2018 ANA Multicultural Marketing & Diversity Conference presented by Pandora

CREATING CONTENT AND ENGAGEMENT WITH SOCIAL MEDIA INFLUENCERS

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.  Successful influencer relationships are less about reaching a mass audience, and more about reaching the right audience.  In this session, hear firsthand from influencers working with brands to create authentic content that drives brand awareness and affinity among their trusted followers.  You’ll also learn tips and best practices in how to identify and engage with influencers, and structure relationships for mutual success.

Moderator:

POWERFUL CONTENT PARTNERSHIP: HOW TO ELEVATE YOUR BRAND WITH BLACK AND URBAN AUDIENCES

Is your brand searching for ways to deepen its connection with multi-cultural consumers?  Are you a content creator who wants to learn smart ways to build high-impact partnerships? Do you want some tips on how to leverage the power of branded content and cultural influencers?

Join aspire TV’s Melissa Ingram, General Manager and The Home Depot’s Melissa Brown, Senior Manager, Marketing, as they share how their brands strategically focused on lifestyle (a big new opportunity for effectively reaching black and urban viewers), relevant content integration and activating on the consumer insight research that guided their initiative. They’ll be joined by celebrity designer Nikki Chu, star of aspire TV’s new original series Unboxed with Nikki Chu.

Melissa Ingram (@TVaspire)

General Manager aspire TV

EXPANDING THE DEFINITION OF INCLUSION

There are clear corporate metrics proving the business value of gender and ethnic diversity. Enlightened organizations are now expanding their diversity and inclusion outreach to a wider spectrum of under-served communities.

AdvancingDiversity.org and MediaVillage founder Jack Myers will lead a discussion with AB InBev’s Ricardo Marques on the widening definition of diversity, sharing how companies are supporting military veterans, immigrants, those on the autistic spectrum, the handicapped, non-violent ex-convicts and others often initially left out of the conversation.

Jack Myers (@JackMyersBiz)

Founder AdvancingDiversity.org and MediaVillage

Join us as we celebrate the 18th 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, Digital/Social/Mobile, Experiential Marketing, Hispanic, LGBT, People with Disabilities, Print, Total Market and Socially Responsible advertising. Award Category Sponsors include: eSSENTIAL Accessibility, H Code Media, Music Audience Exchange, National LGBT Media Association and Vix Media.

You’ll also be treated to a special performance provided by FUSE from the comedian, Gina Brillon, a standup comic since the age of 17. She's made appearances on E!’s Chelsea Lately, AXS’ Gotham Comedy Live, The View, and Late Night with Seth Meyers.

Gina Brillon

Comedian

HALF FULL OR HALF EMPTY? RETHINK YOUR MULTICULTURAL DRINK OPPORTUNITY

As one of the largest and most important category to many marketers, retailers and manufacturers, the Beverage category represents a growth opportunity with the multicultural consumer.  In this Ted Talk-style session, Nielsen will share insights and strategies on how to rethink and reinvigorate the dairy and alcohol category. 

Vanna Tran

Director, Multicultural Growth and Strategy Nielsen

WELCOME

Mike Reid

Vice President, Sales Multicultural Pandora

OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

INCLUSIVE MARKETING MATTERS

Marketing as we know it is being disrupted. What can we do to take control of marketing to lead mass disruption and get the growth we all want?  One thing we can do is reinvent brands and companies to be good citizens of the world because inclusive marketing matters even more today as a force for good and a force for growth.  Join Marc Pritchard, Chief Brand Officer of P&G, and Chair of the ANA, to hear what P&G and their leadership brands are doing to make an impact with their wide reach and how we can unite as an industry behind a common brief for good.

Marc Pritchard (@ProcterGamble)

Chief Brand Officer The Procter & Gamble Company

LEADING, SERVICE AND CHANGING THE INDUSTRY THROUGH AIMM: A FIRESIDE CHAT

Tony Rogers, chief member officer, Sam’s Club and incoming AIMM Chair is a strong advocate for prioritizing marketing approaches executed with the same level of sophistication, rigor and insight as those targeting more mainstream segments. During this intimate conversation, moderated by Gilbert Dávila, Co-President, DMI, Tony Rogers will share his thoughts on the importance of multicultural and inclusive marketing, how companies can get it right and drive overall corporate growth and how they’re planning on turning the industry around through AIMM. 

Tony Rogers (@tonyrogersUT)

Chief Member Officer Sam's Club

WAKANDA FOREVER! BLACK PANTHER’S JOURNEY TO SUPERHERO ROYALTY

Get an inside look at the year-long journey to create a meaningful integrated campaign to promote the global, billion dollar, blockbuster hit, Marvel Studio’s Black Panther. Learn how The Walt Disney Company educated and introduced audiences – from gen Z to boomers – to Black Panther, broke through the clutter with disruption and innovation, and was able to reach widespread and diverse audiences with a cross portfolio, multi-phase campaign, on linear, digital and social, which helped to create a cultural phenomenon.

Theresa Cross

Vice President, Marketing Strategy and Communications Disney Motion Picture Marketing

MULTICULTURAL & DIVERSITY CHAMPIONS AT THE HIGHEST LEVEL

Sprint has long been a leader in multicultural marketing and is one of the pioneers – active in multicultural marketing before many others have been.  Today, multicultural marketing and diversity are championed at the highest level of the company via CEO Marcelo Claure and CMO Roger Solé; Mr. Solé’s pathway to the CMO position included a role leading Hispanic marketing at Sprint.  As a result, Sprint has been extremely successful in driving revenue opportunities in diverse markets by offering innovative products and services designed with different cultures in mind.

Roger Sol (@Rogersolerafols)

Chief Marketing Officer Sprint

CARNIVAL CORPORATION EMBRACES DIVERSITY AND INCLUSION AT SEA AND ON LAND

Carnival Corporation is the world's largest leisure travel company, and among the most profitable and financially strong in the cruise and vacation industries. The company is also noted for their commitment to diversity and inclusion. They were included in the first-ever NAACP Equity, Inclusion and Empowerment Index, which assesses U.S. companies on their commitment to racial and ethnic equity. Additionally, Carnival has also shown its commitment through sponsorship of annual Pride events and partnered with equal opportunity champions such as the Human Rights Campaign, Hispanic Association on Corporate Responsibility, Leadership Education for Asian Pacifics among others. In this intimate conversation, Roger Frizzell, Senior Vice Present and Chief Communications Officer will discuss how they embrace and celebrity diversity and inclusion; from their people, brands, ports of call, customers and marketing.

Claudine Waite

Director, Content Marketing ANA

OUR MUSIC, OUR CULTURE: BLACK MUSIC'S INFLUENCE ON POPULAR CULTURE

Multicultural consumers, and the music they listen to and create, impacts and shapes American culture. In this session, Pandora, in partnership with Burrell Communications, will offer a sneak peek into their new research on the trendsetting Black consumer with marketing implications beyond music that will help advertisers win over this audience.

Nidia Serrano

Director, Multicultural Marketing Pandora

A DIVERSITY REPORT FOR THE ADVERTISING/MARKETING INDUSTRY

There is growing awareness of the business case for diversity, specifically gender equality and ethnic diversity. Discussion about issues around diversity in the advertising and marketing industry have been ongoing for some time. In order to accurately know the current state of diversity and the progress we are making (or lack thereof) a measure is required. As an important step, three recent ANA studies help provide an understanding of diversity at ANA member companies. This session will share results of those studies and issue a call to action for a broader public industry measurement.

Bill Duggan

Group Executive Vice President ANA

DIVERSITY IN AMERICA

Beginning in April 2018, with an attention-getting issue devoted to the subject of race, National Geographic launched a series of stories about “Diversity in America” to examine the current state of racial, ethnic and religious groups in the United States in the 21st century. Among the groups featured are African Americans, Asian Americans, Latinos, Muslims, Native Americans and Whites. The magazine uses its trademark storytelling through photography, graphics and deep reporting to explore the groups' changing roles at a time when race is at the center of a pointed and often heated national discussion.

Susan Goldberg

Editor in Chief and Editorial Director National Geographic Magazine and National Geographic Partners

UNCOVERING GROWTH BY STAYING IN STEP WITH THE MARKETPLACE

The one thing in every marketing and/or business executive’s mind is “how do I grow”.  It’s the conversation happening in between meetings and in meetings.  52% of Fortune 500 companies reported negative growth in 2016 because they haven't been able to keep up with the rapid ethnic, technological and societal changes happening in the U.S.  As a marketer, the key is not only identifying your present and future (customer) source of growth and properly spending against it, but also having the understanding of who that customer is in order to stay in lock-step with them.

Since 2013, Comcast Cable and its Xfinity brand have stayed ahead of the marketplace by staying in lock-step with their business growth segment of Hispanics. José Vélez-Silva, Vice President of Multicultural Marketing Communications, will share Comcast's journey in their focus on deep customer empathy yielding progressive customer insights that have shattered conventional wisdom and their investment in rapid technology innovation producing the first-ever bilingual voice remote.

Jose E. Velez-Silva (@JoVeSi)

Vice President, Multicultural Marketing Communications Comcast

TRANSFORMATIONAL ASIAN MARKETING

The fastest growing ethnic group, Asian Americans’ consumer buying power has grown to $986 billion, up 257% since 2000, versus 97% for the total U.S.  Asian consumers represent a lucrative segment yielding increasing influence.  Representing a prized customer opportunity, brands have struggled to effectively tap this segment.  Moderated by Nita Song, President and Chief Momentum Officer of IW Group, this panel tackles the challenges of Asian marketing, and provides valuable insight into how they’ve turned that into results-driven opportunity.  Learn how brand leaders activate innovative strategies and leverage the global and digital influence of this consumer to take a fresh approach in their Asian marketing.

Moderator:

HOW ESSENCE SERVES BLACK WOMEN DEEPLY

Black women represent a powerful consumer segment, with growing spending power and leading influence across diverse sectors including beauty, fashion, culture, entrepreneurship and politics.  In a conversation with ESSENCE CEO Michelle Ebanks and ESSENCE Ventures Chairman Richelieu Dennis, learn how the brand, now under independent ownership, is executing its vision to serve Black women deeply.  Evolving beyond publishing into a media and technology ecosystem combining content, commerce and live experiences, ESSENCE is uniquely positioned to authentically inform, boldly empower and intimately connect to a global community of more than 17 million. 

Moderator:

OPENING REMARKS

Gilbert Dávila

Chair

TOYOTA’S APPROACH TO MARKETING TO MULTICULTURAL CONSUMERS

As the nation’s demographics shift, so must marketing strategies. In the automotive industry, from 2010 – 2017 growth of new vehicle registrations for Asian, Black and Hispanic consumers more than doubled that of the non-Hispanic white population. For Toyota specifically, 35 percent of new vehicle registrations are derived from ethnically diverse consumers. Responding to these insights, Toyota modified its marketing approach to capitalize on these demographic trends. Hear the details behind Toyota’s holistic approach to reaching and engaging a broad section of multicultural and inclusive segments.

Ed Laukes

Group Vice President Toyota North America

CASE FOR CHANGE: MULTICULTURAL AND INCLUSIVE MARKETING AS A BUSINESS IMPERATIVE FOR LONG-TERM GROWTH

AIMM has already begun to transform the industry into a more inclusive, diverse, and proactive platform. Michael Lacorazza, Executive Vice President, Integrated Marketing and AIMM Co-Chair for the past two years, will share insights from the recently released study Case for Change: Multicultural and Inclusive Marketing as a Business Imperative for Long-Term Growth to help marketers better understand the importance of prioritizing multicultural and inclusive consumers in order to maximize overall corporate growth.  He will share AIMM’s five point plan to offer companies tangible steps to achieving success.

Michael Lacorazza

Executive Vice President, Integrated Marketing Wells Fargo

CÎROC AND DIAGEO “GET IT” WHEN IT COMES TO UPLIFITING SPIRITS AND CULTURE

Nobody truly understands and appreciates the buying power and impact African American consumers have on culture more than mogul Sean “Diddy” Combs. Combs tapped into this insight through the Combs Enterprises marketing arm Blue Flame and promotional partnership with Diageo and CÎROC Ultra Premium Vodka. Join Dia Simms, President of Combs Enterprises she shares the creative execution and learnings behind the CÎROC Ultra Premium Vodka “Let’s Get It” campaign that marketed to multicultural audiences, illustrated the importance of hip-hop culture in driving affinity within marketing, and set the precedent for future CÎROC spirit campaigns.”

Dia Simms

President Combs Enterprises

BEYOND SKIN DEEP

As brands play catch up to reflect the diverse reality of America in their advertising, too often the message is only skin deep. The diversity on camera isn't reflected behind it, in the product or in the organization itself. How can we, as marketers, take inclusion past WHAT we communicate, and into HOW we operate, make and design? Hear from Coty Consumer Beauty CMO Ukonwa Ojo how brands can make measurable changes and have accountability for the outcome, drawing on work from Coty's iconic brands, including COVERGIRL, Sally Hansen and beyond.

Ukonwa Ojo (@ukonwaojo)

Chief Marketing Officer, Consumer Beauty Coty Inc.

HOW TO ENGAGE LGBTQ CONSUMERS, AUTHENTICALLY

Although on the rise, marketing and advertising that targets LGBTQ consumers still falls behind other demographics. Lack of ability to identify and understand LGBTQ individuals are among the primary barriers that marketers identified for this lack of outreach to LGBTQ consumers, according to a recent ANA benchmark study. Many brands have not figured out how to engage LGBTQ consumers and thus missing out on an undervalued and highly diverse $5.4-trillion market. Join this panel discussion, moderated by Matt Tumminello, founder of LGBTQ marketing agency Target 10, to learn from brands targeting LGBTQ consumers; the challenges, the opportunity and the successes.

Matt Tumminello (@NYCMattman)

Founder Target10

Join the Video Advertising Bureau (VAB) for an entertaining lunch where you will treated to a performance by comedian and actress, Aida Rodriguez. Aida is a new Afro-Latina, taking the world of entertainment by storm with her wit, strong performances, and charismatic personality.  Making history as the first Latina to appear in two specials airing in one month on both HBO and Showtime, Rodriguez was handpicked by director Taylor Hackford for his film “The Comedian” starring Robert De Niro.

Aida Rodriguez

Comedian and Actress

INDUSTRY STATE OF THE UNION

Despite the growth of Multicultural and Inclusive segments, marketers have deprioritized their efforts to target these groups.  The 2018 ANA/Alliance for Inclusive and Multicultural (AIMM)Benchmark Survey – the largest multicultural practices survey in ANA history– has served to inform the industry at large about ANA members’ multicultural focus, barriers to entry, Total Market challenges, spend allocation, gaps and overall opportunities.  The AIMM leadership will share survey findings and their 2019 plans to address the most important learnings. Moving forward, AIMM’s intent is to change behavior of marketers so that they allocate adequate marketing/advertising investment, increase prioritization and visibility to Multicultural and Inclusive segments in order to maximize corporate growth

Ana Crandell

Group Account Director OMD Multicultural

IDENTITY IN A POLYCULTURAL WORLD

The world around us is changing – it’s more dynamic, more diverse, and more connected than ever before. People are at the core of this change, and in this keynote, Marketing Director Ben Feeney will talk about how MillerCoors has advanced from the singular focus of demographics to better understanding all the dimensions that makes us human, so brand connections can become more personal.

Ben Feeney (@benjaminxfeeney)

Global Senior Director, Innovation and New Initiatives MillerCoors