December 24, 1998
McLean, Va. The Association of Hispanic Advertising Agencies (www.ahaa.org) and Advertising Age announced the first annual Hispanic Creative Advertising Awards Competition. The move highlights the strength of the Hispanic market and the dynamism of the advertising firms that specialize in reaching this fastest-growing segment of US consumers.
The awards will honor the best Hispanic-targeted advertising across television, magazine, newspaper, radio, interactive and out-of-home mediums and for best overall campaigns. The call-for-entries will begin in January 1999 and winners will be announced at a gala event during AHAA's annual August conference in Chicago. Both Spanish-language and English-language creative work will be assessed. All work submitted will be reviewed by a panel of judges consisting of agency creatives, marketing executive and members of the Ad Age editorial team.
"AHAA is extremely enthusiastic about this awards program because it recognizes the growing importance of Hispanic advertising," said Ana María Fernández Haar, president of AHAA. "Businesses that have launched campaigns for the Hispanic market are realizing the enormous bottom-line potential that AHAA agencies can uniquely deliver. These awards will put the spotlight on how AHAA agencies are employing the most creative strategies in order to build bridges between corporate America and Hispanic Ame-rica."
Ed Erhardt, vice president and publisher of The Ad Age Group, says "As part of Ad Age's commitment to provide the most authoritative coverage of the multicultural marketing, we believe that a first-rate, organized competition for the fast-growing Hispanic advertising market is appropriate and well-timed. The combination of Ad Age's credibility and AHAA's relationships with the advertiser and agency communities will provide a strong opportunity for the Hispanic Creative Advertising Awards Competition to become the highest honor in the landscape of multicultural marketing."
Today in America, there are 30 million Hispanic consumers with a buying power equivalent in size to the 11th largest economy in the world. This population is rapidly growing and will soon comprise almost a quarter of the U.S. population.