2017 ANA Multicultural Marketing & Diversity Conference Presented by Time Inc.

HIDING IN PLAIN SIGHT. BLACKS MATTER MORE THAN EVER TO BRANDS

Within the past few years, the focus for many brands has shifted away from Black consumers to other segments. Given that Black consumers continue to play a vital role in the growth and health of many brands, Pepper Miller will discuss key foundational cultural insights that are often overlooked and undervalued. For example:

• Why Black millennials are not as mainstream as some may think.
• Why marketers must get permission to use Black culture, and the steps to avoid cultural appropriation fiascos.
• Iconoculture research on the values of Black and non-Black consumers and how the results address the question, “Yes we speak English, but are you talking to me?” for business leaders who aren’t investing in the Black audience because they embrace language as a cultural identifier.

Miller’s session will help business leaders understand how incorporating these (and other) insights into a brand’s strategic platform can have a positive impact on the Black audience and a brand’s bottom line.

Pepper Miller

President The Hunter-Miller Group

BEYOND LANGUAGE: MARKETING TO THE RHYTHM OF MUSIC

Culture is changing faster than ever before, and today, music is evolving just as rapidly. With music holding a mirror to culture, marketers have an opportunity to leverage music insights and trends to connect with their consumers authentically and in real time. This session will begin with Nidia Serrano, multicultural sales marketing lead at Pandora, discussing trends impacting marketing today, and sharing tips and best practices to help connect with multicultural consumers through the power of music. Following that, Nikki Buchanan, national account director at Pandora, will host a fireside chat with Rajoielle Register, cross brand strategy and growth audiences lead at Ford Motor Company, and address the keys to successful music and cultural strategies.

Nidia Serrano

Multicultural Sales Marketing Lead Pandora

CREATING CONTENT AND ENGAGEMENT WITH SOCIAL MEDIA INFLUENCERS

Social media influencers are today’s celebrities in the digital world.  When the match is right, influencer marketing can be an effective way for brands to reach new and niche consumers and to build an authentic relationship.  This is why many brands are engaging with multicultural influencers to create content, connections, and conversation with diverse segments across Facebook, Snapchat, Instagram, YouTube, Tumblr, Twitter, and more.  In this session, Dorinda Walker, vice president, consumer strategy & key initiatives multicultural marketing at Prudential, will share how the company is working with influencers across multiple consumer segments to create authentic content that drives brand awareness and affinity.  You will also learn tips and best practices in how to identify and engage with influencers, and structure relationships for mutual success.

Dorinda Walker

Vice President, Consumer Strategy & Key Initiatives Multicultural Marketing Prudential Insurance Company of America

Join us as we celebrate the 17th annual 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, Audio, B2B, Digital, Experiential, Hispanic, LGBT, People with Disabilities, Print, and Total Market advertising. Award Category Sponsors include: Cox Media Group, eSSENTIAL Accessibility, H Code Media, Horowitz Research and iTalk Global Communications.

You’ll also be treated to a special performance by the amazing magician, Smoothini, who rose to fame as a finalist on the 9th season of America’s Got Talent provided by FUSE.  

Smoothini

Magician

GROWTH DRIVERS: A GUIDE TO MULTICULTURAL CATEGORY PERFORMANCE

40% of American households now live in a multicultural influenced reality and their product consumption habits reflect this new demand. And with a third of Americans willing to pay more for a brand that understands multicultural needs, retailers and manufacturers alike will need to stay at the forefront of emerging category drivers in order to grow and remain competitive in this dynamic business landscape. This session will provide a deep dive into categories experiencing growth as a result of the new face of the American consumers.

Vanna Tran

Director, Multicultural Growth and Strategy Nielsen

WELCOME

Michelle Ebanks

President Essence Communications & People en Espanol

OPENING REMARKS

Bob Liodice

Chief Executive Officer and AIMM Co-Chair ANA

BRAND BUILDING AS A FORCE FOR GOOD AND GROWTH

Our industry needs more growth – market growth – since it drives the majority of all company growth and lifts all boats. In this keynote, P&G Chief Brand Officer Marc Pritchard will talk about achieving that growth with the fastest-growing segment in the population — multicultural — and demonstrate that brands can take on broader societal issues that matter to people and be both a force for good and a force for growth.

Marc Pritchard

Chief Brand Officer The Procter & Gamble Company

PARTNERING ON DIVERSITY DRIVES GREATNESS

Most clients agree that diversity and inclusion is good for business and reflects the broader fabric of America. However, it is not enough to build diversity in the client company. We must demand the same of our agencies. USAA has restructured its agency relationship to centralize inside one holding company with the explicit goal to drive greatness through diversity. Roger Adams, CMO at USAA, and Renetta McCann, chief talent officer at Publicis Groupe’s Leo Burnett, will explore the keys to building and sustaining a diverse organization and the potential benefits on both the client and agency sides.

Roger Adams

Chief Marketing Officer USAA

DIVERSITY AND INCLUSION INGREDIENTS FOR SUCCESSFUL MULTICULTURAL MARKETING

2017 has been a breakthrough year for multicultural media.  “Moonlight” won an Oscar for best picture, "Despacito" was the #1 song worldwide, and this year's Emmy nominees were diverse in both casting and writers. As marketers, there's a role we can play in these cultural shifts. It starts with us understanding who is missing in front of the camera and behind the scenes, and then making them present. In this session, Manoj Raghunandanan, vice president of marketing at Johnson & Johnson, will discuss the ingredients for successful multicultural advertising: one part a diverse organization, one part an authentic culture, and one part a willingness to take risks.

Manoj Raghunandanan

Vice President of Marketing Johnson & Johnson

UNCONSCIOUS BIAS, BAD IDEA DU JOUR

In an era of instantaneous humiliation for messaging mistakes, unconscious bias training is the latest example of "empty calorie" diversity training. What is really behind the failure of everyone but white men reaching the top of most companies? In this session, Luke Visconti, CEO at DiversityInc, will address this issue head on. He will provide strategies for companies that want to succeed at developing talent equitably and share the "secret" factor present in every company at the top of the DiversityInc Top 50 list. 

Luke Visconti

Chief Executive Officer DiversityInc

AIMM CASE FOR CHANGE: TRANSFORMING BUSINESS AND MARKETING PRACTICES FOR GROWTH

Today many marketers are missing a major growth opportunity because they have not adapted their business strategies to reflect the new reality of a more diverse marketplace. The Case for Change team will address the business imperative for change toward more-inclusive business practices. This will include growth opportunities across business sectors and an in-depth look at why brands must transform the way they market.

Nydia Sahagun

Senior Vice President, Segment Marketing Wells Fargo

MILLENNIAL AND GEN Z LATINAS: AN EMERGING FORCE REQUIRING AN AUTHENTIC VOICE

The marketing potential associated with millennial and Gen Z Latinas is widely recognized and eagerly anticipated. However, cracking the code as to how to speak to these increasingly influential consumers eludes many marketers. Understanding the media behaviors of the highly diverse, young Latina and speaking in her unique voice is essential to gaining her trust and unlocking her vast spending power. Shirley Velasquez, executive editor of PeopleenEspanol.com and People Chica, will lead a panel of millennial Latina influencers and experts in discussing how to reach and authentically engage this complex, under-served, digital-first audience.

Moderator:

AIMM: TOTAL MARKET DONE RIGHT

Total Market has been misinterpreted and misunderstood.  Many executives and agencies conducting Total Market strategies and executions today don’t have experience working in the Multicultural space.  Chairs from the Total Market Committee for AIMM will share the pathway to the execution of a successful Total Market campaign – one that must begin with research, business strategy and the identification of the main drivers of growth as a primary audience as an important input before moving toward creative executions that reach diverse consumers as a final output of an inclusive campaign.

David Cardona

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

THE MULTICULTURAL MILLENNIAL EFFECT - HOW BIG OF A DEAL IS THIS?

At roughly 84 million strong, millennials are redefining the advertising landscape as well as the American workforce… and nearly half (45%) of this millennial generation is ethnically diverse. Do corporate marketing teams and efforts reflect this new reality? What does this inherent diversity mean for the future of multicultural and “general/mainstream” marketing? In this session, Philip Polk, vice president of multicultural strategy at Hallmark, will share how companies’ marketing efforts, and the people who drive them, must pivot to remain relevant in the era of mainstream multiculturalism. 

Philip Polk

Vice President, Multicultural Strategy Hallmark Cards Inc.

BUILDING DIVERSITY. WHY BEING BOLD WINS.

Join Peggy Byrd, iHeartMedia senior vice president of multicultural strategy and sales in conversation with Enrique Santos, chairman and chief creative officer of iHeartLatino, as they discuss the complexity of targeting multicultural markets. Through Santos’ inspiring journey, from police officer to host of two radio shows (broadcasted in two different languages) reaching millions of fans per week, and Byrd’s professional journey within multicultural marketing, learn how they align with their audiences. Gain insight into how marketers can, and should, leverage new platforms that connect consumers with the biggest moments in current culture. Learn the importance of tough conversations that marketers should not shy away from, and how these takeaways nurture and promote diversity within business.

Peggy Byrd

Senior Vice President, Multicultural Strategy and Sales iHeartMedia

AIMM METRICS & MEASUREMENT: ENHANCING QUALITY METRICS FOR PROPER MULTICULTURAL INVESTMENTS

Even as the U.S. becomes more diverse, allocations toward multicultural marketing have seen declines according to AIMM 2017 Multicultural Benchmark study. One of the biggest challenges is access to quality metrics to substantiate the growth and ROI that each multicultural (MC) segment contributes, which is critical in investment and allocation decisions. The session will outline plans for enhancing the quality of digital audience and sales measures in order to provide marketers with sound measurements that truly reflect the totality of MC purchases from dedicated and/or integrated MC marketing efforts whether advertised on ‘ethnic’ or ‘general’ media irrespective of language, creative or media vehicle.

Carlos Santiago

President & Chief Strategist Santiago Solutions Group

ESSENCE’S YES, GIRL! LIVE PODCAST

Join us for a live recording of Essence’s hit podcast, Yes, Girl! featuring special guest Yvonne Orji, star of HBO’s critically-acclaimed show Insecure.

Hosted by Essence editors Cori Murray, Charli Penn, and Yolanda Sangweni, Yes, Girl! is an audio lovefest highlighting celebrities and influencers who are taking the culture a little higher. Yes, Girl! gets real with inspirational black celebrities – such as Halle Berry, Mary J. Blige, Tyra Banks, Uzo Aduba, Lena Waithe, Lee Daniels, Marlon Wayans and Gabrielle Union – sharing unfiltered stories of their unique careers, families, and relationships.

Hosts

With a special performance provided by Super Bowl Gospel Celebration and Motown, featuring Motown Gospel Artist Royce Lovett!

Royce Lovett

Recording Artist

DON'T JUST REACH, ENGAGE AND COMMUNICATE.

As U.S. Hispanic population dynamics change, so too do communication strategies.  Ipsos Connect will share new learnings, data, practices and case studies to help marketers update and optimize their brand engagement and communication strategies across key U.S. Hispanic population groups and better position their U.S. Hispanic communication study efforts.

Virginia Lennon

Senior Vice President Ipsos Connect

WALMART’S WAY TO EQUALITY IN MARKETING: OUR PEOPLE, PARTNERS, AND PROGRAMS

Walmart's mission of helping people live better fuels the world's largest retailer's approach to diversity and multicultural marketing. Tony Rogers, a longtime champion of multicultural marketing, will share the brand's strategy for finding bold talent that represents Walmart’s diverse customer base. You'll also hear what the company is doing to challenge partners and agencies to take action in support of diversity and inclusion. Finally, Rogers will share Walmart’s approach to marketing to the multicultural customer in ways that are relevant, meaningful, and authentic.

Tony Rogers

Chief Marketing Officer Walmart Stores, Inc.

DRIVING DIVERSITY TO DELIVER ON THE PROMISE OF THE DIGITAL WORLD

The topic of diversity and inclusion within the advertising world is not a new one. However, despite ongoing dialogue, there has been little movement toward meaningful change. That is why Verizon CMO Diego Scotti took bold action, telling his agencies to diversify in addition to proactively building programs to discover and train the next generation of diverse marketing leaders. Learn how Verizon is driving industry-wide change to better serve a diverse marketplace.

Diego Scotti

Executive Vice President and Chief Marketing Officer Verizon Communications

SPECIAL PERFORMANCE BY ROYCE LOVETT

A special performance provided by Super Bowl Gospel Celebration and Motown, featuring Motown Gospel Artist Royce Lovett!

Royce Lovett

Recording Artist

MARKETING AT THE SPEED OF CULTURE

Multicultural marketing succeeds when marketers fully understand what is relevant to a cultural group at any given moment in time. Mining insights from the subcultures that drive mainstream audiences can be difficult when marketing processes don’t always move at the same speed as culture. This session will share learnings and best practices for defining culture at a human level. A series of case studies across a diversity of segments — Black, Latino, LGBTQ, and Asian – will demonstrate that the best promotional executions are built on a foundation of culture.

Jackie Gagne

Vice President, Multicultural Marketing HBO

MULTICULTURAL MARKETING: HOW HARD CAN IT BE?

Isn’t multicultural marketing a matter of simply picking the right tunes, a few diverse images, and some language tweaks? How hard can it be? Done correctly, established brands with general marketing success face complex challenges introducing multicultural marketing into their businesses. Join Stan Little, senior vice president and head of marketing strategy and operations at SunTrust Banks, for an honest discussion of the challenges and opportunities on the journey to better serve an expanding multicultural market. He will share strategies that serve both internal and external audiences while avoiding the not-so-obvious pitfalls along the way.

Stan Little

Senior Vice President, Head of Marketing Strategy & Operations SunTrust Banks, Inc.

AIMM TALENT AND EDUCATION: ELEVATING TODAY’S MC IQ, INCLUSION, AND PRIORITIZATION

The demographic composition of executives in corporate America today does not mirror the communities we serve. The knowledge and understanding of diverse markets does not always reflect the opportunity for growth. The leadership of AIMM’s Talent & Education team will address these issues, while sharing plans for the creation of platforms and support mechanisms for AIMM members. These will ensure our knowledge, sensitivities, insights, and organizational structure reflect America’s diverse consumer base in order to maximize opportunity and growth.

Adam Salgado

Vice President, Multicultural Marketing McDonald’s Corporation

POLITICALLY INCORRECT, A TAKE ON TODAY'S POLITICAL CLIMATE AND BEYOND

There’s no denying that diversity is a subject at the forefront of today’s political discourse.  Now more than ever, the conversation in Washington and across the country focuses on diverse consumers, their voice, their vote, and the implications of new policies on their lives.

Continuing in its tradition of bringing some of the best diverse comedic talent on television, VAB presents “Politically Incorrect”, Monique Marvez’s comedic take on today’s political climate and beyond.   A talented artist that WOWs audiences with her sharp stand-up and unique improvisation, Monique is well-known for her engaging, relatable, and unflaggingly positive approach.  Bringing her unique blend of “Aha!” and “HA! HA!”, Monique has performed on Latina Divas of Comedy, Snoop Dogg Presents the Bad Girls of Comedy, and now headlines her own Showtime special, “Not Skinny Not Blonde”.

Monique Marvez

Writer/Performer

AVOCADOS FROM MEXICO'S DIGITAL SUCCESS FORMULA: HOW TO DISRUPT THE SPACE AND WIN BIG

No one can dispute the power of social media and one of the biggest drivers for success is ingenuity.  With relentless creativity and unwavering determination, Avocados from Mexico, and their fascinating underdog story, is making waves in the marketing industry. In this session, Alvaro Luque, president of Avocados From Mexico will share the thinking behind the strategy that allowed their Super Bowl digital campaign #AVOSECRETS win the most competitive social conversation in U.S marketing. Alvaro will take the audience through the digital & social approaches that have positioned Avocados From Mexico as the #2 Super Bowl digital campaign for three consecutive years; despite competing with some of the strongest brands in the space.

Alvaro Luque

President Avocados From Mexico

DIGITAL STRATEGIES FOR CONNECTING WITH AFRICAN-AMERICAN WOMEN

Twenty-four million strong, African-American women account for 14 percent of all women in the U.S. and will contribute nearly $6 billion to the beauty category in the next four years. However, for this audience, a one-size-fits-all approach won't move the needle. As consumers engage with technology in more natural and human ways, they will expect even more relevant, assistive and instant experiences. Digital media gives brands the opportunity to be present at the right time with the right message. Join Google to learn new insights about African-American women and digital strategies for connecting  with them in culturally relevant ways.

Sarah Carberry

Head of U.S. Multicultural Google

USING FLAVOR, GIFS, AND EMOJI TO BREAK THE LANGUAGE BARRIER

For over 80 years, Carvel Ice Cream has been serving up America’s Freshest Ice Cream. To stay fresh, Carvel has turned to flavor innovation and social media to connect with their multicultural consumers. Through shifts in creative and social approach, Carvel continues to evolve with the culture. Join Focus Brands’ Matthew Courtoy, to learn how Carvel is using emojis, GIFs, memes and other visual tools, ubiquitous in online conversations, to bridge the language barrier on social media.

Matt Courtoy

Senior Social Media Manager Focus Brands