2013 ANA Multicultural Marketing & Diversity Conference presented by Clear Channel Media + Entertainment

In partnership with AHAA: The Voice of Hispanic Marketing

AHAA: The Voice of Hispanic Marketing is pleased to present the Cultural Immersion Tour, exploring Los Angeles' multicultural neighborhoods, regional Mexican specialty cuisine and dynamic entertainment, kicking off this year’s ANA Multicultural Marketing & Diversity Conference. You will take a Delta Media bus ride through L.A.'s growing Korean neighborhood and then lunch at Loteria Grill where you’ll get an opportunity to network with fellow multicultural marketers. The tour will culminate with a look at Telemundo Media's state-of-the-art, Pulse Research Center, located in Universal CityWalk, Hollywood, where attendees will experience a real-life simulation of their biometrics.

Welcoming Remarks

Hernan Lopez

President & Chief Executive Officer FOX International Channels

Featuring a special performance from Jonathan Butler

Jonathan Butler is a South African native whose expansive musical gift has earned accolades in the R&B, contemporary jazz and gospel fields. His debut single was the first by a black artist played by white radio stations in the racially segregated South Africa and earned a Sarie Award, South Africa's equivalent to the Grammy Awards. Butler’s 2012 release, Grace and Mercy, debuted as the #1 Top Contemporary Jazz Album according to Billboard Magazine. His newest release, just out October 1, is Merry Christmas To You. Thanks to Results Media & Marketing Inc.

The world famous Conga Room at L.A. LIVE invites all attendees to the official ANA After Party. Come visit their award winning architecture and venue that has featured the likes of Prince, Black Eyed Peas, Alejandro Fernandez, and the Gypsy Kings. Hosted bar and great music in a hip lounge environment. Not to be missed!  Please bring your ANA conference badge for entry.

Welcome

John Fitzgerald

Vice President, Multimedia Sales ESPN Deportes

Opening Remarks

Gilbert Dávila (Host)

Chair ANA Multicultural Marketing & Diversity Committee

MCDONALD’S LEADS WITH ETHNIC INSIGHTS

McDonald’s guiding principle of “leading with ethnic insights” is based on understanding and applying the ethnic consumer perspective at all points in the marketing process in order to drive business results. While McDonald’s still has campaigns targeted to the Hispanic, African-American, and Asian segments, its total market approach moves multicultural marketing beyond silos to a more holistic, integrated, strategic imperative adapted by the entire organization.  For the first time in the 15-year history of this conference, a client-side chief creative officer will take the stage!

Marlena Peleo-Lazar

Chief Creative Officer McDonald’s Corporation

IMAN COSMETICS HELPS WOMEN AROUND THE WORLD FIND THEIR MATCH

Launched in 1994, the IMAN brand philosophy holds that women with skin of color represent many races, cultures and ethnicities. Multiculturalism is part of the company’s DNA and its products are designed for African-American, Asian, Latina and other multicultural women with skin tones in a myriad of shades. Hear how IMAN Cosmetics has navigated the domestic and international multicultural markets, the insights used to connect with consumers and highlights of the company's recent and most-successful launch of the IMAN BB Cream.

Desiree Reid

General Manager, Senior Vice President, Brand Development Worldwide IMAN Cosmetics

AMERICAN HEART ASSOCIATION AND THE MULTICULTURAL COMMUNITY

According to the U.S. Department of Health and Human Services' Office of Minority Health, heart disease is the leading cause of death among minorities in the United States. The American Heart Association is the nation’s oldest and largest voluntary organization devoted to fighting cardiovascular diseases and stroke. Hear how they are raising awareness and educating the African-American and Hispanic communities about this silent killer through various multicultural initiatives and advertising campaigns.

Gerald E. Johnson II

Chief Diversity Officer and Senior Vice President, Engagement Marketing American Heart Association

Choose to attend Deep Dive 1A or 1B.

WELLS FARGO’S COMMITMENT TO THE ASIAN COMMUNITY

Wells Fargo’s relationship with the Asian-American community dates back to the Gold Rush era, as one of the first California companies to serve Chinese customers in their native languages and publisher of the first directory of Chinese-owned businesses on the West Coast.  This commitment continues today and can be seen in the company’s business and employment practices, as well as their investments in Asian communities across the country. Wells Fargo supports Asian and diverse small businesses by providing access to small business resources and by communicating relevant products and services through diverse media partners.  Learn how Wells Fargo has built on this unique history and how the company continues its commitment to successfully connect with Asian communities.

Della Ng

Vice President, Brand Strategy and Advertising, Enterprise Marketing Wells Fargo & Company

AFRICAN AMERICIANS AND THE INFLUENCE OF SOCIAL MEDIA

African Americans use social media platforms more and more to connect, share stories, and discuss trends.  For marketers, social media usage is an increasingly important tool to deeply engage with African Americans.  In this deep dive featuring executives from Coca-Cola, P&G and 20th Century Fox, we will explore the ways leading marketers have utilized social media to drive brand purchase and consideration.  Hosted by David Ho, a former Trendr analyst and social media consultant.

David Ho

Former Director at Trendrr and Social Media Consultant

STEVE HARVEY – LUNCHEON KEYNOTE

Steve Harvey is a comedian, author, television personality, actor, and radio talk show host. He got his start in stand-up comedy, which led to television roles including host of Showtime at the Apollo, starring in his own WB sitcom - The Steve Harvey Show, and hosting the TV game show - Family Feud. His Kings of Comedy tour (with Cedric the Entertainer, Bernie Mac, and D.L. Hughley) became the highest-grossing comedy tour to date in the U.S. and was followed-up with a co-starring role in Spike Lee's documentary film, The Original Kings of Comedy.  Steve made his big-screen acting debut in The Fighting Temptations, then won larger supporting parts in You Got Served, Johnson Family Vacation, and in the animated Racing Stripes. He became a best-selling author of relationship advice books with his debut, Act Like a Lady, Think Like a Man, and its follow-up, Straight Talk, No Chaser. The Steve Harvey Morning Show, a nationally syndicated daily talk radio show, earned him the Radio & Records magazine's national Syndicated Personality/Show of the Year award.

Steve Harvey

Media Conglomerate

MARY MARY PERFORMANCE

Siblings Erica Campbell and Tina Campbell broke through in 2000 with the pioneering crossover hit Shackles (Praise You). Their mission is to send uplifting messages through music and words that are relatable to everyone. Mary Mary has earned 3 Grammy Awards, 2 American Music Awards, an NAACP Image Award and a BET Award. The group's name is inspired by the two famous Mary's from the Bible; Mary, the mother of Jesus Christ, and Mary Magdalene. Thanks to Results Media and Marketing Inc.  

AMWAY – THE ORIGINAL SOCIAL NETWORK

Founded in 1959, Amway is a company that not only embraces diversity, it is weaved into the very fabric of the Amway business opportunity  with more than three million people worldwide forging their own path to success as distributors.  Amway's direct-selling model, meaning independent distributors sell the products to consumers, has high appeal among the multicultural segment for its quality of building professional and social relationships. Amway will share its approach to the multicultural market and will talk about new ground that has been broken in digital, social media and mobile in order to deliver a unified cross platform message.

Jori Hartwig

Chief Marketing Officer Amway North America

PEPSICO BEVERAGES' CULTURAL BRAND BUILDING

PepsiCo believes that marketers must rethink the way their brands connect, interact and respond to consumers. In this session, the company will share the successes of its cultural fluency in action when marketing to a millennial audience. The evolution of its multicultural marketing team into culture marketing ambassadors and how the firm's Culture Lab enables its marketers to stay connected and quickly evolve concepts into consumer-facing programs will be discussed.

Carlos Saavedra

Director, Culture Marketing PepsiCo Beverages America

Choose to attend Deep Dive 2A or 2B.

TOTAL MARKET BENCHMARK RESEARCH

Recently, marketers have been experimenting with how best to approach the “total market” to realize synergy and efficiency in programs aimed at the general market and diverse segments. AHAA: The Voice of Hispanic Marketing is conducting benchmark research on the total market approach and how companies are executing it, asking questions such as: are you currently executing a total market strategy in your marketing efforts? Why or why not? What does "total market" mean to you? Have your efforts been successful? This is not solely a Hispanic survey: it also includes African-American and Asian respondents. The results will be broad and inclusive and help shape the total market industry standard.

Roberto Orci

Chair, AHAA Chief Executive Officer, Acento Advertising

DISNEY PARKS: IGNITING CONSUMER INSIGHTS INTO ACTION

Disney Parks has made deeply understanding the consumer part of its DNA.  Today that includes a stronger internal capability focused on gathering consumer insights and the entire organization leveraging those insights to develop experiences and to market the various Disney vacation destinations.   These insights have informed the go-to-market approach as well as messaging for all consumer marketing, both broad plans and segment plans targeting multicultural consumers.  Disney Parks will share examples of the key insights and how they have been used to ignite marketing efforts.

Joe Rand

Director, Marketing Strategy Walt Disney Parks & Resorts

ANA Multicultural Marketing & Diversity Conference attendees have an exclusive opportunity to visit the Pepsi Culture Lab, housed in downtown Los Angeles. This facility allows PepsiCo to connect their brands to an influential community of thought leaders, emerging ideas, and trends that are then translated into consumer-facing programs. It’s a living environment created to capture moments of creativity as they happen. Space is limited and conference registrants will be provided registration details.

Instructor: Yarel Ramos

Host, Reventón mun2

Come celebrate the 13th anniversary of the ANA Multicultural Excellence Awards and join us as we recognize the year’s best multicultural advertis­ing campaigns. The awards, sponsored by the ANA Multicultural Marketing & Diversity Committee, were created to raise awareness and exposure of the outstanding work being done in the areas of African-American, Asian, Hispanic, LGBT, and Total Market advertising.

Award Category Sponsors: Nielsen (Radio), 3AF (Asian), BET Networks (African-American), Pandora (Hispanic)

Hosted by:

D.L. Hughley

Radio and Television Personality

Special Performance by FRANKIE J. sponsored by Pandora

Performance Welcome - Lizzie Widhelm

Regional Vice President of Sales Pandora

Entravision: Evolution Into an Integrated Insight-Centric Company

One of the most important resources CMOs have in today's complex business environment is data. This is why marketing executives are particularly affected by the emergence of Big Data. Join Entravision’s Eddie Melendez and Oscar E. Padilla for a discussion on Entravision's evolution as a company from broadcast TV affiliate group owner to an integrated media company supporting its audience in a multi-channel and Data-centric environment. Eddie and Oscar will also introduce Luminar, an Entravision business unit focused on applying Big Data solutions to support its clients complex marketing needs. 

Eddie Melendez

Executive Vice President, National Sales Entravision

TOTAL MARKET FROM IDEA TO EXECUTION

Many advertisers are now committed to a total market approach, including The Coca-Cola Company and Walmart. In fact, Walmart forecasts that 100 percent of the growth for the retail category over the next 5 years will be driven by multicultural consumers. An important factor in delivering such an approach is to have all key partners committed to providing a total market experience to customers. This session will feature a line-up of client-side marketers offering real world advice and examples on how to take a total market approach from idea to execution. Specific areas covered will include: the role and mix of agencies and the critical importance of media agencies; selling-in the total market concept internally as well as externally – even up to the board of directors; use of digital, social, mobile and other new tools.

Douglas Moore

Vice President, Advertising & Branding General Mills, Inc.

ASK THE WHITE GUY

Luke Visconti is the chief executive officer of DiversityInc, the leading source of information on diversity management. DiversityInc’s mission is to bring education and clarity to the business benefits of diversity. Mr. Visconti developed and directs the methodology for The DiversityInc Top 50 Companies for Diversity, the leading assessment of diversity man­agement in corporate America and globally. The data received in that competition provides information on what defines top accomplishment and the correlated behavior necessary to achieve it. In this session, high-level insight on diversity management best practices will be presented.

Luke Visconti

Chief Executive Officer DiversityInc Media LLC

Entertainment provided by Results Media and Marketing

Jaci Velasquez

American Contemporary Christian and Latin Pop Singer

DIAGEO’S MULTICULTURAL MARKETING EVOLUTION

Diageo is projecting that multicultural consumers will account for a significant amount of the value growth across core spirits categories by 2015. To reach these individuals, Diageo created a new marketing route that takes cues from multicultural insights and tactics but focuses more clearly on inclusive marketing strategies. Attendees will learn about the approach Diageo took in developing its new multicultural strategy through identifying audiences, incorporating consumer insights and restructuring its corporate culture.  In addition, you'll hear how Diageo's brands are involved in an organic outreach to multicultural communities.

Marc Strachan

Vice President, Multicultural Marketing Diageo North America

HOW HOLLYWOOD CONNECTS WITH MULTICULTURAL AUDIENCES

The six major studios who make up the Motion Picture Association of America are experts at entertaining audiences around the world, including a passionate group of multicultural consumers. In fact, according to a recent MPAA study, Hispanics are more likely than any other ethnic group to go to the movies.  In order to relate to today’s diverse movie-goers, Hollywood is developing nuanced business considerations and marketing to make mainstream films more inclusive. This panel of studio marketing executives will share recent advertising insights and experiences used to connect with their respective multicultural audiences. 

Introductory remarks by John Gibson

Special Assistant to the Chairman and CEO for Diversity Motion Picture Association of America (MPAA)

Life is Too Short to Be Monolingual

Continuing its ANA Multicultural tradition of showcasing the diverse talent that is consistently found on cable, the Cabletelevision Advertising Bureau (CAB)  presents a stand-up comedy performance by Bill Santiago.  Bill is a comedian, author, actor and commentator.  With the premiere of his first television special, “Comedy Central Presents: Bill Santiago” he won over fans nationwide with his dead-on observations about Spanglish – “twice the vocabulary, half the grammar!” and his beloved catchphrase “Porque Because!” which led to his first book, Please Pardon My Spanglish.

Welcome & Introduction: Cynthia Perkins-Roberts

Vice President Multicultural Marketing & Sales Development Cabletelevision Advertising Bureau (CAB)

Choose to attend Deep Dive 3A or 3B, followed by Deep Dive 4.

AMERICAN EXPRESS ENGAGES ITS LGBT EMPLOYEE DIVERSITY NETWORKS TO DRIVE GROWTH

In a pilot initiative created by its lesbian, gay, bisexual and transgender (LGBT) employee network to help the company connect with multicultural market segments in authentic ways, American Express leveraged a combination of established assets and new digital capabilities to engage consumers, excite merchants and drive brand relevance. Following strong performance in several areas including revenue, mobile syncs and total transaction volume, the multicultural pilot is being explored by the company's Hispanic and African-American networks. Learn how you can build the business case for multicultural outreach, generate senior leadership buy-in and ultimately tap your company's own human capital to deliver relevant and resonant multicultural campaigns.

Dante N. Mastri

Global Strategy and Capabilities, Global Merchant Services American Express Company

TOTAL MARKET CREATIVE

The idea of a “total market” creates both excitement and tension in our industry. Yes, the nation is becoming multicultural but the question remains: How will this new reality be expressed creatively? This session will discuss current trends that are laying the foundation for what the creative product will look and sound like in the total market as well as offer a fresh perspective on the dos and don’ts when creating meaningful transcultural advertising beyond language.

Nydia J. Sahagún

Senior Manager, Multicultural Brand Marketing Target Corporation

HOW TO LISTEN TO, ENGAGE AND DEVELOP CONTENT FOR MULTICULTURAL AUDIENCES ON SOCIAL MEDIA

Learn how to identify Latino, African-American, and Asian influencers online and develop culturally customized content that can attract your target audience to social platforms and retail stores.  The best place to reach both targeted and total market influencers online is when they photograph products on Instagram, check into retail stores and restaurants on Foursquare, and search for products from retail aisles on their cell phones. This presentation will outline how your company can track emerging cultural trends; and tell better stories to engage audiences on your website, social media properties, and in retail stores.

Joe Kutchera

Multicultural Digital Marketing Advisor and Author