• by Steve McClellan  @mp_mcclellan, February 2, 2018

Call it AHAA no longer. The Voice of Hispanic Marketing has rebranded. The new name is Culture Marketing Council: The Voice of Hispanic Marketing (CMC).

The rebranding, announced Thursday, is the latest in a series of rebrands in the group’s 22 year history. It was founded as the Association of Hispanic Advertising Agencies in 1996.

“This rebranding is a natural evolution from our founding name,” stated the organization’s chair, Isaac Mizrahi, “as we continue to elevate the quality and effectiveness of U.S. marketing by harnessing the power of cultural expertise and impact to drive business results.”

The group’s mission has changed over the years. Initially it was founded to represent Hispanic ad agencies exclusively, but now represents a broader coalition of marketing disciplines including agencies, content creators, research firms, consultants and other entities.

“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, added Mizrahi. As a brand, CMC better represents that shift.

As part of the rebranding, the organization is also developing a new website that will go live in a few weeks.