While AHAA Annual Conferences are known for powerful insights and best-in-class content, they also are celebrations of the enormous impact industry trailblazers have had on the Hispanic marketing landscape. During an award luncheon on Wednesday, April 20, AHAA: The Voice of Hispanic Marketing will honor agency pioneer Ernest Bromley with the Caballero Award and Ceril Shagrin, executive vice president of Audience Measurement Innovation and Analytics for Univision Communications Inc. (UCI), with the Lifetime Achievement Award.

Named after industry legend Eduardo Caballero, the Caballero Award goes to individuals with vision, dedication and entrepreneurial spirit that have helped advance the Hispanic marketing industry. The Lifetime Achievement Award goes to individuals who have dedicated their careers to serving as agents and innovators of change for the Hispanic marketing landscape.

“There is no doubt that the Hispanic marketing industry would not be where it is today, if not for the trailblazing work of Ernest Bromley and Ceril Shagrin,” said AHAA Chair Linda Lane Gonzalez, president of viva partnership, inc. “We are honored to have them stand with us during our 20th anniversary, which they helped shape.”

Former chairman and CEO of Bromley Communications, Ernest Bromley is considered one of the founding fathers of the Hispanic advertising industry. In 1981, he started one of the early U.S. Hispanic shops, Sosa & Associates, with Lionel Sosa. By 1994, the agency was Sosa, Bromley, Aguilar, Noble & Associates, and after several more partners and mergers, it morphed into Bromley Communications in 2000. He recently retired from agency business after 34 years in the business, closing Bromley, and is pursuing a Ph.D. in consumer behavior. His work is currently featured as part of the permanent exhibition American Enterprise at the Smithsonian’s National Museum of American History.

Shagrin is considered a pioneer in the field of Spanish-language television research and has consistently distinguished herself by providing the industry with quality research. She was instrumental in demonstrating Univision’s ratings parity with English-language broadcast networks when she engineered the networks migration to the Nielsen Television index (from the service’s Hispanic monitor) and has been an industry leader in developing measurement tools that provide accurate, actionable data. Prior to joining Univision in 1999, Shagrin was senior vice president for Market Development at Nielsen. During her 27-year career at Nielsen, she was instrumental in the development of new systems and data collection techniques and was the principal developer of the Nielsen Hispanic Service, which she managed for 10 years. Shagrin was instrumental in the implementation of the National People Meter Service. In addition, she pioneered the development of Nielsen’s measurement of non-traditional media such as place-based media, out-of-home viewing, and video news releases. Her application of state-of-the-art measurement technologies to Spanish-language television has helped to accelerate the growth of this industry.

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