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Press October 30, 2017

Covered California Eyes Latinos for Upcoming Enrollment Period – NPR, The California Report

October 27, 2017. KQED News by April Dembosky.- Starting next week, Americans will again be able to shop for health plans under the Affordable Care Act. But a lot of people don’t know that, because the Trump administration slashed the program’s marketing budget. In California, our state-run the marketplace plans to pick up the slack and will focus in particular on wooing Latino consumers. But, it’s going to be a hard sell.

Carlos Santiago is president and chief strategist at Santiago Solutions Group, a research consulting firm. He fears that message could be too simple. "To convince someone that was uninsured to get it for the first time, obviously that message is not going to work, especially not this year," he says. Plus, Santiago continues, the belief that illness won't happen to you is entrenched in Latino culture.

Press August 22, 2017

ANA’s Latest Initiative: Elevating Multicultural Marketing

Aug 18, 2018. Advertising Age by Rochelle Newman-Carrasco.- Charter members of the Association of National Advertisers' Alliance for Inclusive and Multicultural Marketing recently met in New York for the first all-committee gathering since the group officially kicked off earlier this year. A who's who of CMOs and senior-level marketers, AIMM has also brought agency, media and trade association leadership to the table, many with specializations in black, Hispanic, Asian and LGBTQ marketing, myself among them. Diverse, by design, it is evident that the Alliance is unified by a commitment to reverse a "flattening in the time and attention the marketing community is giving multicultural marketing," as ANA CEO Bob Liodice put it. ... Read More

Press October 17, 2016

AHAA Tackles Hispanic Measurement and Modeling Gaps to Improve ROI – HispanicAd.com

Oct 15, 2016. HispanicAd.com.- “Media consumption alternatives have exploded at the same time that the Hispanic segment has become the largest source of growth for brands in the U.S. For years, only best-in-class companies with advanced knowledge had the capabilities to adjust TV/digital ratings & sales data currencies. AHAA has sought to update and normalize the availability and use of precise data so all marketers can design as effective efforts as possible. We believe that by evolving data collection sampling and models we will have a huge impact for everyone racing to deliver effective growth.” ... Read More

Press October 10, 2016

ANA Forms Alliance for Inclusive & Multicultural Marketing – ShootonLine.com

Oct 10, 2016. ShootonLine.com.- The ANA (Association of National Advertisers) has announced the formation of a new, wide ranging alliance designed to create a powerful, unified voice for the advancement of multicultural marketing.

The initiative is called the Alliance for Inclusive & Multicultural Marketing (AIMM). Its goal is to bring together senior thought leaders from the African-American, Hispanic, Asian, LGBT and general market communities to create a united blueprint for the evolution of multicultural and diverse-segment marketing in America.

Press September 8, 2016

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

Press December 18, 2015

The Outlook for Hispanic Advertising: Rosy –Media Life Magazine

Dec 15, 2015 by MediaLife Hispanic.- Next year will be a strong one for Hispanic ad spending, with the Olympics and the presidential election, yet there’s still more money that should be funneled into Hispanic media that’s not. In part that’s because advertisers remain confused about the best way to reach Hispanics, including whether to use English- or Spanish-language media. ... Read More

Press December 8, 2015

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

Press December 8, 2015

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

Press July 28, 2015

Boosting Hispanic Advertising Leads To Sales Spurt For CPG, Retail Brands – MediaPost

July 28, 2015. MediaPost Agency Daily by Steve McClellan.- Consumer packaged goods and retail marketers are seeing a direct correlation between revenue growth and Hispanic media investment, according to a new report from AHAA: The Voice of Hispanic Marketing. CPG and retail companies among the top 500 U.S. advertisers increased their Hispanic media spend by 67% percent during 2010 to 2014 versus the prior four-year period. Hispanic spending overall was up 20% during the same period. ... Read More

Press July 1, 2015

Hispanic Buying Power 2015: What Donald Trump Mexican Controversy Tells Us About Latino Consumers – IBT

July 2, 2015. International Business Times by Sarah Berger.- In the wake of Trump’s derogatory comments about Mexican immigrants, Macy’s cut ties Wednesday with the business titan and 2016 presidential contender. The department store said they would no longer carry Trump’s menswear collection, which featured shirts, ties and watches. Macy’s is not alone: NBCUniversal, Univision, mattress maker Serta and other companies have also cut ties with Trump in recent days after he called Mexicans crossing the U.S. border drug dealers and “rapists.” ... Read More

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