IN-PERSON ONLY

Our Sunday kickoff sessions will focus on LGBTQ+ inclusive marketing, including incredible presentations from brands and their partners, perspectives from the LGBTQ+ community, and a look at the current state of LGBTQ+ marketing inclusion.

CURRENT AND FUTURE STATE OF LGBTQ+ MARKETING

Joining Pride Month celebrations was an early stop in the brand purpose journey, however, among the LGBTQ+ community, there are increased concerns about rainbow-washing and the decreased representation of LGBTQ+ in media/advertising. In this session, we will reveal the results of the ANA LGBTQ+ Marketing Inclusion Survey, which looked at the inclusion of LGBTQ+ in marketing activities, as well as support for the LGBTQ+ Community among ANA member companies. We will also identify and discuss how we can better support LGBTQ+ in advertising and in the workplace.

Greg Wright (@gjw1801)

Vice President, Content Marketing ANA

J&J CARE WITH PRIDE: BEYOND THE USUAL SUSPECTS

As more brands seek to engage with LGBTQ+ consumers, many are leveraging the same LGBTQ+ themes, time periods, nonprofits, celebrities, media, and activation channels primarily because this is where the cultural competency of many advertisers and agencies begins and ends. Contrast that with the Johnson & Johnson Consumer Health CARE WITH PRIDE® program.  This +10 year LGBTQ+ initiative, including 12 participating Johnson & Johnson brands, has succeeded with its understanding of queer culture, enabling it to go beyond the usual suspects and engage with LGBTQ+ consumers in unique and unexpected ways: emerging talent, localized partnerships, custom employee engagement, opportunistic micro-grants, and more. Hear from two of the program’s leaders and an influencer partner about J&J’s differentiating strategic approach and how it has generated ongoing success for its participating brands.

Ty Deran

Content Creator / Actor

CITI: CHOSEN NAME

Citi’s mission of enabling growth and progress for all includes growth and progress for transgender and non-binary people, too. As part of their commitment to helping drive an equitable and inclusive culture, they developed a new feature that enables trans and non-binary customers to use the name that reflects who they truly are – even if that name is different than their legal name. In this session, you’ll hear from two Citi Global Marketing leaders as they discuss the insights that ignited this new feature, the pitfalls and triumphs of bringing it to life both on the backend and in marketing, the role of partnerships in getting this groundbreaking work across the finish line, and the unique collaboration between internal and external agency teams to ensure real representation in-front of and behind the camera.

Nikki Darden (@dardenn)

Head of Internal Brand & Global Integration Citi

LGBTQ+ REPRESENTATION IN ENTERTAINMENT AND MEDIA

Strong and positive representation in entertainment and media can help fight and break down stereotypes that can be detrimental. And the importance of seeing diversity and one’s self represented in media has only become more important to the advancement of society. Join special guests from the entertainment industry as they discuss how we advance proper representation for all.

Moderator: Greg Wright (@gjw1801)

Vice President, Content Marketing ANA

IN-PERSON ONLY

IN-PERSON ONLY

MOVING TO THE RITMO: HOW VIACOMCBS BLENDS CULTURAL INSIGHTS WITH CREATIVE EXCELLENCE TO UNITE DIVERSE AUDIENCES

In a year rife with political, racial and physical divides, music is a unifying force that transcends borders and race. ViacomCBS partnered with Toyota at the 2020 VMAs to leverage the cross-cultural reach and ritmo (rhythm) of Latin music, a genre on repeat for all Americans whether or not they speak Spanish. From the Lower East Side to the Bronx, eight local artists across New York City’s boroughs featured in a multi-platform campaign centered around J Balvin’s global megahit “Mi Gente” in MTV VMAs’ first-ever Spanish language branded content and televised drive-in themed experience.

As the country becomes more diverse even faster than previously predicted, hear from two of the program’s leaders about how ViacomCBS leads a unique culture-driven approach to help brand marketers effortlessly weave a brand’s message into the zeitgeist and create multicultural fandom.

Karen Vega (@KarenitaV)

Vice President, Creative Strategy & Cultural Intelligence ViacomCBS

Bob Liodice

Chief Executive Officer ANA

Elizabeth Campbell

Senior Director of Marketing, Cultural Engagement McDonald's

BREAKING OLD HABITS TO BUILD NEW HABITS

We’ve been talking about seizing the growth opportunity in multicultural marketing for years.  We commit to change, then drift back to our comfortable ways because we simply have a lot of entrenched habits in how we do marketing.  It’s past time to break old habits and build new habits to widen the opportunity for multicultural marketing, which may be the single biggest source of market growth now and for the next several years, perhaps even decades. The alarm has rung.

Marc Pritchard

Chief Brand Officer, Procter & Gamble Chairman, Association of National Advertisers

THE JOY OF INCLUSIVITY – HOW FRITO LAY’S PURPOSE DRIVES VISIBILITY AND CONNECTION AMONG ALL AUDIENCES

Understanding brand purpose has never been more important that it is today. While you may know it as one of the world largest and most beloved snack makers, Frito-Lay does not consider itself in the business of snacks. It is in the business of joy. Unlocking that purpose has not only delivered endless snack innovations, but has also driven deeper connections to the 94% of consumers who enjoy Frito-Lay products. Joy has been the company’s north star in how to enhance the lives of all consumers – especially communities who need to be seen and heard now more than ever. And one of the leading voices driving this purpose forward is Antonio Escalona, who is leading the Hispanic Business Unit within the foods business and who has propelled diversity and inclusion throughout his 26 year career at PepsiCo. In this session, Antonio will discuss how Frito-Lay has been a leader in elevating the traditions and tastes of non Hispanic and Hispanic audiences, how he and his team are driving accelerated growth and delighting consumers , through delicious products that support great causes,  to continue leading with purpose to create a community where all feel welcome.

Antonio Escalona

Senior Vice President & GM, Hispanic Business Unit PepsiCo Foods North America

GOING BEYOND THE RAINBOW: JACK DANIEL’S FAMILY OF BRANDS AND THE LGBTQ+ CONSUMER

What does a 155-year-old whiskey brand from Lynchburg, Tennessee have in common with the modern LGBTQ+ experience? Well, quite a lot actually.

By aligning Jack’s Daniel's brand purpose to "Live Boldly and Enjoy the Ride" with its approach to the LGBTQ+ consumer, the company has created innovative, purposeful and genuine campaigns that go far beyond the traditional.

From building the world’s first project mapping truck and hosting drag queen mukbangs to producing the brand’s first-ever reality series starring RuPaul’s Drag Race alums, Brown-Forman’s Multicultural Marketing Manager Fabrícia da Silva will showcase some of Jack Daniel's Family of Brands' award-winning LGBTQ+ work and the unique cultural insights that inspired them.

Fabrícia da Silva (@fabirtw)

Multicultural Marketing Manager, USA & Canada Brown-Forman/Jack Daniel's Tennessee Whiskey

BLACK VOICES MATTER: TAKING A STAND FOR SONIC DIVERSITY

Lines have been drawn that perpetuate racism in every industry. Some of these lines can be seen. Others can be heard. These are sonic color lines: invisible but pervasive barriers that reward white voices and marginalize voices of color. They impact our marketing and messaging decisions, and crossing them requires us to retrain the way we listen, to diversify the sonic spaces we inhabit, and to change the creative choices we're making that serve to perpetuate systemically racist sonic structures. In this thought-provoking presentation, we examine the history of sonic racism, and its impact on the speaker and the listener alike, offering suggestions for how brands and advertising agencies can take a stand for sonic diversity. We'll also share our groundbreaking research on the impact of racialized listening on ad favorability and effectiveness, making the case that practicing sonic diversity is not only the right thing to do; it's sound business practice, too.

Nikki Buchanan

Director – Multicultural SXM Media

HOW TIKTOK SUBCULTURES ARE REDEFINING COMMUNITY & INFLUENCE

TikTok has thousands of communities for every passion, interest, and genre. This is a unique opportunity for brands to form deeper connections with audiences based on more thoughtful signals — from how they identify to what drives their daily lives. We'll introduce you to how TikTok's communities are sparking trends and creating culture that inspires them to buy. We'll also share rules of engagement for how brands can become community citizens and develop meaningful relationships with these communities and creators.

Corianda Dimes

Creative Strategy Director, Creative Lab TikTok North America

THE DIFFERENCE REPRESENTATION MAKES: INSPIRING THE WORLD THROUGH INCLUSIVE ADVERTISING

Media defines culture, and culture defines change. So, as stewards of the media and advertising industry, we can have a transformational impact on society. Not only can we deepen connections with customers and elevate the stories and voices of people who've been marginalized, but we can also create meaningful and lasting change - from our definitions of beauty, to what an athlete should be, to what a scientist or CEO looks like. Together we can shape the future and help build a more inclusive and diverse world by accelerating inclusive representation in advertising and media. This session will dive into the power the advertising industry holds to both perpetuate harmful stereotypes or eliminate them, the current state of inclusion in online advertising and actions brands and agencies can take today to accelerate inclusive bias in their own work.

Jason Dailey

Director of Agency Development Facebook

CELEBRATING AIMM’S FIVE YEARS OF PROACTIVE CHANGE AND ADVANCEMENTS IN MULTICULTURAL AND INCLUSIVE MARKETING

Five years ago, at a time when the de-prioritization of Multicultural and Inclusive marketing was evident, the Alliance for Inclusive and Multicultural Marketing (AIMM) was launched. Since then, AIMM has helped put diverse segments front and center in the marketplace. Today, corporations are committing to achieving a higher level of equity - AIMM stands firm in letting the industry know where we need to go, based on where we are and where we’ve been. The work to date has made a difference, but we still have a long road ahead in achieving equity- a challenge most recently addressed with the official launch of a tool that provides client side marketers with over 3,000 minority owned media entities identified to date.

Lisette Arsuaga

CEO DMI Consulting

HOW WILL BRANDS REMAIN COMMITTED TO INCLUSIVE MARKETING?

The events of Spring 2020 catapulted the industry to increase focus on connecting with diverse audiences, with brands of all sizes quickly taking a stand and ramping up seemingly contextual creative messaging. Brands play a critical role when communicating to consumers, which requires authenticity and intentionality. However, there are specific strategies that need to be defined and evolve. We will identify some of the gaps and explore how brands, media companies and agencies can develop shared competencies to sustain lasting change.  

Moderator: Clinton Yates

Columnist/Commentator/Host The Undefeated

THE EMPATHY EXPERIMENT: DEVELOPING MORE INCLUSIVE AND CREATIVE PROCESSES

Research shows that empathy is at an all-time low, in the digital world and in the workplace. This is particularly concerning because our level of empathy is exactly what either impedes or advances D&I progress. How can we explore new ways of understanding the impact of inclusivity? The Empathy Experiment, designed in partnership with the Diversity Standards Collective and clinical psychologist Kimberly Nenemay, Psy.D., is an interactive microsite that visualizes the effect of higher or lower empathetic behavior in universally relatable relationships and conversations. Learn about how the experience was developed through inclusive creative process, and how it has affected team communication internally. Takeaways from the session will help brand marketers integrate these values into creating more empathetic and inclusive branding, content, and messaging, as well as building more inclusive teams and processes behind them.

Beryl Chung

Creative Director Media.Monks

DIVERSE STORYTELLING OF ASIAN NARRATIVES WINS AT THE BOX OFFICE AND WHAT WE CAN LEARN AS MARKETERS

As films featuring Asian American and Pacific Islander (AAPI) narratives, stories and talent are on the rise, let’s take a dive into how studios are greenlighting more content featuring AAPI talent, voices, and stories. And it’s no wonder. The new “mainstream” consumer wants more diverse representation in their films. They want more authentic and accurate portrayals. And they are showing up at the box office to support (think Shang-Chi and the Legend of the Ten Rings, Crazy Rich Asians, The Farewell, Squid Game, and more).

What does this impossible-to-ignore trend mean for brands and marketers? Tune into an insightful discussion and hear from a leading studio in the entertainment industry to talk about how authentic narratives and storytelling play a critical role in bringing accurate portrayal to the big screen and what that means for brand partners and their consumers.

Moderator: Tim Wang

Founder & Principal TDW+Co

DIVERSITY AT THE INTERSECTION OF MARKETING AND DEI

As the marketplace has experienced unprecedented change and gears up to formulate plans for 2022, we will convene a group of distinguished AIMM Board of Advisors (CMO’s) and engage them in a candid conversation about the most pressing issues/topics in the Multicultural space. At the center of the conversation, we will discuss how the intersection of Marketing and DEI is being leveraged in topics like- diversity in corporate ranks, multicultural budgets, investments in minority owned/targeted media outlets, the embedding of culture in the creative process, data transparency and the tools to measure impact and results.

Moderator: John Dillon

Chief Brand Officer and Executive Vice President Denny’s

IN-PERSON ONLY

Join us as we celebrate the 21st annual ANA Multicultural Excellence Awards and recognize the year's best multicultural advertising campaigns! 

The awards, presented by Amazon Ads and supported 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, Cross-Cultural Campaigns, Demonstrated Growth, Digital/Social/Mobile, Experiential Marketing, Hispanic, LGBTQ+, People with Disabilities, Print, Rising Multicultural Segments, Small Budget, and Socially Responsible advertising.

Award Category Sponsors include B Code, eSSENTIAL Accessibility, Music Audio Exchange, NGL Collective, NPR, and YouTube Advertising.

IN-PERSON ONLY

Elizabeth Campbell

Senior Director of Marketing, Cultural Engagement McDonald's

EVERYBODY IN

General Motors is dedicated to being the most inclusive company in the world.  In this session, GM will chart their journey this past year in the wake of social justice movements and public commitments to Black-owned and diverse-owned media. GM will discuss their unified approach as they focus on equity, new ways of thinking, relationships, listening, and business development to create a stronger ecosystem for diverse-owned media.

Heather Stewart

General Director, Global Media and Marketing Services General Motors

COLORING A DIVERSE AND INCLUSIVE WORLD

*2020 Multicultural Excellence Award Winner*

Crayola's color inclusion journey began back in 1992 with the launch of the first multicultural crayon pack featuring a collection of crayons representing different skin tones. Decades later, Crayola reimagined and expanded this line from an 8-pack set to the Colors of the World pack that now includes 24 specifically formulated colors representing over 40 global skin tones. Join us as we hear about their partnership with a global skin tone expert and how an integrated marketing campaign was developed and communicated to the diverse world we see today to foster a sense of belonging and inclusivity.

Mimi Dixon

Senior Director, Marketing Crayola

SEEHER: STORYTELLING WITH AUTHENTIC REPRESENTATION

The SeeHer movement launched #WriteHerRight to support storytellers’ efforts to integrate more authentic depictions of women into their work by bringing effective, story-building language and tools into the writers’ rooms. The movement partnered with leading networks to co-develop intersectional storytelling guides focused on women of color. The first custom guide centered on authentic Black female representation was created with the Oprah Winfrey Network (OWN). The latest guide on Latina character development was produced in partnership with NBCUniversal Telemundo.  

The discussion will focus on the importance of ensuring accurate reflections by fostering more nuanced depictions and eliminating stereotypes as well as the immense opportunity for brands to leverage their power to rewrite and reimagine the American story—where all women are portrayed with deep humanity and care.

Knatokie Ford, Ph.D.

SeeHer Executive Advisor; Founder, CEO, Fly Sci® Enterprise former Senior Policy Advisor, Obama White House

AAPI MARKETING LEADERSHIP: AN “INDUSTRY ERG”

The onset of the pandemic resulted in much hate being channeled toward the AAPI community. A group of more than 20 AAPI marketers including Sephora, Verizon, Reckitt, Charles Schwab, and Google came together to develop a response to Stop Asian Hate. What formed was a professional community – an industry ERG - that had never existed before. Today, with more than 200 AAPI marketers in this network, we share our mission and vision of how we advance and accelerate visibility for the AAPI community through the power of marketing.

Elliot Lum

EVP, Community and Growth ANA

INJECTING INCLUSION INTO THE CREATIVE PROCESS

AIMM has empirically proven through over 300,000 Cultural Insights Impact Measure™ (CIIM™) evaluations of more than 400 brands, that cultural relevance is a key effectiveness driver boosting ads’ sales and content preference. We have learned that culture alone is responsible for 40% of a campaign’s success. We will be sharing an industry model to inject inclusion into the creative process end-to-end in order to maximize purchase intent and ROI. This evolved approach allows marketers to start their journeys and stay on course to actions and higher relevancy over time while understanding that each brand comes from a different equity, DNA, and strategic opportunity with multicultural and inclusive segments.

This session will feature a short presentation that will be followed by a panel discussion.

Presenter: Carlos Santiago (@Carlos_SSG)

Co-Founder AIMM

THE SYSTEM IS BROKEN: MARKETING TO THE NOW AMERICA

*2020 Multicultural Excellence Award Winner*

Legacy marketing ecosystems are no longer adequate to build brands that break through to touch the hearts and minds of today’s consumer. This session will focus on the disruption needed in the agency ecosystem to unlock the power of diversity as a competitive advantage and bring equity to the marketing value chain to deliver award-winning and business driving growth.

Sherina Smith

Vice President of Marketing American Family Insurance

POWERING POTENTIAL THROUGH CULTURAL AND DIVERSITY MARKETING

At U.S. Bank, diversity, equity and inclusion is rooted in our purpose, core values and strategy. More than ever, the integration of DE&I and Marketing is critical to bring about tangible change to the challenges that diverse communities face today. Hear from Della Ng, VP of Cultural and Diversity Marketing at U.S. Bank, on the intentional alignment between Marketing and DE&I strategy that’s driving this convergence. Della will highlight how the DE&I lens is applied in marketing messaging and media, experiential activation, community and employee engagement in several campaigns that deliver powerful engagement and results.

Della K. Ng

Vice President, Head of Cultural and Diversity Marketing U.S. Bank

BUILDING MORE EQUAL, INCLUSIVE AND ACTIVE COMMUNITIES: A LOOK AT NIKE’S MULTI-FACETED APPROACH TO SUPPORTING NATIVE AMERICAN AND INDIGENOUS COMMUNITIES

At Nike, we’ve always believed that if you have a body, you are an athlete. The way we see it, the largest, most diverse, and most passionate community on Earth is the community of sport. At its best, sport doesn’t shy away from the hard conversations in society – sport leads the way.

Nike has a long history of speaking up on behalf of the communities we serve and advocate for change where it matters most. Investing in more equal, inclusive, and active communities isn’t just the right thing to do. It’s also critical for helping to realize a thriving future. One shining example is Nike’s ongoing commitment to reflect and support Native American and Indigenous Communities through its N7 programs — an effort that has been spearheaded by Sam McCracken, who grew up on the Fort Peck Assiniboine/Sioux Reservation in Montana. More than 20 years ago, while working in Nike’s distribution center, Sam developed a business strategy to help improve the health and wellbeing of the Native American community, which would lead to the creation of N7 (the “N” stands for Native, and the “7” represents the belief that we must consider the impact of our decisions on seven generations).

Since its inception in 2009, the Nike N7 Fund has awarded more than $8 million in grants, administered by the Charities Aid Foundation of America, to more than 270 communities and organizations that work with Native American youth. And the N7 product line raises awareness with its designs, which are created by members of the Indigenous community.

In this session, Sam will discuss the origins and success of Nike’s N7 programs, as well as its Native American Employee Network — plus why this work is important to Nike as a brand, a business and a community builder.

Sam McCracken

N7 General Manager & Visionary Nike

HISPANIC CREATIVE DONE RIGHT

Founded in 1999, Círculo Creativo USA is a nonprofit organization dedicated to supporting creativity in the U.S. Hispanic advertising market. The common mission is to improve the quality of creative work in the U.S. Hispanic market. In this session, top agency creatives, who are also Círculo Creativo members, will showcase best in class campaigns that advance the caliber of U.S. Hispanic work, drive results and generate growth for committed brands. They will share best practices and examples of how language and culture play a key role and infuse their work with relevance, originality and impact. The content will include case studies of recent campaigns and actionable advice for clients and marketers.

Moderator: Florencia Leibaschoff (@florleibas)

President, Círculo Creativo Group Creative Director, Lerma Agency

THE RISE OF HISTORY’S BIGGEST UNTAPPED MARKET AND, IT’S HIDING IN PLAIN SIGHT

Due to the combination of rising longevity, declining fertility and the aging of the baby boom, men and women over 50 now make up 44% of the adult population, but control more than 70% of total wealth. As active and curious consumers, they are responsible for 53% of all food and grocery purchasing, 55% of all travel and leisure consumption, 56% of new car and truck purchasing, 68% of OTC drugs, 77% of all Rx drug consumption and 78% of all retirement accounts. However, people 50+ appear in less than 20% of advertisements and are disproportionately portrayed as old, sick and homogenous. Dr. Ken Dychtwald will explain how to best target this massive, misunderstood, misrepresented and wildly untapped new market. He’ll explain why 20th century notions of “lifetime brand loyalty,” “retirement” and “seniors” have become obsolete and how with impending breakthroughs in precision medicine, living to 100+ will soon become commonplace.

Ken Dychtwald, Ph.D (@AgeWave)

Founder and CEO Age Wave

BUILDING THE ROADMAP FOR A MORE INCLUSIVE MARKETPLACE

Jason Smith, President of Diversified Investment at Spark Foundry and Co-Founder for the Once and For All Coalition, will speak to the importance of industry collaboration in building a stronger and more equitable media buying ecosystem. He’ll touch on the power of intentional and collaborative leadership at both the brand and agency level and how industry efforts and initiatives like the Once & For All Coalition are accelerating their vision. He will also share key insights and examples from the Coalition’s recently-released guidance for building a more strategic and inclusive approach to investment. Key highlights will illuminate the path to 1) establishing more equitable investment with minority-owned and targeted media suppliers; 2) developing minority creators, content and media and 3) advancing sustainable infrastructure requirements and best practices.

Jason Smith

President of Diversified Investment, Spark Foundry Co-Founder, Once and For All Coalition