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SUNDAY, NOVEMBER 16

6:30pm

The 2008 ADCOLOR® Awards
Please join Arnold, CNN, DIAGEO, Google, Microsoft Advertising, and YAHOO! as they present The 2008 ADCOLOR® Awards. The 2^nd annual celebration will honor diverse rising stars, innovators, change agents, legends, MVPs (Most Valuable Partnership) and all-stars in the advertising, marketing, and media industries. This year's ceremony will be hosted by model/TV Host Veronica Webb with music provided by DJ Drama of Pepsi's DJ Division. For more information about ADCOLOR® please visit http://www.adcolor.org/.

Post Reception
Sponsored by Yahoo!

MONDAY, NOVEMBER 17

Breakfast

Welcome
Bob Liodice
President and Chief Executive Officer
ANA

THE MULTICULTURAL MARKETING JOURNEY - MILESTONES AND OPPORTUNITIES
ANA's Multicultural Marketing Committee was founded in 1998. When the group met for the first time in March 1998, the committee was chaired by Jim Speros (then head of AT&T advertising) and Gilbert Dávila (at the time with Sears Roebuck) was among the attendees. There have been tremendous strides made in the last decade towards the "mainstreaming" of multicultural marketing. As this year's conference theme suggests, multicultural markets are now leading the way for real revenue and share growth for many companies; however, there are still opportunities and challenges ahead. This session will lay the foundation for the conference by comparing the state of the multicultural marketing industry now, versus ten years ago, and identifying opportunities and insights to expedite further growth going forward.

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Moderator
James D. Speros
Senior Vice President, Chief Marketing Officer
Fidelity Investments
Founding Chairman, ANA Multicultural Marketing Committee

Panelists
Karl Carter
Cofounder and Chief Executive Officer
GTM Marketing

Gilbert Dávila
Vice President, Global Diversity and Multicultural Market Development
The Walt Disney Company
Chair, ANA Multicultural Marketing Committee 

Bill Imada
Chairman and Chief Executive Officer
IW Group, Inc.

Manny Vidal
President and Chief Executive Officer
The Vidal Partnership

THE NEW HISPANIC SPORTS FAN
Hispanic sports fans are typically associated with soccer and boxing. However, Hispanics are also huge fans of traditional American sports such as baseball, football, and basketball, and they enjoy a unique passion for their sports heroes. In this session sports league senior-level executives will discuss the potential, challenges, trends, and more, in the Hispanic sports marketplace.

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Moderator
Ernesto Jerez
ESPN Deportes SportsCaster
ESPN

Panelists
Don Garber
Commissioner
Major League Soccer

Jacqueline Parkes
Senior Vice President, Chief Marketing Officer
Major League Baseball

Adam Silver
Deputy Commissioner and Chief Operating Officer
National Basketball Association

Mark Waller
Senior Vice President, Sales and Marketing
National Football League

INTEGRATING MULTICULTURAL INTO THE BROADER BUSINESS
Bank of America is the largest commercial bank in the United States and has over 5,700 retail branches. Kelley Semmelroth will share insights from Bank of America's strategy of integrating multicultural initiatives into the firm's broader business strategy and overall marketing programs. This includes reaching diverse customer segments via traditional and new media as well as in the retail environment. Internal marketing is also critical, since the bank's call centers, tellers, and other customer touch points must be aligned. In 2007 DiversityInc ranked Bank of America as the number one company for diversity and cited it as a top employer of executive women, Hispanics, Asian Americans, and GLBT executives.

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Kelley Semmelroth
Senior Vice President, Brand Strategy and Brand Management Executive
Bank of America

Q&A Session
Laurel Wentz
International and Multicultural Editor
Advertising Age

FROM INSIGHT TO ACTIVATION:  AN INNOVATIVE CASE STUDY ON AFRICAN-AMERICAN RESEARCH LEADING TO A NEW MARKETING CAMPAIGN
General Mills has developed many successful programs targeted to African-American consumers. Yet as a company they believed there was an opportunity to develop even stronger insights and strategies to take advantage of the significant African-American business potential. In 2008 General Mills embarked on an ambitious research plan to develop stronger insights to help inform a new strategy to reach African-American consumers. The company partnered with consumers to cocreate a new African-American marketing campaign and strategy. This case study will showcase objectives, research findings, and the subsequent strategy and plan.

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Rudy Rodriguez
Director, Multicultural Marketing
General Mills, Inc.

Q&A Session
Shepard Kramer
Senior Director, Committees and Conferences
ANA

Luncheon Keynote

ELECTION ‘08: A MULTICULTURAL MARKETING CASE STUDY
The week following the election, leading political pundit and commentator Roland Martin will discuss the role that race, gender, and multicultural marketing played in the 2008 presidential election. Mr. Martin will share his reflections on how both candidates needed to build their political machines to reflect the realities of a new, more-diverse electorate. He will also discuss how, for the first time in our nation's history, each candidate had a plan for reaching the various Hispanic, African-American, and Asian population segments crossing language, socioeconomic and cultural tiers.  Mr. Martin will review strategies that worked and those that missed the mark and explain why.

Luncheon sponsored by the Cabletelevision Advertising Bureau (CAB). Roland Martin appears courtesy of TV One.

General Session Continued

ALLSTATE'S 360-DEGREE MULTICULTURAL MARKETING
In the early 1990's Allstate recognized the growth opportunity that multicultural segments presented, and the company has actively engaged multicultural consumers ever since. In today's ultra-competitive environment, Allstate remains a leader in the insurance category due to its commitment to, and understanding of, multicultural consumer needs.

The Allstate team will share the company's 360-degree multicultural marketing approach, which extends well beyond culturally appropriate communications to include relevant products and services and all interactions customers have with the brand.  

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Lisa D. Cochrane
Vice President, Integrated Marketing Communications
Allstate Insurance Company

Georgina Flores
Senior Manager, Integrated Marketing Communications
Allstate Insurance Company

Q&A Session
Linda Narbey
Senior Director, Committees and Conferences
ANA

AFTERNOON CLOSING KEYNOTE: HENRY CISNEROS
Henry Cisneros has had a distinguished career as a politician, businessman, and community leader.  He became the first person of Hispanic background to head a major American city when he was elected mayor of San Antonio. Later, Mr. Cisneros was nominated by President Bill Clinton to serve as Secretary of Housing and Urban Development and did so from 1993 to 1997.  During his term, he reformed the public housing system, and successfully accomplished a goal of the Clinton administration to increase home ownership, especially among minorities.  He is currently Executive Chairman of CityView, an investment company that finances homebuilders with over 6,000 homes in its investment portfolio.

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Henry Cisneros
Executive Chairman
CityView

Introduction
David Lawenda
President, Advertising Sales and Marketing
Univision

Q&A Session
Teresa Rodriguez
Principal Co-host and Coorespondent
Univision

THE ANA MULTICULTURAL EXCELLENCE AWARDS DINNER
Sponsored by Arbitron

The winners of the eighth annual ANA Multicultural Excellence Awards will be announced. These awards recognize the efforts of marketers and agencies that have resulted in outstanding multicultural advertising campaigns. Categories are African American, Asian, Hispanic, General Market, Digital Media, and Campaigns with Significant Results. Winners will be chosen based on creative excellence and relevancy to the multicultural category for which works are submitted.

Hosted by Miss USA, Crystle Stewart

Speaker
Clara Carneiro
Vice President, Multicultural Business Affairs
Arbitron Inc.

THE ANA MULTICULTURAL EXCELLENCE AWARDS POST-RECEPTION

TUESDAY, NOVEMBER 18

Breakfast

P&G's APPROACH TO MULTICULTURAL MARKETING
Procter & Gamble continues to lead the way in marketing to multicultural consumers. The company acknowledges that it wants both its marketing efforts and employee base to reflect the more-diverse face of the 21st century American consumer. P&G is one of the largest advertisers targeting African-American and Hispanic consumers. Importantly, the company not only researches what multicultural consumers want, it also designs products specifically for them.

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Edgar A. Sandoval
General Manager, Marketing and Multicultural Business, North America
The Procter & Gamble Company

Q&A Session
Gilbert Dávila
Vice President, Global Diversity and Multicultural Market Development
The Walt Disney Company
Chair, ANA Multicultural Marketing Committee

THE DIGITAL TRANSITION AND ITS IMPACT ON MULTICULTURAL MARKETS
Television will enter an exciting new era as analog broadcasting ends on February 17, 2009, with the transition to an all-digital system as required by the Federal Communications Commission. This digital transition will be the biggest change in the industry since television's transition from black and white to color, and it has huge implications for consumers, advertisers, and media.  Multicultural households-specifically African Americans and Hispanics-will be disproportionately affected as a higher percentage of such households currently get their television signals "over the air" (i.e., without cable or satellite). Unless they upgrade or buy a digital television set or a converter box, they could lose television reception entirely, which would have dire consequences for multicultural advertisers and media. The status of the digital transition, with a focus on multicultural markets, will be discussed.

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Marcellus Alexander, Jr.
Executive Vice President, Television
National Association of Broadcasters (NAB)

Q&A Session
Bill Duggan
Executive Vice President
ANA

10 MULTICULTURAL ISSUES IN 50 MINUTES
This rapid-fire session will provide the opportunity to cover a variety of the hottest and most-urgent issues of significance to multicultural marketers. Likely topics include:

1. The 2008 elections
2. The Economy - How It Impacts Multicultural Marketing
3. Multicultural insight generation: How does it differ from the general market?
4. Multicultural organizational structure
5. New media--what's working and what's not
6. Mobile marketing--is the hype real?
7. Multicultural marketing on a modest (or no) budget
8. The "how to" guide for growing your multicultural budgets
9. The role of a specialized dedicated multicultural agency vs. the general market agency
10. What will multicultural marketing look like in 2018?

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Moderator
Gilbert Dávila
Vice President, Global Diversity and Multicultural Market Development
The Walt Disney Company
Chair, ANA Multicultural Marketing Committee

Panelists
Gary Berman
Founder and Chief Executive Officer
Sí Change Consulting

Julia Huang
Chief Executive Officer
InterTrend Communications, Inc.
President, Asian American Advertising Federation (3AF)

José López-Varela
Executive Group Account Director
Lopez Negrete Communications
Chairman, Association of Hispanic Advertising Agencies (AHAA)

Tony Suarez
Vice President, Multicultural Marketing
McDonald's Corporation

Breakout Sessions
Lunch provided

1a. MULTICULTURAL CHANNEL PLANNING AND MEDIA BUYING: DO THEY BELONG IN THE SPECIALIZED MEDIA SHOP OR WITH THE SPECIALIZED CREATIVE AGENCY?
There is an undeniable trend among marketers to consolidate total media dollars in a single generalist media agency. The multicultural budget, particularly the Hispanic budget, is below fair share relative to this segment's contribution to brand business and overall market potential. Further, oftentimes the multicultural "plan" is relegated to a single line on a flowchart. Recognizing the rise of new media and the depth of available Hispanic media, shouldn't the Hispanic plan go deeper?  The many issues that this session will explore include:

• Who should "own" the channel planning strategy?
• Should the channel-planning strategy rely on brand-planning criteria or daypart cost efficiencies and optimization tools?
• How is the brand strategy better served across channels?
• Where should new media fit?

Moderator
Jackie Bird 

Panelists
Scott Gassert
Media General Manager
Dieste Inc.

Jim Irvine
Senior Director, Media Strategies
Lopez Negrete Communications

Rick Marroquin
Chief Marketing Officer
Batanga, Inc.

Caleb Windover
Senior Vice President, Managing Director
42 Degrees

1b. FIRST-MOVER ADVANTAGE: TAPPING THE $670 BILLION ASIAN-AMERICAN MARKET
The Asian-American community continues to experience tremendous growth, becoming the fastest-growing minority population in the U.S. with the highest median household incomes and education levels, Asian Americans are an attractive, though largely untapped market.

Starcom MediaVest Group will engage in a revealing discussion aimed at helping today's marketers understand the many faces of this richly diverse population. Infused with new, proprietary data, this seminar will cover:

• The Asian-American landscape: circle of influence in the U.S., statistics, generational shifts, and shared values.
• The Chinese-American identity: acculturation impact, media behaviors, communication strategy, and recommendations.

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Danielle Cherry
Cultural Activation Development Director
Starcom MediaVest Group

Esther Franklin
Executive Vice President/Director of Cultural Identities
Starcom MediaVest Group

Moey Santos
Connections Manager
MV42°

2a. WHERE THE REAL POWER OF INTERACTIVE ADVERTISING LIES
Interactive advertising is a strong marketing vehicle on its own because of its easily measurable results, but when a digital component becomes a part of an integrated marketing strategy, interactive's true power becomes clear. This is especially true when reaching out to the Hispanic market. Hear about two case studies where interactive advertising, both online and through mobile devices, were a core part of on-air campaigns targeted at Hispanics, and learn about how an integrated approach drove improved ROI across a number of metrics. Univision and Terra Networks along with their agency partners will present results.

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Moderator
Jeremy Fain
Vice President, Industry Services
IAB

Panelists
Charlie Echeverry
Senior Vice President, National Sales Director
Univision Online