March 10, 2006

HispanicAd.com announced the winners of the 6th Annual Excelencia Media Planning Awards at a luncheon during The Association of Hispanic Advertising Agencies (AHAA) 20th semi-annual conference entitled AHAA Knows Latinos. HispanicAd.com presented awards for the best media plans in nine categories as well as the "Gran Plan," and the Media Executive of the Year. The annual Excelencia award winners were selected by industry leaders and peers from among media plans submitted by more than 60, a record number, of Hispanic agencies.

Winners for the 6th Annual HispanicAd.com Excelencia Media Planning Awards are:

Best Plan Under $1 Million

Agency: Tapestry
Client: Procter & Gamble
Product: Secret / Corporate Communications Manager
Media Director: Elena Marroquin
Media Planner: Marcy Greenberger
Media Buyer: Daniel Gonzalez
Client: Heather Carruthers

Best Plan Using Cable TV

Agency: La Agencia de Orci
Client: Verizon Communications
Product: Verizon Corporate Brand Awareness
Media Director: Teddy Hayes
Media Planner: Cesar Sroka
Media Buyer: Araceli Maldonado
Client: David Ramos

Best Plan Using Direct Response

Agency: Latin Force, LLC
Client: Nickelodeon
Product: Pocket Billboard's Go Diego, Go! Calling Cards
Media Director: Monica Villalobos
Media Planner: Monica Villalobos/Lisa L. Taylor
Client: Maria Laino

Best Plan Using Internet

Agency: Media 8 Digital Marketing
Client: AOL Latino
Product: AOL Latino
Media Director: John Santiago
Media Planner: Tom De Bens
Media Buyer: Tom De Bens
Client: Mark Lopez

Best Plan Using Magazines

Agency: OMD Latino
Client: McDonald's
Product: Fruit & Walnut Salad Lunch
Media Director: Ana Crandell
Media Planner: Amanda Williamson
Media Buyer: Amanda Williamson
Client: Anja Carroll

Best Plan Using Newspapers

Agency: Siboney USA
Client: Blue Cross Blue Shield of Florida
Product: Blue Cross Blue Shield of Florida
Media Director: Nancy Tellet
Media Supervisor: Paola Brescia
Media Planner/Buyer: Anna Noel
Client: Anita Stombock

Best Plan Using Out of Home

Agency: The Bravo Group
Client: Quaker City Bank Acquisition
Media Director: Isabella Sanchez
Associate Media Director: Ilia Leon
Media Supervisor: Annette Cortes
Media Planner: Fabiola Tavarez
Media Buyer: Magaly Casillas

Best Plan Using Radio

Agency: Siboney USA
Client: Blue Cross Blue Shield of Florida
Product: Blue Cross Blue Shield of Florida
Media Director: Nancy Tellet
Media Supervisor: Paola Brescia
Media Planner/Buyer: Anna Noel
Client: Anita Stombock

Best Plan Using TV

Agency: Siboney USA
Client: MilkPep
Product: Fluid Milk
Media Director: Nancy Tellet
Media Supervisor: Nancy Tellet
Media Buyer: Eric Dunefsky
Client: Victor Zaborsky

El Gran Plan

Agency: Tapestry
Client: Procter & Gamble
Product: Secret / Corporate Communications Manager
Media Director: Elena Marroquin
Media Planner: Marcy Greenberger
Media Buyer: Daniel Gonzalez
Client: Heather Carruthers

"The winners of this year's media awards programs are indicative that 'AHAA knows Latinos'," says Alex López Negrete, chairman of the Association of Hispanic Advertising Agencies (AHAA) and president and CEO of López Negrete Communications. "These professionals and the highly targeted and strategic media plans created and implemented to reach the Hispanic community are truly unique and impressive. Media planning and buying is a combination of art and science that we are proud to recognize during our semi-annual conference each spring."

Smart, relevant media planning is as important to our value proposition as anything else. It is essential that clients understand that when it comes to Hispanic marketing, you cannot disassociate the creative side of the equation from the media planning side of it, López Negrete added.

"Extraordinary creative is essential to our industry but a solid, strategic media plan to get the message out and reach the target consumer is the backbone of our business," López Negrete says. "At a time when our industry is being challenged like never before, the media component is one where the value we, as Hispanic agencies, bring to the table is undeniable. I appreciate the hard work, dedication, experience and talent each of these winners provides to the Hispanic advertising industry and the clients we serve."

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