Page 25 - CMC Hispanic Market Guide 2018

ABOUT CULTURE MARKETING COUNCIL: THE VOICE OF HISPANIC MARKETING

We have a 22-year legacy.

The Culture Marketing Council: The Voice of Hispanic Marketing (CMC) is the only national
trade organization representing the entire Hispanic marketing, communications and media
industry. Founded as the Association of Hispanic Advertising Agencies (AHAAJ in 1996 and
later rebranded as AHAA: The Voice of Hispanic Marketing. we have championed the Hispanic
marketin corporate boardrooms and advocated for increased investment in multicultural
marketing strategies—all while ensuring that experts with trusted Hispanic cultural expertise
were at the forefront of this discussion. Through our thought leadership initiatives and
groundbreaking research, we have helped organizations gain market share, increase revenue
and grow profits by reaching and connecting with America‘s Hispanic consumers. As such.

our association has grown to represent more than 45,000 marketing, research and media
executives who have trusted Hispanic expertise. In fact, our efforts have been chronicled in
the annals of history by being featured in the
Successful marketing campaigns need the Power of C3: Creativity. Community 8 Culture.
The new American mainstream, fueled by the dynamic state of the Hispanic consumer,

is constantly evolving, but the three keys to ensure campaigns resonate and connect
meaningfully with audiences remain the same: creativity, community 8 CULTURE. In a more
complex and fragmented market, segmentation continues to be relevant and critical. Research
has shown that culturally-driven strategies targeted to the appropriate segments create more
meaningful engagementwhich leads to increased ROI.

Culture specialists are your marketing power partners.

As the lines of multi-ethnic segments and languages continue to blur, marketers must
employ a broader definition of culture that includes language, idiosyncrasies, lifestyle and
behaviors. That's why it is our goal to elevate the quality and effectiveness of U.S. marketing
by harnessing the power of cultural expertise and impact to drive business results. Using
specialists that have the expertise to leverage cultural insights to ensure campaigns resonate,
engage and spur action among multicultural audiences is the gold standard for marketing. In
a world where specialists are celebrated in every aspect of our lives, it's time to reclaim this
value to the thousands of marketing professionals with cultural expertise.

For more information, please visit Check out our Eacebook
Er Lir1kedI.n pages and follow us on mutter at @cmchispanic—be on the lookout for our
#CMCpowerof3 hashtag!

CULTURE MARKETING COUNCIL: THE VOICE OF HISPANIC MARKETING

HEADQUARTERS

8280 Wlilow Oaks Corporate Drive, suite 600, Fairfax, VA 22031

Phone. 703 705-5531 Fax. 703 7145-5531

Emavi. rnto@culturemarI<eungcouncrlorg

1018 CMCHISPANIC MARKETGUIDE 25