This year two categories are being added. "Beyond Hispanic" is open to work in any medium by Hispanic ad agencies that goes beyond the Latino market and targets other multicultural segments, or general market, or even an international audience. The other category is for work that targets bicultural and bilingual or English-speaking Hispanics.
The two categories were created to reflect the growing number of assignments Hispanic agencies are winning that go beyond Spanish-language media. An Anheuser-Busch spot by LatinWorks, Austin, Texas, for instance, featuring comedian Carlos Mencia, made its debut on the Super Bowl last month. In the spot, Mr. Mencia teaches a class of immigrants how to ask for Bud Light with an American accent. Another spot with Mr. Mencia is due to break soon.
In another example, La Comunidad, Miami, handles the whole account, not just Hispanic, for Remy Martin cognac.
TV, radio magazine, newspaper, out-of-home, and interactive ads and websites targeting U.S. Hispanic consumers that broke between May 1, 2006 and April 30, 2007 are eligible. There are also categories for nontraditional media, multimedia/integrated campaigns and direct marketing.
Ad Age conducts the awards in cooperation with the Association of Hispanic Advertising Agencies, but agencies do not have to be AHAA members to enter.
Winners will be announced in September in a special report published in Ad Age and on AdAge.com and at a gala awards show in New York at the close of AHAA's semiannual conference.
Last year's awards were presented at a gala show for 500 people organized for Ad Age and AHAA by Del Rivero Messianu DDB, Coral Gables, Fla., at Miami's Guzman Theater for the Performing Arts.
Further information and entry forms can be downloaded from adage.com/events. The deadline for entries is May 16.