Hispanic Advertising Foundation Launched.

The Association of Hispanic Advertising Agencies (AHAA) launched the first Hispanic Advertising Foundation. The Hispanic Advertising Agencies Foundation (HAAF) will serve as an independent not-for-profit organization and will have a two-fold agenda. First it will aim to support, conduct, fund and distribute market research related to Hispanic consumers and advertising. Second it will strive to offer educational opportunities, materials and scholarships to those seeking to pursue a career in Hispanic advertising.

The move by AHAA comes at a time when the Hispanic advertising industry continues to grow four times faster than any other advertising sector. Increasingly, corporations and national advertisers are looking for market data to help them better allocate funds and manage Hispanic campaigns. AHAA has a solid track record of providing such data and will now have a defined mechanism for soliciting and funding new projects.

The Hispanic Advertising Agencies Foundation will initially launch its research fund, entitled Comprende! The research fund is poised to finance, create and promote new groundbreaking research that provides actionable data for corporate advertisers and agencies to explore new markets, new media and to reach new consumers. Research in consumer behaviors, Hispanic cultural identity and advertising methodologies and strategies will be solicited and supported by Comprende!

“Advertisers and agencies have spoken and, once again, AHAA is responding to this market need by launching HAAF,” said Manuel E. Machado, president Association of Hispanic Advertising Agencies. “HAAF will be poised to provide global advertisers and agencies with the data they need to make sound business decisions, increase sales and add to corporate profitability and shareholder value.”

The Hispanic Advertising Agencies Foundation is launching Comprende! with financial support from the entire board of directors of the Association of Hispanic Advertising Agencies. The foundation is actively seeking additional financial commitments from AHAA membership, corporate advertisers and Hispanic media.

Comprende! will solicit and accept research proposals from qualified academics and established market research firms. Proposals will be reviewed by the leadership of the Foundation.

For more information at http://www.ahaa.org