New gig: Haubegger

By Published on .

Christy Haubegger, the founder of Latina magazine and one of the best-known personalities in the U.S. Hispanic market, turned up at Ad Age's Madison + Vine conference sporting Creative Artists Agency on her name badge. She's joined CAA to offer expertise to the agency's marketer clients who want to reach Hispanics through entertainment marketing.

"There are a number of advertisers interested in reaching English-speaking Hispanics, whose household income is $20,000 higher than Spanish-dominant Hispanics," Ms. Haubegger said. "There is no broadcast way to aggregate English-speaking Hispanics."

Leading up to CAA, she's just completed her first associate-producer role in the Fox Pictures' "Chasing Papi," a Hispanic romantic comedy to be released in April about three Latinas-a lawyer, a waitress and a diplomat's daughter-in love with the same man. She has a second Hispanic movie in development.

"A movie in English, by and about and for Hispanics, is a great opportunity for marketers like Maybelline or Chrysler," she said. In "Chasing Papi," thanks to Ms. Haubegger, Maybelline sponsors the film's Maybelline Miss Latina beauty pageant, and Chrysler Group anted up a seven-figure amount.

Ms. Haubegger, 34, was the first publisher and CEO of Latina, a 250,000- circulation monthly for U.S. Hispanic women, and is still on the board of Latina parent Latina Media Ventures. At CAA, she will work with the TV group and the motion picture group as a resource for Latin marketing.

"I want to work at that intersection of content and commerce," she said. "We've really not broken into prime time yet and in the movie slates [Hispanics] are rarer than space aliens. It's about changing the complexion of the small and large screens."

Most Popular
In this article: