AHAA: The Voice of Hispanic Marketing is leading the charge to gather prestigious marketing minds for its annual conference, to be held at the Eden Roc Renaissance Hotel in Miami Beach on April 28-30 under the title Under the Influence: The Next Five Years.As part of its thought-leadership mission, the results of two important projects will take center stage: Total Market Strategy, in which AHAA plus a wide coalition of clients and marketing associations have carried out a crucial study of different tactics for approaching the Total Market. This session will feature market-leading clients and agencies including Kimberly Clark, Clorox and Wells Fargo.At the same time, the project Upscale Latino 2.0 will provide exhaustive research and new discoveries in the upscale Latino demographic co-authored by AHAA and Nielsen. Both projects will explore attitudinal values that affect purchasing behavior, as well as how brands and categories become big winners.For the creative part of the conference, AHAA has associated with the Creative Circle and the Ibero-American Advertising Festival, or FIAP, to offer truly high-caliber content, including a creative session directed by Nico Pimentel, the out-of-the-box cofounder and director of innovation at +Castro in Buenos Aires.
