Multicultural Marketing & Diversity

Welcome Remarks (11:00am - 11:10am ET) 
Karim Amadeo, Director - ANA

Roundtable Discussion (11:10am - 11:20am) 

I. A Path to Influencer Pay Equity (11:20am - 11:55am)
Most marketers are aware of the inequities that plague the influencer marketing industry, particularly for BIPOC and marginalized creators. From unequal pay and risk of being cancelled to facing public backlash and online hate, the hurdles facing marginalized influencers are considerable. A landmark study by MSL titled, “Time to Face the Influencer Pay Gap” uncovered a 29% racial pay gap between white and BIPOC influencers. The gap widens to 35 percent when comparing white and black influencers’ compensation.

To address this, the ANA, the 4A’s, and the PR Council partnered together to create the 2023 Influencer Pay Equity Guide to support marketers committed to ensuring that the influencers they work with are being compensated and treated equitably. In this session, you’ll be led through considerations for campaign planning, contract negotiation, usage terms, content approval, and payment to ensure more fair and equitable practices in influencer marketing. You’ll also have an opportunity to discuss your questions with other marketers committed to influencer pay equity.

Speakers: 

Leah Marshall, Senior Director of Influencer Marketing - ANA


Eric Winkfield,  Vice President - M Booth

II. Black, Black Friday: How an Entire Community Rallied Together to Raise Awareness and Incremental Revenue for Black-Owned Businesses (11:55am - 12:50pm ET) 
Learn how a 100% pro-bono initiative drove awareness and incremental business for Black-Owned companies in the Seattle area. Black Black Friday secured over $1M in paid media, 150M earned impressions, 250M, 2.5M influencer impressions, a 13x lift in search for Black-Owned businesses, and nearly $200,000 in incremental revenue for hundreds of Black-Owned establishments. 

Speakers:

Stephen Black, Vice President, Brand Strategy - BECU (The Boeing Company Credit Union) 

Chris Witherspoon, CEO - DNA Agency

Closing Remarks (12:50pm - 1:00pm) 
Karim Amadeo, Director - ANA

**Schedule subject to change