2015 ANA Multicultural Marketing & Diversity Conference presented by Time Inc.

GETTING TOTAL MARKET RIGHT – NEW STUDY LINKS HISPANIC-DEDICATED EFFORTS TO GROWTH

Kick off your ANA Multicultural Marketing & Diversity Conference experience with this session covering groundbreaking research that is influencing the way brands see Total Market. It's official – companies that focus on resources to mine Hispanic growth through Spanish and bilingual strategies achieve a significant acceleration of Total Market revenue. Research confirmed this direct correlation with CPG, then retail, and now automotive and financial services. Hear the latest AHAA 2015 Hispanic Media Allocation Impact on Total Market Revenue Growth Report. Then, learn from Hispanic-dedicated, best-in-class leader, Wells Fargo, on issues including their overall Total Market process, the cultural insights that propelled their communications, how Hispanic is being embedded in the fabric of Wells Fargo's growth plans, and how they are measuring the impact of their dedicated efforts.

Isaac Mizrahi (@IsaacMizrahi2go)

President and Chief Operating Officer Alma / AHAA Board Member

AMERICA’S MULTICULTURAL MILLENNIALS – A LOOK AT SUBSEGMENTS WILL DISPEL THE MYTHS AND STEREOTYPES

As America’s millennial generation is coming of age, there are nuances of these 19- to 33-year-olds that bear noting. Millennials are the most racially diverse generation in the country’s history and have heavily influenced its definition. As a whole, millennials have been labeled as optimistic, confident, and entitled. However, a closer look at subsegments of millennials — “Multiculturals” versus non-Hispanic whites, those on the younger end of the generational spectrum versus those now in their 30’s — reveal demographic and psychographic differences that will lead to a deeper understanding of this complex, highly engaged consumer group. Move beyond the stereotypes and sound bites commonly associated with millennials to a higher level of understanding of this dynamic consumer group.

Kathryn Martinez (@Kathryn_AVALON)

President and Chief Executive Officer AVALON

Where Hip Hop Lives amplifies the conversation across platforms to deliver influence and scale within Hip Hop culture.  Join the Where Hip Hop Lives team and Hot 97’s hip-hop icon DJ Funkmaster Flex, who will be in the house spinning LIVE during the Mix and Mingle reception!

Funkmaster Flex

DJ, Producer, Businessman

Celebrate the 15th anniversary of the ANA Multicultural Excellence Awards and recognize 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.

THE NEW AMERICAN VANGUARD, LATINOS 50+

Nielsen will present its latest report on the Latino consumer,  highlighting  Latinos 50+ as the guardians of culture and at the same time, advocates for change.  Join us as we explore how the media and product consumption habits of older Hispanics are influencing Latino millennials and the American Mainstream as a whole.   

Stacie M. de Armas (@StaciedeArmas)

Vice President, Strategic Initiatives & Consumer Engagement Nielsen

Michelle Ebanks

President Essence Communications, Inc. and People en Español

Bob Liodice

President & CEO ANA

THE MULTICULTURAL EDGE: ENGAGING WITH MULTICULTURAL BEYOND TRADITIONAL SEGMENTS AND MEDIA

Multicultural consumers are the emerging consumer force in America. That is why Allstate Insurance Company believes in the imperative of multicultural marketing, and has demonstrated a consistent commitment to it for three decades. According to Allstate Marketing VP Georgina Flores, consistency is only the first step toward success. She will share Allstate’s nascent approach to the Asian-Indian segment and how a “social first” strategy has helped Allstate extend its reach and engagement with established segments like Hispanic and LGBT. She will also show how the company has organically integrated the brand in the lives of consumers by delivering a seamless brand experience that combines offline and online media with experiential programs.

Georgina Flores (@gkfchicago)

Vice President, Integrated Marketing Communications Allstate Insurance Company

WESTERN UNION REACHING MULTICULTURAL CONSUMERS WHEN AND WHERE RECEPTIVE

Laston Charriez will highlight the subject of consumer receptivity and how insights can drive ROE – return on engagement. Laston brings examples from his 20-plus years with Procter & Gamble, his stint at Sara Lee and now from Western Union. He showcases examples of innovation and receptivity gained from deep consumer insights that enable breakthrough results. Western Union examples showcase great advancement in digital marketing, including best-in-class examples with Pandora as well as co-marketing with the launch of the Rio 2 movie in April 2014.

Laston Charriez (@laston)

Senior Vice President of Americas Marketing, Product and Market Development Western Union

DENNY’S: AMERICA’S DINER AND MULTICULTURAL AMERICA’S DINER TOO

Denny's is America's diner. This is where Americans have come for over 60 years to sit back, relax, and enjoy delicious, hearty meals. Increasingly, Denny’s is now the diner for multicultural Americans, notably Hispanics and African-Americans. Hispanics, in particular, have become a core priority as Denny’s has focused growth on millennial customers. Key elements of Denny’s dedicated multicultural marketing calendar are television, social media, and original branded content. As a result of these efforts and more, multicultural consumers are now Denny's fastest-growing customer base. Meanwhile, the Denny’s family is in many ways as diverse as the general population. Minorities make up 63 percent of Denny's total workforce and 44 percent of overall management.

John Dillon (@dillonjohnw)

Chief Marketing Officer Denny’s

MARRIOTT INTERNATIONAL: HOW CULTURAL COMPETENCE HELPS YOUR BOTTOM LINE

Learn how companies have improved their financial results and guest experiences by focusing on 'The differences that make a difference.' This multimedia presentation is full of fun trivia, videos, and case studies that will show you how to engage with the next-generation consumer and build your individual businesses. Hear about easy-to-use resources that will help you reach your goals and engage with different groups including People with Disabilities, LGBT, and others!

Apoorva N. Gandhi (@ApoorvaGandhi)

Vice President, Multicultural Affairs Marriott International

WALK THE TALK: HOW WORKPLACE DIVERSITY FUELS MARKETING AUTHENTICITY

The companies that are best positioned to effectively market to multicultural audiences are the ones that have holistically integrated diverse voices into their corporate culture. By walking the walk, they can authentically talk the talk. In the debut of a first-time collaboration between three of Time Inc.’s premier properties, Essence, People en Español, and FORTUNE, we will unveil a nationwide survey of the Best Workplaces for Diversity. Representatives from FORTUNE, Essence and People en Español, will be joined by an executive from one of the leading companies on the list to discuss how an internal policy of inclusion impacts external messaging and brand perceptions.

Michelle Ebanks (@essencemag)

President Essence Communications, Inc. and People en Español

RUSSIA AND THE LGBT COMMUNITY

In June 2013, influential blogger Dan Savage called for an American boycott of Russian vodka in response to Russian President Vladimir Putin’s sponsorship of the “Anti-Propaganda Law” which at its core sanctioned violence against the LGBT community in Russia. Stoli Vodka, the largest and most (historically) well-known Russian product in the U.S., immediately became the symbol of American outrage against the Anti-Propaganda Law. Unfortunately all of this played out in the media throughout the summer of 2013. Learn how Stoli dealt with the consumer crisis and how this legendary brand is currently programming within the LBGT community.

Maria Lisanti*^

Director of Marketing East and Control Stoli Group USA

WHAT EVER HAPPENED TO THE TOTAL MARKET APPROACH?

In the fall of 2010, the total market approach was reintroduced to the $300 billion marketing and communications community and viewed with some skepticism. Would this innovative approach be accepted by the industry? slowly die on the vine? or succumb to the traditional “general market” and “multicultural” paradigm of doing things the way they’ve always been done? In the meantime, the American cultural landscape continues to transform, as was evident in 2015 with significant events such as: the millennial generation surpassing the boomer generation, the Supreme Court Ruling for Equal Protection and Marriage Equality, and the removal of the Confederate flag. The new majority has clearly moved the needle and materialized change, which has significant implications for brands due to the strength and momentum of this shift. The current and future state of business will be dependent on this new majority. In this session, hear how Verizon and REFRAME: The Brand are leading the marketing and communications industry from the inside out. This discussion will help you understand the new majority, the total market enterprise business transformation approach, and how you can apply it to your brand and organization.

Javier Farfan (@jfarfan)

Vice President, Marketing Verizon

HOW BRANDS AND ARTISTS ARE HARNESSING THE POWER OF SOUND TO CREATE POP CULTURE MOMENTS

Smart brands are putting themselves in front of pop culture to create experiences and moments that matter. iHeartMedia’s Liz Blacker sits down with DJ Obscene, CAA agent Bruno del Granado, and recording artist Sofia Reyes to discuss how brands can connect in new and original ways with the most educated and marketed-to generation in history. In an increasingly fragmented media environment, sound — from music to radio to podcasts to concerts — is cutting through the clutter. These industry leaders will share insights on their success in cultivating authentic partnerships between brands and consumers, from both sides’ perspectives. 

Liz Blacker (@lizblacker)

Executive Vice President, Hispanic Strategy and Sales iHeartMedia

KAISER PERMANENTE: THE JOURNEY OF CLOSING HEALTH DISPARITIES WITH THE TOTAL MARKET

Kaiser Permanente’s mission is to provide high-quality, affordable health care services and to improve the health of its members and the communities it serves. With that in mind, it is even more important to properly understand and deeply connect with what is relevant to all audiences. In its integrated model of providing care and coverage together, culturally competent health care has been a pillar of the company’s almost seven-decades-long emphasis on diversity and inclusion. Hear how Kaiser Permanente fully adopted the total market approach and is developing programs anchored in audience insights, core behaviors, values, and needs.

Christine Paige (@KPShare)

Senior Vice President, Marketing and Digital Services Kaiser Permanente

REINVENTING A CLASSIC FOR TODAY’S MILLENNIAL CONSUMERS

Moët Hennessy has long been the leader in the luxury spirits category, producing storied brands such as Dom Perignon Champagne, Belvedere Vodka, Cloudy Bay wines, and Glenmorangie Scotch. The classic nature of the company’s brand portfolio is underscored this year with Ardbeg Single Malt Whiskey celebrating its 200th anniversary and Hennessy its 250th year of producing Cognac. With these great legacies come great challenges, especially in terms of connecting with new, younger audiences. This presentation will address the central issue of how to drive loyalty among a younger, millennial audience partial to experimentation. On what terms do brands stake relevance for such a diverse generation of consumers as millennials? How do luxury brands, in particular, engage and excite less-traditional multicultural consumers? Senior marketers from Moët Hennessy USA will share insights, pitfalls, and experiences in addressing these issues.

Manny Gonzalez (@Mannyharlem)

Senior Director, Multicultural Programming Moët Hennessy USA

WELLS FARGO’S CROSS-CULTURAL APPROACH

Wells Fargo’s marketing reflects the increasing diversity of America and its impact on culture. It deploys a fully integrated, cross-cultural approach that is representative of all segments while incorporating cultural cues that have universal appeal. Its agency model consists of a number of diverse agencies for various segments, a digital agency and a general market agency of record, all working together to develop cross-cultural messaging with universal appeal. In this session the head of integrated marketing will discuss Wells Fargo’s cross-cultural approach and shine a spotlight on work being done in the Asian and LGBT segments.

Michael Lacorazza (@lacorazzam)

Executive Vice President, Brand and Advertising - Integrated Marketing Wells Fargo

WHY MOBILE SCREENS ARE MUCH BIGGER THAN THEY APPEAR WHEN IT COMES TO MULTICULTURAL AUDIENCES

With mobile usage increasing exponentially, advertisers are now creating campaigns with a mobile-first lens. This is evident in the video campaigns we all see on our smartphones today. Because every second counts, these creative concepts work fiercely to quickly deliver their messages in the most-relevant manner. According to a study commissioned by Facebook last year, featuring respondents from U.S. Hispanic/African-American/Asian-American backgrounds, “Multiculturals” are hyper-users of mobile devices to consume content. This study also pointed out that video ad content, when delivered in a culturally relevant and personal manner, had the highest resonance of all digital ad formats among Multiculturals. Join Facebook Head of U.S. Multicultural Christian Martinez and Gustavo Guerra, brand director at Tecate, to discuss mobile trends among multicultural audiences, creative best practices to reach these audiences, and innovative ways to connect with these consumers when and where it matters most.

Christian Martinez (@c_martinez76)

Head of U.S. Multicultural Facebook

Join the VAB for a special luncheon program featuring a comedic performance by Aida Rodriquez provided by FUSE. Aida is most recognized for being a top ten finalist on Season 8 of NBC's "Last Comic Standing." Also on Nickelodeon’s "Mom’s Night Out," "Parental Discretion" and NUVOtv’s "Stand Up and Deliver" (season 1 & 2). Aida Rodriguez’s “unapologetic, raw and in your face” style of comedy has set her apart in a world that celebrates funny over double-standards. 

Cynthia Perkins-Roberts

Vice President, Multicultural & Emerging Markets VAB

THE DIGITAL LAB

This session brings together two completely different approaches to digital in ways you may not have expected. By providing a platform on digital strategies in politics and a new understanding of passionate communities, you will leave inspired by unique glimpses of the digital world. 

WINNING DIGITAL STRATEGIES FROM THE BEST POLITICAL CAMPAIGNS

See the tip of digital spear before it becomes a marketing best practice. Join this unique panel discussion, moderated by Mark Lopez, executive vice president and general manager of Univision Digital, to learn about the fascinating techniques that top digital strategists and political consultants from Washington, D.C., are utilizing in the high-stakes political industry that is being revolutionized by the big data analytics. Learn how smart campaigns are driving innovation in the digital marketing field to maximize their limited budgets yet deliver great results and see how you can apply them to your next campaign.

Mark Lopez (@marklopez_USH)

Executive Vice President and General Manager Univision Communications

THE COCA-COLA COMPANY: REACHING MULTICUTURAL AUDIENCES VIA DIGITAL MARKETING

Multicultural consumers are digitally savvy and actively engaged in the mobile space, over-indexing on digital behaviors like tweeting and blogging, and consuming more internet video and mobile video than the general market. Their high-tech lifestyles provide ample opportunities to connect with consumers at key moments, with relevant and specific messaging that speaks to consumer needs in seamless and integrated ways. Coca-Cola will share how it created culturally relevant marketing messages, leveraging multicultural consumers' natural digital behaviors.

Kimberly Paige *^

Vice President, Sparkling Brands, Sprite & Flavors Coca-Cola North America

YOUTUBE HUMAN STORIES - DEBUNKING MYTHS ABOUT HISPANIC CONSUMERS WATCHING ONLINE VIDEO

Google partnered with Ipsos to uncover new insights about one of YouTube’s most passionate communities: U.S. Hispanics. This segment is highly engaged online and sought after by many brands. In this panel discussion, moderated by Paulita David, head of multicultural at Google, you will hear from clients that are successfully reaching Hispanics through online video by making their online content strategy more culturally relevant.

Paulita David (@paulitagooglemc)

Head of Multicultural Google