2015 ANA Multicultural Excellence Awards Wrap-Up

October 8, 2015

By Mala White, senior manager of committees and conferences

This is my second year working on the ANA Multicultural Excellence Awards and by far, it is one of the most enjoyable parts of my job. This year, we rolled out a new awards platform and along with it, two rounds of judging to make the process more efficient and effective.

Round Two of the judging took place on September 10 at ANA's headquarters and included an impressive lineup of judges:

  • Erica Bowen, Loreal
  • Bonnie Carlson, BAA
  • Michelle Chin, Godiva
  • Tito Colon, Aetna
  • Janina Delloca-Pawlowski, Dunkin' Brands
  • Javier Detrinidad, Edward Jones
  • Tara Kastbury,Godiva
  • Dante Mastri, American Express
  • Samuel Monnie, Campbell Soup Company
  • Spiro Papathanasakis, Essential Accessibility
 
  • Katie Papelian, NBA
  • Juan Penso, Comcast
  • Beatriz Rojas, Kaiser Permanente
  • Lisa Skirloff, Multicultural Marketing Resources, Inc.
  • Mark Steele, Essential Accessibility
  • Donna Wilson, Johnson and Johnson
  • Tim Youn, formerly Verizon
  • Marcos Baer, Portada

As we worked our way through viewing more than 160 pieces of creative, we stopped to have what could at times be called spirited discussions around multicultural marketing and specific pieces of creative viewed within a category.

Those discussions within the room will allow us all as marketers to move forward with a better understanding of what multicultural marketing encompasses. I can safely say we walked away from the experience with a little bit more knowledge based on the feedback from my judging colleagues:

  • "There's been an impressive evolution in the quality and breadth of submissions in the three years I've judged. Companies are clearly starting to internalize the importance of reflecting the increasing diversity of the U.S. population, and they are executing ideas rooted in specific and culturally authentic insights." Dante Mastri, American Express
  • "The different creative executions incorporated insights that were both genuine and natural. I loved to see how many of these created a connection back to their brands. Judging was not easy. As it is expected of every competitive process, we must have winners. But I'm confident when I say we didn't have losers; the quality of our efforts to connect with these important audiences is noticeable and inspiring." Javier O. Detrinidad, Edward Jones
  • "It was a pleasure for me to participate in this session. It brought me out of the "day to day" heads-down work, and allowed me to get a very broad and valuable perspective of all the great work that is being done. Also, sharing with our colleagues was very interesting and fulfilling. Multicultural marketing has gone a loooooooong way, and this exercise proved it." Beatriz Rojas, Kaiser Permanente
  • "Judging the 2015 Multicultural Excellence awards was an unbelievable experience in witnessing strategic insights delivered through powerful creative. The quality of work we reviewed was incredible and engaging in a way that went beyond specific segments and truly approached it from a Total Market perspective. As the consumer landscape continues to evolve into an increasingly multicultural arena, it is crucial to have a clear understanding of the insights needed to deliver powerful messaging in culturally-relevant executions. We have seen an important shift in the marketing landscape and it will be interesting to track its continued evolution." Janina Delloca-Pawlowski, Dunkin' Brands, Inc.

So who are the Grand Prize winners? Join us in Miami Beach, Florida on November 8 at the Multicultural Marketing & Diversity Conference to find out!

Category Finalists are as follows:

African-American
Union Bank, Carol H Williams Advertising
Verizon Wireless, Commonground/MGS
XFINITY (Comcast), Burrell Communications

Asian
Allstate Insurance Company, Leo Burnett
Chase Digital Banking Services, interTrend Communications Inc
Verizon Wireless, TDW+Co

Digital Media
Allstate Insurance Company, Leo Burnett
Toyota Brand (Toyota Motor Sales U.S.A), Conill
Toyota Camry (Toyota Motor Sales U.S.A), Conill

Hispanic
Chrylser 200 (Fiat Chrysler Automobiles), Lopez Negrete Communications
Toyotal Brand (Toyota Motor Sales U.S.A), Conill
Wells Fargo, Acento Advertising

LGBT
Allstate Insurance Company, Leo Burnett
MasterCard, RGA
Wells Fargo, BBDO SF

 

People with Disabilities
AARP & Ad Council, Alma DDB
Kleenex (Kimberly-Clark), VSA Partners
XFINITY (Comcast), Goodby Silverstein & Partners

Print
American Institute of Certified Public Accountants (AICPA) Diversity & Inclusion
The Black Rep / Pro-bono Theater, Rodgers Townsend DDB
XFINITY (Comcast), Burrell Communications

Radio
Forest Lawn, Low & Joe
Kimberly-Clark, LatinWorks
McDonald's, Moroch

Significant Results
Chrysler 200 (Fiat Chrysler Automobiles), Lopez Negrete Communications
Toyota Brand (Toyota Motor Sales U.S.A), Conill
Wells Fargo ExpressSend Service to India, DAE

Total Market
AARP & Ad Council, Alma DDB
Kleenex (Kimberly Clark), VSA Partners
Tylenol (McNeil Consumer Healthcare), J. Walter Thompson


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