AHAA : Association of Hispanic Advertising Agencies

Founded in 1996, the Association of Hispanic Advertising Agencies (AHAA) is the national organization of Hispanic-owned and-managed firms united to promote the growth and strength of the Hispanic marketing and advertising industry to the private and public sectors. AHAA is raising awareness of the value of the Hispanic market's many opportunities while enhancing the professionalism of the industry.


Challenges:	AHAA came to AMG as a brand new Association with ambitious goals. The challenges that AHAA was facing were how to grow, strengthen and protect the Hispanic marketing and advertising industry while providing leadership and raising awareness of the value of the Hispanic market opportunities. Another challenge was how to enhance the professionalism of the industry.

Action:	By growing AHAA�s annual budget and staff, AMG allowed AHAA members to focus on organizational goals like assisting companies in aligning Hispanic consumption with the demands for products and services. AMG recommended a full time PR Director who would help position and brand AHAA in the industry. AMG collaborated with AHAA to launch a major ongoing national media campaign that hit target audiences with key messages and unique industry research.

Results:	Through its management partnership with AMG, AHAA has experienced increased exposure in trade and business publications, annual conferences continuously exceed attendance expectations and AHAA continues to increase its membership rate. AHAA agencies lead the industry with collective capitalized billings exceeding $5 billion � more than 90 percent of the entire U.S. Hispanic advertising industry. Only AHAA agencies have the blend of cultural understanding, market knowledge, proven experience and professional resources that make them uniquely qualified to communicate with Hispanic consumers. AHAA�s annual budget has grown from $97,000 to $1.2 million since 1996.


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