EXPANDING THE REACH BEYOND TRADITIONAL SEGMENTS

As per the 2020 Census data, the United States has grown significantly more diverse over the past decade, with increasing populations of ethnic minorities. Brands are responding with rising investments in multicultural marketing that expand beyond coverage of the conventional Black, Hispanic, and Asian segments. Join us as we hear from brands committed to connecting and building affinity with these audiences, as they share culturally relevant creative and media case studies focused on traditionally under-represented diverse segments.  

WELCOME REMARKS & HOUSEKEEPING

Karim Amadeo

Director, Multicultural & Diversity Initiatives ANA

THE NEW LONGEVITY IS HERE

As the world’s population is living longer, the 50+ consumer is going through a radical redefinition and brands need to pay attention. Demographic trends are reshaping the world and age has become the new frontier for diversity and inclusion. Changing attitudes, behaviors and the erosion of brand loyalty of those 50+ are creating a systemic shift. In this session, learn how brands, agencies and creators are addressing this – with new media approaches, advertising, and contemporary representation of the 50+ consumer.

Michael Clinton

Former President/Publishing Director Hearst Magazines

UNLOCKING THE GROWING SOUTH ASIAN OPPORTUNITY

Indian Americans have risen to become the largest, wealthiest, and highly educated ethnic consumer group in the United States. 28% of the broader Asian population has its origins in South Asia, encompassing India, Pakistan, Sri Lanka, and Bangladesh. However, many brands have yet to recognize this growing opportunity.

The session will begin with Ethnicity Matters providing an introduction to the South Asian opportunities in America, including which States and categories provide the greatest opportunities. TD Bank will then talk about the importance of committing to authentic engagement with multicultural segments, sharing best in class examples of TD's work connecting with South Asians and their practices for making a multicultural focus intrinsic to everything they do as marketers.

Nicky Mezo

Vice President Marketing, Personal and Small Business Banking TD Bank

ACCESSIBILITY THROUGH INCLUSIVE DESIGN: MASTERCARD’S TOUCH CARD

Financial inclusion is an area in which Mastercard strives to stand out among competitors. The brand believes it has a social responsibility to bring all people into the digital economy. As part of their ongoing efforts to create a more inclusive world, Mastercard created Touch Card: an accessible system of cards with cut-out notches that allow anyone, regardless of sight, to identify different payment cards from one another. This kind of innovation, which solves unmet needs, has the power to set the brand apart and change people's experiences in a meaningful way.

In an undifferentiated landscape, Mastercard's goal is to drive preference for its brand through the creation of a more inclusive and equitable world for all. Hear more about these efforts in this session.

Cheryl Guerin

Executive Vice President, Global Brand Strategy & Innovation Mastercard

ANA LGBTQ+ MARKETING INCLUSION SURVEY

In 2021, the ANA released their first look at LGBTQ+ marketing inclusion specifically. The results showed a lot of interest and positive benefits from including the LGBTQ+ community in marketing, but there were still barriers and hesitation. Two years later, we are conducting this survey of ANA members again, to see how sentiment has changed toward LGBTQ+ inclusive marketing. Join us for a look at the results from 2023 ANA LGBTQ+ Marketing Inclusion Survey and how we can better support the LGBTQ+ community in advertising and in
the workplace.

Gregory Wright

SVP, Brand and Media ANA

STAND BY YOUR HUMAN: BRANDS & LGBTQ+ CONSUMERS

2023 seemed to signal a consumer values shift with LGBTQ+-inclusive marketing, despite brand engagement with the community being nothing new. While all brands faced the possibility of backlash, hundreds of brands stayed true to their values and demonstrated solidarity by continuing their LGBTQ+ campaigns as usual proving that the fringe is just that. Hear from senior leaders at the NFL, LGBTQ+ advocacy nonprofit GLAAD, and leading LGBTQ+ communications agency Target 10 on the importance of — and business reasons for — standing by your human, whether external consumers or stakeholders, internal employees, or in representation.

Moderator: Matt Wagner

VP, Client Services Target 10

Join us at the end of Day 1 for interactive discussion and Q&A with speakers and fellow attendees at the evening cocktail reception.

A NEW ERA FOR GEN Z LATINE - INSIGHTS ON THE GENERATION SHAPING OUR FUTURE

In this era of rapid change and unparalleled innovation, it is crucial to recognize the voice of the future—the enigmatic generation known as Gen Z. They are the trendsetters, the tastemakers, and the influencers who will shape our world for decades to come. Developed by our esteemed in-house multicultural research company, My Code will release an ongoing series of Gen Z research that offers unparalleled insights, revealing the untapped potential of the most diverse generation, the first of which will focus on Gen Z Latine. We’ll discuss the compelling data and insights uncovered and how brand marketers can effectively utilize these findings to reach Gen Z Latine consumers.

Alexandra Kennedy

EVP of Commercial Strategy My Code

OPENING REMARKS

Amy Mbagwu

Head of Content & Strategic Partnerships Amazon ads

ANA’S COMMITMENT TO DEIB & OPENING REMARKS

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 2023 results will be debuted at this conference.

Bob Liodice

CEO ANA

CONFERENCE CO-CHAIR REMARKS & HOUSEKEEPING

Gilbert Dávila

Co-Founder, Alliance for Inclusive and Multicultural Marketing (AIMM) Co-President DMI Consulting

OPENING KEYNOTE

Ann Mukherjee, Chairman & CEO of Pernod Ricard North America, the first industry outsider and woman of color to assume the position, will share the ongoing commitment the house of brands has to serving and uplifting diverse communities. PR USA believes that actions speak louder than words and are deeply committed to the long-term sustainability of their people, their industry and the planet. They call this their “ROR” – their return on responsibility – which, for them, is just as important as ROI.  Join us to hear Ann’s thoughts on the importance of multicultural marketing and DEI in her opening remarks

Ann Mukherjee

Chairman & CEO Pernod Ricard North America

A NEW APPROACH TO MASS CULTURAL MARKETING

In these times of quiet luxury, Lexus reigns supreme with quiet success. Vinay Shahani, Lexus USA CMO, talks about his approach to multicultural + overall affluent segment marketing, enabling innovation, integration, and relevance with a depth + breadth approach that is winning the game with a new generation of younger, ‘always on’ luxury buyers. 

Vinay Shahani

Chief Marketing Officer Lexus USA

REACHING THE CONSUMER WITH A COMMITMENT TO A FULL, HEALTHY LIFE

For nearly 100 years, the American Heart Association has been fighting heart disease and stroke, and helping families and communities thrive. They are on a mission to democratize good health for everyone and have a focus on reaching those of diverse backgrounds.  With investments of more than $230 million, the AHA is addressing barriers to health equity including structural racism, social factors that hurt people’s health, and threats to rural health. Learn how the AHA is crafting communications that reach the communities most in need with the messaging they need to improve and extend their lives.

Gerald Johnson

EVP, Office of Health Equity, and Chief Diversity Officer American Heart Association

WHAT HAPPENS IN VEGAS … IS MULTICULTURAL

Las Vegas is one of the most popular travel destinations in the world. In 2022, almost 40 million people visited, and 80 percent were returnees. Gambling, conventions, lounge acts, headliners, sports, food, and shopping are all popular activities for visitors to Las Vegas. The Las Vegas Convention and Visitors Authority has a very robust marketing plan, including to the multicultural segments of Asian, Hispanic, and LGBTQ. The CMO of the LVCVA will share the insights, strategies and tactics for connecting with multicultural entertainment enthusiasts. 

Kate Wik

Chief Marketing Officer Las Vegas Convention and Visitors Authority

CREATIVE FOR SOCIAL CHANGE: BUILDING A CAMPAIGN THAT CHAMPIONS INCLUSIVE COMMUNITY WELLBEING

How did The Ad Council and Amazon Ads build a campaign that inspired connection and conversation on mental health among multicultural families? Hear directly from the team on how to harness audience insights, technology, and unique touchpoints to make an actionable interactive experience.

Moderator: Jennifer Hopson

Senior Program Manager Inclusive Marketing Amazon Ads

PARAMOUNT ADVERTISING PRESENTS: INDUSTRY IN PROGRESS

While advertising has made significant strides in becoming more inclusive, the industry as a whole is still a work-in-progress according to both consumers and ad industry professionals. Despite the increasingly challenging cultural climate for marketers to navigate, inclusion efforts must be prioritized – not only because it’s the right thing to do, but because it’s critical to good business practice. Join us as we dive into a brand new study brought to you by Paramount Advertising to take an in-depth look at the current state of inclusive advertising and actionable strategies on how to become a more inclusive advertiser and marketer – while focusing on putting these strategies into action.

Angel Bellon

Senior Director, Audience Insights & Intelligence Paramount Advertising

WOMEN’S SPORTS HAS TAKEN CENTER STAGE – WHAT’S YOUR GAMEPLAN?

All eyes are on women’s sports. Fan engagement is at an all-time high, brands are leaning in more than ever, but is that enough? Can we as an industry collectively do more for a more equitable marketplace? Join Disney, who has been at the forefront of Women’s sports as a leader in the critical investments and commitments needed for growth, for a conversation to unpack the significant progress made over the past 50 years and dig into how marketers can level up by making intentionality and inclusivity a priority.

Deidra Maddock

VP Sports Brand Solutions Disney

RECKITT BRANDS: AMONG SOME OF THE MOST TRUSTED BRANDS BY MULTICULTURAL CONSUMERS

Reckitt brands keep making a positive impact on the road to inclusion in the Hispanic, LGBTQ+, and overall multicultural segments. Brands like Lysol® and Air Wick® were included in a list of “the Top 25 Most Culturally Inclusive Brands in 2022," and they continue to have an outstanding commitment to diversity and inclusion. Hear more about how Reckitt is continuing to make an impact with key multicultural segments.

Gary Osifchin

Chief Marketing Officer and GM, U.S. Hygiene Reckitt

DRIVING EQUALITY AND IMPACT THROUGH BRANDED STORYTELLING: "MORE THAN THAT WITH GIA PEPPERS" AND WHY DIVERSITY IS A WINNING STRATEGY

Join us in this session to learn about "More Than That with Gia Peppers," dentsu's award-winning radio series and *new* limited TV series. We will explore how this program disrupts the advertising industry and drives equality through brand inclusive storytelling. By recognizing the underrepresentation of minorities in advertising and the demand for authentic longform content, we collaborated with Black-owned distributors and BIPOC storytellers to bring this program to life. This session will highlight the transformative power of authentic content and inclusive distribution channels in creating a more equitable advertising landscape and ultimately driving brand impact.

Gia Peppers

Host + Executive Producer More Than That with Gia Peppers

LEADING WITH INCLUSIVITY AND GROWTH IN GOOD TIMES AND BAD

In 2020, AIMM's community began tackling seven systemic barriers to achieve equity and brand growth in our industry. Today, we continue to revolutionize inclusive marketing strategies that accelerate growth by surmounting these challenges, despite new external threats like inflation, social polarization, and consumer pressure. This session will share insights from the latest research and potential solutions to inclusive branding and cultural prioritization. Learn about the peaks and valleys of inclusive marketing across three critical industry barriers: marketing investment, cultural relevance in ads and content, and diversity in corporations, as well as in front/behind the camera. Join the movement that can empower the industry to achieve equity so that we can finally #SeeAll.

Lisette Arsuaga

Co-Founder of Alliance for Inclusive and Multicultural Marketing (AIMM) Co-President DMI Consulting

STRATEGICALLY LEVERAGING HBCUS TO ATTRACT BLACK TALENT INTO YOUR ORGANIZATIONS

Historically Black Colleges and Universities (HBCUs) enroll close to ten percent of all Black undergraduate students yet graduate close to 20% according to the United Negro College Fund. After the murder of George Floyd in 2020 and most recently, with the recent Supreme Court ruling on affirmative action, HBCUs have become an even greater focal point for Black high school students to consider enrollment, for these universities to create an even more thriving learning environment for its students, and for organizations to emphasizes recruitment from these universities. Hear from Dr. Van Sapp, who will share best practices of how to attract Black talent, specifically Black talent from HBCUs, into your organizations.

Dr. Van Sapp

Dean of Saint Augustine’s School of Business, Management, and Technology Former Pepsi and Kraft executive

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. Don't miss the chance to raise a toast to honor all our winners and to celebrate all the outstanding work submitted this year.

REACHING THE FUTURE CONSUMER: CREATORS, COMMUNITY & CULTURE

Go where culture is going and build a multicultural community within the creator economy. Culture Genesis is the largest multicultural digital video network rated by Comscore. All Def Media is a wholly owned subsidiary. The Culture Genesis Network has many of the largest multicultural creators, celebrities, and publishers, from Kai Cenat and Steve Harvey to Black Girls Rock. The creator economy is an $18B industry and 72 percent of gen Z support creators. Multicultural audiences are adopting streaming services faster than the general population, making streaming their preferred way to engage with relevant video content. We’ll discuss how brand marketers can effectively leverage these insights and more to reach gen Z consumers through digital video on CTV. 

Cedric J. Rogers

Co-Founder & CEO Culture Genesis

CONFERENCE CO-CHAIR REMARKS & HOUSEKEEPING

Gilbert Dávila

CEO, DMI Consulting Co-Founder, Alliance for Inclusive and Multicultural Marketing (AIMM)

P&G’s ONGOING COMMITMENT TO MULTICULTURAL MARKETING

For the seventh consecutive year, Marc Pritchard will deliver a keynote address at the ANA Multicultural Marketing & Diversity Conference – this time joined by P&G’s Vice President, Multi-Cultural Business Acceleration. As Marc once famously said, "The days of general audience and general marketing are gone and that is a good thing. If you're not doing multicultural marketing, you're not doing marketing." In this session, Marc and Lela Coffey will share new case studies from P&G brands and thoughts on how multicultural marketing needs to continue to evolve.

Marc Pritchard

Chief Brand Officer The Procter & Gamble Company

BEYOND TRANSACTION DATA: WENDY’S PLAYBOOK TO EARN RELATIONSHIPS WITH HISPANIC CONSUMERS

Wendy’s earned wins in multicultural marketing to Hispanic consumers, not because the brand outspends the other guys, but because Wendy’s outplays them. Join Carl Loredo, Wendy’s Global CMO to hear how his Cuban roots and multicultural marketing background drove the iconic QSR to embrace a challenger mindset and play the game differently – going beyond transaction data and passive listening to see consumers as individuals. As one of the most engaged brands out there, the session will share Wendy’s recipe for success in tapping into shared passions with fans to form community at the intersection of entertainment and pop culture. Attendees will learn how Wendy’s builds authentic relationships with Hispanic fans to influence multicultural marketing strategies, from product launches to agile responses across social media. Take a page out of the Wendy’s playbook, learning how to develop a strong brand identity rooted in an understanding of consumers while taking bold, calculated risks to disrupt the industry.

Carl Loredo

Global Chief Marketing Officer The Wendy's Company

THE BARBIE EVOLUTION: AN ICON IN A DIVERSE WORLD

Barbie first appeared on store shelves in 1959 and has come a long way from her origins as a single, white, blonde doll.  From social impact to dolls who represent all walks of life, Barbie is ever evolving in all the best ways. Mattel is constantly pushing the boundaries to keep Barbie as the most diverse and inclusive doll line in the world, and with this summer’s record-breaking theatrical release, the canvas has become much bigger.  Learn how the Barbie marketing team continues to push this iconic brand forward through its foundation in toys and then builds purpose and meaning through licensing and brand partnerships.  

Matt Brutocao

Vice President, Barbie Global Brand Marketing Mattel, Inc.

HOW MOTEL 6 HAS COMMITTED TO DEI AS A BUILT-IN STRATEGY FOR SUCCESS

Motel 6, the renowned budget-friendly hospitality brand with a nationwide presence of over 1,400 locations, believes multicultural commitments are more important than ever. With an owner and on-site employee base that are predominantly multicultural and a customer base that reflects a diverse demographic, it recognizes the vital role of robust DEI and Multicultural Marketing programs. Not only do these initiatives align with the brand's values, but they also prove essential to the overall health of the business.

And this investment has paid off, with the brand seeing a 30% increase in direct web bookings and an impressive 60% rise in direct web booking revenue on Motel6.com.

Join leaders from Motel 6, Barkley, and The Corazón Agency as they unveil the winning strategies behind Motel 6's successes.

Jenna Berg

VP of Brand Marketing Motel 6 & Studio 6

SeeHer: BLACK GIRLS SURFING

This session is about the power of images in driving representation and highlighting the agency of underrepresented groups – in this case, Black girls surfing. Shutterstock, a Global SeeHer member, worked with various partners to create an original collection of authentic footage and photography featuring Black girls surfing. A key partner was Soma Surf, a nonprofit organization in Central Africa that is working to support female empowerment and gender equality in the community of Santana (where girls usually do not surf) located in São Tome and Principe (the second smallest country in Africa) through changing perceptions of girls surfing, and providing surf therapy, and civic and sexual education.

Moderator: Christine Guilfoyle

President ANA's SeeHer

THE GROWING POWER OF THE MULTICULTURAL MAJORITY – GET READY!

To say everyone’s lives changed during the pandemic would be an understatement. From hybrid workplaces and increased support of social justice and diversity, equity and inclusion, things have changed. With the shift to a multicultural majority coming, savvy marketers need the latest data on what today’s consumers are thinking, doing and buying.

The Hispanic Marketing Council is unveiling a follow-up to its 2020 breakthrough study. In collaboration with the Asian American Advertising Federation, this session will highlight results from the most current multicultural research currently available. Conducted in early 2023, it includes 4,600 quantitative interviews + 24 qualitative interviews among non-Hispanic white, Hispanic, Black and a first time deep-dive look into AAPI consumers. One-third of the sample size were ages 3-17, the new multicultural majority consumers, who will represent the future for brands.

The new multicultural majority consumers are already a force in our society and are poised to change the fabric of America. Are you ready?

Nancy Tellet

Hispanic Marketing Council Principal at PureClarity, LLC

CLOSING REMARKS