2014 ANA Multicultural Marketing & Diversity Conference presented by iHeartMedia

REFINING HISPANIC ROI IN A TOTAL MARKET APPROACH – NEW RESEARCH!

Accurate ROI measurement is absolutely crucial to validate the impact of a total market approach. AHAA, the voice of Hispanic marketing, will debut new research that defines how leading CPG clients and retailers currently approach marketing ROI. The research examines (a) Spanish-language media and Hispanic stores and (b) Hispanic English television viewers and non-Hispanic stores. The work leads to insights on how ROI models should evolve and how currencies of television audience measurement and retail sales should change to make new models for a total market approach. While the focus is Hispanic, the knowledge gained from this ROI study will pave the way for revamping all multicultural total market measurements.

Jeff Doud

Director, Marketplace Analytics Kellogg Company

Welcome

Tom Maney

Executive Vice President of Advertising Sales Fox Hispanic Media

Welcome

John Fitzgerald

VP, Multimedia Ad Sales ESPN Deportes

Opening Remarks

Bob Liodice

President & CEO ANA

BUILDING BRANDS AND DRIVING SALES IN TODAY’S MULTICULTURAL WORLD

Dunkin' Brands’ President, Global Marketing and Innovation John Costello, will discuss how the company keeps a 60-year-old icon relevant to a constantly changing America. Through this presentation, you will learn how Dunkin' Brands uses social, mobile, and digital marketing to differentiate the brand and define the consumer experience for a multicultural audience.

John Costello

President, Global Marketing and Innovation Dunkin` Brands, Inc.

THE COCA-COLA COMPANYS’ MULTICULTURAL MARKETING JOURNEY

The Coca-Cola Company's goal is to be "best in class" in multicultural marketing. Its commitment comes from the top, and Coca-Cola North America's president of sparkling brands and strategic marketing will discuss the company's journey. Specific highlights will include:

• How a total market strategy is executed across brands;
• How the concept of leading with multicultural consumers is brought to life;
• Unique ways that targeted marketing is utilized to connect with multicultural segments;
• Work to support big events, including the World Cup and Super Bowl; and
• The use of digital, social, and mobile platforms to deliver content and bond with multicultural consumers.

Wendy Clark

President, Sparkling Brands and Strategic Marketing Coca-Cola North America

ZUMBA FITNESS - GLOBAL LIFESTYLE PHENOMENON

Zumba is a global lifestyle brand and phenomenon that fuses fitness, entertainment, and culture into an exhilarating dance-party workout. Zumba classes blend upbeat world rhythms with easy-to-follow choreography, incorporating hip-hop, soca, samba, salsa, merengue, mambo, and martial arts. Founded in 2001, the company is now the largest branded dance-fitness company in the world - reporting more than 15 million weekly class participants, in some 200,000 locations across 180-plus countries. Zumba Fitness has extended its brand beyond the gym and sells multiple products including DVD sets, music collections, multi-seasonal apparel and footwear, video games, live Fitness-Concert™ events and a lifestyle magazine. We are honored to have the CEO and co-founder at Zumba Fitness join the conference to share this incredible story.

Alberto Perlman

Chief Executive Officer and Co-Founder Zumba Fitness

CELEBRATING DIVERSITY

Cox Communications has continuously improved the inclusiveness of its workplaces while celebrating diversity. This year its efforts resulted in the firm ascending four spots on the DiversityInc Top 50 Companies for Diversity® list. Cox has a strong National Diversity Council led by President Pat Esser. The company has redesigned its college relations program for interns and co-ops and has a diverse group of students working in core business groups. In 2013 millennial employees were added to the Council, bringing a new perspective on diversity in the workplace. Cox also trains all recruiters in its enhanced diversity recruitment strategy, which includes cultural competence education, social media, building relationships with multicultural nonprofits, and presenting diverse pools of candidates. In this session, discover why Cox Communications is truly one of the best places to work in the entertainment and telecommunications industries.

Lissiah Hundley

Executive Director, Diversity and Inclusion Cox Communications, Inc.

Millennials: Multi-Platform + Multi-Cultural

As a leading global media and entertainment company with the largest reach of any radio or television outlet in America, iHeartMedia delivers unmatched content to a quarter of a billion consumers each month across multiple platforms and demographics. Liz Blacker (EVP, Hispanic Strategy & Sales, iHeartMedia) will lead a conversation with iHeartRadio's on-air talent from the nationally syndicated Breakfast Club and MEGA 94.9’s Joe Ferrero where they will discuss how the cross-over of language, culture and geography in the millennial marketplace contributes to an increased demand for instant access across a variety of platforms. Learn how iHeartMedia harnesses the power of radio and its personalities to not only connect with the constantly evolving millennial audience, but also leverage its multi-platform touchpoints to connect brands with their target consumers.

Moderator: Liz Blacker

EVP of Hispanic Strategy & Sales iHeartMedia

RACE AND ETHNICITY IN ADVERTISING

The Advertising Educational Foundation (AEF) has undertaken a groundbreaking project that explores the history of diverse populations and consumers in the United States. With Race & Ethnicity in Advertising — America: 1890-Today, AEF is working hand-in-hand with scholars and industry leaders to develop the definitive online exhibition about how American experiences of race and ethnicity have shaped and been shaped by the evolution of advertising over the course of the 20th century. 

Fath Davis Ruffins

Curator and Historian - The Smithsonian Institution AEF Project Director

THE MULTICULTURAL MUSIC MILLENNIAL

Music tastes are just as diverse and intertwined as today's multicultural consumer. These fans, particularly those in the millennial segment, are often discovering new music first and driving the trends we see in pop culture today. Sony Music will reveal the role music plays in the lives of the multicultural consumer and how to communicate with this consumer through the currency of music, based upon its annual study of 30,000 music fans.

Elliot Lum

Vice President, Strategic Marketing Columbia Records, division of Sony Music

The Digital Imperative

A series of short, powerful presentations on important digital media issues.

A. Multicultural Communities on Twitter
Hispanics and African-Americans are digitally savvy, mobile-first, and socially connected consumers who over-index on their use of Twitter. These groups leverage Twitter as a platform to build community around shared experiences and common passion points, create cultural momentum, and affect change. This session will spotlight this behavior through trends and conversations that show how Hispanics, who identify both as Latino and as American, can replicate a digital bicultural identity on Twitter and how African-Americans use Twitter for social activism.

Nuria Santamaría

Head of Multicultural Strategy Twitter

B. Gaming for Multicultural Consumers
A team of game developers, in the University of Miami, School of Communication's new interactive media program, has developed a game to raise awareness of sickle cell disease. The "Zoo Rush" game can be played on the web or by download to any Android or iOS device and is targeted to African-American and Hispanic consumers. This session will discuss the game and what the developers learned about creating interactive experiences for multicultural audiences.

Clay Ewing

Assistant Professor, Department of Cinema and Interactive Media University of Miami, School of Communication

C. Reducing Fraud of Digital Campaigns
A large portion of digital advertising budgets are wasted on non-human traffic, i.e., "bot fraud" via sites with phony traffic that collect payments from advertisers as a result of fraudulent impressions and/or clicks. Bot fraud affects display, video, mobile, and even social across general market and multicultural campaigns. ANA recently partnered with White Ops on an initiative to determine the level of bot fraud occurring across the digital advertising of leading national advertisers and to provide actionable data which advertisers can use to assess and reduce/eliminate bot fraud in their future campaigns. A number of multicultural campaigns were part of this test and high-level results will be shared.

Michael Tiffany

Co-Founder and Chief Executive Officer White Ops

Choose to attend deep dive session 1A or 1B.

Deep Dive 1A: AARP ENGAGES AFRICAN-AMERICAN BOOMERS IN SOCIAL MEDIA

The three million African-American members of AARP comprise one of the largest African-American constituencies in any U.S. organization. As more individuals age 50 and older began to join networks like Facebook and Twitter, AARP saw an opportunity to engage consumers in relevant conversations on a platform that encourages dialogue and user participation. This session will provide insights as to how AARP has diligently engaged African-American boomers and share how social media has affected AARP brand performance metrics and continues to solidify a sustainable, direct relationship with customers.

Edna Kane-Williams

Vice President, Multicultural Markets & Engagement AARP

Deep Dive 1B: AUTHENTICITY AND INNOVATION – AT&T’S CONNECTION TO ASIAN CONSUMERS

AT&T was one of the first Fortune 500 companies to target Asian Americans in advertising campaigns more than 25 years ago and continues to be one of the major advertisers in the Asian market today. The company has been successful because it believes that understanding consumer insights in every campaign is critical. From their unique, web-series "Away We Happened" and its successive campaigns that spoke directly to tech-savvy millennials to more traditional, in-language campaigns, AT&T has continued to innovate and evolve the way they speak with consumers. Hear how authenticity has helped drive AT&T's legacy when it comes to reaching the Asian audience.

Laura Hernandez

Executive Director, Multicultural Marketing AT&T

Welcome

Mike Reid

Executive Director, Multicultural Sales Pandora

Celebrate the 14th anniversary of the ANA Multicultural Excellence Awards recognizing the year’s best multicultural advertis­ing campaigns. The awards, sponsored by the ANA Multicultural Marketing & Diversity Committee, raise awareness and exposure of the outstanding work being done in the areas of African-American, Asian, Hispanic, LGBT, people with disabilities, and total market advertising.

TOTAL TOYOTA – TOYOTA’S TOTAL MARKET MODEL

Walk into any automotive dealership in the United States today, and you will notice the vast diversity of customers shopping for vehicles. In this changing marketplace, the multicultural customer is the new mainstream. Over the past 20 years, Toyota has emerged as the number-one brand among Hispanic, African-American, and Asian-American markets. To ensure they continue to address the needs of the new marketplace, Toyota has announced that it will adopt a more-cohesive marketing approach by placing previously separate agencies into a total market model called Total Toyota, or T2, which became operational on April 1, 2014. Saatchi & Saatchi leads the new model, joined by Burrell Communications (African-American), Conill Advertising (Hispanic), Intertrend Communications (Asian-American), and Zenith (media buying). While the agencies remain separate and distinct business units, they will collaborate under the T2 umbrella. To complement the agency approach, Toyota's in-house multicultural marketing team will now be integrated across all product marketing teams. This session will detail the strategy behind Toyota's total market approach as well as the initial work and key learnings to date.

Edward Laukes

Vice President, Marketing - Performance & Guest Experience Toyota Motor Sales, U.S.A., Inc.

THE NEXT CHAPTER IN WALMART'S MULTICULTURAL JOURNEY

In this session, Javier Delgado-Granados will walk us through the latest chapter of Walmart’s journey since initially announcing a game-changing approach in reaching multicultural consumers at this very conference in 2011. Javier will show us how Walmart continues to drive its business through various platforms while simultaneously evolving the Walmart brand in a powerfully relevant manner in the eyes and hearts of multicultural customers. To help tell this story, he will engage the principals of Walmart’s three multicultural agencies of record to showcase how they are working together with Walmart in its quest to become a world-class multicultural marketer and the impact it has had on Walmart’s business with these consumers.

Don Coleman

Chairman and Chief Executive Officer GlobalHue

NBA INSPIRES AND CONNECTS WITH THE TOTAL MARKET

We've all heard the term "total market," and every major organization is trying to develop new and exciting ways to reach this segment. Total market has become the hottest buzzword in marketing; it has also become one of the most misunderstood in our industry. Advocates position it as a natural evolution of demographic changes in America, where brands no longer focus on Hispanics or any specific culture as a unique target but rather integrate everything into a single platform. The NBA has made understanding and evolving with this dynamic consumer segment a priority. This session will explain how strategies are being created, and resources allocated, to identify, inspire, connect, and strengthen the NBA's connection with its fans.

Saskia Sorrosa

Vice President, Innovation and Growth Platforms National Basketball Association

TOTAL MARKET – PRINCIPLES & CASE STUDIES

Over the past year, a task force led by AHAA and ANA has been working to provide guidance to the industry on the development and execution of a total market approach in marketing communications. For starters, a definition has been developed that puts a stake in the ground:

A marketing approach followed by corporations, with their trusted internal and external partners, which proactively integrates diverse segment considerations. This is done from inception through the entire strategic process and execution with the goal of enhancing value and growth effectiveness.

The guidance outlines what total market is and is not. For example, total market must be supported and shepherded at the highest level of the organization and is characterized by a collaborative dynamic, from the outset, between the marketer and agency partners. Meanwhile, total market is not a one-size-fits-all cost-reduction plan and is not a translation or adaptation of a general market campaign without diverse consumer insights from the beginning of the process. In this session, a team that helped lead this work will share the details of the project and case studies of total market approaches.

David Cardona

Director, Shopper Marketing, Category Advisory & Multicultural Capabilities The Clorox Company

Featuring comedian, Erik Rivera courtesy of NuvoTV.  Since bursting onto the NYC comedy scene, Erik Rivera’s name has  become synonymous with comedy. His boy next door good looks and unique perspective make him one of today¹s fastest rising young comedians. With quick wit, commanding stage presence, charisma and an infectious smile, Rivera has become a favorite act at comedy clubs, events and colleges throughout the country.

Erik Rivera

Comedian

Choose to attend deep dive session 2A or 2B.

Deep Dive 2A: LGBT

There will be two mini-sessions during the LGBT deep dive.

1. Honey Maid: Wholesome Products in a Modern World
Recognizing that change is constant, from the way a family looks today to how a family interacts to the way it is portrayed in media, is top of mind at Honey Maid. Honey Maid continues to evolve and expand to provide delicious, wholesome products so it can be a part of everyday moments of connection in a world with changing, evolving family dynamics. Honey Maid's latest ads are an example of a mainstream marketer attempting to infuse more diversity into its advertising. In this session, discover how a nearly 90-year-old graham cracker brand is defining wholesome with a campaign that features real-life, modern-day relationships.

Gary Osifchin

Senior Marketing Director, U.S. Mondelez International, Inc.

2. MasterCard Acceptance
The MasterCard brand has been built around the central belief that everyone, everywhere deserves to live a richer life and to be accepted for who they are. MasterCard wanted to start a more-emotional dialogue with consumers around the idea of acceptance, bringing the brand belief to life in a new way. JR Badian will discuss the successful #AcceptanceMatters campaign that reached across social channels and extended the efforts with digital partnerships and live activations. The campaign championed MasterCard's belief that all people deserve to be accepted for who they are and was covered by The Wall Street Journal, The New York Times, and other major publications.

Stephanie Scotto de Restrepo

MasterCard Worldwide

Deep Dive 2B: PEOPLE WITH DISABILITIES

For the first time, people with disabilities will be profiled at this conference. There will be two mini sessions.

Opening Comments - Mark Steele

Director eSSENTIAL Accessibility, Inc.

1. Creating Brand Ambassadors and Lifetime Customers
Consumers touched by disability are increasingly directing their loyalty and spending toward companies that demonstrate the inclusion of people with disabilities, as both employees and customers. People with disabilities and their friends and families react strongly and emotionally to direct as well as subtle cues that connect brands to this demographic. They change their buying behavior and "preach" their loyalty passionately. These folks become brand ambassadors and lifetime customers. Find out how weaving a people with disabilities message into brand experiences engages at a basic, powerful, emotional level to adapt to the changing demands of this consumer segment. Deb Dagit, former Merck chief diversity officer for almost 12 years, played a key role in the passage of the Americans with Disabilities Act.

Deb Dagit

Former Vice President and Chief Diversity Officer Merck & Co.

2. Marriott International: Providing a World of Opportunity for Everyone
Marriott International has a long history of fostering a culture of diversity and inclusion. Marriott is committed to creating a sustainable future, which means creating more jobs and stronger communities, and a greater 'world of opportunity' for everyone. For example, their partnership with organizations such as the Marriott Foundation for People with Disabilities provides the opportunity to be a catalyst to address the rising youth unemployment and help provide skills to prepare young people with disabilities for the workplace. Similarly, their partnership with the U.S. Business Leadership Network allows business owners with disabilities to supply goods and services to Marriott and leverage the company's supply chain benefits. Marriott International's culture of inclusion welcomes all and embraces differences making Marriott a great place to work, stay, and conduct business.

Apoorva N. Gandhi

Vice President, Multicultural Affairs Marriott International, Inc.

Deep Dive 3: UNDERSTANDING UNCONSCIOUS BIAS

Everyone has unconscious biases that impact how they see the world. These biases can be outside of our conscious awareness and show up in the workplace in ways that determine who we hire, who we promote and mentor (and who we don't), how we structure our teams, and more. However, talent management is not the only arena affected by unconscious bias. Marketers are not immune. Bias shows up in how we think about our target audiences, how we approach innovation, how we write strategies, and how we develop creative and communications. This session will expose how biases based on age, race, gender, ethnicity, and sexual orientation impact all kinds of business decisions. Recognizing our biases and learning how to mitigate their impact is the first step needed to course correct and create businesses able to thrive in a dynamically changing America.

Dr. Shirley Davis, Ph.D

SPHR Representing Cook Ross and in partnership with FCB (Foote Cone Belding)