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AHAA Kicks Off Semiannual Conference, Unveils New Latino Identity
September 20, 2006
By Mariana Lemann
The Association of Hispanic Advertising Agencies (AHAA) on Tuesday kicked off its 21st semiannual conference in Miami, unveiling the findings of AHAA’s Latino Identity Project, a year-long project assessing more than 40 years of academic research identifying the unique character of U.S. Hispanics. “Neither language nor acculturation [levels] define the Latino identity,” said AHAA chairman Carl Kravetz.
Speaking at an audience of agency creative, account planners, and brand marketers, Kravetz also announced that Simmons Research has agreed to launch a test to follow the conclusion of AHAA’s findings. The association is also in similar discussions with Synovate and Iconoculture, and seeking feedback from corporate marketers.
“We want to ensure that the creation of this new model wasn’t an academic exercise,” Kravetz added. The Latino Identity Project was commissioned by AHAA with research provided by the Florida State University Department of Communication, with cooperation from Arlene Davila, an NYU researcher and Stanford University professor Amado Padilla.
AHAA’s conference, which this year brings a stronger focus on account planning, registered a record number of attendees, according to organizers.
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