Sponsors and attendees with a relatively new presence at AHAA Conferences included PennySaverUSA, History en español and NPA español.
The most interesting sessions included “Taking an Innovative Cross-Platform Approach” in which John Baez, Director Integrated Marketing, MTV Tr3s, Robert Spallone, Media Director, Conill and Tim Switzer, Media Manager, T-Mobil explained how MTV Tr3s and T-Mobile continued their partnership in 2008 with an innovative cross-platform opportunity. By providing T-Mobile brand with continuity and ownership of an exciting tentpole event, MTV Tr3s was able to leverage young Latino's passion points for: Music and Entertainment, Love of Self Expression and Use of Technology.
75% of Hispanics belong to Social Networking Sites…
In another panel Wendi Dunlap, Partner, Media Director, Beyond Interaction, Manny Miravete, VP, Sales & Strategy, MySpace & MySpace Latino, and Carlos Pedraja of News Corporation/Fox/My Space pointed out that 75% of Hispanics belong to a Social Networking site. In addition, 62% of MySpace Latino users are aged 21 and over, while the 35+ demographic is the segment that is growing the most.
…and ‘Always’ bets on it.
According to the panel participants, the fact that Hispanics are music lovers makes this medium more interesting to them. “Music becomes a huge conector”, Miravete noted. He added that ‘Always’, the woman care product of Procter & Gamble, recently started a campaign in MySpace’s Latina channel.
Lionel Sosa, awarded; Aguilar new president
Entrepreneur Lionel Sosa was awarded de Eduardo Caballero Lifetime Achievement Award. Al Aguilar, Chairman/CEO of Creative Civilization and Jose Lopez Varela, Chairman of AHAA presented the Award to Sosa. .Sosa is a pioneer of Hispanic Advertising and marketing to the nation's 46 million Hispanics and founder of Sosa, Bromley, Aguilar & Associates, now Bromley Communications, a leading independent Hispanic advertising agency.
Hispanic Advertising Agencies (AHAA) Chairman Jose Lopez-Varela, passed the gavel and chairmanship of the trade organization representing 98 percent of U.S. Hispanic-specialized marketers to Gisela Girard, president and COO of Creative Civilization — An Aguilar/Girard Agency in San Antonio. In the annual transition of leadership at the spring AHAA Conference in Las Vegas, Girard shared her thoughts, hopes and desires for the industry in the coming year.