NETWORKING BREAKFAST (9:00 – 9:30AM)

INTRODUCTIONS (9:30 – 9:45AM)

I. DUNKIN' BRANDS MULTICULTURAL INCLUSION MODEL (9:45-10:45AM)
Understanding how America's face is changing to a more diverse profile nationwide, Dunkin has spearheaded the effort to embed a multicultural inclusion model throughout the entire marketing organization, and not focus solely on the multicultural marketing department.  They have crafted a strategic 360-degree campaign to drive product visibility and gain competitive advantage. In the last ten months, Dunkin has increased its commitment and focus on the various multicultural groups – with an initial focus on Hispanic – in order to generate incremental sales and revenue across the board.

Speaker:
Xavier Turpin, Director, Multicultural Marketing, Dunkin' Brands Inc.


II. PEPSICO'S TOTAL MARKET APPROACH (10:55-11:55AM)
The total market approach moves multicultural marketing beyond silos to a more holistic, integrated cross functional teams that are accountable for brand portfolio growth.  It requires a new way of thinking and working with agency and media partners to create marketing campaigns that resonate with today's increasing multicultural segment  in a cultural  relevant manner.   In this session, PepsiCo will share the benefits, pitfalls and successes of  a total market approach specific to the millennial audience that is influencing Pop culture via music and sports.

Speakers:
Carlos Saavedra, Marketing Director,  PepsiCo Beverages America
Cesar Sroka, Group Account Director, Omnicom Group


LUNCH (12:00-12:40PM)

III. MEMBER ROUNDTABLE DISCUSSION (12:45-1:30PM)
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

Webinar information is provided to logged in Members only.