Luis Albertini posthumously received one of the Hispanic advertising industry’s highest honors – the Eduardo Caballero Lifetime Achievement Award presented by AHAA, the Voice of Hispanic Advertising. The founder of Spanish Advertising and Marketing Services (SAMS) is being honored for his role in the birth of Spanish-language advertising.
The award was accepted by Eduardo Caballero on behalf of his longtime friend and colleague. In accepting the award on behalf of the Albertini family, Caballero reflected on the role of Albertini to the entire industry saying, “Albertini was far ahead of his time and is credited with launching thousands of careers. I remember him for the endearing way of giving all around him nicknames. I am glad to have known him and to have called him my friend and colleague.”
At a special ceremony at the AHAA conference in Miami, advertising professionals recognized Luis Albertini, a true pioneer often called the “David Ogilvy” of Hispanic advertising and marketing.
After arriving from Cuba, Luis turned his Spanish-language into his greatest asset — launching Spanish advertising with the creation of SAMS in 1962, launching an industry and impacting millions. For the first time, full-color commercials aired in Spanish featuring products and services that transformed the lives of many, helping to fuel the Hispanic advertising industry and starting the Spanish language revolution.
A hard worker and driven leader, Luis was known for his creativity in the board room, often creating slogans and tag lines on the spot. In addition to his reputation as a business maven and true collaborator, he also was known for his generosity, his conviction and his passion about his work, his kids and his life.
“In presenting the award on behalf of AHAA, Alex Lopez Negrete said, “we all walk in the footsteps of visionaries and true pioneers like Albertini who paved the way for all of us who are here in the room today.”
Named for Hispanic broadcast pioneer, Eduardo Caballero, The Caballero Award is presented to individuals whose lifetime contribution, dedication and vision have been crucial in creating and fostering the U.S. Hispanic market. Past recipients include: Castor Fernandez, Sara Sunshine, Jose Manuel Cubas, Lionel Sosa, Alicia Conill and Tere Zubizarreta.
About AHAA: Headquartered in McLean, VA, AHAA: The Voice of Hispanic Marketing represents the best minds and resources dedicated to Hispanic-specialized marketing. Companies trying to reach and connect with Hispanic consumers and businesses turn to AHAA members for unmatched cultural expertise and knowledge. As the voice of the Hispanic marketing industry since its founding in 1996, AHAA demonstrates the value of targeting Hispanics, showcases the impact of using AHAA member agencies, and provides forums for the discussion and dialogue between brands and industry professionals.