Multicultural Marketing & Diversity

2015 ANA MULTICULTURAL EXCELLENCE AWARD WINNERS

The ANA Multicultural Excellence Awards celebrate the best multicultural advertising campaigns. The awards, sponsored by the ANA Multicultural Marketing and 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. In this meeting, we will hear from some of the 2015 Grand Prize winners!

NETWORKING BREAKFAST (9:00-9:30AM)
INTRODUCTIONS (9:30-9:45AM)


I. UNION BANK: BLACK HISTORY MONTH STRATEGY AND INSIGHTS (9:45-10:45AM)
Many of today's African American (AA) youth have a hard time appreciating the impact, influence and importance of all that is celebrated during Black History Month (BHM). The relevance of historical events to AA life today appear to be missing, and a large portion of the AA community feels overlooked, underserved and frustrated that they don't get the same opportunities to shine. Thus, Union Bank connected three rising African American entrepreneurs in fashion, engineering and technology, with three groundbreaking pioneers in their same industry. In this session Lynn Diep, Vice President, Senior Marketing Manager and Cary Rubinstein, Managing Director – MUFG Union Bank, N.A. will share the powerful campaign – which won the Grand Prize for the African American category - that connected the past to the future, and showed today's youth how the trailblazers before them played critical roles in creating opportunities for them to make history of their own.

Speakers:
Lynn Diep, Vice President, Senior Marketing Manager – MUFG Union Bank, N.A.
Cary Rubinstein, Managing Director, Head of Enterprise and Digital Marketing – MUFG Union Bank, N.A.


II. TOYOTA: TOTAL MARKET INFLUENCER ACTIVATION (11:00AM-12:00PM)
For eleven consecutive years, Toyota has been ranked number-one in sales among Hispanic consumers. To maintain this top position, they came up with a strategy utilizing the reach of Latino Influencers in the General Market via non-traditional Events. In this session, Monica Peterson, Director of Social Media – Toyota, will explain how they connected with Hispanics in a genuine and fresh way, a tactic that contributed to them winning the Grand Prize in the Hispanic, Digital Media and Significant Results categories.

Speakers:
Monica Peterson, Director of Social Media – Toyota
Andy Nelson, Vice President, Director of Social Media / Content Production – Conill


LUNCH (12:00-1:00PM)


III. ALLSTATE: CONNECTING WITH THE ASIAN AUDIENCE (1:00-2:00PM)
Allstate had a simple, but significant challenge: connect with consumers in a culturally relevant way in order to introduce Asian Indians to Allstate, build affinity for the brand, and drive consideration. Despite having lived in America for over ten years, they don't identify as a "typical American" but rather, have established dual identities, largely shaped by their immigration journey. To bring the campaign to life, Allstate knew they needed an emotional, anthemic spot that demonstrated their understanding of their unique situation to build affinity. Jenny Sweis-Banyamin, Marketing Manager, Multicultural Programs – Allstate, will explain what they learned from focus groups that was critical in building their successful campaign that led to winning the Grand Prize for the Asian category.

Speaker:
Jenny Sweis-Banyamin, Marketing Manager, Multicultural Programs – Allstate


IV. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
In this session, Multicultural Marketing and Diversity Committee members will be asked to participate in an open discussion on a variety of topics affecting multicultural marketers. This is a great opportunity to learn from your peers at other companies.

Facilitator:
Gilbert Dávila, Chair of the ANA Multicultural Marketing and Diversity Committee