MCLEAN, Va., April 23, 2013 /PRNewswire/ -- No AHAA Conference would be complete without breaking research, award-winning case studies and in-depth breakout sessions designed to keep marketers at the top of their game. That's why AHAA, in partnership with FIAP (Festival Iberoamericano de Publicidad) and Circulo Creativo, is excited to announce it has added Walmart to its illustrious list of CMO Chats and former U.S. Treasurer Rosario Marin to its keynote speakers. To complement the robust list of C-suite speakers and industry trendsetters, AHAA will reveal the results of two comprehensive studies - one that delivers a deep dive into Hispanic generations, the other which focuses on the affluent Hispanic. In addition, AHAA has partnered with Effie to showcase P&G and Kraft, this year's award-winning effective marketing campaigns.
The best in multicultural marketing
When it comes to multicultural marketing, Walmart is at the top of its game and it is in the midst of a sweeping initiative to not only increase its investment in Hispanic marketing but also to move from a silo-like approach to making sure all business units are accountable for multicultural marketing. That's why AHAA will honor Walmart with its first ever "Marketer of the Year" award, and conference attendees can learn more during Walmart's CMO Chat, which features a presentation by Tony Rogers, SVP of Brand Marketing and Advertising, and Greg Warren, VP of Creative Marketing.
For the first time, AHAA has partnered with Effie Worldwide to showcase this year's most effective Hispanic marketing campaigns: "Mi Tide" from Procter & Gamble and Conill Advertising and "Sabemos que te va a encantar" from KRAFT Macaroni & Cheese and CP+B. In addition, this session will feature a panel of past Effie judges and award winners discussing their insights and perspectives on what it takes to effectively reach Hispanic consumers in today's marketplace. Panelists include Simon El Hage, SVP, Director of Strategic Planning, Casanova; Enrique Marquez, SVP, Director of Strategy, Lapiz; and Eduardo Perez, President, PM Publicidad, among others.
In addition, the conference will include the Second Annual U.S.H. Idea Awards, which honors the best in U.S. Hispanic creative, and the 44(th) Annual FIAP Awards, which showcases the best ads from Latin America, and the HispanicAd.com Account Planning Excelencia (HAPE) Awards & Media Planning Awards.
Influencing the Hispanic vote
AHAA is pleased that in addition to San Antonio Mayor Julian Castro (D), former U.S. Treasurer Rosario Marin will provide the Republican perspective on the political landscape and what the GOP needs to do to attract the Hispanic vote. She also will touch on immigration, which has been a hot-button topic and source of division among the Republican party. Author of Leading Between Two Worlds: Lessons from the First Mexican-Born Treasurer of the United States, she has proven to be a trailblazer in every sense: from becoming the first in her family to graduate from college to having her signature appear on the U.S. dollar bill as the treasurer of the United States, and the first Latina in California to run for the U.S. Senate. These political sessions cannot be missed!
Having the right research to harness influence
As the overall U.S. demographic landscape continues to change, generational marketing among Hispanics to the three major generational cohorts --Boomers (45-65), Generation X (30-44), and Millennials (18-29), will help corporations become more strategic about their short-term and long-term marketing ROI. Thanks to a generous grant by AARP, AHAA will present the results of its comprehensive study "Targeting the Best Hispanic Customer: A Generational-Cultural Orientation Study." Moderated by Leo Olper, Partner and Business Development Officer for d exposito & Partners, this session will examine the role of cultural orientation, explore behaviors and attitudes, and identify the business opportunities within each generation followed by a discussion with panelists Lorraine Cortes-Vazquez , EVP Multicultural Markets & Engagement, AARP, Scott Willoth, SVP Methods & Analytics, Scarborough Research, and Nancy Tellet , SVP of Research & Consumer Insights, Viacom International Media Network.
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