COUNTDOWN TO "COFFEE WITH" SESSION

"COFFEE WITH" MUSIC AUDIENCE EXCHANGE - BALANCING “ME” WITH “WE”: MUSIC’S POWER TO REFLECT DIVERSITY AND UNITE CULTURE

We are living in a “ME”conomy. The power of the individual has never been more prominent. People are boldly telling brands: “See me. Understand me. Reflect me... or risk losing me.” Thanks to technology and troves of readily available data, brands are easily able to target consumers on an individual level. The challenge becomes finding a way to give people something they actively want to tune into — and stay tuned into — at scale. In a world of segmentation, where we often define ourselves by our differences, music (the most powerful cultural identifier for an individual) offers a chance for shared experiences: a means of rising above divisions and connecting in an extraordinarily personal way. Understanding the unifying power of music can help brands create messaging that will influence diverse consumers in a meaningful way.

Elba Intriago (@musicaudex)

SVP, Multicultural Music Audience Exchange (MAX)

COUNTDOWN TO GENERAL SESSION

WELCOME REMARKS

Nicole Hughey

Vice President, Head of Diversity & Inclusion SiriusXM + Pandora

OPENING REMARKS

Bob Liodice

CEO ANA

STEPPING UP AS A FORCE FOR GOOD AND A FORCE FOR GROWTH

The events of 2020 have brought clarity to what matters. The role of business has been forever disrupted. It is now inescapably clear that brands and companies have a responsibility to step up as a force for good and a force for growth – for consumers, communities, our industry, and the world. 

Marc Pritchard

Chief Brand Officer The Procter & Gamble Company

NESTLE’S PLAN FOR GROWTH IN THE HISPANIC MARKET

Alicia Enciso, Nestle’s CMO, is a proud Latina from Mexico who will share some of the key step Nestle has taken to embrace the Hispanic Market Opportunity and how to “LLEGAR PARA QUEDARSE” in order to develop this segment. She’ll share her experience about uncovering unique insights, transforming Hispanic Heritage brands into growth engines and how some of their biggest traditional American mainstream brands have accelerated their growth by untapping this opportunity; which has led them to more than $350MM in sales in the last 3 years. Nestle is planning to continue to develop and nurture Hispanic for the future, because without inclusivity there is NO GROWTH.

Alicia Enciso

Chief Marketing Officer Nestlé USA

LIVE SOUND MEDITATION: AUDIOM FOCUS (PANDORA+CAYA STUDIOS)

With our attention pulled in lots of different directions, it can be a challenge to maintain focus. This meditation improves learning, memory, and perception. Tune in to re-center, clear your brain, and do your best.

REPRESENTING AMERICA'S VOICE

Today, the world sounds different. If you listen carefully, you’ll hear consumers clamoring for more representation and support. Join us as we turn up the sound of a more diverse America. This session will discuss the many ways the market is changing, how consumers perceive media and advertising today, and what companies can do to adjust their sound.

Nidia Serrano

Audience Marketing Director Pandora

RISHAD ON INSPIRATION

Rishad’s key skill is getting people to see, think, and feel differently about how to grow themselves, their teams and their company. From his humble roots in India, he has risen to be one of the most prominent thought leaders in the marketing and advertising industry. He has a clear focus – how to ensure you can hire, then inspire, the right workers in the knowledge economy. He argues that companies can be too obsessed with data, and not enough with employee motivation. Diverse spaces are not the same as diverse voices; being present at the table is not the same as speaking up. 

Rishad Tobaccowala

Author, “Restoring the Soul of Business: Staying Human in The Age of Data” Senior Advisor, Publicis Groupe

WHAT BRANDS CAN LEARN FROM SOCIAL MOVEMENTS

Omar Wasow first spoke at the ANA Multicultural Marketing & Diversity Conference in 2001, when he was co-founder of BlackPlanet.com and an internet analyst for both MSNBC and WNBC New York. His topic then was connecting with African-American consumers. Since that time, Omar received a Ph.D. in African American Studies from Harvard University and is now an assistant professor in the Department of Politics at Princeton. His research focuses on race and politics, including work on social movements and protests. This session will reveal what brands can learn from social movements.

Omar Wasow

Assistant Professor, Princeton University Co-Founder, BlackPlanet.com

THE POWER OF SUPPLIER DIVERSITY

Supplier diversity is part of the “trifecta,” alongside diversity and inclusion and multicultural marketing. According to a new ANA report, 75 percent of members have a supplier diversity strategy for the organization overall; 40 percent have a supplier diversity strategy specifically for marketing/advertising. This report is unique given its perspective on marketing, which may be the last uncharted territory for supplier diversity professionals. It provides an understanding of the benefits, challenges, spend, goals, and measurement of supplier diversity.

Simona Rabsatt Butler

Senior Director - Global Sourcing, Marketing Visa, Inc.

AT A TIME WHEN CONSUMERS' HAVE HIGHER EXPECTATIONS THAN EVER BEFORE, IT'S TIME FOR BRANDS TO #SEEALL

Accurate cultural reflections are as essential in ads as in content for brands and society to flourish. This year, ANA’s AIMM ignited the industry with bold demands for diversity, equity, and genuine inclusion for ALL under a pledge that garnered over 400 hundred supporters committed to effecting much-needed change. The #SeeALL movement followed with a simple yet vital message to Hollywood: when investing our media dollars, marketers commit to evaluating all segments’ fair representation in content. Through a star-studded spot that played for the first time at the Emmy’s, #SeeALL’s B2C campaign began capturing consumers’ attention garnering nearly one billion impressions. This is only the beginning of a movement that will finally ensure that we genuinely #SeeALL. Are you in?

John Dillon

CBO, EVP, AIMM Co-Chair Denny’s

COUNTDOWN TO "COFFEE WITH" SESSION

"COFFEE WITH" ESSENTIAL ACCESSIBILITY - HOW COVID-19 PUSHED ACCESSIBILITY TO THE FOREFRONT

This session will focus on the importance of Digital Accessibility in the era of COVID-19. Kris will cover practical recommendations that can be implemented to make digital experience more accessible for everyone. 

Kris Rivenburgh

Chief Accessibility & Legal Officer eSSENTIAL Accessibility

COUNTDOWN TO GENERAL SESSION

OPENING REMARKS

Gilbert Davila

President and Chief Executive Officer Davila Multicultural Insights

DIFFERENTIATION VIA SOCIAL JUSTICE AND INCLUSIVENESS

Eastern Bank is the largest and oldest mutual bank in the country. Since its founding in 1818, when their first customer was a woman, Eastern Bank has had a deep commitment to social justice and inclusiveness. In fact, they do more than support social justice and inclusiveness – they have made that a point of differentiation to build business and influence public policy. This year, Eastern Bank has been an outspoken supporter of the Black Lives Matter movement – including in its advertising – and has reinforced its commitment to engage in meaningful action in addressing racial inequities.

Paul Alexander

Chief Marketing and Communications Officer Eastern Bank Corp.

HOW POWERFUL IS CULTURE TO MARKETERS? HOW ABOUT 40% OF CAMPAIGN'S SUCCESS

For decades, few marketers consistently infused culture in communications as a force for social change or as a tool for growth. Now, marketers are beginning to rely on the Cultural Insights Impact Measure (CIIM) empirical evidence of culture's value in creative and the programs where they may place it. If you could master 40 percent of a campaign's ability to succeed in sales, would you? Learn from CIIM findings and how cultural affinity is re-framing discussions about inclusivity with accurate cultural reflections and the right cultural insights. Hear from brand leaders establishing CIIM goals by brand and segment and how newly released shows' CIIM scores will help inform their media buying decisions.

Carlos Santiago

CEO Santiago Solutions Group and AIMM Co-Founder

KELLOGG’S COMMITMENT TO “MEETING THE MOMENT”

At Kellogg, we are empowering our Marketers, to Meet the Moment and to lead the next chapter of growth by further equipping them with the knowledge and conviction to create holistic and inclusive brand strategies and experiences that will delight and nourish our rapidly evolving consumer base for generations to come. We will share how our approach to aligning to our 10 Racial Equity commitments to our Marketing goals as it relates to talent, go-to-market strategy and our industry leadership and partnerships. 

Gail Horwood

Chief Marketing Officer Kellogg North America

ASIAN AMERICAN MARKETING LEADERSHIP IN A PANDEMIC ENVIRONMENT

With the onset of COVID-19 in early 2020, marketers had to readjust how they communicated with their customers. Two Asian American leaders share how they managed their marketing messages with consumers, coached their teams through this business crisis, and navigated the sweeping tide of social unrest both professionally and personally. They will share what it means to be a marketing leader, and specifically an Asian American marketing leader during this time of change.

Elliot Lum

Senior Vice President, Talent Strategy and Program Development ANA Educational Foundation

CREATING COMPANY CULTURE IN A CHANGED WORLD

It’s a new era. Future-focused companies know they’re serving those both outside and inside, not just owners and shareholders but those doing the daily work, wherever they are. Now, when it comes to everything from retention to profit, your workplace culture and community matter as much as your product. Marne Levine will talk about the ways we can all create and protect our own company communities.

Marne Levine

VP, Global Partnerships, Business Development & Corporate Development Facebook

ARE YOU THERE, AMERICA? THE U.S. CENSUS AND WHAT IT TAKES TO COUNT 328 MILLION

The largest U.S. peacetime mobilization and first ever digital Census launched at the beginning of 2020. The team planned for anticipated challenges and managed through the unexpected ones. Team Y&R (VMLY&R and their multicultural agency partners) will share how their marketing efforts reached multicultural audiences, how they faced the challenges posed by COVID-19 and their key takeaways and lessons learned.

Ketzirah Lesser

Director of Campaign Strategy 2020 Census Integrated Communications VMLY&R

CULTURE AS YOUR COMPASS FOR AUTHENTICITY, TRUTH, AND REVENUE

Cultural relevance is becoming increasingly important as more diverse audiences are emerging within the next generation of consumers. Brands are reevaluating the way they connect with multicultural segments and the importance of today’s social issues to ensure that they are speaking with true authenticity and intention. In this session, we will hear about how brands are taking new approaches to put these powerful connections to work as a force for good as well as creating new revenue opportunities.

Kim Grant

Strategic Communications Planning and Paid Media, Merrill & Global Markets Bank of America

RELEVANT AND EFFECTIVE MULTICULTURAL COMMUNICATIONS DURING TIMES OF DISRUPTION

Both the Covid-19 pandemic as well as the current social unrest forced the marketing community to pivot its strategies and messaging in unprecedented ways. While some companies froze with inertia and confusion, others led the way in connecting and engaging Multicultural consumers with relevant and authentic communications and efforts. In this session, leading executives from industry leading brands- McDonald’s and Pepsi will tell their stories of leadership, agility, empathy and how they forged strong connections with diverse consumers during these unprecedented times.

Elizabeth Campbell

Senior Director of Marketing, Cultural Engagement McDonald’s

CLOSING REMARKS