June 18, 1999
McLean, VA — The Association of Hispanic Advertising Agencies (AHAA) today announced that it is launching the Professional Development Program aimed at increasing student involvement in Hispanic advertising. This major new initiative, led by Ana María Fernández Haar, will serve to advance the training and recruitment of talented students into the fastest growing sector of the advertising industry —Hispanic advertising.
In fact, just last year, the Hispanic advertising industry experienced over 20 percent growth. All evidence points to the fact that this expansion will only accelerate in coming years as corporate America further extends its reach into the Hispanic market. In order to sustain this rapid market expansion, the industry needs to cultivate energetic, talented new leaders. AHAA's member agencies represent more than $1 billion in aggregate billings or 80 percent of the entire Hispanic advertising industry.
With the launch of the Professional Development Program, AHAA members will work with universities and colleges to design targeted Hispanic advertising curriculum. Several members will be available to give lectures or to teach many different university level courses covering all aspects of the advertising business. AHAA will also sponsor student chapters of the organization, award scholarships, provide conference scholarships and offer extensive internship opportunities and mentoring programs to students throughout the country.
AHAA's web site, www.ahaa.org, will become the central address for those seeking leading Hispanic market experts to speak at conference, workshops or other events. The site will also become the central repository for Hispanic advertising jobs and internship postings.
"It is critical to our industry that we equip the next generation of leaders with the market expertise and talent that will continue to deliver Hispanic market success," said Ana María Fernández Haar, immediate past-president for AHAA and chair of the Professional Development Program. "AHAA's members are the leading experts in the Hispanic market. We have many things to teach the next generation of advertising experts and corporate executives. Colleges and universities across the country are beginning to develop Hispanic advertising curriculum. Our roster of experts will work with these institutions to further develop the programs."
In addition to Ana María Fernández Haar, the Professional Development Program is comprised of several industry veterans including: Yvonne García, president and CEO of Market Vision; Manuel Machado, managing officer of BVK/Meka; William Acker, Director of Training for Univision; Luis Miguel Messianu, chief creative officer of Del Rivero Messianu Advertising, Ltd.; Ingrid Smart, executive vice president for Mendoza-Dillon & Asociados; and Joe Zubizarreta, executive vice president of Zubi Advertising.
The Association of Hispanic Advertising Agencies (www.ahaa.org) is the national organization of firms that specialize in marketing to the nation's 31 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.
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