2019 Multicultural Marketing & Diversity Conference Presented by Pandora

WHAT BRANDS CAN LEARN FROM K-POP

K-pop is exploding and brands have taken notice — it's become a globally recognized industry and mainstreamed into Western culture. Many American retailers have increased their K-pop merchandise and Mattel even has a line of dolls profiling the South Korean boy band, BTS. The success of the K-pop industry offers many lessons to brands on the power of social media, content creation, and influencer marketing. This will be an extended session to kick off the conference featuring K-pop experts and brands — so please arrive early. ANA appreciates the input from 3AF on the curation of this session.

Vidushi Bhargava

Brand Manager, Chips Ahoy! Mondelez International, Inc.

Disruptive Transformation in the Multicultural Marketplace

A conversation discussing near-term marketplace dynamics and ad tech/martech revolutions that will fundamentally reshape the multicultural marketing landscape. We will look at the effects of transformative events on the horizon such as GDPR/CCPA, cookie-less identity, as well as 5G and the challenges and opportunities that each will create as a result.

Ian Ali

Vice President of Sales Zeta Global

WELCOME

Mike Reid

Vice President, Multicultural Sales Pandora

OPENING REMARKS

Bob Liodice

CEO ANA

OPENING CMO KEYNOTE

Antonio Lucio is the global chief marketing officer at Facebook and has been a huge, positive voice on the value of diversity in the workplace. Mr. Lucio is a recognized thought leader and global influencer in marketing transformation and driving results through diversity and will share the wealth of his experience in this opening CMO keynote.

Antonio Lucio

Global Chief Marketing Officer Facebook

CREATING AN ENVIRONMENT OF ACCESSIBILTY AND INCLUSION

Storm Smith is an African-American creative at BBDO, and also happens to be deaf — one of 48 million in the U.S. who suffers from hearing loss. Storm is a believer in the business opportunity for accessibility and inclusion, and a passionate advocate who shines a positive light on critical societal issues — including people with disabilities, accessibility, equality, people of color, intersectionality, LGBTQ, and more.

Storm Smith

Art Director BBDO

SPEAKING THE MULTICULTURAL MOVIEGOER'S LANGUAGE

While Hollywood has increased diverse representation to attract more multicultural moviegoers to the cinema, there still remains a language barrier for a significant portion of ethnic audiences. Enter TheaterEars, an audio app that enables moviegoers to enjoy the latest blockbuster in their native language at any U.S. cinema — all in real time. Launched in 2017, the app has nearly half a million registered users and has provided Spanish language tracks for over 70 major studio titles, including Avengers: Endgame from Marvel Studios, Disney's Aladdin, and Sony's Spider-Man: Far From Home. TheaterEars Founder and CEO Dan Mangru will chronicle the company's unexpected journey in Tinseltown and how they successfully leveraged technology to foster new opportunities within the multicultural landscape.  

Dan Mangru

CEO TheaterEars

DIVERSIFY AND INCLUDE THE BLACK AND URBAN AUDIENCE FOR GROWTH

In this competitive marketplace, are you seeking innovative ways to differentiate your brand? Are you looking for meaningful ways to create affinity connections with black and urban consumers? Find out how aspireTV is connecting black and urban audiences with a culturally curated shopping experience across digital, social, linear, and podcast platforms.

Join aspireTV’s Melissa Ingram, General Manager; Dr. Key Hallmon, Founder of The Village Market ATL; and Gary Reisman, Founder, Forever Dog Productions as they share how they are raising the consciousness of black and urban consumers to support brands that uniquely connect content, culture, and commerce as showcased through the recent launch of the aspireMKTPLC. They’ll be joined by Tracey Pickett, Esq. who created the Hairbrella through a successful Kickstarter campaign and how aspireMKTPLC has affected her business.

Melissa Ingram

General Manager aspireTV

Join us as we celebrate the 19th 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, Vix Media, Music Audience Exchange, Gallegos United, Geopath, Google, and FCB.

Nielsen Levels Up Your Multicultural Marketing Plans: Discerning the Impact of Multimedia Campaign

Energize your morning breakfast with Nielsen at the intersection of multimedia and advanced multicultural segments. Nielsen’s Monica Narvaez will identify cultural marketing touchstones that influence your consumers’ shopping and power their media use. You’ll witness new breakthrough insights and come away invigorated to execute more powerful multicultural media campaigns.

Monica Narvaez

Vice President, Sales Director Nielsen

OPENING REMARKS

Gilbert Davila

President and Chief Executive Officer Davila Multicultural Insights

MULTICULTURAL MARKETING IS MARKETING

The United States is perhaps the most diverse market in the world.  The multicultural population is rapidly growing and will soon be the majority, so meeting the needs of consumers of all cultures – regardless of gender, race, ethnicity, sexual or gender identity, ability, religion, and age – matters more than ever.  There is enormous opportunity for growth among brands, and to build the size of the overall market.  In this keynote, Marc Pritchard, P&G Chief Brand Officer will share how P&G is building multicultural marketing into the fabric of their brand building efforts to close a gap that has the potential to grow sales by up to $1 billion and contribute to substantial market growth. 

Marc Pritchard

Chief Brand Officer The Procter & Gamble Company

MAKING IT DOPE - HOW MCDONALD'S IS DRIVING FOR CULTURAL RELEVANCY IN TODAY'S MULTICULTURAL AMERICA

Come hear about how McDonald’s is taking an innovative approach across their national marketing efforts… one that understands and reflects a diverse constituency of consumers from inception to launch, and focuses on elevating the brand to be culturally relevant.

Lizette Williams

Head of Cultural Engagement and Experiences, U.S Marketing McDonald’s

BUILDING A DIVERSITY-FORWARD BRAND

In an industry as personal as beauty, values of self-expression, representation, and inclusion cannot be more relevant. Although being welcoming and inclusive has always been part of the Ulta Beauty DNA, the brand set out to become more intentional, laying the foundation for placing diversity at the core of its efforts. This approach has reshaped the brand’s positioning, assortment strategies, and marketing communications, and spawned a new corporate value for the organization, all while seeing record business growth and unaided awareness increases across all growth targets. In this session, Ulta Beauty will discuss the journey toward becoming a purpose-driven brand, with diversity at the core of its evolution, and the learnings along the way.

Karla Evans-Davis

Senior Director, Integrated Marketing & Media Ulta Beauty

AIMM’S 2020 VISION FOR MARKETING IS ONE WHERE MARKETERS #SEEALL

It’s time to #SeeAll. As marketers, our role is simple: deliver growth. Today’s modern family — our customer — is increasingly multicultural by nature and we must make sure our work reflects that. AIMM’s new playbook, “Going for Growth: Targeting Today’s Diverse Consumers,” sheds light on how to market to an increasingly diverse population.  AIMM’s #SeeAll movement makes a call to action for inclusivity, equality, and genuine representation. Together, they provide the heart and the brains for an inclusive effort that invites all marketers to join.  

Tony Rogers

Chief Member Officer Sam’s Club

ENGAGEMENT REDEFINED: GO BEYOND THE MOMENT IN A CONNECTED WORLD WITH THE POWER OF AUDIO

Moments are important; capturing attention is crucial. But what happens when you have their attention? In today’s fragmented and increasingly screenless world, audio is the most powerful way to engage with your audience. After this session you’ll understand:

• The importance of developing a Sonic strategy for your brand
• Why Sound is one of the most powerful ways to impact human behavior
• How to build new models of measurement and effectiveness in the screenless era
• The way our brains encode audio signals and how brands can leverage that phenomenon

Gabe Tartaglia

Vice President of Verticals Pandora

Sonido On

Life is better with sound on, and so is lunch! Refuel and recharge to the sound of Sandra Echeverría, a Mexican actress, singer and model who has graced the cover of over 100 magazines and has been nominated for and won several awards including Premios People en Español, Premios TV y Novelas and Premios Juventud. Sandra has starred in numerous major telenovelas, including El Clon, La Fuerza del Destino and La Usurpadora. 

Sandra Echeverría

SOMOS PEPSI: A BRAND’S CULTURAL JOURNEY TO REIGNITE HISPANIC GROWTH

This session will describe the motivations behind the creation of PepsiCo’s Hispanic Business Unit and how efforts to become culture forward across our organization have led to a new birth in Hispanic engagement.

Marissa Solis

Sr. Vice President – Core Brands, Media, Sports, and Partnerships Frito Lay North America

MULTICULTURAL MEDIA SPENDING DISPROPORTIONATE TO POPULATION

Multicultural consumers comprise almost 40 percent of the total U.S. population, yet multicultural media investments make up only 5.2 percent of total advertising and marketing spending, according to a new study. Leo Kivijarv, executive vice president of research at PQ Media, shares results from this landmark study, which provides a comprehensive examination of multicultural media investments by demographics, media platforms, and media buying strategies.

Leo Kivijarv

Executive Vice President/Research PQ MEDIA

THE ADVERTISING LAW, TOTAL MARKETING & SEATS AT THE TABLE… WHERE IS THE BALANCE?

Taking an in-depth look at several advertising case studies, this panel of lawyers and marketers will discuss how marketers can leverage legal support and increase consciousness in developing multicultural campaigns. This panel will also provide perspectives on the narratives around total marketing in a multicultural world.

Eugenia Blackmon

Director, U.S. Commercial Compliance, Consumer Innovation & Strategy Allergan, Inc.

DEEP DIVE: MULTICULTURAL MEDIA SPENDING REPORT

3:30- 3:50 PM (ASIAN)- In this session, Leo Kivijarv, Executive Vice President/Research at PQ Media takes a deep dive into the learnings from this landmark study focusing specifically on the Asian-American segment, including key findings about the multicultural media investments by media platforms, and media buying strategies.

3:50- 4:10 PM (AFRICAN AMERICAN) In this session, Leo Kivijarv, Executive Vice President/Research at PQ Media takes a deep dive into the learnings from this landmark study focusing specifically on the African-American segment, including key findings about the multicultural media investments by media platforms, and media buying strategies.

4:10- 4:30 PM (HISPANIC) In this session, Leo Kivijarv, Executive Vice President/Research at PQ Media takes a deep dive into the learnings from this landmark study focusing specifically on the Hispanic segment, including key findings about the multicultural media investments by media platforms, and media buying strategies.

Leo Kivijarv

Executive Vice President/Research PQ MEDIA

AIMM’S NEW CULTURAL INSIGHTS IMPACT MEASURE (CIIM™) PROVES CULTURAL INSIGHTS IMPACT SALES

AIMM’s CIIM™ (Cultural Insights Impact Measure™) is a new metric that identifies the impact and effectiveness of cultural insights in ads and programming and how these have the potential to affect sales lift.

Created in partnership with NBCUniversal and AIMM member companies, AIMM’s CIIM™ evaluates advertising creative in various categories. Results from a pilot study on 162 ads and 60 programs will be shared, showcasing some of the Best in Class ads and content when targeting Multicultural and Diverse segments.

Javier Delgado

Senior Director, Marketing Walmart

50 YEARS OF BLACK WOMEN

Join Essence Chief Digital Officer Darline Jean and Cassandre Charles, Vice President of Brand Marketing as we celebrate 50 years of putting Black women first and unveil our new data solution.

Cassandre Charles

Vice President, Brand Marketing Essence

OPENING REMARKS

Gilbert Davila

President and Chief Executive Officer Davila Multicultural Insights

WHAT A DENNY'S BOOTH CAN TELL YOU ABOUT WHERE AMERICA IS GOING

From the front lines of a decade long mission to re-ignite America’s Diner, and in the middle of a multi-year business growth run, chief brand officer John Dillon shares insights and inside perspective on how positioning the brand for today’s America is giving Denny’s a front row seat to the multicultural revolution. Learn how Denny’s purpose to “feed people’s bodies, minds and souls” is intersecting with America’s changing landscape; how the brand’s integrated approach to inclusive marketing is giving rising segments prominent seats at the booth; and how embracing a multicultural majority reality is feeding back all areas of the brand’s business.

John Dillon

Chief Brand Officer, Senior Vice President Marketing Denny's

FORD’S APPROACH TO MAKING TRADITION RELEVANT FOR MULTICULTURAL CONSUMERS

Ford has been in the business of making accessible vehicles for all for over a century. The automotive industry touches many lives and with evolving consumer needs it’s difficult to stand out and be considered a relevant and trusted brand regardless of how long you’ve been in business. Growth of the industry lays in the hands of multicultural consumers with women being at the forefront of purchase influence. Hear how Ford is prioritizing these consumers and reflecting on insights and best practices leading to a journey requiring commitments to diversity and representation in marketing communications as well as strategic partnerships to help drive the business forward in consideration and relevance.

Rajoielle “Raj” Register

Head of Growth Audience Marketing Communications Ford Motor Company

WOKE MARKETING: WHY BRANDS CAN'T AFFORD TO IGNORE SOCIAL ISSUES IMPACTING BLACK CONSUMERS

In today’s marketing arena, taking a stand or aligning your brand with a cause is increasingly becoming a mandate, not an option. Pepper Miller and Reginald Osborne will tag team in this energetic upbeat presentation to explore how brands can play a role in addressing social justice issues in the Black American community while driving brand engagement, loyalty, and sales.

Pepper Miller

President The Hunter-Miller Group

#LOVEWINS: CREATING A VIRAL MOMENT TO DRIVE THE LGBTQ MOVEMENT BEYOND MARRIAGE EQUALITY

The #LoveWins hashtag and viral red equality logo was the dominant online message around the Supreme Court's marriage equality decisions in 2013 and 2015, but that was only a small part of the work in moving #EqualityForward for the LGBTQ community.  

Learn how the Human Rights Campaign, the nation's largest LGBTQ civil rights organization, helped shape and create a digital movement that amassed into million dollar fundraising brand partnerships, an unforgettable digital brand, and educated a generation about inequalities and the power they have to do something about it.

Jason Bricker

Director of Corporate Relations Human Rights Campaign

CLOSING REMARKS