AHAA: The Voice of Hispanic Marketing

Have a look at some great ideas that really work! For the first time, AHAA partners with Effie Worldwide to recognize this year's most effective Hispanic marketing campaigns.  The Effie Awards will showcase Effie Case Studies, as well as a conversation with judges of the 2013 Effie Awards North American program.  This segment will focus on best practices for bringing ideas to life, key insights and industry trends.

Case Study Presentation of 2013 Effie Award winnesr:

“Mi Tide” for Tide/Procter & Gamble and Conill Advertising
“Sabemos que te va a encantar" from KRAFT Macaroni & Cheese and CP+B

The Effie Panel Discussion will feature past Effie judges and Effie-winning individuals discussing their insights and perspective on what it takes to effectively reach Hispanic consumers in today’s marketplace. Panelists will share from their “multicultural marketing effectiveness playbook,” addressing how to take marketing from “good” to “effective.”

Panelists include:

Simon El Hage, SVP, Director of Strategic Planning, Casanova Pendrill
Enrique Marquez, SVP, Director of Strategy, Lápiz
Eduardo Perez, President, PM Publicidad

AHAA 2013 Conference - The Best of Effie

DishLATINO targets first-generation Spanish-dominants, bilingual homes, and fully acculturated Latinos.  Find out how the Hispanic service from DISH Network – the second-largest advertiser in Hispanic media after P&G –  works with multiple agencies across its whole business, communicating a multi-platform message of cost, convenience, content, and cultural connectivity that’s paying off with the category’s top results in subscriber acquisition and retention.

CMO Chat with Alfredo Rodriguez at AHAA 2013 Conference

As more Latinos enter the mainstream at every socio-economic level and in every geographic region, the profile of the mainstream consumer itself has changed. Hispanic consumers make new demands on General Market advertisers, while mainstream clients put new creative and economic pressure on Hispanic expertise. Language, culture, experience – the traditional parameters are blurring into a world of new metrics and competencies, new players and alliances, new competition and new business models. Are we the General Market?  What are our true strengths and weaknesses? What’s the best model today and for the future? Two of our industry’s brightest minds bring two very different and passionate perspectives to the discussion.

Speakers:
Ken Muench, Senior VP & Director of Strategic Planning, Draftfcb
Alex Lopez Negrete, President, Lopez Negrete Communications

Blurring lines between mainstream and Hispanic