Committees | Events & Webinars | Multicultural Marketing & Diversity | ANA

Multicultural Marketing & Diversity

This event is over.


NETWORKING BREAKFAST (9:00-9:30AM)
INTRODUCTIONS (9:30-9:45AM)



I. AMERICAN EXPRESS EXPANDS ENGAGEMENT OF DIVERSE CONSUMERS (9:45-10:45AM)
Last year, American Express presented the #ExpressYourselfie campaign, designed to engage LGBT consumers in eight markets across the US. Now in its third year, this multicultural marketing pilot was created and run by the company's LGBT employee network as a way to better connect with diverse market segments in authentic ways. The program leverages a combination of established brand assets and new digital capabilities from across the company to engage consumers, excite merchants and ultimately drive brand relevance. Learn how the team generated multi-year senior leadership buy-in to grow the program from one market to eight over three years, and how you can ultimately tap your company's own diverse human capital to drive business results.

Speaker:
Dante Mastri, Global Strategy and Capabilities, Global Merchant Services – American Express


II. STOLI, RUSSIA, AND THE LGBT COMMUNITY (11:00AM-12:00PM)
In June 2013, influential blogger Dan Savage called for an American boycott of Russian vodka in response to Russian President Vladimir Putin's sponsorship of the "Anti-Propaganda Law," which at its core, sanctioned violence against the LGBT community in Russia. Stoli Vodka, the largest and most well-known (historically) Russian product in the US, immediately became the symbol of American outrage against the Anti-Propaganda Law. Unfortunately all of this played out in the media throughout the Summer of 2013. In this session, Sarah Gorvitz, Director of Stolichnaya Premium Vodka, Stoli Group USA, will present out how Stoli dealt with the consumer crisis. Attendees will also hear about Stoli's current programming within the LBGT community.

Speaker:
Sarah Gorvitz, Director, Stolichnaya Premium Vodka – Stoli Group USA


LUNCH (12:00-1:00PM)


III. NBA & COMMUNITY MARKETING & INSIGHTS: LEVERAGING LGBT RESEARCH TO ACHIEVE MEASURABLE MARKETING SUCCESS (1:00-2:00PM)
Brands are starting to leverage available and custom consumer research to identify the best opportunities within the LGBT market before launching their marketing campaigns. In this session, Hilary Shaev, Vice President of Marketing – NBA, will present how the WNBA is leveraging market insights from CMI to inform and implement a fine-tuned, authentic marketing campaign, with validated results. Thomas Roth, President – Community Marketing & Insights, will also provide an overview of the latest LGBT market research key findings from the 9th Annual LGBT Community Survey, including identifying opportunities within LGBT, and look at case studies on ROI.

Speakers:
Hilary Shaev, Vice President of Marketing – NBA
Tom Roth, President – Community Marketing & Insights


IV. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
In this session, Multicultural Marketing and Diversity Committee members will be asked to participate in an open discussion on a variety of topics affecting multicultural marketers. This is a great opportunity to learn from your peers at other companies.

Facilitator:
Gilbert Dávila, Chair of the ANA Multicultural Marketing and Diversity Committee