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Multicultural Marketing & Diversity

This event has ended.
Begins: Wednesday, April 24, 2013 at 9:00am
Ends: Wednesday, April 24, 2013 at 2:30pm
Location: ANA Headquarters
708 Third Ave (Btwn E 44th & E 45th Streets)
33rd Floor
New York, NY 10017

Meeting notes are available to current, logged in Members only.

NETWORKING BREAKFAST (9:00 – 9:30AM)

INTRODUCTIONS (9:30 – 9:45AM)

I. AMERICAN EXPRESS ENGAGES EMPLOYEE DIVERSITY NETWORKS TO DRIVE GROWTH (9:45-10:35AM)
Last summer American Express launched Shop Small Provincetown, a pilot initiative created by its LGBT employee network to help the company better connect with multicultural market segments in authentic ways. The program leveraged a combination of established assets and new digital capabilities from across the company to engage consumers, excite merchants and ultimately drive brand relevance.  Following strong performance in several areas including revenue, mobile syncs and total transaction volume, the pilot is being explored by the company's Hispanic and African American networks.  Learn how you can build the business case for multicultural outreach, generate senior leadership buy-in and ultimately tap your company's own human capital to deliver relevant and resonant multicultural campaigns.

Speaker:
Dante N. Mastri, Global Strategy & Capabilities, Global Merchant Services, American Express

II. MACY'S APPROACH TO MULTICULTURAL MARKETING (10:45-11:35AM)
In the highly competitive retail environment, Macy's brand messages must reach and resonate with their diverse customer base. To win and retain customer loyalty, it must reflect the range of diverse customers it serves in their marketing practices. Hear Maria Rios, director, multicultural marketing & media strategy share insights and examples of Macy's approach to multicultural marketing.

Speaker:
Maria Cristina Rios, Director, Multicultural Marketing & Media Strategy, Macy's Marketing


III. TRUEVIEW: UNLOCKING THE CREATIVE POTENTIAL ON DIGITAL VIDEO
(11:40AM-12:30PM)
We're in the midst of a second creative revolution, driven by technology that is enabling new forms of brand expression and engagement. At the same time, the way multicultural consumers interact with digital advertising is evolving. Hear current research on how marketers can take advantage of these powerful trends to rethink their video strategies for multicultural consumers to engage with their brand and ensure they are talking to them in a relevant way.

Speaker:
Mark Lopez, Head of US Hispanic Audience and Pan Regional Sales, Google


LUNCH (12:30-1:00PM)


IV. MEMBER ROUNDTABLE DISCUSSION
(1:00-1:45PM)
In this session, Multicultural Marketing & Diversity Committee members will be asked to participate in an open discussion on a variety of topics affecting multicultural markters. This is a great opportunity to learn from your peers at other companies.

Facilitator:
Gilbert Davila, Chair of the ANA Multicultural Marketing & Diversity Committee


V. FOREIGN LANGUAGE TRANSLATION BEST PRACTICES FOR MULTICULTURAL MARKETERS
(1:45-2:30PM)
Translation can make or break your foreign language communication objectives. This fast paced session, underscored with several case study examples, will help you discover the different kinds of translations available, best practices for executing content in a foreign language, and additional strategies to ensure that your foreign language communication resonates with your intended target audience.

Speaker:
Matthew Rodano, Vice Present, Client Relations, The LanguageWorks, Inc

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