People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s  Career Board!)

For prior Changing Places editions, click here.
1b60585Sara Timmins has joined Eclipse Marketing Services, Inc. as Director of Sales and Strategic Partnerships. She reports to Laurie Silverman, VP Strategic Partnerships & National Accounts. Sara will be responsible for cultivating client relationships and assuring they are provided with the insights, strategy, marketing partnerships and campaigns needed to maximize their growth and revenue. Sara comes to Eclipse from RLTV in Baltimore, Maryland, where she rose to become Director of Distribution.

descargaUnivision Communications Inc. (UCI),  has named Dominic Fails senior vice president of Local Media Sales, effective immediately. He will report to UCI’s Chief Local Media Officer, John Eck.Fails most recently served as vice president and director of sales for Univision’s local media stations in Chicago. Before joining UCI, he served as vice president of corporate sales at Journal Broadcast Group. He holds an MBA from the McCombs School of Business at the University of Texas at Austin and a Bachelor of Arts from Coe College.

Estrella TV announced that Cathy Lewis Edgerton has joined the top-rated Spanish language television network as senior vice president of distribution and affiliate sales. Reporting to the Chief Operating Officer, Winter Horton, Cathy comes to Estrella TV from Viacom Media Networks where she was responsible for the distribution deals for a portfolio of networks including MTV, Vh1, Nickelodeon and Comedy Central. In her role at Estrella TV, Cathy is responsible for helping to attain and exceed the channel’s distribution goals by maximizing existing client partnerships and forging new ones.

descarga (3)Flavio Morales has been named Executive Vice President at Endemol Shine Latino, U.S. Initiatives.A longtime Telemundo programming executive, Morales will develop unscripted, scripted and digital content aimed at the U.S. Hispanic/English-speaking marketplace. Morales is based in Los Angeles and will work closely with the Endemol Shine Latino team in Miami.  Most recently Morales was EVP at BIG VIDA Entertainment.Previously, he was a top programming executive at NBCUniversal¹s Telemundo¹s cable network mun2 (now NBCUniverso.

descarga (4)Wendy Clark has been named chief executive officer and president of DDB Worldwide‘s North American operations.Clark will join DDB in January from Coca-Cola North America, where she has been president of the beverage giant’s sparkling brands and strategic marketing. She has held several senior marketing positions since joining Coke in 2008. At DDB, Clark succeeds Mark O’Brien, who will move to executive vice president at Omnicom Group, the agency’s parent firm.

300xNx244F90B81-F0F4-E3E3-B37D17768393BD78.jpg.pagespeed.ic.015epWoVXTHumberto Duran has been named VP of news operations and production management at Telemundo. He was previously executive producer at CCTV America and prior to that was executive producer at NTN24. He also served as an executive producer at CNN en Español.



172f1b1AHAA: The Voice of Hispanic Marketing announced Linda Lane Gonzalez, president of Viva partnership, as its new Board Chair. She succeeds Aldo Quevedo, who has completed his term. Gonzalez will lead the Board of Directors to deliver on the organization’s strategic plan that increases AHAA’s advocacy and thought leadership to underscore the pivotal role of Hispanic agencies in today’s marketplace.

In addition, AHAA announced that Maria Lopez-Knowles, CMO at Entravision, Isaac Mizrahi, SVP/Managing Director at Alma, and Isabella Sanchez, VP of Media Integration at Zubi Advertising have joined the Board of Directors each for a two-year term.

descarga (1)Entravision’s Chief Marketing Officer Maria Lopez-Knowles is an accomplished industry leader. Prior to Entravision, she served at Pulpo Media as Chief Marketing Officer, GlobalHue Latino as President, and founded MRM Worldwide’s (McCann Worldgroup) practice targeting the über-acculturated Hispanic both online and above-the-line, with a keen focus on brand influencers. Lopez-Knowles has worked on accounts such as Microsoft, Visa, HR Block, Verizon, MasterCard, Subway, General Electric, Diageo, and Avery Dennison (Office Products).

1069873Isaac Mizrahi is a marketing master and economist who has spent more than 20 years honing his award-winning skills on behalf of international brands such as Coca-Cola, Bellsouth International, Sprint-Nextel and British American Tobacco in Latin America and the U.S. Since 2009, Mizrahi has held the position of SVP/Managing Director at Alma leading the agency’s business and operations


descarga (2)As Zubi Advertising’s Vice President of Media Integration, Isabella Sanchez oversees all integrated media for American Airlines, Dunkin’ Donuts, Ford Motor Company, Ford California Dealer Associations, JP Morgan Chase, and Lincoln Motor Company. With a career spanning more than 20 years, she has held leadership positions at Tapestry, a division of Starcom MediaVest Group, and The Bravo Group, a division of WPP. In 2003, Sanchez was honored by AHAA and HispanicAd.com as the “Media Planning Executive of the Year.”


The latest news features MassMutual, Meredith Hispanic Media, Vice, Microsoft and Fast Company.

Pharma companies lag in Hispanic marketing

photo: Luca Volpi
photo: Luca Volpi

Some pill-pushers just don’t get it – it being the importance of Hispanic consumers to any company. According to an analysis and report from AHAA, Johnson & Johnson-Janssen-Ortho-McNeil leads in marketing targeted to the nation’s Latinos, but the category as a whole lags other sectors. The average Hispanic ad spend by pharmaceutical companies decreased 9 percent in 2014, from $6.9 to $6.3 million, the report said. On the other hand, over the past five years, the top 500 advertisers boosted their spending in Hispanic targeted media by 63 percent.

They should have been at this IAB Town Hall

On May 23, the IAB held a town-hall meeting to discuss opportunities and strategies for reaching Hispanics. Allvoices.com provides an excellent recap of what was presented and discussed. Included were case studies of Verizon Wireless’s “Goling” campaign during World Cup 2014 in partnership with Facebook’s Hispanic Creative Shop; Home Depot’s “Retool Your School” campaign from Briabe Mobile; and P&G’s “Orgullosa” social media campaign, created by Dieste. One of many interesting stats in this article: 66 percent of Digital Hispanics said they pay attention to online ads, considerably larger than the overall market (46 percent).

Nonprofits get creative infusion at Cannes Lions

Create GOOD is a joint initiative between Fast Company and Microsoft that aims to recognize and reward creative and socially drive organizations. The three winners are Haitian trilingual elementary school l’Ecole de Choix (the School of Choice), scientific cancer history research organization Paleo-oncology Research Organization (PRO), and Rainforest Partnership, the international non-profit committed to protecting tropical rain forests. Reps from each org will get a trip to the 62nd Cannes Lions International Festival of Creativity to lead workshops at the Microsoft Beach Club, where they can take advantage of the talent buzzing around to help them with marketing and identity challenges. Fast Company and Microsoft will take the final assets created from the workshops and run digital advertising on behalf of each organization on fastcompany.com to further generate awareness. The winners also will be featured at Fast Company’s Innovation Festival in November.

Expanding Vice

viceVice, the edgy and ever-expanding media conglomerate, is opening an office in Miami in order to expand its Hispanic-oriented content for consumers in the United States and Latin America. Brand journalism and sponsored content seem to be a big part of the mix, but current Vice programming for younger Latinos includes “Miscelánea Mexicana,” a show about Mexican “cultural oddities,” and a series that follows the 2012 presidential elections in Mexico. The Miami bureau will coordinate all Vice’s Hispanic and LATAM activities.

Qué bonita

Meredith Hispanic Media just released a new report on social media’s influence on purchasing by U.S. Latinas. The report, Siempre Beauty III: Latinas and Social Media, found that Latinas continue to outspend mainstream consumers in the beauty category, with the majority of them finding social media the best way to get information and tips. Language is important to them: 52 percent of Latinas and 48 percent of Latina millennials prefer to receive beauty information from social media in Spanish as well as English, while 55 percent prefer to follow US based influencers and bloggers who provide access to bilingual content. Many more stats in the press release.

MassMutual and Univision go live in sponsorship

MassMutual will host free community events to offer financial education in Spanish in Houston. “Financial education starts at a local and individual level,” said Dr. Chris Mendoza, Latino Markets Director at MassMutual, in a press release. The sponsorship with Univision is part of a broader effort by MassMutual to help Hispanics secure their personal and professional financial futures, the company said. It also provides Spanish-language financial information and resources online at MassMutual.com/Latino.

Brian Terkelsen is CEO of MediaVest USA. Since becoming CEO in 2012, Brian has added US $1.5 billion in billings in new business and organic growth. This includes American Honda Motor Company, Mondelēz, Tri-State Honda, Travelers Insurance, and Converse and most recently, Brown Forman and Bloomin’ Brands. Terkelsen spoke at last week’s AHAA Annual Conference, where Portada interviewed him.

Brian TerkelsenAt AHAA Terkelsen acknowledged the importance of the Hispanic market when he said that it is no longer about whether you need to target the Hispanic consumer, but it is about the “how”. “That is where we are,” he claimed.

To Terkelsen effective Marketing nowadays has to involve data driven marketing and branded content. “Data driven marketing has never been as relevant as it is today. We need to target audiences not so much demos. Branded content is the key and it can be very successful when you tie in a retailer, a perfect example is the work that Cover Girl did with Procter & Gamble,” the Starcom Media Vest executive claimed.

Terkelsen said that today’s consumer has “banner blindness so now we have to create engagement, so we are developing addressable campaigns which will be 50% in the near future. We will know the effectiveness of these campaigns, because we are implementing data & behavioral sciences to predict results.”

Entertainment has changed. We now include content marketing and implement very targeted strategies, we had no internet in the 90s so it is a totally different ball game now.

Entertainment Marketer

A familiar face in Hollywood and an entrepreneur, Terkelson has been in the entertainment marketing industry since 1992, when he co-founded Eco-Challenge Lifestyles, Inc. with Mark Burnett, serving as an Executive Producer for numerous productions of Eco-Challenge on MTV, ESPN and Discovery. “Entertainment has changed. We now include content marketing and implement very targeted strategies, we had no internet in the 90s so it is a totally different ball game now. If done right, it is highly engaging, cost effective and the results are in. Our work with Comcast on “Villa Paraiso” was a terrific success with a 87% retention.”

Terkelson cautioned that “Programmatic Buying is not a strategy, but a tactic, and that is where some people get it wrong.”

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Attendees to this week’s Annual AHAA Conference certainly must have gotten at least one take away: The overall Marketing sector is being disrupted by extremely fragmented media consumption and the mobile Millennial. This was, by far, the theme that resonated the most throughout the three days of the conference.

Deanie Eisner
Deanie Elsner

As Deanie Elsner a former Kraft CMO, put it “a major disruption period is only now starting in the marketing, advertising and media segments.” According to Eisner there has been an “explosion of media vehicles but today the consumer is the media channel and you need new tools and metrics to follow the consumer.” At the center of the rapidly changing marketing system lies the exploding Millennial demographic which makes up 25% of the market. This high growth demographic of mobile consumers is quite unpredictable in its media consumption habits. Rick Gomez, Target, SVP Marketing Target put it this way. Our original customer was the suburban housewife with disposable income. Our new customer is a Millennial or Multicultural that is very connected and over-indexes in digital, shopping and demands value. Our Cartwheel App has 13 million users.”

Today the consumer is the media channel and you need new tools and metrics to follow the consumer.

Customer Insight demands have also changed substantially in the new scenario. “All data has to be on real time, not like the old days of using the 2014 XYZ study that will be ready on March 2015 to determine the 2015 marketing plan,” Deanie Elsner claimed. “Bottom line is that today you have to find a way to market to the right person, at the right time with the right message.”

About 20-30% of listeners to our radio stations are out-of-market.

During one of the keynote speeches, Bob Pittman, Chairman and CEO of iHeartMedia, Inc., noted that “in the beginning of the internet, brands would delete negative comments, now they are welcome because the consumer is engaged.” He added, “we have a number of touch points with millions on a daily basis, it is up to us to make sure that we capitalize that moment. At iHeart Media we strive to answer every comment and develop a dialog with our followers. It is about connecting the brand with the market,” Pittman added. Pittman also explained how relatively new digital media vehicles, like Apps, are increasing his company’s audience: “About 20-30% of listeners to our radio stations are out-of-market. Social media and texting is the new telephone.”

Asked what the Hispanic market will be like in 3 years, Alain Groenendaal, President & CEO, Grey Latin America, answered “Transformational.”

Risk Averse CMO

Former Kraft CMO Deanie Elsner noted that today’s CMO is mostly risk averse. This  risk adversity includes a reluctance towards allocating funds to the Hispanic market, due to the following 3 reasons:
1. Today’s CMO life span is very short, so they plan for the short term and don’t risk much
2. ROI is in a downtrend in the CPG segment, and that puts pressure on every CMO to stay in the box as opposed to try out of the box solutions.
3. Extremely fragmented media consumption makes over-the-top risks harder to justify.

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James M. McNamara, Chairman of Panamax Films and Pantelion Films, will be a keynote speaker at AHAA’s Annual Conference next week. Portada interviewed Mc Namara ahead of this speaking engagement to ask him about the evolution of the marketplace, motion picture marketing, TV Everywhere, SVOD and more…

Portada: You have been in the Hispanic Entertainment Market for a long time.What are the three most salient characteristics of the change of this market over the last 15 years?
Jim McNamaraJames M. McNamara, Chairman of Panamax Films and Pantelion Films.: “There have been numerous changes but the biggest would be the obvious evolution of the Hispanic Market towards a new “normal” which has as much to do with cultural relevance as the specific language. So, an example might be music, let’s say a big musical event like Premios Juventud or the Billboard Awards. The show is hosted in Spanish, the artists sing in Spanish, then the acceptance speech is given in broken/limited Spanish by a U.S. born singer who happens to sing in Spanish. His/her fans were largely born or brought up in the US, they have attended English language schools, they listen to the music in Spanish and then tweet and chat in English about these artists. The fact that the artist or the fans are more comfortable in English doesn’t take away from the fact that what the artist is communicating in his/her songs is incredibly emotional or relevant to the audience. This concept of “relevance or emotional connectivity” taking precedence over the specific language is a fact of life today. A second characteristic of change is the rapid adoption of new media by younger Latinos. My opinion is based on a hunch that the early adoption was triggered by the fact that many Latino households were single TV set households. Frankly, the kids may not have wanted to watch the same thing the parents were watching on the tv in the living room, and they discovered videos on the iPhone. The rest s history! The third characteristic of change is how little change there has been in big media. Let’s face it big media has not been friendly to Hispanics because big media is all about preserving the status quo.

The concept of relevance or emotional connectivity taking precedence over the specific language is a fact of life today.

How many Latinos do you find in decision asking positions at TV and cable networks or motion picture studios? J.M. McNamara.: “Not many. By definition big media is constantly in search of massive audiences and therefore the theory is they can’t focus on a subset of the general audience. The good news is that the Latino audience is becoming so big that it is inevitable big media will begin to really focus on it, but by then it won’t about including an interesting minority, it will be trying to attract the general audience.”

As a leading exec in Pantelion and Panamax Films what have the main changes been in Film Production and Distribution targeting the Hispanic market?
J.M. McNamara.:“From my perspective the motion picture studios are not thinking about the Hispanic audience or market outside of creating campaigns that can air on Univision or Telemundo. The only change I am aware of is the increase in ad spend trying to attract the audience. There is some minor uptick in the roles of Latinos on the big screen and small screen but really very little.”

The concept of relevance or emotional connectivity taking precedence over the specific language is a fact of life today.

How are you going to take advantage of the SVOD (Subscription Video on Demand) opportunities?
J.M. McNamara.: “SVOD is indeed a major force in the industry today. However, it is very quickly following the same pattern as pay tv, which is to say motion pictures are thought of as filler, albeit very good filler, but the real driver is thought to be original series content. In the Hispanic space SVOD represents a new revenue stream that is still in its infancy.”

When it comes to film/motion pictures marketing to Hispanics what is your main advice to agencies and other marketers?
J.M. McNamara.: “Try to get involved with the producers before the film is shot. Try to have a good understanding of who the film is being made for? Don’t fall for the delusion that an art house film is targeting the broad Hispanic market. In order for a film to be successful there needs to be a clear understanding of ” who am I trying to entertain with this film”. Basically, that question should be answered in every frame/scene of the film.”

In the Hispanic space SVOD represents a new revenue stream that is still in its infancy.

Where do you see the main opportunities and challenges around the TV Everywhere concept? ”
J.M. McNamara.: “TV everywhere should, in general, be a positive opportunity for the Hispanic entertainment community. TV everywhere means different things to different people, but in general it is considered to be a way around the traditional gatekeepers who have never really embraced the Hispanic side of the industry. I think the TV everywhere opportunity is quite big and it will benefit many young up and coming producers and by extension writers, directors, actors, etc.”

The Association of Hispanic Advertising Agencies (AHAA) Annual Conference, at which James M. McNamara will be a keynote speaker, is taking place from April 27 to 29 in Miami. James M. McNamara has more than 25 years executive experience in the media and entertainment industry. In addition to serving as Chairman of Cinelatino, a widely distributed Spanish-language movie channel in the U.S. Hispanic cable marketplace, Mr. McNamara is founder and Chairman of Panamax Films, the largest producer of Latino films in the U.S. In partnership with Televisa and Lionsgate, McNamara is also Chairman of Pantelion Films, a theatrical motion picture company that targets the US Latino market. Previously Mr. McNamara was CEO of Telemundo, where he oversaw the sale to NBC.

A recap of major news on the Marketing and Media front from around the web compiled  by Portada Digital Media Correspondent Susan Kuchinkas.

Upfronts in a Time of Overwhelming Supply

The combination of online video and the ability to target audiences there may profoundly change the TV upfront process, according to industry execs. While super-premium TV, especially live event coverage, may still require buying upfront, many see most buying moving to programmatic, real-time markets. Mediapost got predictions from Magna Global, GroupM and others. Read more.

Tweets Target Languages

Twitter enabled language-targeting for promoted tweets and promoted accounts, so that marketers can reach consumers in their preferred languages. Someone might see promoted tweets in multiple languages if his or her Twitter activity shows more than one language, according to ClickZ. Read more.

Merger of Ad Giants Falters

Major schadenfreude last week, as the Omnicom/Publicis merger failed to launch. The two advertising behemoths had said that combining forces would allow them to be more competitive in the changing tech landscape. While the companies’ CEOs had agreed to act as co-CEOs for close to three years, a power struggle to appoint other C-level executives may have torpedoed the deal. Reuters got some candid quotes from both sides. Read more.

Who the Heck Is Hispanic?

Does it make sense to maintain the distinction between mainstream and multiculti agencies in an America that’s increasingly multicultural? That was the hot topic at the AHAA: The Voice of Hispanic Marketing conference, AdAge says. The debate is similar to that which took place in the early days of digital, when traditional and digital agencies jostled for the lead, while clients sometimes acted like bewildered traffic cops. What’s the answer? It still depends on who you ask. You can download the AHAA Total Market Benchmark Study Advertisers Preliminary Findings from the AHAA website.  Read more.

Occupy Digital Advertising

The growing wealth from online advertising is unequally distributed, with the bulk of ad dollars flowing to rich companies, while news publishers go hungry, a new report says. Digital advertising grew 16 percent in 2013, but news organizations are fighting for a smaller piece of the pie. Who’s getting fat? Well, Google, duh — and all its ilk. Pew Research says, “Big tech companies that largely aren’t in the business of creating news content continue to dominate the digital ad space, often because they are able to reach much larger audiences than news organizations can.” In fact, half of all digital ad dollars go to just five companies. Read more.

Pulpo Media Seeks Missing Hispanics

Pulpo Media unveiled a new data-driven platform it says will help marketers reach hidden Hispanic segments, especially acculturated ones. For example, the agency identified what it calls the 1.5 generation, that is, adults who may technically be foreign-born or first-generation, but were mostly educated in the United States. Although they make up 35 percent of the first-generation immigrant population in America, Pulpo says they have not been taken into consideration in previous data models. That’s just one of the segments the Hispanic Acculturation Model aims to help advertisers reach. Read more.

Total Market ConceptWith so much talk around the Total Market Concept (see Wing’s Mc Gavock recent comments about the risk of oversimplification when applying the Total Market approach), it is great news that AHAA (the Association of Hispanic Advertising Agencies) is organizing a free-to attend Webinar on February 25 at 2pm ESTThe focus will be on the agency perception and execution of Total Market Strategies (TM).  AHAA will be unveiling the Second Phase of a Total Market Study focusing on results of a comprehensive survey of more than 200 respondents representing multicultural/ethnic and general market advertising and communications agencies, plus executives from buying, digital, public relations, promotions, and consulting firms. The first part of the study was unveiled last December.
when AHAA presented the initial findings of its Total Market Survey focusing on how corporations are adopting “total market” strategies.

There is apprehension about the definition of TM across various organizations.

With agencies supporting multiple clients, the vast majority of agencies have been practicing TM – of these, 9 in 10 have some clients with TM strategies, while 1 in 10 have all clients practicing a version of the TM approach; however, there is apprehension about its definition and execution across various organizations, which can impact the agency’s ability to deliver the desired effectiveness. In this webinar, you will learn preliminary findings on how agencies are partnering with clients to define and execute TM to deliver incremental results.

The webinar will be moderated by Gabriela Alcantara-Diaz, AHAA Education Chair and President of G ADMarketing, Inc.. Carlos Santiago, chair of AHAA research committee and CEO of Santiago ROI and Roberto Orci, CEO of Acento Advertising will be the presenters.

Register to the Webinar.


A study presented during this year’s AHAA (Association of Hispanic Advertising Agencies) Annual Conference makes the case for marketing to an often forgotten segment of the Hispanic population: those 45 years or older. “Targeting the Best Hispanic Consumer: A Generational and Cultural Orientation Study”, dives into the differences in buying behavior of Hispanics across: three different generations, as well as how they compare to their general market counterparts.

Hispanic MarketingOne of the study’s findings is that older Hispanics (Hispanic Baby Boomers) are 22%more likely than Hispanic Millennials to travel outside the U.S. Perhaps not surprisingly, due to the nature of the product, Hispanic Baby Boomers are 73% more likely than their Hispanic Millennial counterparts to have life insurance policies.  Another insight is that Hispanic consumers are more likely to travel abroad  than non Hispanics.

The study underwritten by AARP, used Scarborough USA+ (2012) to measure product usage and DoublebaseGfK and MRI (2012) to measure attitudes and conducted a broad field study that tied the findings to key cultural metrics. reveals that Hispanic Boomers, Gen Xers and have significant differences in their consumer behavior.

Marketers that leverage cultural cues by generational segments can create a competitive advantage compared to those who treat all Hispanics as one monolithic segment.

“The study shows us that marketers that leverage relevant cultural cues to its target audience by generational segments can create a competitive advantage compared to those who treat all Hispanics from Boomers to Millennials as one monolithic segment,” said Roberto Orci, Chair of AHAA and CEO of Acento Advertising. “Understanding the degree of cultural duality will particularly help marketers tailor brand messages more effectively.”

Cultural Orientation

In addition to generational differences, the study shows that cultural orientation – how oriented one is to Hispanic culture or to Anglo culture – also has an impact on Hispanics’ buying behavior. There have been significant demographic changes since 1980. Sixty percent of all Hispanics are U.S. born, and there are record numbers of multigenerational and multiracial households in the U.S. Understanding the differences and similarities of each segment of Hispanic consumers can be used to better plan how to reach them with broad reach media as well as more targeted ways to deepen their engagement with brands.
“As millions of Latinos expand across all life stages and more opportunities abound, it requires a mix of broader strategies and tactics to reach them,” said AARP Executive Vice President Lorraine Cortes-Vazquez “. At AARP we aim to make all of our materials and resources culturally relevant to Hispanics over the age of 50.”
New findings on Hispanic buying patterns and behaviors
1. Wireless – All generational segments are 77% more likely to plan to switch wireless plans than their Non-Hispanic counterparts.
2. Entertainment – Hispanic Millennials are 40% more likely than non-Hispanic Millennials to attend opening weekend.
3. Home – Hispanics in total are 40% more likely than Non-Hispanics across all generational segments to purchase furniture.
4. Travel– 26%of Hispanics in total are more likely than Non-Hispanics to travel internationally, especially among Latino Boomers (50%).
5. Family– Latinos over index on purchasing children’s clothing for their families, especially among older Millennials and GenXers.

Grupo Gallegos was among 5 winners of Best in Show with 'Batalla,' a spot for California Milk Processor
Grupo Gallegos was among 5 winners of Best in Show with ‘Batalla,’ a spot for California Milk Processor

LatinWorks, Grupo Gallegos, Alma DDB and The Vidal Partnership won awards for having conceived the ‘Top 5 creative executions of 2013’ at the second annual U.S.H. Idea Awards Tuesday night in Miami. Overall, 25 winners were selected among hundreds of entries received. The winners represented a total 10 agencies, and covered work pitching automobiles, film festivals, sports shoes, and consumer-packaged goods.

“The winning campaigns represent what we work so hard for all year long: excellence in Hispanic advertising creative,” said Claudio Vera, president of Círculo Creativo and creative director of Casanova Pendrill, in a prepared statement.

According to a press release, the judges handed Best in Show awards to top 5 executions: LatinWork’s Cine las Américas Languages campaign; Grupo Gallegos’ Batalla (California Milk Processor;) The Vidal Partnership’s digital The Creation of the First Yogurt for Men (Powerful Yogurt;) and AlmaDDB’s The Glad Tent and Adiós Clichés, Hola México.

Ten jurors representing four countries worked in the selection of the winning pieces.

The U.S.H. Idea Awards first launched in 2012 as a partnership between Círculo Creativo and AHAA: The Voice of Hispanic Marketing. Prior to that, AHAA had worked for over a decade in partnership with Advertising Age.

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