AAF Names a Latino ‘Voice’

San Antonio agency executive Heberto Gutierrez is expanding his role with the American Advertising Federation, becoming more involved in the minority marketing issues confronting the group.
Gutierrez, currently 10th district governor of the AAF and president of Inventiva, has accepted a role as a Hispanic representative in an AAF multicultural task force that met late last week in New York.
The task force is unrelated, but hardly out of the shadow, from last week’s high-profile industry summit with the Rev. Al Sharpton on alleged discrimination by companies and agencies toward minority-targeted media outlined in a Federal Communications Commission report. (See National News.)
“My hat’s off to the AAF for getting diversity in the forefront,” said Gutierrez.
AAF officials could not be reached at press time.
The task force includes NBC vice president of sales Dick Schade, People Weekly publisher Nora McAniff, New York Times senior vice president of advertising Dan Cohen and Donna Freed, advertising vice president of the Los Angeles Times.
Gutierrez said he plans to share many of the concerns that have been raised by such organizations as the Association of Hispanic Advertising Agencies, including a lack of AAF guidelines for clients entering the Latino marketing arena.
“I think I have two concerns–a firm recognition of our creative, and secondly is the budget issue. I mean, a roll of film is a roll of film,” said Gutierrez, referring to numerous clients who enter Latino marketing expecting not only to pay lower media rates, but expect a similar price break for production services.
“I like to think we’re making progress,” said Gutierrez. “I’m going to be one voice. I’m going to be a loud one, but I certainly don’t want to be alone.”