“Thinking Under the Influence: The Next Five Years” held by AHAA, The voice of the Hispanic market took place in Miami at the Edon Roc Hotel on April 28th – 30th. Asking participants to continue the conversation throughout social media channels using #thinkahaa and requesting participants to ask questions virtually by using #askahaa. “Thinking under the influence” themselves AHHA launched a mobile app allowing participants to not only see the schedule on their mobile devices but also engage with fellow participants.

This three-day event brought together a proficient group of speakers to discuss the new American landscape, millennials, total market approach, how they are staying relevant now and for years to come. The first day consisted of Rupert Murdoch, CEO of 21st Century Fox, Sol Trujillo – Global Industry Executive & Chairman of the Latino Donor Collaborative, A Total Market Agency Side Panel, and Recording Artist Prince Royce.

Opening Keynote Rupert Murdoch, chairman & CEO of Fox. Spoke about the Hispanic Market and how the television industry has changed. Covering the economic and cultural importance of Hispanics. “Immigrants or their children have founded 40% of Fortune 500 companies.” “We will not get out of this recession until we give people (like Hispanics) the freedom to start small businesses.” He also spoke about his support for immigration reform saying, “The U.S. should do away with the H1 visa cap.” The crowd acknowledged Mr. Murdoch speech with a standing ovation.

During the round table discussion of TMA (Total Market Approach) from the agency perspective including panelists with Hispanic, African American, Asian and General Market experience. Total Market was finally given a definition due to collaboration by the ANA (Association of National Advertisers) with a broad coalition of clients, ethnic and general market agencies and associations.

“A marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. This is done from inception through the entire strategic process and execution, with the goal of enhancing value and growth effectiveness. In marketing communications, this could lead to either one fully integrated cross-cultural approach, individual segment approaches, or both in many cases, but always aligned under one overarching strategy.” The panelists expanded upon this definition by discussing three models of implementation.

1. The client leads and includes all agencies simultaneously
2. A selected agency leads a multi-agency team
3. One agency responsible for “general market” and segment work

Opening up a discussion between the participants and the panelists on which model they viewed as most effective.

Tuesday the 29th opened with Robert Rodriguez – Director, Producer & Writer, James Ortiz, CMO of the U.S. Army, A Total Market Client Side Panel, Jamie Moldafsky, CMO of Wells Fargo the winner of AHAA’s First-Ever Chairman’s Award and Jonah Berger a Best-Selling Author.

The TMA discussion continued on the second day but this time from the client’s perspective. The clients, Christopher Rivera Kellogg Company, David E.J. Cardona Clorox, Lizette Williams Kimberly-Clark and Xavier Turpin, Dunkin Brands.

“Let’s define what the right thing for the consumer is then how do we bring it to life”
“What total market is not: Not a cost reduction plan; not a translation; not a consideration only for multicultural team.”
“Successful total market execution involves collaboration, respect for agency expertise, and focus on client objectives.”
The consensus from the panel was that their needs to be a cohesive understanding between upper level management and multicultural marketers within the company that is fully intergraded and is held accountable across the board.

The Third day of the #ThinkAhaa conference comprised of Juan Torres, Head of Multicultural Advertising and Marketing at Chrysler, a group discussion on How Social Media is Changing TV, a research collaboration between AHAA and Neilson Research Session: Upscale Latinos 2.0: A Renewed Outlook for High End Marketers, Andrea Strauss, VP of Nickelodeon, Rui Porto, CMO Havaianas, and ended its keynotes with a discussion on The New Producers in the Hispanic Unscripted TV Space.

Effectively showing the participants how storytelling advertisement can jolt the senses. Juan Torres, Head of Multicultural Advertising and Marketing for the Chrysler Group spoke about their strategy and how it’s based on emotional connections, they stopped doing commercials and started telling stories.

“Multicultural consumers are transforming the mainstream as fast as it’s transforming them. They are holding on to their cultural values and influencing the next generation…Instead of choosing one culture over the other they are assertively choosing both… we need to understand the lens that consumer’s see brands in order to connect emotionally.”

The 2014 AHAA “Thinking Under the Influence: The Next Five Years” did exactly what it set out to do. Offering consumer insights from the top executives on the Hispanic market, defining what a Total Market Approach is and successfully set the tone for what’s to come in the next five years.

By: Natalie Folgar, Marketing Manager