Multicultural Marketing & Diversity

NETWORKING BREAKFAST (9:00-9:45AM)
WELCOME AND INTRODUCTIONS (9:45-10:00AM)

I. ANHEUSER-BUSCH'S BRAND ESTRELLA JALISCO'S "SHARE FOR GOOD" CAMPAIGN (10:00-11:00AM)
In this session, Yonathan Bendesky, will share insights behind the 2019 ANA Multicultural Excellence Awards Hispanic Grand Prize Category winner, Anheuser-Busch brand Estrella Jalisco. As a relative newcomer to the American beer market, Estrella Jalisco aimed to drive awareness while having a real, positive impact. Noticing that the autocomplete function when typing "Mexicans are..." revealed negative results, the brand embarked on a mission to change that. By creating original content and sharing it in bespoke pages and closed Facebook groups, they successfully hijacked Facebook's search algorithm to redefine what "Mexicans Are..." turning negative comments into beautiful art that truly represents Mexican Americans.

Speaker:
Yonathan Bendesky, Sr. Director Mexican Imports – AB InBev/Anheuser-Busch

II. MICROSOFT CHANGING THE GAME (11:00-12:00PM)
For years, the company has been championing accessibility and inclusion in tech. From inspiring young girls to stay in STEM, to developing technology to aid those with dyslexia, visual and audio impairment. However, the video game industry has long ignored players with disabilities. With the launch of the Xbox Adaptive Controller, Microsoft wanted to challenge the gaming industry and put accessibility at the forefront of product design. Hear from Stacey Terrien, Director of Global Advertising at Microsoft about the campaign behind the launch of this new device, which also won in the 2019 ANA Multicultural Excellence Awards in the Significant Results and People with Disabilities categories.

Speaker:
Stacey Terrien, Director of Global Advertising - Microsoft

III. AIMM UPDATE (12:00-12:30PM)
The ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) is a coalition of entities from the entire marketing ecosystem, representing the Hispanic, African-American, Asian, and LGBTQ+ markets. AIMM members are focused on re-prioritizing multicultural and inclusive marketing to help companies maximize their growth potential. In this session, Gilbert Davila, ANA Multicultural Marketing & Diversity Committee Chair and AIMM Co-Founder shares updates on the Alliance’s work to date including the launch of the #SeeALL movement and the Cultural Insights Impact Measure™ (CIIM™) that evaluates and identifies the impact and effectiveness of cultural insights in ads and programming on increased brand relevance, ad relevance, purchase intent lift, and loyalty.

Gilbert Davila, Multicultural Marketing & Diversity Committee Chair – ANA

LUNCH (12:30-1:15PM)

IV. QUEER CITY: A CNN EXPERIENCE (1:15-2:00PM)
To honor the 50th anniversary of the Stonewall Riots, WarnerMedia's News division launched "Pride & Progress." This initiative combined provocative editorial content from CNN and Great Big Story with custom marketing elements for its two sponsors, Procter & Gamble and BMW. "Queer City: A CNN Experience" invited the public to walk through a curated museum featuring hundreds of artifacts and stories of queer individuals in New York City. P&G showcased their documentary, "Out of the Shadows," which told the story of a group of gay and lesbian employees at their Cincinnati headquarters. BMW brought forward a photo booth experience to highlight the "safe space" that many LGBTQIA+ individuals sought out. Hear from WarnerMedia's Amy Tunick, VP Operations & Activation, and Jordan Shavarebi, Filmmaker, about the insights and learnings from this 2019 ANA Multicultural Excellence Award winning program.

Speakers:
Amy Tunick, VP Operations & Activation, WarnerMedia
Jordan Shavarebi, Filmmaker

V. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
This is your time! Engage your fellow committee members in open discussion around evolving issues and current challenges in multicultural marketing. Topics might include marketing to new segments, multicultural marketing agency search, Total Market, measuring ROI of multicultural marketing programs, launching D&I practice and more.

Facilitator:
Gilbert Davila, Committee Chair