In addition, AHAA is unveiling a second study, The Upscale & Affluent Latino Segment ($50-100K+), which represent nearly 40 percent of Hispanic aggregate income. In partnership with Nielsen, AHAA will dive into spending habits, media consumption, values/attitudes, and psychographics of middle/high income Hispanics, highlighting the strategies and opportunities to reach them. Moderated by Gabriela Alcantara-Diaz, President of G ADMarketing Communications, Inc., this session features commentary by Brenda Garduno-Garcia, Advertising Planner and Hispanic Marketing lead for Lexus and Carmen Corvos-Roig, Director of Field Sales, Azamara Club Cruises.
"Central to AHAA's thought leadership strategy is providing our members and the marketing industry-at-large with the tools to better understand the nuances and complexities of the Hispanic populations," said AHAA Chair Roberto Orci, CEO of Acento Advertising. "The research we are unveiling at the conference provides a deeper dive into Hispanic sub-segments to help agencies and brands identify enormous engagement and growth opportunities."
Compelling breakout sessions
Thanks to partnerships with the Interactive Advertising Bureau (IAB) and FIAP (Festival Iberoamericano de Publicidad), the AHAA 2013 Conference will feature a series of breakout sessions in digital, creative and account planning. Highlights include:
-- The Digital Video Experience: Sight, Sound and Motivacion (IAB)How do leading marketers and agencies use digital video to engage, inform, and motivate audiences to action? How can video supplement your television campaigns? What does it take to leverage your telecasting assets for the web? Why is mobile video so effective in touching consumers where they live, travel and recreate? This IAB case study-based workshop for agencies and marketers will pull back the curtain on these questions and more. Speakers include Liz Sarachek Blacker, CRO, Terra Networks USA; Mark Lopez, Head of US Hispanic Audience and Panregional Latin America Sales, Google; Matias Mendigochea, VP of Sales and Marketing, Briabe Mobile; Borja Perez, Senior Vice President, Digital and Social Media, Telemundo; and Jorge Rincon, COO, Adsmovil.-- The Age of Uncertainty: Hispanic Young Adults Living the "Next Normal"Explore the world of Hispanics as they navigate young adulthood in an era of uncertainty. Discover what 5 factors truly shape their impressions and emotions. Nancy Tellet, Senior Vice President, Research & Consumer Insights for Tr3s will discuss how that translates into life decisions from where (and with whom) to live, whether to marry, how to parent and what & how to buy things; from big ticket autos to supermarket sushi.
In addition, the conference will feature a series of Spanish-language sessions, including a creative workshop led by Tony Segarra, Co-Founder and Executive Creative Director of *S,C,P,F... and a session entitled "Content Creation - Music Industry and Brands: Fostering Common Ground," presented by Alfonso Perez- Soto, SVP of Business Development for LATAM, Spain & Emerging Markets for Warner Music, and Gustavo Menendez, Senior VP/Regional Managing Director - Latin America for Warner Chappell Music.
As part of FIAP, attendees can witness the Young Creative Marathon, in which up-and-coming creatives show their best work in front of a jury with the public joining in the debate, and La Copa Iberoamericana, where interdisciplinary marketing vehicles compete against each other in the same category.