Reaching the LGBT Consumer

October 30, 2014

By Janine Martella, director of committees and conferences at ANA

Best in class. Organic. Well done. Higher-level of sophistication. Those are just a few of the comments we heard from the judges of the Multicultural Excellence Awards for the LGBT category this year. All are wonderful observations of advertisements from a variety of categories such as sports, broadcast, packaged goods, telecommunications, and banking. Great news all around that brands recognize the LGBT community with effective and respectful campaigns that garner positive reactions from consumers. It was evident in this year’s submissions that love and resilience generated some of the most emotionally charged ads I’ve seen in a long time!

The finalists of the 2014 Multicultural Excellence Awards for the LGBT category are:

  • Allstate Insurance Company, Leo Burnett
  • Honey Maid (Mondelez International), Droga5
  • Visa, Inc. (NFL Sponsorship), MRY

The 2014 grand prize winner will be announced during the 16th ANA Multicultural Marketing & Diversity Conference, taking place November 9-11 at the Fontainebleau in Miami Beach.

While the positive momentum continues in LGBT advertising, and a record number of Americans live in states that recognize relationships between same-sex couples -- 32 states as of this writing -- I can’t wait to see what next year brings! Until then, I am proud to work amongst such progressive members such as Allstate, Mondelez, and Visa and look forward to seeing more activity focused on LGBT consumers. 


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