Wednesday, October 18, 2023
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11:00am - 11:02am
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WELCOME REMARKS AND INTRODUCTION
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Greg Wright
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Senior Vice President, Brand & Media
ANA
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11:02am - 11:31am
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BEYOND MARKETING: THE CRUCIAL ROLE OF ALLYSHIP IN SUPPORTING AND EMPOWERING LGBTQ+ CONSUMERS
For over four decades, Absolut Vodka has stood as an example of unwavering commitment and authentic support for the LGBTQ+ community. Through a series of groundbreaking campaigns, events, and partnerships, the brand has fostered, and maintained, a genuine connection with LGBTQ+ consumers, going beyond mere commercial engagement. In this presentation, VP of Marketing for Absolut, Matt Foley, shares how Absolut Vodka has demonstrated that genuine allyship is not just a trend, but an enduring dedication to the LGBTQ+ community past, present and future.
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Matt Foley
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Vice President of Marketing
Absolut
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11:31am - 11:59am
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MARKETING TO THE 50+ LGBTQ+ AUDIENCE
As the LGBTQ+ community grows, so too does an older LGBTQ+ generation in need of support through their late career and retirement years. AARP are prioritizing this growing cohort with authentic and inclusive marketing efforts that position the interest group as a proponent of positive social change. Jennifer Lubrani Cisneros, strategy director for multicultural audiences, and John-Paul Hayworth, LGBTQ+ audience strategy director, will explain AARP’s recent achievements engaging this 50+ LGBTQ+ demographic and plans to continue supporting the community.
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Jennifer Lubrani Cisneros
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Strategy Director, Multicultural Audiences
AARP
John-Paul Hayworth
Audience Strategy Director, LGBTQ+
AARP
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11:59am - 12:35pm
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RECOGNIZING CHOSEN NAMES IN THE TRANS COMMUNITY
Your name is a central part of your identity. It’s integral to your sense of individuality and belonging, and it’s on everything, from legal documents to financial accounts and debit cards. Citi aimed to make the latter, debit cards, more inclusive for their customers with the Citi Chosen Name Program, a historic initiative that gives transgender and non-binary customers the choice to update their eligible Citi-branded cards to match their true identity. A close partnership was formed with Michaela Jaé Rodriguez, the first trans-woman to win a Golden Globe, culminating in a commercial spot aired during Transgender Awareness Week. Hundreds of millions of impressions later, Citi and Michaela Jaé are redefining a brand’s role in recognizing the diverse identities of the LGBTQ+ community.
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Nikki Darden
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Head of Internal Brand & Global Integration
Citi
Justin McCoy
Vice President, DEI Strategy & Marketing
Citi
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12:35pm - 1:09pm
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VICTORIES (AND LESSONS) IN FIGHTING FOR LGBTQ+ PROTECTIONS
As part of its continued efforts in supporting queer youth, The Body Shop’s latest creative campaign directly opposes anti-LGBTQ+ legislation through retail signage, digital initiatives, an educational hub and nonprofit partnerships. This session will explore case studies from the original activist beauty brand around LGBTQ+ activism through these outlets. Takeaways will include how to maximize advocacy efforts, lessons on allyship, and how to hold strong in the face of backlash.
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Hilary Lloyd
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Vice President, Marketing and Corporate Responsibility
The Body Shop
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1:09pm - 1:48pm
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COMING HOME: bubly CELEBRATES THE LGBTQ+ COMMUNITY’S SAFE SPACES
During Pride Month 2022, PepsiCo’s bubly brand released “Coming Home,” a 2-minute film produced in partnership with the Stonewall Inn Gives Back Initiative. LGBTQ+ talent was cast in front of and behind the camera to help celebrate the importance of chosen families and safe spaces. The campaign was not only a customer-facing celebration of the LGBTQ+ community, but an internal-facing achievement for the PBNA Media team. The long-form video format of “Coming Home” required an original approach to media planning that leveraged platforms like YouTube and CTV devices to find “tuned in” users that would be amenable to long-form content. Associate media manager Terrence McLaughlin will describe the journey from plan to deployment for this Grand Prize Best Media Plan winner in the 2023 ANA In-House Excellence Awards.
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Terrence McLaughlin
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Associate Media Manager
PepsiCo
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1:48pm - 2:24pm
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BRUNCH IS FOR EVERYONE
When a Tennessee bill threatened to restrict drag brunches—and with them, the rights of performers as well as those who enjoy their shows—JUST Egg stood tall for the LGBTQ+ community. The plant-based alternatives brand sponsored said brunches, raising money for the Human Rights Campaign and local organizations such as the Tennessee Equality Project, working for the equal rights of LGBTQ+ Americans. Tom Rossmeissl, head of global marketing, and his team confidently inserted their brand in the political arena to support a more inclusive world for the LGBTQ+ community. Through this empowering case study, Tom will advise other marketers how brands can tackle anti-LGBTQ+ legislation.
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Tom Rossmeissl
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Head of Global Marketing
Eat Just, Inc.
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2:24pm - 2:29pm
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CLOSING REMARKS
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Greg Wright
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Senior Vice President, Brand & Media
ANA
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