Wednesday, April 18, 2012

Hispanic Ad Association to hold it's annual conference

Nation's leading marketers gather in Miami for AHAA's Annual Conference May 2 to 4
MIAMI, Fl -- Client-centered Theme "Listen Up!" to Infuse Sessions with a Robust Lineup of Distinguished Speakers

AHAA: The Voice of Hispanic Marketing will hold its Annual Conference on May 2-4, 2012 at the Intercontinental Miami Hotel with the theme of "Listen Up!" The conference will revolve around the client perspective and emphasize best practices across the broad Hispanic marketing continuum. Attending and being featured at the conference will be some of the nation's leading investors in the Hispanic market - The Clorox Company, Diageo, Google, Tecate and Wal-Mart are just a few of the marquis brands that will share their insights. They will reveal the creative strategies that resulted in outstanding campaigns that also deeply connected with Hispanic consumers.

AHAA's Annual Conference is the most comprehensive industry event dedicated to the U.S. Hispanic market featuring an exciting program packed with a lineup of best-in-the-business speakers and numerous networking opportunities. More than 400 Hispanic-specialized marketers, ranging from advertising, public relations, media, creative, research and promotion expertise, are expected to converge in Miami.

As part of the conference, AHAA chair Roberto Orci, CEO, Acento Advertising along with Board members Linda Lane Gonzalez, President/CEO, Viva Partnership, Inc. and Aldo Quevedo, President, Dieste, will kick off the conference and provide a glimpse into the current state of the U.S. Hispanic Marketing industry. Throughout the event, AHAA will announce the winners of the Account Planning Excelencia (HAPE) Award, the Media Planning Excelencia (HMPE) Award. In addition, AHAA, in partnership with Nielsen, will announce the winner of the 2012 Caballero Lifetime Achievement Award.

This year, the conference will showcase two CMO Fireside Chats:

Seasoned veteran, Felix Palau, VP of Marketing, Tecate of Heineken, USA, will present "Beer: Beyond the :30 TV Commercial." He will share his unique insights on Heineken's innovative U.S. Hispanic marketing platform, the importance of the Hispanic market for Tecate and what the future holds for the brand.

Javier M. Delgado-Granados, Marketing Manager, Wal-Mart and Mark Lopez, Digital Media Executive and Head of U.S. Hispanic Audience, Google, will discuss the fascinating developments occurring in the fast-paced world of digital and the changes they foresee ahead in their CMO chat, "Digital as Part of the Marketing Mix."

There are several top-tier keynote speakers that will share their insights on a broad range of topics in these five can't-miss sessions:

John Winsor, CEO of Victor & Spoils will address the topic of advertising and crowdsourcing in his session "The Trials and Tribulations of Harnessing the Chaos of Abundance," and Steven Rommeney, Humalog T2 Consumer Brand Manager of Eli Lilly, who will discuss healthcare marketing in "Looking to the Health of the U.S. Hispanic Market: Pharmaceuticals."

The Clorox Company's David Cardona, Multi-Cultural Team Leader and Lupe De Los Santos, Group Manager of Hispanic Marketing Communications will present the "Top 10 'Truths' from a Retail Client's Perspective of Hispanic Marketing," along with concrete examples to illustrate what works and what doesn't. Both David and Lupe have been on the agency side in the past and bring a unique perspective to being a retail client.

In keeping with the AHAA tradition of showcasing the latest compelling research to help with new business development and effective strategy building, The Nielsen Company also will share their key insights on the Hispanic consumer's online behavior and its business impact with Digital CEO Jonathan Carson and his session "Online Media Measurement and Analytics - Critical Insights You Can Learn On Hispanics."

Marc Stephenson Strachan, Vice President, Multicultural Marketing USA, Diageo-North America will discuss how Diageo is infusing Multicultural insights into General market strategies in the aptly titled session, "The Diageo Mulitcultural Marketing Journey...Everybody into the Pool!" He will also talk about the client-agency relationship and the importance of coming across less like a vendor and more as a partner. After experiencing an agency career, Marc will also share how it has influenced him as a client.

Going along with the conference theme of "Listen Up!" are the results of the "People en Espanol 12th Annual Hispanic Opinion Tracker (HOT) Study: Insights into the US Latina Woman," which will be presented by Monique Manso, Publisher of People en Espanol. The study provides insights into the changing role of Latina women in the U.S. and reveals how Hispanic women continue to embrace their families, heritage, and identity as they become an increasing force in American life. Categories range from Beauty and Skincare to Computers and Internet usage.

In addition, the conference will include two exciting panel discussions from the industry's top public relations, media, entertainment and music professionals:

"Hispanic Public Relations: Creating Brand Evangelists with Engagement and Trust," will include panelists Solomon Romano, Head of Hispanic Marketing, Delta Dental, 2011 Public Relations Society of America (PRSA) Chair & CEO Rosanna Fiske, APR & Director/Professor, Florida International University, Natalie Boden, Founder & President, BodenPR and Manny Ruiz, Co-Publisher of Hispanic PR Blog and Founder/Creative Director of Hispanicize 2012 discussing how to generate advocacy, engagement, trust and sales with Public Relations.

"Juventud + Migracion + Adaptacion = Music, Language & Mucho Love: The Influence of the Macro Environment in the Transformation of Consumers," will provide insight on how the ever-changing and growing U.S. multicultural market continues to influence trends and brand activations. Mariel Llenza, Director of Hispanic Advertising, AT&T Mobility, Sie7e, Warner Music, Grammy® winning artist, Robert Isaac, Director of Music Programming, Mun2 and Xavier Alvarado, VP, Programming, WHKQ KQ103 FM will present what factors have most impacted them, how they've modified their strategy and how a common trend (i.e. Spanglish) has helped them unite forces in order to reach a new generation of audiences.

AHAA is also pleased to be collaborating with the Interactive Advertising Bureau (IAB) in organizing a series of Media & Digital Workshops during the conference for the second year in a row. Attendees at the AHAA Annual Conference will enjoy an exceptional content line up that cleverly merges AHAA's Hispanic marketing and advertising expertise with IAB's supreme online advertising and digital media knowledge base.

Finally, the conference will conclude with the presentation by AHAA and Circulo Creativo of the inaugural U.S.H. Idea Awards, recognizing stellar achievement in work created by U.S. Hispanic agencies and directed at Hispanic audiences. The award ceremony will take place at the prestigious Adrienne Arsht Center for the Performing Arts in Miami.

"This year's conference is unlike any other," said Roberto Orci, chair of AHAA and CEO of Acento. "The premise of 'Listen Up!' is to provide our attendees with unprecedented access to A-list brands who are sharing their insights and applications for successful Hispanic marketing. These best business practices serve to not only foster creativity but also provide strategies to strengthen the client-agency experience."

For more information on AHAA's annual conference and to register, please visit .

About AHAA: Founded in 1996 and headquartered in McLean, VA, the Association of Hispanic Advertising Agencies (AHAA) is the national organization of Hispanic-owned and-managed firms united to promote the growth and strength of the Hispanic marketing and advertising industry to the private and public sectors. AHAA is raising awareness of the value of the Hispanic market's many opportunities while enhancing the professionalism of the industry. AHAA agencies lead the industry with collective capitalized billings exceeding $5 billion - more than 90 percent of the entire U.S. Hispanic advertising industry. Only AHAA agencies have the blend of cultural understanding, market knowledge, proven experience and professional resources that make them uniquely qualified to communicate with Hispanic consumers. These capabilities and skills offer the potential for Hispanic market success that's available nowhere else.

SOURCE AHAA: The Voice of Hispanic Marketing

mun2 looks for young, vibrant and unabashedly Latino

mun2 Unveils 2012 Original Programming Lineup
Young, vibrant and unabashedly Latino - New signature series Include: "Chiquis Project," "Larrymania," "Dub Latino," action-packed telenovela, "Ojo Por Ojo"

-- On the heels of reigning as the #1 Hispanic cable network in prime time among adults 18-49, according to Nielsen, mun2 unveiled its 2012-2013 blockbuster programming lineup today. mun2 will premiere 'Jenni Rivera Presents: The Chiquis Project' -- one of generation YLA's (Young Latino American, 18-34) most vibrant personalities whose adventurous life is constantly evolving in a uniquely American way. The network also announced the Larry Hernandez project 'Larrymania,' an absorbing and entertaining docu-reality series showing the aspirational and inspirational personality behind the Regional Mexican superstar; and 'DUB Latino,' a magazine show focusing on the car-culture passion and celebrity lifestyles of the hottest names in Latino entertainment. The network will also have the U.S. premiere of the telenovela 'Ojo Por Ojo,' which puts an accent mark on a very modern and urban Romeo and Juliet-themed storyline.

"mun2 has had its best ratings and revenue year ever in 2011 and this season we are on track to have our best season ever with double-digit growth in prime time among total persons and adults 18-34 viewers," said Diana Mogollon, General Manager, mun2. "At the core of mun2's success is our generation YLA audience -- one of the most sought-after influencer groups. We reflect and represent the new face of culture, language and lifestyle of the fastest growing audiences in entertainment and the U.S. -- Hispanic adults - with a uniquely American approach."

Flavio Morales, Senior Vice President, Programming & Production, mun2, added, "mun2 continues to provide our U.S. Latino audience relevant content regardless of language. From the aspirational and sensational 'I Love Jenni,' to our newest buzz-starting additions - 'Jenni Rivera Presents: The Chiquis Project' and the Larry Hernandez reality series 'Larrymania' -- our 2012 programming lineup is a snapshot of the dynamic Latino experience today."


JENNI RIVERA PRESENTS: THE CHIQUIS PROJECT PREMIERES SUMMER, 2012 This one-hour, 11-part reality show, a spin-off of mun2's most popular and highest-rated original reality series, "I Love Jenni," follows the life of Chiquis Rivera, Jenni Rivera's daughter, who moves out of the Rivera home for the first time and strikes out on her own. Following in the footsteps of her mother, Chiquis will open her very own first business, a blow dry salon near her childhood home in the San Fernando Valley. We will see her build her business from start to finish -- everything from the construction and decor to hiring her staff to then running a business on a day-to-day basis. Chiquis will be forced to balance her responsibilities to her family, with a social/dating life, with being the boss at her first business venture. In each episode, viewers will experience both the drama inside the salon as well as in Chiquis' home and personal life. The series is Executive Produced by Rivera in association with her Jenni Rivera Enterprises, Pete Salgado for Jenni Rivera Enterprises, Shari Scorca for mun2, and Edward Paige and Liane Su for Blank Paige Productions.

DUB LATINO PREMIERES SUMMER, 2012 "DUB Latino" is a half-hour, 8 part new weekly magazine series targeting Spanish dominant Latinos. DUB Magazine and mun2 take you on weekly ride with the biggest names in Latino entertainment. Enter the high-octane world of car culture and lifestyles, featuring some of the hottest Latino figures in Sports, Music, Film and TV. Your go-to destination on how to get it done as the pro's take you step by step on transforming your ride. Keep up to date with your weekly guide to breaking trends and gadgets for every automotive enthusiast. The series is Produced by DUB Magazine, Executive Produced by Myles Kovacs for DUB and Gloria Medel Solomons for mun2.

LARRYMANIA PREMIERES FALL, 2012 This one-hour, 10-part reality series revolves around the fast paced life of Mexican Regional superstar Larry Hernandez. Take an unprecedented, all-access look at the fast-paced life of Mexican Regional's newest Superstar. His no-holds barred style of music took him to the top of the Billboard charts and into the hearts of music fans across the nation. Jet setting from his homes in Los Angeles, Phoenix and Mexico, this new reality series follows Larry as he tackles his demanding life on tour, while balancing his role as a father, a son and a camera ready celeb lifestyle. It's not easy being the King of Corridos . . . it's Larrymania! The series is being produced by Cinemat and Executive Produced by Gloria Medel Solomons for mun2.

NEW TELENOVELA: OJO POR OJO PREMIERES SPRING, 2012 From Gustavo Bolivar, the romantic drama is based on Laura Restrepo's novel, "El Leopardo al Sol." In this Romeo and Juliet inspired story, a romance blossoms between young lovers who belong to rival and warring families. The 98-episode series featuring top international Television stars Gaby Espino, Miguel Varoni, Gregorio Pernia and Carmen Villalobos. This Spanish language telenovela will be broadcast exclusively on mun2 in Spanish with English subtitles.

SPECIAL EVENTS PREMIOS BILLBOARD ALL ACCESS PREMIERES MAY 5, 2012 "Premios Billboard All Access" on mun2 is the after-party to Latin music's biggest night -- the Premios Billboard. Our hosts recap the night's biggest winners, performers, presenters and surprises. From fashion dos and don'ts to the nights most memorable moments, mun2 gives you the front-of-the-carpet and excitement from the awards.

Lifestyle Coverage from the London 2012 Summer Olympic Summer Games PREMIERES JULY 28, 2012 Deportes Telemundo brings us daily Summer Olympic coverage live from London, England starting July 28-August 11. These daily, half-hour shows will be hosted by mun2 host Guad Venegas from Olympic Village, and will feature highlights of the day, lifestyle snapshots and in-depth profiles on key Latino athletes. The award winning site will launch three digital documentaries in 2012: The Top 15 best Cities for Young Latinos 2012 On the heels of the 2011 list that had Boston as the #1 city to be young and Latino in, this year's list will take jobs, housing, nightlife, age and other economic and social indicators to create the ultimate list of where the best cities are to be young and Latino in.

Papi Chulo Why are Latino men so pretty? A fast, fresh survey of how Latino men preen and primp themselves; from fashion to hairstyles, from reggaeton to regional Mexican music, from the Northeast to the Southwest.

Naco, Pocho: cultura, clase, raza Some of the most relevant and influential Latinos in the U.S. and Mexico debate who is Naco, who is Pocho and what it means.

IN DEVELOPMENT Alerta Zero After chart-busting success as members of the top Durangese/Regional Mexican band "Alacranes Musical," 9 members of the band reinvent themselves and their music with a new name, new members and crazy new drama...all while living under the same roof. The series is being produced by Cinemat.

About mun2:

mun2 is the leading Hispanic cable network for generation YLA (Young Latino Americans, 18-34). From reality to music, on-air to digital, mun2 creates original content across a multi-screen platform. Young, vibrant and unabashedly Latino, mun2 has a distribution to over 37 million households. The network is part of Telemundo Media, a division of NBCUniversal.

SOURCE: mun2

Thursday, April 12, 2012

FCC omits Spanish media from giving Hispanic voters information

Spanish-language stations left out of campaign spending rule

By Joe Flint Los Angeles Times (April 9, 2012)

Although Hispanic voters will play a big part in the 2012 election, Spanish-language stations have been left out of a proposed rule from the Federal Communications Commission requiring big city television stations to put detailed information online about what candidates are spending on the upcoming presidential race.

Later this month the FCC will vote on whether television stations should be required to publish information online about how much politicians are spending on TV advertising. Such information is already available to the public, but anyone wanting to see it must visit a TV station and make a formal request. FCC Chairman Julius Genachowski has called making political advertising information readily available a common-sense update to what is already the law of the land.

Initially though, only stations that are affiliates of ABC, CBS, NBC and Fox in top-50 markets will be required to put political spending information on the Web. The rule tweak, which is expected to pass, would go into effect by late summer or early fall at the latest, still in time for the 2012 general election.

Other stations in smaller markets around the country would have up to two years to do so after the rule change goes into effect.

Media watchdogs are concerned that the rule change leaves out Univision and Telemundo stations as well as other Spanish-language outlets. Lots of money is expected to be spent on the Hispanic vote for the 2012 contest in cities such as New York, Los Angeles, Miami and Dallas with large Spanish-speaking populations.

"This really needs to be fixed," said Corie Wright, an attorney with Free Press, a nonprofit media watchdog group. "If you are drawing a line at the top markets, you want to include the stations that are reaching a large number of households in those markets." Wright added that it is unfair of the FCC not to give Spanish voters the same access to political advertising information that it is providing to the rest of the electorate.

Wednesday, April 4, 2012

Telemundo/NBC partner to educate young Latinos

Multiplatform campaign joins forces with NBC News’ “Education Nation” and promotes the educational advancement of young Latinos in partnership with CHCI and NCLR

Campaign to feature PSAs with top talent including Omar Germenos from morning show “Levantate;” the renown sports anchor Andres Cantor; the veteran journalist Carmen Dominicci; the popular VJ from mun2, Guadalupe Venegas and top novela stars Jorge Luis Pila and Maritza Rodriguez

MIAMI, FL --Telemundo Media has launched its network’s 2012 edition of “El Poder de Saber” (The Power of Knowing), a multiplatform education campaign premiering Tuesday, April 3, during the network’s morning show “Levantate”. Now in its ninth year, the company-wide effort focuses on promoting the educational advancement of young Latinos, with an emphasis on secondary education and preventing high school drop-out. The campaign features compelling public service announcements starring top Telemundo talent including Omar Germenos, co-host of the daily morning show “Levantate;” the renown sports anchor Andres Cantor; the veteran journalist Carmen Dominicci; the popular VJ from mun2, Telemundo’s cable network for bi-cultural youth, Guadalupe Venegas; and top novela stars Jorge Luis Pila and Maritza Rodriguez. In addition, the campaign will include coverage in news and public affairs programs, community events sponsored by local stations and online resources ( <> ) to help the students and their parents.

“Education is one of the defining issues of our time – a critical ingredient in the success of the next Hispanic generation and our country,” said Emilio Romano, President, Telemundo Media. “For nearly a decade, this powerful public service campaign has supported our mission to educate, inspire and empower students and their parents and we are extremely proud to leverage every platform of our company to continue to serve our community.”

A significant component of Telemundo’s commitment to serve the U.S. Hispanic community, “El Poder de Saber” is supported across the company through recurring segments on the network’s morning show, “Levantate”; the early fringe show, “Al Rojo Vivo”; the nightly newscast “Noticiero Telemundo” and the weekly D.C-based public affairs program “Enfoque,” as well as through news and public affairs programs and community outreach by local stations.

Telemundo is proud to continue its association with the Congressional Hispanic Caucus Institute (CHCI) and the National Council of La Raza (NCLR) in raising awareness of the challenges and facilitating solutions to the critical issue of education among U.S. Hispanics. Telemundo is a strong supporter of CHCI’s series of Education Forums across the country involving powerful Latino leaders and students in discussions about the growing crisis in Latino education and innovative solutions to create immediate change. Preceded by events in New York City and San Antonio, the next forum will take place in Miami on May 21, 2012.

Telemundo’s “El Poder de Saber” will again join forces with NBC News’ “Education Nation” ( <> ) when the “On-the-Road Tour” stops in Miami May 20-21 for a teacher town hall and Job One conference. “Education Nation” will culminate in New York City September 23-25 with its third annual Summit convening policymakers, elected officials, thought leaders, educators, members of the business community and engaged citizens to address the developments, challenges and progress of the past year, as well as identify and explore new, exciting opportunities to reinvent America as an Education Nation.

Tuesday, April 3, 2012

Media outlets adapt to growing Hispanic audience

The growing U.S. Hispanic community has created another boom.

By Greg Allen Apr 3, 2012 (Morning Edition)

Rapid growth in the U.S. Hispanic community has created another boom — in Hispanic media. In recent months, several major media players have announced plans to join the competition for the Hispanic television audience. There's a new Hispanic broadcast TV network coming, plus a host of new cable channels aimed at Latinos.

The numbers tell the story: According to the census, the U.S. Hispanic population jumped by more than 40 percent in the past decade. The nation's 50 million-plus Hispanics now make up 16 percent of the TV-viewing public.

And those numbers are expected to grow. Univision is already the nation's fourth-largest network. In some markets and time slots, it hits No. 1.

Four years ago, the network's growing clout was recognized when it hosted both the Democratic and Republican candidates in primary debates. This year, Newt Gingrich and Mitt Romney sat down for extended interviews in a candidate forum, hosted in English by Univision anchor Jorge Ramos and broadcast with a simultaneous Spanish translation.

"Historically, Univision was Spanish first and Spanish only. They were adamant about that," says Roberto Orci, CEO of Acento Advertising in Los Angeles. Orci says that's beginning to change: Univision recently began broadcasting its prime-time telenovelas with English subtitles — something competitor Telemundo has done for years.

That's a nod to changes in the Hispanic population shown in the census: Over the past decade, most of the growth in the Latino population came not from immigration, but from births — kids born and now being raised in the U.S.

Market research shows that only about a fifth of U.S. Hispanics now prefer Spanish-language programming on TV. The rest — some 80 percent of the Latino population — are bilingual or prefer English.

Helen DeJesus is a good example. She's bilingual, a second-generation Cuban-American who lives in a Miami suburb.

"I don't watch Spanish channel," she says. "In a way, that's a bad thing, because I should, especially for my son."

DeJesus says watching Hispanic TV growing up helped her sharpen her Spanish-language skills. But she's part of a growing Latino population that is moving to English language TV. Acento's Roberto Orci says that trend is sending a clear message to Hispanic broadcasters.

"We have to appeal to them in culture, but in the language of their preference," Orci says. "And a lot of the bilingual Hispanics watch English-language television and Spanish-language television. So you want to be able to reach them where they are."

Orci greets as good news a recent report that Univision is in talks with Disney to develop an English-language all-news channel aimed at Hispanics. It's one of several new cable channels for Latinos planned by Univision and other media companies.

Cable operator Comcast recently announced plans for two new channels — including one that will be run by movie director Robert Rodriguez. It also will be in English. It joins competitors like NuvoTV, an English-language channel aimed at a young, bicultural Latino audience.

The No. 2 Spanish network, Telemundo, is part of NBC Universal. It has long made English part of its programming — both in its use of Spanglish and in the subtitles it shows on telenovelas like Una Maid en Manhattan.

Telemundo Chief Operating Officer Jacqueline Hernandez says reaching Hispanics is about more than language. It's also about their culture, and she says her network's telenovelas reflect that.

"They're created in the U.S. for the U.S. Hispanic audience," Hernandez says. "And they reflect the world that we live in."

Anticipating the move toward a younger, bilingual audience several years ago, Telemundo launched a cable channel, Mun2 — pronounced "mundos," a play on "two worlds." It features several bilingual programs, including a reality show with Mexican pop singer Jenni Rivera.

"We do a show about her life, and it takes place in Long Beach," Hernandez explains. "And it's in English, because she and her family, that's how they roll. And they speak English at home. So the show will have English and a little Spanglish. But it's really authentic."

In one show last season, Rivera operates a taco truck.

"I am a hard-working Mexican-American woman who can make excellent records and excellent tacos," she told viewers.

Now, the two Hispanic broadcast networks, Telemundo and Univision are getting a new competitor. Fox — which already operates three Hispanic cable channels — this fall plans to launch MundoFox, a Spanish-language broadcast network.

The network, which is working now to sign up station affiliates, will draw programming from some of Fox's Spanish-language cable channels. But Hernan Lopez, CEO of Fox International Channels, says he expects the new network's strongest draw will be action dramas — shows that he thinks will have broader appeal than traditional telenovelas.

"We were presenting it as a Latino network with an American attitude," Lopez says. "It is in Spanish, but with a level of quality that viewers are used to in American television."

Lopez says the network may be including English closed-captioning on some programs.

Advertising executive Roberto Orci says it wasn't that long ago that many in the industry thought the future of Hispanic television was limited. As immigrants settled in, it was supposed, they'd assimilate. And over a generation or two, Latinos would leave Hispanic programming for the mainstream media.

But rather than assimilating, Orci says, U.S. Hispanics have acculturated.

"Which means we take the best of American culture that we came to adopt and love," Orci says, "and we keep the best of our culture that we value. And so, you have this hybrid American that is very proud and happy to be an American, but is very proud and happy to have his culture which makes him unique, or her unique."

And the competition for that rapidly growing Hispanic bicultural market is happening not just in television, but also in radio and social media, and on the Web and mobile platforms. For media companies looking to grow, Hispanics now look less like a niche market, and more like the future.
Source: NPR