Last week, Los Angeles’ chic hotel The Beverly Hilton played host to a who’s who of Hispanic media and advertising professionals.

Among the media companies present were Batanga, V-Me, SonyBMG, MTVTr3s, Univision, Telemundo, FSE, Hoy, Al Dia, Terra and many others.

On the agency side, Grupo Gallegos, Conill, The Vidal Partnership, Draft FCB, Casanova Pendrill, GlobalHue, and every other major Hispanic agency was in attendance on some level.

Following a couple of invitation-only AHAA Leaders Forum events on Thursday afternoon, the conference got off to a rollicking start with an opening reception, sponsored by Batanga, that featured live DJs, freely-flowing cocktails, and plenty of good cheer among those present. One wonders whether the same level of camaraderie is on display at comparable general market events. It seems unlikely…

On Thursday, the conference officially opened with welcoming remarks by Jose Lopez-Varela, Pablo Buffagni, and Florencia Davidzon.

This was followed by a discussion with Brown Johnson, President of Animation for nickelodeon and MTV Networks Kids and Family Group. The discussion centered largely on the tremendous success of Dora the Explorer.

Other panels and discussions included “The Rhythm of Lider-ship”, which explored what factors make for Latinos’ success in the musical realm as performers or film score producers, a panel on what makes Latinos Latino, and a variety of case studies examining “Creative Lider-ship”, with high-level creative executives from Santo (Argentina), JWT (Mexico) and Grupo W (Mexico).

Friday’s schedule began with a look at the trend of clients depending more heavily on Latino agencies for direction in their efforts, and was followed by a discussion titled, “Lider-ship in Entertainment”, which examined the role of forward thinking Latino executives in the word of entertainment and marketing, and how they can help break barriers and pre-conceived notions of Latino identity.

A later panel also examined Latino identity, asking why so often Latinos are presented in a cookie-cutter fashion, almost universally dark-skinned and dark-eyed, while blonde-haired and blue-eyed Latinos are neglected.

The conference concluded with Advertising Age’s 10th Annual Hispanic Creative Awards, which was billed as “The most prestigious awards in the U.S. Hispanic market,” which is what Portada is seeking to accomplish for its 2nd Annual Digital and Print Media Conference and Awards Dinner this October.


Portada Staff

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