Tag Archives: Press

The Promise And Reality Of ‘Total Market’ And How CMOs Need To Address It

Aug 23, 2016 by Pepper Miller.- Total Market strategy is defined by the Association of Hispanic Advertising Agencies as “a marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. ... Read More

Focus on Hispanic Market May Pay Off – Insurance & Investment Journal

November 18, 2015.- The Insurance & Investment Journal by Mathieu Carbasse. According to the AHAA study, financial services companies and insurers that target the Hispanic market with their publicity campaigns see a higher rate of growth in their sales revenues. "This information is convincing, the data reveals that the Hispanic market can be a decisive factor in business success" said Carlos Santiago, president of the AHHA research committee and CEO of Santiago Solutions Group. "Insurance companies and financial services want to win not only some market share among their competitors, they also want to provide growth and stability for their investors, which is why investing in Hispanic marketing is a clear strategy to reach both objectives". ... Read More

Hispanic ad spend boasts higher ROI than English-language placements: AHAA – Luxury Daily

November 17, 2015.- Luxury Daily by Forrest Cardamenis. Spanish-language advertisements contribute more to the growth of the automotive sector than English-language ads, according to a new report by the Association of Hispanic Advertising Agencies. To achieve a nine-percentage-point growth in total market annual revenue, only five points of ad spend need to be reallocated from English to Hispanic media. The results suggest that the Hispanic market may be underserved and is a good target for automakers looking to grow. ... Read More

Hispanics That Earn More Than $50,000 Are 40% of Hispanic Buying Power – La Prensa

May 19, 2014. Miami, FL. EFE Agency - USA.- Hispanics with income above $50, 000 per year represent 40% of this minority’s buying power. They like luxury goods and quality products, particularly those that approach them with a positive attitude, according to the AHAA and Nielsen. ... Read More

Upscale Latinos: A Renewed Outlook For High-End Marketers – PR Newswire

April 30, 2014. PRNewswire.- AHAA and Nielsen Release Results of Co-Authored Study at AHAA's Annual Conference. ast year, AHAA: The Voice of Hispanic Marketing and Nielsen identified Upscale Latinos as the most influential segment since the Baby Boomers. Today, at AHAA's Annual "Thinking Under the Influence" Conference in Miami, AHAA and Nielsen released a second study, "Upscale Latinos 2.0: A Renewed Outlook for High-End Marketers." ... Read More

New strategies expected for November push to enroll Hispanics in ACA coverage – Modern Healthcare

In the last month, ACA Exchanges and enrollment organizations made three key adjustments to their marketing strategies that positively impacted their recruitment. Carlos Santiago, SSG CEO, noted the importance of face-to-face over only “forcing people onto a website” and using a single mainstream message that does not address nuanced barriers to trial and adoption. Medical, insurance, and marketing experts share several major lessons learned from the ACA enrollment front lines, which will impact future ACA recruitment. ... Read More

Obama Stumps for Higher Latino Health Care Signups – The California Report/NPR

March 7, 2014 by April Dembosky.- President Barack Obama headlined a special televised town hall in Spanish yesterday, to urge the nation's Latinos to sign up for health care plans under the Affordable Care Act. The Latino population is relatively young and healthy, and disproportionately uninsured. ... Read More

How Covered California’s Outreach to Latinos Is Falling Short – The California Report/NPR

Feb 18, 2014 by April Dembosky.- California may be leading the nation in its aim to enroll Latinos into health care plans under the Affordable Care Act, but sign-ups are falling far short of the goal. The state’s marketplace for health insurance, Covered California, is scrambling to fix problems with its marketing and outreach campaigns. ... Read More

Ten Latina Millennial Nuances


SSG reveals in a deep dive into Latina Millennials’ mindsets that they show distinct nuances vs. their White Non-Hispanic counterparts. […]

The Promise And Reality Of ‘Total Market’ And How CMOs Need To Address It


Aug 23, 2016 by Pepper Miller.- Total Market strategy is defined by the Association of Hispanic Advertising Agencies as “a […]

Gen Z 1.0; Hispanic vs White NH [INFOGRAPHIC]

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Hispanic Culture remains strong among Hispanic Gen Z reflecting distinct dimensions of Values: hyper-aspirational drive, determination, community mindedness, and family […]

Hispanic Gen Zers’ Families: Where Stress Begins and Love Never Ends

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In our latest Gen Z qualitative exploration, we spoke with Hispanic and White Non-Hispanic Gen Zers to better understand differences […]