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The Association
of Hispanic Advertising Agencies (AHAA) and HispanicAd.com Launch
New HAPE Account Planning Awards Program
Valuable Skill in Hispanic
Advertising Gains Industry Recognition
McLean, VA--(HISPANIC
PR WIRE)--July 19, 2006--The Association of Hispanic Advertising
Agencies (AHAA) and HispanicAd.com are accepting entry submissions
for the first awards competition in the Hispanic advertising industry
recognizing the important and influential account planning discipline.
The HispanicAd.com Account Planning Excelencia (HAPE) awards,
designed to identify and select the best account planning in the
industry, will be presented to winners at AHAA’s 21st semi-annual
conference to be held at the Hyatt Regency Miami in Miami, Florida,
September 19-21, 2006.
“Acknowledging
excellence in account planning will make the significance of our
discipline even stronger and more relevant,” says Alex G-Pallete,
president of the awards jury and managing partner-director of
account planning/The Vidal Partnership. “The undeniable
power and passion of account planning in our market will be demonstrated
through the brilliant, strategic work we are confident will be
entered in this competition.”
Inspiring case studies,
summarizing a business challenge and describing the skillful solution
that changed or guided the course of communications development,
will be judged on insight, creativity and effectiveness. A distinguished,
experienced and motivational panel of judges representing varied
disciplines within Hispanic advertising agencies has been selected
to evaluate the inaugural awards entries in four categories: cultural
interpretation; cultural transformation; culture specific; and,
pro bono. Also serving as a judge, lending additional credibility
to the first-time awards program, is Domenico Vitale, Kirshenbaum
bond + partners, a remarkable planner with demonstrated success
in the general market and part of the team that launched the Jay
Chiat Account Planning Awards, notes G-Pallete.
“Originally born
in the United Kingdom, the account planning discipline was brought
to the United States a little more than two decades ago by Jay
Chiat,” says G-Pallete. “Soon after the implementation
in the general market, Hispanic agencies began to incorporate
the practice as a way to stay competitive and produce even better
work. During the past several years, however, the discipline in
our market has evolved tremendously due in part to the growing
sophistication of some of the most relevant advertisers; the increasingly
demanding needs of the Hispanic consumer; and the arrival of new
talent with planning background attracted by the intriguing complexity
of our industry. The HispanicAd.com Account Planning Excelencia
Awards will showcase the amazing ability and thinking of account
planning professionals in our industry today and the growing importance
of the discipline in Hispanic agencies.”
Account planning seeks
to understand the motivation behind consumer behavior and reveals
closely held attitudes, beliefs, and feelings about brands, self,
family and lifestyle. Insight and consumer perspective combined
with innovative concepts, strategic analytical thinking, and instinctive
curiosity guide planners in developing the platform for brilliant
creative execution. The account planning profession plays a key
role in an interdisciplinary approach to serving clients and delivering
demonstrated business value.
“Account planning
is particularly important in gaining critical knowledge and comprehension
of the Latino culture and identity,” says Carl Kravetz,
chairman of the Association of Hispanic Advertising Agencies (AHAA)
and chairman/chief strategic officer of cruz/kravetz:IDEAS. “Continuing
to develop a more nuanced view of the Hispanic market and proposing
inventive methods and tools to reach consumers will truly advance
the merit of our industry and the value we deliver to our clients.
AHAA is proud to partner with HispanicAd.com to host our industry’s
first account planning competition and we look forward to sharing
the success stories at our conference and continuing to raise
the bar of strategic thinking and creativity within our industry.”
“The new awards
program is another way HispanicAd.com can demonstrate its commitment
to the Hispanic advertising community and enhance our long-standing
relationship with AHAA,” says Gene Bryan, CEO, HispanicAd.com.
“We involved experts in the development of the program to
ensure the highest integrity and we anticipate great participation
and support from the industry. Celebrating the best and the brightest
talent in our industry has become a hallmark for our organization.”
HAPE entries are being
accepted through August 4, 2006, and gold, silver and bronze winners
in each category will be announced at AHAA’s fall conference.
Awards will be presented by HispanicAd.com’s CEO, Gene Bryan.
Entry details for the new awards program are available online
at http://www.ahaa.org or download an entry form at http://www.hispanicad.com/HAPE/HAPE
2006entry.pdf.
About AHAA:
The Association of
Hispanic Advertising Agencies (AHAA) is the national organization
of firms that specialize in marketing to the nation's 41 million
Hispanic consumers, the most rapidly growing segment of the American
population. AHAA promotes the strength of the Hispanic marketing
and advertising industry to the private and public sectors.
AHAA agencies offer
a unique blend of cultural understanding, market intelligence,
proven experience and professionalism that deliver Hispanic market
success for clients. AHAA agencies help organizations gain market
share, increase revenue and grow profits by building the bridges
and delivering the messages to reach America's Hispanic consumers,
who together have an estimated buying power of $630 billion.
About HispanicAd.com
& ADnotas.com:
Since its launch in
February 1999, HispanicAd.com has been the Hispanic market’s
leading advertising and media news and information site in the
US, Latin America and the Caribbean. A division of Hispanic Media
Sales, Inc., HispanicAd.com offers daily Hispanic advertising
news and updates, weekly articles about the issues, individuals
and corporations that define the industry and a weekly newsletter
to more than 15,000 subscribers weekly.
In June 2004, ADnotas.com
was launched as the leading advertising and media news trade journal
in the Caribbean targeting the advertising, media and sales professional.
A division of Adnotas, Inc., Adnotas.com offers daily news and
updates, weekly articles, information on individuals and corporations
that define the advertising industry in Puerto Rico, and a weekly
newsletter to more than 6,500 subscribers weekly.
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CONTACT:
Elinor Kinnier
703-610-0204
ekinnier@cmgresults.com |
