THE DEMOGRAPHIC FUTURE: Are brands ready for the next American revolution?
November 14, 2013

2042, the year that America is poised to become a majority-minority nation, is just around the corner. But these massive demographic changes are already causing seismic shifts in consumer expectations, parenting, media, politics and the workforce—and these will only grow in intensity as the tipping point grows closer. Is your brand in tune with the realities of this reinvented America? Join The Futures Company as we discuss what you need to do to prepare as we enter the next chapter of our country's future—one that's pluralist, globalist and fundamentally different in looks, tastes, traditions and beliefs. You’ll also get a sneak peek at the new themes discussed in the 2014 State of the Multicultural Consumer report including: 

  • The M2—Multicultural Millennials
  • How—and When—to Talk to the Total Market
  • Health & Wellness—A Multicultural Perspective
  • Blurred Lines—Marketing in an Age Beyond Boxes

Presenter: Camille Leak, Associate Head of Multicultural Insights, The Futures Co. 


Hispanic Infinite Dial Launch (Members Only)
October 15, 2013
Nielsen Audio is launching it's Hispanic Infinite Dial results exclusively to AHAA members before its general market dissemination. Get the scoop before everyone else! The Infinite Dial series from Nielsen Audio/Arbitron and Edison Media Research has offered an unparalleled view of digital media trends since 1998 and has become a highly anticipated annual report. Some of the trends highlighted in the study are:

  • Growing penetration of smartphones and tablets and the ways people use these device
  • The continued growth of online radio usage and time spent listening
  • An update on social media use by brand and age demos
  • Which devices people use to wake up in the morning

Presenter: Bill Rose, Senior Vice President of Marketing, Nielsen Audio


The effies: An Inside Look at the Entry Process
September 12, 2013      

AHAA and Effie Worldwide are teaming up to provide a webinar event exclusively for AHAA members. Learn what it takes to have a winning case as Effie Worldwide gives you an inside look at the 2014 North American Effie Awards.The webinar will outline entry requirements, provide insight into how entries will be judged, and share tips from last year’s jury. Insights specific to the Hispanic Effie category will be revealed. It will also provide the opportunity for you to have any and all of your questions answered.

Presenter: Steph Jones, Senior Program Manager


Hispanic Beer Marketing Revisited
August 13, 2013

Tecate, a hard-charging beer company with a diverse portfolio, leverages deep consumer understanding into engaging experiences for urban, acculturated Latinos, creating traditional and non-traditional bilingual programs that cut across mobile, social media, music and sport, video, local events and more. Look for key insights and lessons learned after recent agency shifts, product launches, revamped packaging and unprecedented growth for the Tecate franchise.This is an encore presentation of Felix Palau's CMO chat session from our recent Thinking Under the Influence conference. Not only will we show his presentation but Aldo Quevedo, will host the webinar and provide additional insights and commentary.

Aldo Quevedo, Principal & Creative Director, Richards/Lerma
Gabriela Alcántara-Diaz, President, Semilla AD


Elevating the Role of Marketing Procurement: What Even Agencies Need to Know
June 18, 2013
The discipline of marketing procurement has existed in the industry for well over a decade now. Some companies have more mature marketing procurement teams while others are just starting out. At many companies, the focus continues to be on cost. But some more enlightened firms are now evolving the conversation to strategic metrics, like driving marketing ROI. Recently, ANA took the pulse of its members to better understand the metrics used to gauge the success of marketing procurement. That research and follow-up qualitative interviews help to provide a roadmap for marketers as well as agencies to maximize the contribution of marketing procurement.

Presenter: Bill Duggan, Group EVP, Association of National Advertisers

Download the ANA Report


Smart Music for Targeted Advertising: Choose Wisely to Boost Your ROI
June 5, 2013 

We all know the power of music, especially when composed and combined with compelling visual imagery. MTV understood the power when they launched their Video Music channel some 35 years ago. How can you make the right decisions about music for your next advertising or marketing campaign? When you are approaching a culturally-diverse consumer marketplace, you need to be cognizant of the cultural likes and dislikes that make your campaign go viral, or go bust. And the more you know about your target consumer, the better your decision-making will be. In this informative online webinar, our presenters will discuss some of the data and technology for understanding your target and the breadth of music available to help you make the right choices.

Moderator: Tom Verna, VP Marketing, Geoscape

Cesar Melgoza, Founder and President, Geoscape
Carlos Maya, President, Mixto Music



A Deep Dive Into the Latino Influence Project
February 28, 2013

The United States is under the influence of the rapid growth of the Latino population. Fashion, music, entertainment, food, and pop culture are key areas in which Latinos are driving mainstream culture and creating nationwide trends.The Influence Project from Wing and Experian set out to quantify the extent to which Latinos are influencing the non-Latinos around them. The findings show that Hispanic influence extends far beyond tortillas and jalapeños into attitudes and beliefs around health, technology, and even the environment. The Online University session will take a deeper dive into the results of this study.

Holly McGavock - Director of Planning, Wing
Dr. Max Kilger -Chief Behavioral Scientist, Experian Marketing Services


The 10 Principles of Hispanic Print Advertising
January 30, 2013

Access and Watch the Presentation 


In the USA, Hispanic media is under increasing pressure to more fully prove the return-on-investment (ROI) for advertising. Among the Hispanic magazine industry specifically, there is increasing pressure to prove the power of print and move to a more meaningful measure of advertising effectiveness including the stopping power of creative. This session will present actionable learnings from an extensive analysis of over 4,000 ads across a dozen Hispanic titles that were measured by Starch en Español, a syndicated advertising effectiveness service. It will advance the industry by answering the industry’s question: What works in Hispanic print advertising? Starch’s Ten Principles are a widely applicable and actionable guide for Hispanic advertisers to create more effective print advertisements.

Susan Nuñez, VP of Advertiser Sales, GfK MRI