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Emilio Estefan
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Industry Event Gets More Inclusive
Advertising Week is dramatically ramping up its focus on Latinos this year, due in large part to Univision's first-time sponsorship of the five-day event.
September 17, 2007
Advertising Week is dramatically ramping up its focus on Latinos this year, due in large part to Univision's first-time sponsorship of the five-day event, which kicks off Sept. 24 in New York City.
Univision, once press shy and something of a mystery to many people, has been leaping out of the shadows since former OMD Worldwide chief executive officer Joe Uva stepped in as CEO in April. The latest sign is Univision's sponsorship of the fourth annual gathering of advertising and media executives.
More than ever, Latinos are taking center stage during the industry event, said Advertising Week chairman Ron Berger, also CCO and chairman of Euro RSCG North America.
"This is a sector we're very conscious of reaching out to in terms of their involvement in the programs and in their attendance," he said. "It's part of the larger goal of the week, which is to represent the industry and to engage a diverse audience, as well as diverse agencies."
Latinos and Hispanic agencies have always had a place at the gathering. The Association of Hispanic Advertising Agencies (AHAA), for example, has been on Advertising Week's organizing committee since its inception. Moreover, Hispanic shops such as New York-based The Vidal Partnership are active on Advertising Week's board of directors.
But Univision's involvement this year has pumped up the focus on Latinos, including several events the Spanish-language media company will be hosting.
Among the sessions are "A Conversation With Emilio Estefan" on Sept. 26, during which the music producer and chairman of Estefan Enterprises will discuss how advertisers can deliver messages to resonate with Latinos, and "A Look at Hispanics Through the Political Lens," moderated by Univision news anchor María Elena Salinas, taking place Sept. 27.
Latinos figure prominently in other Advertising Week events and initiatives, including the panel "MSN and MRM Worldwide Present Hispanic 2.0" on Sept. 28 to discuss targeting American-born Hispanics.
"The dialog that can come out of this, in terms of understanding the Latino community, can only make better what we all do every day," Berger said.
Univision also will host a wrap party for GenerationNext, a mentoring and scholarship program for New York high-school students.
Advertising Futures, a partnership with the Advertising Council, this year had hundreds of kids from more than 45 New York City public high schools create a PSA about reckless driving, which will culminate in a joint national ad campaign. Advertising Week estimates that about three-fourths of these students are minorities.
"Without a pipeline of young, diverse people, no industry can continue to flourish," noted Berger.
New York City also will play host to the 23rd semiannual AHAA conference, Oct. 31 to Nov. 2, during which a majority of the roughly100 Hispanic agencies in the United States will attend. — By Kevin Downey
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