“Metaverse” is probably the hottest term in the marketing industry today. The metaverse is the next evolution of the internet and has been called “Web 3.0” and “the internet in 3D.” While people browse the internet, they experience and live in the metaverse. There, consumers move through a virtual world that imitates aspects of the physical world, using technology such as virtual reality, augmented reality, artificial intelligence, and digital currency. We are clearly in the early days of the metaverse and companies must be intentional in the way they include multicultural consumers in their metaverse products. The entire first afternoon of the conference will be an exploration of the metaverse and multicultural consumers. 

WELCOME & HOUSEKEEPING REMARKS

Gena Casciano

Senior Director – Sponsorship, Experiential & Multicultural Marketing ANA

THE ROLE OF DEI IN THE METAVERSE

For consumers, being present in the metaverse enables freedom, and freedom allows individuality to flourish and brings infinite possibilities for identity expression. The metaverse will transform the way we connect. But this freedom, without accountability, can also facilitate acts of bias, bullying and hate. This is where companies like Meta come into play.  Meta is starting to think about this future now, recognizing the opportunity to help build the metaverse with diversity, equity, and inclusion (DEI) from its inception. They recognize the complicated issues of DEI in technology, especially at a global scale. Join us to hear how Meta is tackling these issues and striving to use their position to have a positive impact on society.

Paula Cuneo

Director, Social Impact Marketing for Horizon Worlds and Avatars Meta Reality Labs

LEVELING UP WITH ASIAN AMERICAN PACIFIC ISLANDER (AAPI) GAMERS: HOW MCDONALD'S ENGAGES GAMING FANS ONLINE--AND OFF

In 2021, McDonald’s kicked off a first-of-its-kind gaming strategy aimed at connecting with Asian Gen Z. Inspired by the insight that AAPI gaming culture goes far beyond just playing video games, the Golden Arches implemented an online and offline approach that included creator partnerships, IRL fan experiences, and the brand’s first forays into the metaverse. Learn how the QSR leader blended cultural expertise with marketing innovation to engage this digital-first audience like never before.

Elizabeth Campbell

Senior Director of Marketing, Cultural Engagement McDonald's

ABSOLUT BRINGS ITS WORLD OF COCKTAILS TO LIFE WITH A COMMITMENT TO INCLUSION

Absolut Vodka, a Pernod Ricard brand, has long been committed to the LGBTQ+ community.  This year, they brought their 40 year+ allyship to a new level, with Absolut.Land, a metaverse activation for Coachella.  As a brand born to mix, Absolut is centered on bringing the world together through shared experiences and empowering social interaction that unlock a sense of belonging. Absolut.Land, a three story building built to look like a bottle of Absolut, included a floor inspired by the brand allyship and longtime involvement with the LGBTQ+ community. Consumers were invited to travel through The PRIDE Tunnel and in the Rainbow Rave, an all-out dance party that celebrated the community and featured music from LGBTQ+ artists.  Absolut continues their commitment to diversity, equity and inclusion, engaging their consumers everywhere – for them, the metaverse was a natural progression.

Jonathan Saw

Vice President, Diversity & Inclusion Pernod Ricard North America

DEGREE’S INCLUSIVE MARATHON IN THE METAVERSE

Many say you can be anything or anyone you want to be in the metaverse, even a unicorn. But does this statement hold true for the differently abled or plus size person? Degree® will be presenting on their groundbreaking metaverse marathon, featuring the hip-hop artist, Fat Joe. Through the Metathon activation, Degree® deodorant brand leans into its purpose to inspire the confidence in everyone to move more while challenging what it means to be inclusive in the metaverse. Every brand and every person has a responsibility to help shape the world they want to see. A real world and virtual world, representative of all who create the unique fabric of humanity. This was our way, a start and we’re not done yet!

Desi Okeke

Director, Degree Deodorant Unilever

BURGER KING AND THE MTV VMAS REDEFINE ROYALTY BY CELEBRATING A DIVERSE AUDIENCE

Tapping into the MTV VMAs high multicultural reach, Burger King partnered with Paramount to deliver a culturally relevant music moment amplifying the brand’s new positioning of “royalty” to connect with their young, diverse consumers. Their modernized “royalty” celebrates inclusivity, individuality, self-expression, and liberation – in a world that holds us down with rules, we empower you to rule your own kingdom. In this session, Burger King and Paramount will discuss how they applied a multicultural lens in every step of the partnership creating a strong connection to and authentic representation of their diverse audience.

Brittany Chanel Greene

Senior Writer and Producer Paramount

ANA’S COMMITMENT TO DEIB

Diversity, equity, inclusion, and belonging are more important than ever to the marketing industry. ANA’s commitment to DEIB is built upon the foundation of the Global CMO Growth Council, the global community of chief marketers that have come together in unified leadership to transform marketing into a force for growth and a force for good. ANA’s work covers areas including gender equality (SeeHer), inclusive marketing (AIMM), talent development (AEF), supplier diversity, a new LGBTQ+ practice, and our annual diversity benchmarking report, whose 2022 results will be debuted at this conference.

Bob Liodice

CEO ANA

OPENING REMARKS

Gilbert Dávila

CEO/Co-Founder, AIMM DMI Consulting

OPENING KEYNOTE – MARC PRITCHARD

For the sixth consecutive year, Marc Pritchard will deliver the opening keynote at the ANA Multicultural Marketing & Diversity Conference.  As Marc once famously said, "If you're not doing multicultural marketing, you're not doing marketing." In this session, Marc will share a roadmap for multicultural market growth with new case studies from P&G brands. 

Marc Pritchard

Chief Brand Officer The Procter & Gamble Company

THE ROAD TO EQUITY: THE JOURNEY FROM INVESTMENT TO IMPACT

At General Motors, our aspiration is to be the most inclusive company in the world. In this session, GM will chart their journey over the past two years in the wake of social justice movements and public commitments to Black-owned and diverse-owned media. GM will discuss their unified approach and lessons learned along the way – including the evolution from investment to impact – as they focus on equity, new ways of thinking, relationships, listening, and business development to create a stronger ecosystem for diverse-owned media.

Brianne Boles-Marshall

Diversity Media Strategy and Investment General Motors

THE FIGHT FOR EQUALITY IN FLORIDA – AND WHAT IT MEANS FOR BRANDS

Nadine Smith is the Executive Director of Equality Florida, the state's largest organization dedicated to ending discrimination based on sexual orientation and gender identity. In 2022, she was named to the Time100, TIME's annual list of the 100 most influential people in the world. With Equality Florida, Nadine has led the charge against the “Don’t Say Gay” bill, fighting its enactment through a major civil rights lawsuit as well as a television and social media ad campaign highlighting the potential impacts in classrooms. In this session, Nadine will discuss the work of Equality Florida and what it means for brands.

Nadine Smith

Executive Director Equality Florida

THE NFL AND MULTICULTURAL MARKETING

Marissa Solis will be a year into her role at the NFL as Senior Vice President, Global Brand and Consumer Marketing when she takes the stage at the ANA Multicultural Marketing & Diversity Conference. Marissa strongly believes that marketing in the U.S. needs to be done through a multicultural lens and prefers to use the term ‘multicultural marketing’ rather than ‘total market approach’ as the correct way to market to a U.S. population that is increasingly multicultural. In this session, Marissa will share the NFL’s work for the current season – from Kickoff to youth to cause to Hispanic – all of which is multicultural. 

Marissa Solis

Senior Vice President, Global Brand and Consumer Marketing National Football League

IF YOU’RE NOT MULTICULTURAL, YOU’RE NOT MAXIMIZING GROWTH

Reaching multicultural audiences is a must in digital media. As consumers demand more access to diverse content, the industry needs to respond with a strong commitment and actionable results. Join Yahoo and Reset Digital to discuss how supporting and prioritizing minority-owned and operated media and suppliers better connects consumers to the diverse content they want, and fosters industry-wide growth for talent, suppliers and media alike.

Sekema Newton-Byrd

VP, Client Sales & Strategy Yahoo

A MIRROR ON THE AD INDUSTRY: REFLECTIONS OF DIVERSITY WITHIN CREATIVE

Marketers wield enormous power in effecting cultural norms by how they portray people and situations in brand stories. Since the dawn of advertising, who is cast to “play” consumers and who we hear speaking sets standards around beauty, gender roles, who makes purchase decisions, and more.

Join this session to hear what you can expect to learn in an upcoming report from Extreme Reach, based on an analysis of 1 million creative assets deployed in North America over a time period of nearly four years. The landmark study, to be published in the coming weeks, will provide the first-ever diversity and accessibility benchmarks at scale for the advertising industry. Trends in the complexion of advertising (gender, race, age), based on who we see and hear in video ads,will be revealed in the detailed report, as well as the percent of those spots that are accessible for the seeing and hearing impaired.

Melinda McLaughlin

Chief Marketing Officer Extreme Reach

BEST PRACTICES TO ENGAGE BLACK AND HISPANIC CONSUMERS

Consumers today are motivated by brands that are authentic, culturally relevant, and share their values. Multicultural consumers are no different, but the brand’s voice must acknowledge their uniqueness. Join the Radio Advertising Bureau for an insightful conversation two of many of America’s radio broadcast companies that uniquely serve communities of color as they share insight into how to start the conversation with multicultural audiences, what resonates with these consumers, best practices on how to connect on a meaningful level and a glimpse at how successful marketers are partnering with multicultural audio to generate results and achieve long lasting relationships with consumers.

Annette Malave

Senior Vice President Insights Radio Advertising Bureau

MAKING REPRESENTATION AUTHENTIC IN MULTI-PLATFORM STORYTELLING

Meeckel Beecker

Global Head, Diversity, Equity and Inclusion Shutterstock

LEADING DEI STRATEGY

Nikki Darden has been a champion of hiring and mentoring diverse talent throughout her career. As Citi's brand lead for DEI strategy, she regularly coaches others to understand cultural norms in an organization, while maintaining one’s own individualism, to drive maximum value. Nikki believes her authenticity is a key element of her success – personally and professionally – and advises her teams to see the threads that connect all customers and all people.

Nikki Darden

Managing Director, Head, Global Marketing Integration & DEI Brand Strategy Citi

CREATING CONNECTIONS BETWEEN MINORITY BUSINESSES AND CORPORATE AMERICA

The mission of the National Minority Supplier Development Council is to serve as a growth engine for certified minority businesses – Asian, Black, Hispanic and Native American – and enable those businesses to advance economic equality. NMSDC creates connections between minority business enterprises and corporations to help them benefit from each other, stoking entrepreneurship and growing wealth for these systemically excluded communities. Celebrating its 50th anniversary, NMSDC is the nation's largest, most effective, and successful nonprofit advocacy organization for MBEs, proving growth for MBEs is growth for all. Given that supplier diversity in the advertising supply chain has never been more important than it is today, the advertising industry will surely benefit from the perspective of NMSDC.

Ying McGuire

CEO and President National Minority Supplier Development Council

THE INTERSECTION OF MARKETING AND DIVERSITY, EQUITY, INCLUSION AND BELONGING (DEIB) IS VITAL TO GROWTH

Consumers today are motivated by brands that are authentic, culturally relevant, and embed DEIB in their marketing and internal corporate culture.  AIMM is at the center of marketing and DEIB by strongly delivering on its commitment to #SeeALL. In the last two years, AIMM has championed cross-industry collaborations including monumental DEIB/Marketing dialogues, created industry leading tools, mechanisms, and resources to advance greater inclusivity, equity, and maximize multicultural and inclusive segment insights for brand growth.

Lisette Arsuaga

Co-Founder and Co-President AIMM and DMI

HOW AT&T CREATED “LIGHTNING IN A BOTTLE”

Together, AT&T and 360 Agency created “Dream in Black,” a campaign that elevated culture and built authentic brand love with an audience. Dream in Black embodies a mindset that success can look like anything we can dream and serves as a platform to inspire and empower consumers to “Dream in Black.” It celebrates not only success but the pursuit of success and the milestones along the way. AT&T found a way to align an expression that landed authentically with consumers and aligned beautifully with their core value proposition of greater possibilities. This fully integrated platform touched the entire enterprise from ERGs, to corporate executives to cross functional initiatives, retail, and more.

Jeannie Weaver

Vice President, Retail and Special Experiences AT&T

DEFINING THE WINNER FORMULA FOR A SUCCESSFUL MULTICULTURAL & INCLUSIVE MARKETING STRATEGY

Creating effective multicultural and inclusive marketing initiatives should be a crucial component of every brand’s strategy, yet many brands struggle with modernizing their approach. As we look to grow investment, develop content, and reach diverse audiences creating inclusive opportunities anchored in authenticity is required. Understanding the nuances of messaging by media and audience, providing full funnel approaches, and embracing continued education is key to marketplace success. We will explore the competencies needed for brand to rethink, fill the gaps, and create a successful multicultural & inclusive strategy.

Na’Amka Milima

Lead Strategist, Multicultural and Inclusive Solutions Disney Advertising

Please join us for the Multicultural Excellence Awards Gala where we will present the winning agencies and brands who have been judged to have the best multicultural marketing campaigns of the past year! This celebration will culminate with the naming of the Best in Show winner, the overall best of all the rest of the Grand Prize winners!

Gena Casciano

Senior Director – Sponsorship, Experiential & Multicultural Marketing ANA

Let's continue the celebration right after dinner! Join our after-party sponsor by Pernod Ricard in association with the Alliance for Inclusive and Multicultural Marketing (AIMM). Don't miss the chance to raise a toast to honor all our winners and to celebrate all the outstanding work submitted this year.

THE INTERSECTION OF THE MOBILE AND STREAMING HISPANIC COHORT

The Hispanic market is by no means monolithic, but there are some behaviors that tend to be consistent regardless of generational level or linguistic proficiency. From mobile to streaming the U.S. Latino cohort is active and over-indexing general market. Join Adsmovil as we unveil new research insights on this expanding market across acculturation levels and age cohorts, and provide brands with opportunities to better reach and engage this influential segment with our new streaming platform, Nuestra.TV.

Jessica Ricaurte

Chief Revenue Officer Adsmovil

OPENING REMARKS

Gilbert Dávila

CEO/Co-Founder, AIMM DMI Consulting

TARGET: GROWING THE CIRCLE WIDER

Target Corporation rallies around a single purpose: to help all families discover the joy of everyday life. That purpose and the inclusion of "all" directly connects to Target's inclusivity value as a company. Maurice Cooper has now been in his role of Senior Vice President, Brand & Category Marketing at Target for two years. He oversees all omnichannel traffic driving activity for Target. Maurice leads a team of 300 that has responsibility for brand strategy, brand marketing, promotional marketing, and all paid, owned, and earned media activity. Maurice and his team leverage Target's purpose to champion a more inclusive society that provides a fulfilling place to work and enhances engagement with guests, communities, and suppliers.

Maurice Cooper

Senior Vice President, Brand & Category Marketing Target Corporation

SEEHER #WRITEHERIGHT: AUTHENTIC REPRESENTATION AND STORYTELLING IN MARKETING, MEDIA AND ENTERTAINMENT.

This discussion will highlight the importance of increasing accurate portrayals of women through the use of the four SeeHer #WriteHerRight guides which include: #WriteHerRight Female Characters Inclusive Storytelling Guide, #WriteHerRight for Black Female Characters, #WriteHerRight for Latina Characters and the newest version, API Women Authentic Representation and Storytelling. This latest guide was created in partnership with Gold House and a coalition of SeeHer members. Publicis was the first agency to participate in a groundbreaking API Survey that formed the insights for the guide.

SeeHer #WriteHerRight empowers brands and storytellers to apply an intersectional lens to their work so that API women are authentically reflected in content with nuanced and genuine portrayals.

Christine Guilfoyle

EVP, Membership SeeHer

BANNER HEALTH ON BEING REPRESENTATIVE AND INCLUSIVE IN HEALTHCARE COMMUNICATIONS

Healthcare is a highly regionalized business and Banner Health is fairly typical in that it serves six states in the western U.S. 

Without a national scope and without a huge budget, Banner wanted to figure out how to meaningfully connect with the key communities it serves ensuring they did so with a strong cultural lens.  Learn more about the steps Banner took to implement their strategic plan and the metrics they use to ensure they are objectively staying on track.

Alexandra Morehouse

Chief Marketing Officer Banner Health

DRIVING BRAND GROWTH THROUGH CULTURAL EFFECTIVENESS MEASURES

AIMM’s most recent attribution analysis has validated that Culture is a critical to sales growth explaining 66% of the difference in sales lift between high-performing and low-performing ad campaigns. Aligned with their brand DNA of integrity, honesty, and transparency, CarMax has been testing the impact of culture in their mass market, Black and Hispanic creative. In this session they will share how they have applied cultural insights from briefs to executions. 

Carlos Santiago

Co-Founder, Alliance for Inclusive and Multicultural Marketing (AIMM) Co-Architect, CIIM and Chief Strategist, SSG Solutions

UPSTREAM INCLUSION AND THE LAUNCH OF GLAD’S CHERRY BLOSSOM BAG

Earlier this year, Clorox launched Glad ForceFlexPlus Cherry Blossom, a pink, scented trash bag. The ad campaign – created from FCB's dedicated Upstream Inclusion practice – demonstrates the product is anything but basic by breaking through category norms to introduce “the most extra trash bag, ever.” The creative taps into the notion of being 'extra' as a way to culturally resonate with people across different demographics and sociographics who value self-expression and creativity.

C.C. Ciafone

Marketing Director The Clorox Company

THE WORLD CUP: WHAT MARKETERS CAN EXPECT

The 2022 FIFA World Cup is scheduled to take place in Qatar from November 20 to December 18 and will be the first World Cup ever to be held in the Arab world. The World Cup is the most prestigious association football tournament, as well as the most widely viewed and followed single sporting event in the world. In the United States, the World Cup will be televised by Fox Sports (Fox and FS1) and Telemundo. This session will focus on what marketers can expect from the 2022 World Cup.

Isaac Mizrahi

Co-President and CEO alma

CLOSING REMARKS