Webinar: A New Year/New Expectations for Hispanic Marketing

December 13th, 2016

Now that 2016 is almost behind us, our industry is looking ahead to what we can expect for Hispanic marketing budgets and activations in 2017. A stellar panel of leaders will bring out their crystal balls and share their predictions and insights for the new year. Moderated by AHAA Education Chair Gaby Alcantara-Diaz, president of Semilla AD, this video seminar features a stellar panel of leaders as they provide their 2017 predictions and insights for the New Year.

Gonzalo del Fa, President, GroupM Multicultural
Pete Lerma, Principal, Richards/Lerma
Isaac Mizrahi, Co President, COO, Alma
Lee Vann, Partner, Captura Group



Mintel: Hispanics’ Content Consumption and Sharing

November 15th, 2016

Content consumption is the main leisure activity for the majority of Hispanics. In addition to broadcast television, the internet provides Hispanics with countless content options across multiple devices - and when it comes to content, relevance trumps language every time. In this webinar, you'll learn how the right engaging messaging can not only be noticed but it can also prompt sharing, converting social media-engaged Hispanics in important channels to spread messages further.

Speaker: Juan Ruiz, Director of Hispanic Insights, Mintel




Millennials: This Year's Most Influential Voters

November 3rd, 2016

As you prepare to head to the polls, join AHAA for an inside look at this year’s most persuasive group of voters – Millennials. Millennials now consist of more than 44 percent ethnic minorities and comprise more than one quarter of the overall US population. As our country’s presidential candidates continue to race toward the finish line in November, they are facing one of the most dynamically diverse voter groups in U.S. history.

A study released by Richards/Lerma and The University of Texas at Austin recently uncovered many counter-intuitive assumptions about various ethnic groups that prove just how dynamic the social fabric of our nation has become. Join us, as a we uncover the ideals and issues most important to this influential group.

Shannon Dunbar-Rubio, brand planning director, Richards/Lerma
Quim Gil, principal/brand planning, Richards/Lerma




Media Life Webinar: “The next wave: America’s Hispanics and the New America”

August 17th, 2016

Presented by Media Life, this features AHAA board of directors Nancy Tellet & Roberto Orci among the panelists.

In this webinar, led by a team of top experts in Hispanic media, Media Life readers will gain an in-depth understanding of:
The diverse people who make up U.S. Hispanics
How Hispanics differ so dramatically from previous immigrants
The changes sweeping through this dynamic demographic
How America’s overall population is changing
How Hispanic culture is impacting American culture and vice versa
The media choices Hispanics make and how those choices are evolving
The major misconceptions about Hispanics among marketers
The powerful role Hispanic Millennials play in this evolving narrative

Court Stroud, a longtime Hispanic media executive and a contributor to Media Life. Court will host the webinar and lead the discussion after the lead presentation.
Nancy Tellet, founder of PureClarity and former senior researcher at Viacom specializing in Hispanic media. Nancy will be the lead presenter. She is the Research Co-Chair of AHAA and also serves on the board of directors.
Roberto Orci, CEO of Acento Advertising, specializing in the Hispanic market. Roberto is also on the board of directors of the AHAA.
Millie Carrasquillo, top Hispanic researcher and former SVP at Telemundo.



Content-Brand: The Future of Content Marketing (Members Only)

June 14th, 2016 

Founder of Content Marketing Institute, Joe Pulizzi is an entrepreneur, author, and speaker. He is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. He writes one of the most influential content marketing blogs in the world, a column for, and his third book, Epic Content Marketing was named one of “Five Must Read Business Books of 2013” by Fortune Magazine.

Content marketing is all the rage, but it there a process that actually works? In this session, hear from Joe Pulizzi, founder of Content Marketing Institute, on the six steps for your brand building a massive audience in six defined steps.

Speaker: Joe Pulizzi, Founder, Content Marketing Institute



Demographic Disruption 2.0 Webinar

May 17th, 2016

One of the highlights from the 2016 AHAA Annual Conference!!! The New America, or the inevitable shift in the U.S.'s racial/ethnic makeup and identity, is typically framed as an issue for the next generation of leaders to tackle. But while a majority/minority country won’t occur until 2044, Polycultural sensibilities are influencing the mainstream today in ways both big and small, with lights (exciting new cultures to draw upon) and shadows (racial tensions and brewing social problems) creating opportunities for business growth. In fact, a Polycultural America is unfolding before our eyes, leading to a new paradigm that will require brands in virtually every industry to evolve sooner rather than later—or face serious consequences should they fail to do so.

Join Valeria Piaggio, Head of Polycultural Insights at The Futures Company, to discuss how this demographic revolution is the driving force in the New America, and how it requires new strategies to succeed in Our Polycultural Future. Attend the webinar and find out the following:
• How the very nature of American identity is changing with the times—and how specific values are rising as ethnic populations become increasingly influential (American Identity Today and Tomorrow)
• How the typical way of measuring marketplace power is outdated and how ethnic segments hold more marketplace sway than commonly assumed (Color Power)
• How brands can take advantage of emerging Polycultural Themes and evolve their marketing for our Polycultural Future

Speaker: Valeria Piaggio, Vice President, Head of Polycultural Insights and Consulting, The Futures Company 


Hispanic Teens: The Mindset and Media Receptivity of Hispanics’ Next Generation Webinar (Members Only)

February 23rd, 2016

By definition, teenagers set the tone for what mainstream technology and media usage will look like in the years to come, and Hispanic youth – who make up over one-fifth of US teens -- are in a particularly strong position to shape this landscape as they age into adulthood. This session will dig into new teen data from Simmons Research and will uncover not only what makes Hispanic teens tick, but how they are different – and, not so different – from their non-Hispanic counterparts. Through looking at engagement and perceptions around family, fashion, technology and media, agencies and marketers alike will come away with ideas on how to build marketing and messaging strategies that will influence this vibrant and influential segment.

Speaker: Tamara Barber, Manager, Custom Analytics, Simmons Research


Hispanic Millennials at Work and Play (Members Only)

January 26th, 2016

In a world of tightening trust circles, how do adult Hispanic Millennials approach both “Work” & “Play” in their lives. Presentation includes: • 5 Hispanic Millennials behaviors and attitudes that help them win in today’s “new normal” job market • Jobs that command both their respect and disdain • Surprising differences in areas of study between Hispanic and Non-Hispanic college students and what that foreshadows • The unexpected symbols of Work & Play in their lives • How differently Hispanics and Non-Hispanics “feel” at the end of an average workday • Where romance fits in play these days (does it?) • What social media and exercise have in common
• Why it can “suck” to be a Non-Hispanic Millennial female worker in a modern job market

This presentation was originally developed specifically for AHAA by Viacom and presented at AHAA’s annual conference. Key jobs data has been updated.

Presented by AHAA Research Committee: Nancy Tellet, Principal of PureClarity