assess the value of agency relationships. Who are the consultants and what insights do they have on Hispanic agencies? Admittance to this session is by invitation only.
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12:30 p.m. – 2:00 p.m.
5th Annual Media Awards Luncheon
AHAA is again teaming with HispanicAd.com to honor some of the best media plans targeting Hispanic consumers with the 5th Annual HispanicAd.com Media Planning Awards. We will also honor the Media Executive and the Media Planning Executive of the Year.

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2:30 p.m. – 4:00 p.m.
2005 Yankelovich MONITOR Multicultural Marketing Study--Connecting with the Hispanic Marketplace: An Exclusive Preview for AHAA Members

Today's marketers continue to recognize the Hispanic marketplace as an extremely important target group with a sizeable population and significant purchasing power. But reaching out to and influencing the Hispanic consumer requires attitudinal and behavioral insight to enable the necessary rational and emotional consumer connections. Join us to hear preview highlights of the soon-to-be released 2005 Multicultural Marketing Study, featuring a detailed exploration of the Hispanic marketplace. This preview will offer a top-line overview look at the latest findings and trends as we explore the attitudes, values and behavior of the Hispanic.