Horacio Gavilan of AHAA: Many Brands in 2017 Realized the Value of Segmentation

According to Horacio Gavilan, Executive Director of AHAA, known as the voice of Hispanic marketing, 2017 was a critical year for the organization and for all ethnic marketing experts.“Many brands came full circle and realized the true value of segmentation and the power of ethnic culture in mainstream America – one has only to look at the success of movies like Disney/Pixar’s Coco and songs like Despacito.” Since Hispanic culture and relevant storytelling in a customized, hyper-local ways are key to successful campaigns “AHAA plans to make a lot of exciting changes soon, while continuing to depend on the expertise of ethnic marketing specialists, especially in the current socio-political climate, and to provide business-building strategies based on Hispanic insights and behavioral data” Gavilan said.He announced that the organization will “expand its education platform and take the Annual AHAA Conference to Los Angeles between June 4-6, in addition to unveiling new digital research and continuing to provide our industry with compelling content through our webinars.”