Multicultural Marketing & Diversity
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Meeting notes are available to current, logged in Members only.
Networking Breakfast (9:00 - 9:30)
Welcome & Agenda Review: Gilbert Davila (9:30 - 9:45)
I. THE COCA COLA COMPANY: DIVERSITY BUSINESS DEVELOPMENT (9:45-10:45AM)
Diversity business development takes multicultural marketing to a whole new level. In this session, Lauventria Robinson, Vice President, Diversity Business Development - Coca Cola North America will discuss how integrated diversity go-to-market strategies can create value for stakeholders and accelerate growth.
Lauventria Robinson, Vice President, Diversity Business Development- Coca Cola North America
II. MULTICULTURAL MARKETING AND NEWER MEDIA (11:00-11:45AM)
New ANA research provides some interesting insights on how marketers are using newer media to reach multicultural consumers. Some key findings:
• The majority of marketers are increasing spending on multicultural media overall, and more specifically newer media platforms, to reach multicultural customers.
• Multicultural marketers allocate, on average, 6.6% of their multicultural media budgets to newer media platforms (versus 15.6% in the general market). Therefore, it appears that multicultural marketers are not spending enough on newer media.
• Mobile is the one newer media platform that is employed considerably more often to reach multicultural consumers than general market consumers.
• Social media is the fastest growing newer media platform for targeting multicultural consumers.
In this session, ANA will share research findings and ask member participants to contribute their experiences.
Bill Duggan, Group Executive Vice President - ANA
III. WARNER BROS. PICTURES: CHANGING THE GAME (12:30-1:30)
In this session, Rick Ramirez, Senior Vice President, Targeted Marketing - Warner Bros. Pictures will present an overview of multicultural movie marketing. The presentation will also cover the following: (1) How Warner Bros. Pictures challenges multicultural norms and conventions in positioning movies and (2) Highlights of various multicultural campaigns that utilize a variety of marketing tactics including PR, promotions and online/social media that culturally resonate with targeted audiences.
Rick Ramirez, Senior Vice President, Targeted Marketing - Warner Bros. Pictures
IV. HILLSHIRE FARM: MULTICULTURAL MILLENIAL MARKETING (1:30-2:30)
"Multicultural Millennials: The New Generation Coming of Age," is a new study that explores the degrees to which multicultural millennials, Hispanic and African Americans born between 1979 and 1993, also known as "Generation Y," differ from their White counterparts regarding community, the environment, economic issues, retention of cultural heritage, brand loyalty, and consumer trends. In this session, Ricki Fairley-Brown, CMO - Images Group USA and Sean Sheelan, Brand Manager - Hillshire Farm will discuss how insights from this new research were integrated into Hillshire Farm campaigns and how it impacted results.
Ricki Fairley-Brown, CMO - Images Group USA
Sean Sheelan, Brand Manager - Hillshire Farm