Multicultural Marketing & Diversity

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NETWORKING BREAKFAST (9:00 – 9:30AM)
WELCOME AND INTRODUCTIONS (9:30 – 9:45AM)


I. THE POWER OF AUTHENTICITY: THE HALLMARK JOURNEY TO A REFINED APPROACH FOR THE LATINO MARKET (9:45-10:30AM)
There does not exist a singular path to success when marketing to the Latino segment. For every test result that proves the power of a bilingual approach, another test underscores the importance of in language media. Like many companies, Hallmark has not had a straightforward path to success with the Latino market. Along the way, there have been many valuable learnings and some course corrections. All of which has led to a much more authentic and holistic business in and with the Latino community. In this session, Philip Polk, MBA, Vice President of Multicultural Strategy will share learnings and best practices along Hallmark's journey to engage the Latino market.

Speaker:
Philip Polk, MBA, Vice President of Multicultural Strategy – Hallmark Cards


II. KELLOGG'S CONNECTS WITH MULTICULTURAL AUDIENCES THROUGH SPORTS (10:30-11:15AM)
In this session, Analia Benedetti, Director Shopper Marketing and Multicultural Commercialization shares how Kellogg's has engaged the growing Hispanic demographic by building on passions and establishing authentic and meaningful connections through sports.

Speaker:
Analia Benedetti, Director Shopper Marketing and Multicultural Commercialization – Kellogg's


III. NORTHWESTERN MUTUAL: MULTICULTURAL MARKETING FROM THE INSIDE OUT (11:30-12:15PM)
Lydia Banks, Diversity & Inclusion Field Consultant will share insights from their multicultural marketing strategy. You will learn how Northwestern Mutual's diversity & inclusion journey plays an important role in how they approach their field force and clients in an effort to build generational wealth.

Speaker:
Lydia Banks, Diversity & Inclusion Field Consultant – Northwestern Mutual


LUNCH (12:15-1:15PM)


IV. FACEBOOK: MULTICULTURAL AUDIENCES SHAKE UP SHOPPER JOURNEY (1:15 – 2:00PM)
Multicultural shoppers are putting mobile first and that includes their purchases. Much like their digital consumption behaviors, the multicultural audience shopper journey nuances are often ahead of the total population in the same online spaces. Christian Martinez, Head of US Multicultural Sales – Facebook will review key insights to help marketers understand multicultural audiences and how brands can keep up with today's connected consumer.

Speaker:
Christian Martinez, Head of US Multicultural Sales - Facebook


V. MEMBER ROUNDTABLE DISCUSSION (2:00 – 2:30PM)
In this session, ANA Multicultural Marketing & Diversity Committee members will have an opportunity to network and discuss key issues in multicultural marketing.

Facilitators:
Gilbert Dávila, ANA Multicultural Marketing & Diversity Committee Chair
Claudine Waite, Director, Content Marketing, Committees & Conferences – ANA