April 29, 2017

AHAA: The Voice of Hispanic Marketing is putting on the Hispanic marketing conference of the year with a program featuring CEOs, CMOs and top marketing executives for its 2017 Annual Conference taking place in Chicago from June 12-14. CEOs from Avocados from Mexico, DDB and Starcom Mediavest, as well as marketing leaders from The Coca-Cola Company, Denny’s, SlingTV/DishLatino, and T-Mobile & MetroPCS will discuss how technology, disruption, politics, culture, creativity and content play a pivotal role in successful Hispanic marketing strategies. The 2017 AHAA Annual Conference, with a theme of Next Generation Marketing, is where brand, media and marketing executives go to learn the latest trends, data and strategies to reach U.S. Hispanics in an increasingly digital age.

The View from the Top

Thanks to an on-demand world where we can access information at the click of a button, the way we consume content has drastically changed. From social engagement to mobile purchases, Hispanics are at the forefront of technology adoption and usage. Three CEOs give their “view from the top” on the opportunities and challenges facing the marketing industry in an increasingly digital age of hyper-connectivity, and the role the culture and engagement play in ensuring marketing success.

  • CEO of Avocados from Mexico, Alvaro Luque will offer insights into the way he has changed marketing a product line through social media that lends itself directly to culturally relevant messaging.
  • Laura Desmond, who served as CEO for Starcom Mediavest for eight years, will share what she learned in her view from the top of the media planning and buying landscape, with special attention to the dynamics of the Hispanic market.
  • Chairman Emeritus of DDB Worldwide, Keith Reinhard, is a legend in the world of advertising, having penned “You deserve a break today” for McDonald’s in 1970, created “Like a good neighbor, State Farm is there” and helped found Omnicom.  In this presentation, Keith will share his own views on why creativity still matters—perhaps more than ever in this digital age.

In addition, AHAA will bring together the hottest tech companies to discuss how brands are shifting their content creation strategies to resonate with Hispanics and the challenges therein. We’ll also talk about disruption in today’s market and the convergence of technology, society and diversity.

Dynamic Panels & Research

Ripped from today’s headlines and hot-button issues, AHAA has put together numerous panels exploring the opportunities and challenges within multicultural segments, the effect Trump policies and politics are having on pop culture, and what roles Latino executives, brands and corporations play in this environment. Ana Navarro, conservative strategist and political commentator and CNN en Español anchor Juan Carlos Lopez will engage in a lively exchange of how marketers today engage and reach across the cultural and political divides that the 2016 election has deepened. They’ll discuss the front burner topics of national interest and how issues from immigration policy and border security to health care impact the Latino community and marketing efforts.

The conference will culminate with strategies on harnessing digital influencers and new tech platforms to meaningfully connect with the next generation and empower the Latino community to be seen, heard and valued. How does influencer marketing fit into the current and future marketing mix? Top digital strategists will discuss how they leverage behavioral data and cultural insights to best inform a better creative strategy. They also will talk about the state of multicultural marketing and the recent controversies surrounding Total Market. José Romero, general manager at Sling TV, DishLatino; Luís Martinez, director of digital marketing, Denny’s; Javier Delgado-Granados, group director, multicultural marketing from The Coca-Cola Company and Kevin McLaughlin, the SVP of marketing for T-Mobile & MetroPCS are among the confirmed panelists.

Finally, the 2017 AHAA Annual Conference will feature breaking research from Culturati, Mintel and Nielsen covering ROI, Hispanic Millennials, media consumption & behaviors, and digital trends.

The conference also includes speakers Lance Rios, president & founder, Being Latino, Inc.; Rene Sánchez, vice president, client strategy & insights, Culturati; John Santiago, founder and CEO of digital advertising agency M8; Juan Ruiz, director of Hispanic insights, Mintel; Matt Krepsik, global head of MROI products and Vanessa Strain, vice president, multicultural growth & strategy, Nielsen; Katie Manderfield, head of content, T-Brand Studio; Vine comedian Oscar Miranda; Instagram chic influencer Kay-Lani Martinez; and YouTube sensation Jorge Narvaez.

For more information, please visit http://ahaa.org and follow all conference chatter on Twitter using the @ahaa handle and hashtag #ahaanextgen.

About AHAA: Founded in 1996, AHAA: The Voice of Hispanic Marketing is the national trade organization of all marketing, communications and media firms with trusted Hispanic expertise.

 

 

 

 

 

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