Page 13 - HISPANIC MARKET OVERVIEW - 2018-complete

2018 HISPANIC MARKET OVERVIEW, presented by López Negrete Communications
A COMMITMENT TO CULTURE
On Monday, June 4, many of the leaders representing the top Hispanic marketing and advertising shops and some of the most important Spanish-language media companies gathered in Los Angeles for a three-day learning and networking event tailored to their business growth and plans to increase ROI. Don’t call it a “Hispanic” conference: those days are gone, even though the Latino commitment from all is more present than ever.
Evolution. It’s a constant that keeps ideas fresh, and growth ever-present. For the “Hispanic advertising agency,” socioeconomic changes in the Latino population and a rapidly evolving ad industry landscape have led some agency heads to abandon the notion that they are “Latino shops.”
Welcome to summer 2018, one where inclusion and diversity have reached a new apex, fueled by a united effort to demonstrate the affluence and influence of the “new American mainstream” — one being steered more and more by Hispanic consumers.
It is thanks to many of these changes that an agency born as the Association of Hispanic Advertising Agencies entered a metamorphosis of sorts. Don’t fret — one of your male peers didn’t wake up one morning in February as a four-foot tall bug. Rather, the agency most recently known as ahaa: The
Voice of Hispanic Marketing was reawakened and rebranded with a name that they believe best reflects and defines what the “Hispanic agency” should be today.
Introducing the Culture Marketing Council (CMC), and its “first” annual conference in Los Angeles. It continues efforts seen for years by ahaa, while doubling down on one paramount idea: Hispanic marketing is all about culture, and the shop that specializes in reaching multicultural audiences best understands how to create and execute work in the most successful way.
But, seriously, why the name change?
Hispanic Market Overview discussed this and the latest changes being seen in the U.S. Hispanic market for the advertising community with Isaac Mizrahi, co-President and COO at Alma. Mizrahi also serves as Chair of the Board of the Culture Marketing Council.
Mizrahi has been board chair since November, and a board member for 3 1⁄2 years. He played an active role in the rebranding of ahaa. He recalls, “There was this realization as an organization that we were not exclusively catering to advertising agencies. If you look at