This April, AHAA: The Voice of Hispanic Marketing will be educating the industry what it means to be relevant and setting the record straight on who is getting Total Market right – and who isn’t. The AHAA Annual Conference, taking place in Miami from April 27 to 29, 2015, will redefine relevance utilizing C-suite leaders from top brands, futurists and expert panels across key areas.

Florida State University’s Center for Hispanic Marketing Communication celebrates its 10th anniversary and honors the pioneering leadership of founder Felipe Korzenny during the fifth annual International Conference on Hispanic/Latino Media and Marketing, which brings together marketing professionals and scholars from across the United States, Spain, and Latin America. The Center’s Board of Advisors, the FSU community and industry leaders will honor Dr. Korzenny at a special gala February, 2015.

AHAA: The Voice of Hispanic Marketing announced the theme of its Annual Conference, taking place in Miami from April 27 to 29, 2015: "Redefining Relevance." With the marketing landscape constantly evolving to keep up with dramatically changing demographics, new strategies are tested, new models of data collection are created, and return on investment (ROI) is scrutinized to ensure proper budgetary allocations. However, the most successful marketing campaigns consistently hit home runs in one area: Relevance. Relevant messaging, creative, and delivery are all necessary to forge meaningful relationships and win brand loyalty of Hispanics, America's most powerful demographic.

A recent study by Austin-based marketing, advertising and research firm Mando Rayo + Collective (MRC) in conjunction with EthniFacts and support from Kapor Center for Social Impact sheds light on the Latino experience at the South by Southwest Interactive Festival, calling for greater inclusion of Latinos into programming and panels at the Interactive portion of the annual event.

Exhibit space blew sponsorship sales out of the water when it came to revenue share, though, accounting for half of total event revenues. Meanwhile, dollars from sponsorships added up to represent 16% of total revenues, with attendee revenues landing in second.

Over the last several years the Festival Iberoamericano de la Publicidad (FIAP) has encountered a shrinking fan base and competition from other more important and targeted creative awards programs in Latin America and the US Hispanic Market. 

Procter & Gamble’s Duracell brand and its agency Saatchi and Saatchi received top honors, last night, winning the first ever, Best in Show award in the Multicultural Excellence Awards competition for “Trust Your Power”. The ad portrays the resilient story of Derrick Coleman, the first legally deaf player to be part of an NFL offense and a fullback with the Seattle Seahawks. The story line: Coleman, like Duracell, is driven by power.

Programmers and distributors looking to reach Hispanic viewers will have to employ a multitude of strategies including providing multi-language and culturally-relevant programming on numerous distribution platforms to be successful, according to panelists speaking at Thursday’s Hispanic Tv Summit.

As it moves toward a network transformation, mun2 will continue to add more linear properties and digital content from NBC Sports.

At the center of the discussion about social responsibility on TV, storytelling and reaching young Hispanic audiences was Los Jets, the NUVOtv docuseries based on Paul Cuadros’ book, A Home on the Field.

With a growing base of younger enthusiasts in the U.S., soccer is poised to make a big splash on television in the coming years.

The sports roundtable at B&C/Multichannel’s Hispanic TV Summit didn’t see the abundance of sports as competition for soccer and the eyes of U.S. Hispanic viewers.

Programmatic technology and precise digital metrics will change the way multicultural marketing dollars are spent, expert says.

With the continued melding of the Hispanic population with the U.S. culture at large, its led to a new buzzword for marketers to use when implementing their advertising strategies: ‘Total Market Approach.

Twenty five companies have been selected as finalists, across 10 categories, in the ANA’s (Association of National Advertisers) 2014 Multicultural Excellence Awards. The award program recognizes marketers that produced industry leading multicultural advertising campaigns between June 2013 and June 2014.