Hispanic Advertising Industry honors Rising Stars.

The Association of Hispanic Advertising Agencies yesterday awarded five talented, young Hispanic advertising professionals the title of Hispanic Media Buying and Planning Rising Star. The organization’s new recognition program launched this week at AHAA’s 22nd semi-annual conference in Chicago, was created in appreciation of the emerging skill and creativity in the Hispanic media buying and planning discipline and to promote the fresh approach young professionals are contributing to the profession.

AHAA Latino agencies from across the country nominated their “rising stars,” and winners were selected based on their support in raising the profile of Hispanic media, the results delivered on behalf of clients, and the unique approach they demonstrate in reaching and connecting with Latino consumers. The five professionals identified as The Hispanic Media Buying and Planning Rising Stars were: Chris Grant, junior media planner, Dieste Harmel & Partners; Marcy Greenberger, associate media director, SMG Multicultural/Tapestry; Alexandra Fuentes, media planner, Anita Santiago Advertising; Bridget Reyes-Shippey, media supervisor, Dieste Harmel & Partners; and Jose Manuel Montenegro, director media services, fm-Focusmultimedia.

The job of narrowing down the selection from among 18 nominees received from agencies of every size was extremely difficult, according to Carl Kravetz, chairman of AHAA and chairman/chief executive officer of cruz/kravetz:IDEAS. “An impressive list of nominees made the committee’s decision really tough,” Kravetz said. “Media planning and buying is one of the most important parts of our Hispanic agency business and we must strive to demonstrate to clients our unique ability to provide cultural insight and innovation into this important function. Hispanic media is no longer as simple as placing a radio or television spot on an Hispanic station, but requires a deep understanding of the target market segment and not just reaching them, but making contact.”

Grant was recognized as a valuable asset to his interactive planning team at Dieste Harmel & Partners. His combination of his digital, hi-tech, bicultural lifestyle, a passion for all things “cool” and an uncanny knack for idea generation earned him the title of rising star. Greenberger was selected for her progressive thinking, teaching and her groundbreaking media initiatives on behalf of clients like Procter & Gamble.

Fuentes was honored for her less than cookie-cutter approach to media executions and her original strategies that bring the brand message to life like replacing bus shelter benches with a client’s furniture. Reyes-Shippey’s in-depth knowledge of broadcast and outdoor media was impressive. Her artistic approach to media and her ability to find Latinos from large DMA to small and educate her agency on pockets of diverse cultures that exist in this country earned her the rising star award. And, Montenegro’s ability to expand media buys to include not only traditional online vehicles but also emerging online media tactics like mobile marketing, Podcasting, and RSS advertising embodies the definition of AHAA’s Hispanic Media Buying and Planning Rising Stars.

“It was important to the conference planning committee that we call out those exceptional professionals who are blazing a path for the future of our Hispanic advertising industry,” says Larissa Acosta, AHAA conference co-chair and general manager of Dieste Harmel & Partners. “Congratulations to all of the first-year winners and thanks to AHAA Latino agencies for taking bold steps in evolving the way we interact with consumers and deliver our clients’ messages.”

The Association of Hispanic Advertising Agencies (AHAA) is the national organization of firms that specialize in marketing to the nation’s 42 million Hispanic consumers, the most rapidly growing segment of the American population. AHAA promotes the strength of the Hispanic marketing and advertising industry to the private and public sectors. AHAA agencies offer a unique blend of cultural understanding, market intelligence, proven experience and professionalism that deliver Hispanic market success for clients. AHAA agencies help organizations gain market share, increase revenue and grow profits by building the bridges and delivering the messages to reach America’s Hispanic consumers, who together have an estimated buying power of more than $800 billion. Visit www.ahaa.org for more information.