This year, the AHAA Annual Conference will tackle the hottest topics in marketing today: technology, disruption, culture, creativity and content. From June 12 to 14 at the Palmer House Hilton in Chicago, AHAA will bring together experts and trendsetters to discuss how powerful U.S. Hispanics are to brands, how disruption and innovation is changing the way we consume content, and how marketers must adapt, ensuring efforts be free of stereotypes and inclusive of the multicultural community. Top executives from The Coca-Cola Company, Denny’s, SlingTV (DishLatino), Nielsen and Avocados From Mexico are slated to present, including Keith Reinhard, Chairman Emeritus of DDB Worldwide delivering the conference’s closing keynote speech on “Creativity Matters.”
“The multicultural market is evolving together with an increasingly accelerated digital world to shape and influence how brands connect with consumers,” said Pete Lerma of Richards/Lerma and AHAA Conference Chair. “More on more content is being consumed on apps, mobile devices and streaming video – with Hispanics over indexing and fueling this trend. This combination of culture, content and technology presents challenges and opportunities for marketers, which we will explore during the AHAA Annual Conference.”
The State of Multiculturalism in the U.S.
Today’s headlines abound with political conflict and racial tension. Brands are stepping up with socially conscious platforms as a response, representing communities who are demanding policies that are inclusive and fair. Day 1 of the conference will explore the opportunities and challenges within multicultural segments, the socio-economic implications, the effect Trump policies and politics are having on pop culture, and what roles Latino executives, brands and corporations play in this environment -- from today’s media landscape and client roundtables, featuring Javier Delgado-Granados, Group Director, Multicultural Marketing C.O.E. from The Coca-Cola Company, and Alvaro Luque, President of Avocados From Mexico, among others, to candid and controversial conversations surrounding segment marketing and Total Market.
Disruption and Innovation
Our on-demand world has revolutionized how we consume content, and Hispanics are at the forefront of technology adoption and usage. What does this mean for marketers? 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. What are the hidden opportunities for brands and marketers?
In addition, the AHAA Annual Conference will feature an expo of learning labs to offer attendees hands-on experiences with innovative brands and market-leading technologies and gadgets that may play larger roles in future marketing strategies.
Making It Work in Today’s World
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. José Romero, General Manager at Sling TV, DishLatino and Luís Martinez, Director of Digital Marketing, Denny’s are among the confirmed panelists. As with any AHAA Annual Conference, we will hear breaking research from Matt Krepsik, Global Head of MROI Products, Nielsen to present their latest study ““Secrets to Spanish Language TV ROI.” The conference will close with a keynote speech on creativity from Ken Reinhard of DDB Worldwide.
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.