“AHAA 20/20: The Future in Focus,” the title of this year’s conference, was a wink at the organization completing its second decade. While the conference over the past couple of years has been obsessed (somewhat neurotically!) over the advent of Total Market – What is it? Why is it? Is it good, bad or ugly? Will we survive it? — the message this year was much more Zen: there’s total and there’s targeted, and Hispanic agencies have an important role in both. Keynote speaker Wendy Clark, president of DDB North America and former CMO of Coke, stressed that the crux of success in both approaches is collaboration. She then quoted Lin-Manuel Miranda: “The fun for me in collaboration is that working with other people just makes you smarter.”

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