OUR MISSION:To Promote Excellence in Hispanic Marketing




Welcome new board members

Engaging into this year’s momentum for Hispanic Marketing, HMCA welcomes three new board members Richard Velez of MASS Promotions, Juan Guillermo Tornoe of The Wizard of Ads, and Suzanne Irizarry de López of Bilingual Research Services. All three are excited and committed to making HMCA a powerful information and networking resource for professionals and scholars pursuing Hispanic marketing excellence.

Richard Velez is Director of Strategic Services for MASS Promotions, a leading Hispanic integrated marketing and strategic promotions company based in Miami. He helps develop strategies for clients to effectively touch Hispanics where they work, live, play, and shop. Richard is a graduate of Rensselaer Polytechnic Institute (RPI) in Troy, NY, where the first association of Latin American students (La Union Hispano Americana-1898) was ever founded in a U.S. university.

Juan Guillermo Tornoe is based in Austin, Texas and is Market Research Director for Wizard of Ads, Inc. Spearheading the Hispanic branch of the company, he is creator of Hispanic Trending, a Latino marketing and advertising Blog, which gives access to research, news, and commentaries on the Hispanic market. He has a degree in Pre-Med from the Universidad Francisco Marroquín and an MBA from ESEADE (Escuela Superior de Economía y Administración de Empresas), both in Guatemala.

Suzanne Irizarry de López is Director of Business Development for Bilingual Research Services (BRS), a unique supplier of dual-language (Spanish/English) telephone interviewing for consumer research and public opinion polling. BRS is based in what the U.S. Census named the most bilingual city, El Paso, Texas. A native of Puerto Rico and graduate of the University of Pennsylvania’s Annenberg School of Communications, Suzanne has been doing Hispanic market research since the early 90’s and has also worked as educator, simultaneous interpreter, social worker, and journalist.

All board members can be reached via email, by writing their first name, followed by hmca.org as follows: Richard@hmca.org, Juan@hmca.org and Suzanne@hmca.org .

Students Awarded Fall 2004 Complimentary Membership

Three students took advantage of the complimentary HMCA semester-long student membership program, which we offered to students in Felipe Korzenny’s class during the fall 2004 semester. Meet one of last year’s student members:

Carolina Milner is a Hispanic graduate student at Florida State University’s (FSU) Integrated Marketing Communication program. After completing her Bachelor of Arts degree in International Affairs with an emphasis in Marketing from FSU, Milner was accepted into the university’s unique Graduate Certificate Program at the Center for the Study of Hispanic Marketing Communication, which trains students on marketing to the US Hispanic population. “Often misunderstood, the growing Hispanic market desperately needs representatives who are aware of the cultural needs of the Hispanic community,” says Milner. In addition to her membership with HMCA, she is also an active member of the Hispanic Student Union and the Colombian Student Association.


“To become the U.S.A.’s premier volunteer driven nonprofit association dedicated to the promotion of Hispanic marketing excellence, to play a leadership role in this field, and to be recognized for it"


HMCA President Receives PRSA D. Parke Gibson Pioneer 2004 Award

The Hispanic Marketing & Communication Association, HMCA, announced today that HMCA President Elena del Valle, M.B.A., J.D. is the recipient of the 2004 D. Parke Gibson Pioneer Award of the Multicultural Communications Section of the Public Relations Society of America (PRSA).

Established in 1990 by the PRSA Multicultural Affairs Committee, the D. Parke Gibson Pioneer Award is PRSA’s highest individual award presented to a public relations professional that has contributed to the increased awareness of public relations within multicultural communities and participated in the promotion of issues that meet the special informational and educational needs of these diverse communities.

HMCA members quoted in Entrepreneur Magazine article on Hispanic Marketing Trends

HMCA board members Elena del Valle and Tony Moreno, founder or Huellas.com, were quoted in Entrepreneur Magazine’s December 2004 issue on issues relating to desirable areas for new businesses to venture into.

To read the article, visit the magazine’s website at http://www.entrepreneur.com/article/0,4621,318045-3,00.html#hispanic

Board member Suzanne Irizarry Lopez interviewed

Suzanne was interviewed in November 2004 by Juan G. Tornoe for "OnHispanics" Interviews on “Hispanic Trending,” a Latino marketing and advertising blog. To read the article visit  here.


Board member Juan Tornoe’s article on Marketing y Medios

Laura Martinez, editor of Adweek's Marketing y Medios, invited Juan to write an article for the February, 2005 issue; the publication has been selected as a finalist in the 51st annual Jesse H. Neal National Business Journalism Awards Competition in the category of best start-up publication. Check it online  here or on the print edition in the Opinion section; it’s called “Tales of a Recent Immigrant”.