Multicultural Marketing & Diversity
|Begins:||Thursday, February 21, 2013 at 9:00am|
|Ends:||Thursday, February 21, 2013 at 2:30pm|
2220 Colorado Ave.
Bob Marley Conference Room (1st Floor)
Santa Monica, CA 90402
Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (9:00 – 9:30)
INTRODUCTIONS (9:30 – 9:45)
I. UNIVERSAL MUSIC CASE STUDY (9:45-10:30AM)
In this session, Universal Music will discuss how they are marketing to the multicultural segment and share case examples of their most successful campaigns.
Hans Schafer, Director, Brand Partnerships – Universal Music Group
II. DIVERSITY WITHIN LGBT MARKET (10:40-11:25AM)
Most marketers consider LGBT "a segment" but the reality is that there are many segments within LGBT, and the best results come when the marketer understands and approaches the best-matched LGBT segments. Attendees will hear market research, best practices and case studies that demonstrate the diversity within this segment.
Tom Roth, Founder and President – Community Marketing & Insights
III. MEMBER ROUNDTABLE DISCUSSION (11:30AM-12:15PM)
In this session, Multicultural Marketing & Diversity Committee members will be asked to participate in an open discussion on the launch of Univision’s agency, cross-cultural vs. targeted marketing and digital and social marketing to multicultural consumers. This is a great opportunity to learn from your peers at other companies.
Gilbert Davila – Chair of the ANA Multicultural Marketing & Diversity Committee
LUNCH & A SPECIAL PERFORMANCE BY LA SANTA CICILIA (12:15-1:30)
IV. MARKETING 2020 – ORGANIZING FOR GROWTH (1:30-2:30PM)
The ANA is partnering with EffectiveBrands to conduct the Marketing2020 – Organizing for Growth study. This important industry initiative will focus on identifying how marketing can best focus and organize to support business growth on a global scale. The study will not only address the "What" (strategy), but also the "How" (implementation) of future marketing organizations on a global, regional and local level.
In this session, Karla Nausova-Velarde will provide ANA Multicultural Marketing & Diversity Committee members with an overview of the study's objective and conduct a roundtable discussion for members to provide key input on the following four topics: The role of marketing in delivering the business strategy; The best way to structure the marketing department across borders and cultures; How to build the capability - equipping the marketing function for success across all cultures; and How to emulate the leadership skills, competencies and behaviors of winning CMOs.
Karla Nausova-Velarde, Senior Consultant – EffectiveBrands