My AHAA Hispanic Marketing Moment

By Lee Vann, CapturaGroup co-chair

This week I was honored to be named to the board of AHAA, the Association of Hispanic Advertising Agencies. Having co-founded a Hispanic Advertising Agency over 15 years ago, the opportunity to serve on AHAA’s board is a huge aha moment in my Hispanic marketing career.

This opportunity enables me to give back to a market and industry that has given me and our agency so much. Founded 20 years ago, AHAA has an impressive 45,000 members and strives to “bring Hispanic inspiration and innovation to every marketer in the U.S.” I am inspired by this mission and look forward to advancing it with my fellow AHAA board members across several key areas.

Evangelize the Hispanic Market

The Hispanic market has come a long way, but we still have work to do. Fortunately, the majority of conversations with marketers have shifted from “you should be marketing to Hispanics” to “how to best market to Hispanics” – but there are still plenty of marketers out there who need convincing. Across industries, the data is clear: For brands to grow, they must win with Hispanics, and I look forward to continuing to tell this story with AHAA to anyone who will listen.

Advance Hispanic Marketing Best Practices

Now that most marketers are focused on how to market to Hispanics, the hard work has actually begun. Over the years we have seen different Hispanic marketing models, from a siloed approach where Hispanic marketing was independent from general market advertising, to Total Market where all marketing, regardless of target, is integrated into one cohesive initiative. Needless to say, there are many ways to execute successful Hispanic marketing programs, but successful programs have the following things in common:

• Executive buy-in and long-term commitment
• A clear identification of the opportunity, commensurate investment levels and corresponding KPI’s
• An intimate understanding of the consumer(s), grounded in sound insights
• Creative that connects with the consumer across the right channels
• A methodology and commitment to continuously measure KPI’s and ROI

Over the years Hispanic marketers have increasingly been given a seat at the corporate marketing table. Now it’s time to use those seats to educate clients on how to do Hispanic marketing right and to show how Hispanic marketing can drive real growth and ROI.

Inspire and Educate the Future Generation of Hispanic Marketers

Great Hispanic marketing requires great Hispanic marketing professionals, period. Smart companies and agencies will make hiring and training executives and marketing professionals who understand Hispanic marketing a priority. We need to move to a place where the next generation wants to learn Hispanic marketing, a place where Hispanic marketing knowledge is a desired skillset that is compensated appropriately. As an industry, we need to ensure that the next generation understands the professional opportunity represented by Hispanic marketing, is inspired by Hispanic marketing, and has the tools and resources to become successful Hispanic marketing professionals. AHAA is an ideal platform for this and I look forward to helping inspire and educate the future generation of Hispanic marketers.

As I begin my journey as an AHAA board member, I look forward to working with our clients, employees, partners, and other AHAA members to create many more aha moment

Who Is He?

Combining his passion for the Internet and the Hispanic market, Lee Vann co-founded Hispanic Digital Agency, Captura Group in 2001 with a vision for helping brands and organizations connect with Hispanics through digital channels. Lee Vann is a recognized leader in the area of Hispanic digital strategy, bringing forth Hispanic + Digital innovation to Captura Group’s clients. Lee has led the agency on the cutting edge of Hispanic digital strategy for over 15 years and is responsible for the Strategy and Insights teams at Captura Group, working external stakeholders to develop holistic digital strategies that accomplish business objectives and deliver consumer value.

Lee has played a critical role in creating and shaping the Hispanic online marketing industry. He is a contributor to Media Post’s Engage Hispanics blog, wrote the chapter on Hispanic digital marketing in M. Isabel Valdés newest book, Win! The Hispanic Market and is a sought-after speaker at Hispanic and digital marketing conferences. He was named a Hispanic Interactive Advertising Pioneer by the Interactive Advertising Bureau.

Prior to founding Captura Group, Lee launched and served as VP of L90 Latino, the Hispanic division of the publicly traded Internet advertising company L90. Earlier in his career, Lee was Country Manager for Quidel Corporation, a US-based medical diagnostics company, in Madrid, Spain.

Lee holds a B.A. in Economics from the University of California Berkeley and a M.B.A. from the University of Southern California with a concentration E-Commerce. Born in Mexico City, Mexico, Lee is bilingual and bicultural

Your Editor Applauds AHAA and Lee Vann: Yes, Participation. Here, There, EveryWhere