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Multicultural Marketing & Diversity Conference presented by Ogilvy & Mather

This event is over.

Registration for this event is SOLD OUT. Please contact registration@ana.net with any questions.


Multicultural – The New Mainstream
The population make-up of the country has reached a tipping point. In 2010, births to Hispanic, Black, and Asian women will likely account for 50 percent of all births in the nation and that percentage will continue to increase going forward. The Census Bureau estimates that minorities will constitute a majority of the nation’s overall population in about three decades and a majority of Americans under age 18 in only one decade. The implications to marketers are now clearer than ever before—multicultural markets are no longer niche or “add on” segments. Rather, ethnic is the new mainstream and marketing as well as work-force diversity must reflect that. The ANA Multicultural Marketing & Diversity Conference recognizes the intersection of multicultural marketing and diversity management in driving strong business growth. The conference is programmed with guidance from ANA's Multicultural Marketing & Diversity Committee.

Host:
Gilbert Dávila
Chair, ANA Multicultural Marketing & Diversity Committee

When
Begins:Sunday, November 7, 2010 at 2:00pm
Ends:Tuesday, November 9, 2010 at 3:30pm
Where

Fontainebleau Miami Beach
4441 Collins Avenue
Miami Beach, FL 33140

ANA has negotiated a special room rate of $285 per night. Please call the hotel directly at (800) 548-8886 and mention ANA Multicultural Conference Event. The cut-off date for this rate is October 24, 2010. For hotel information, please visit Fontainebleau Miami Beach's website at: http://www.fontainebleau.com

Agenda

Saturday, November 6, 2010

11:00pm - 5:00am Just ADCOLOR® Opening Night Party

Sponsored by: Team Epiphany, Tanqueray, Louis @ Gansevoort, The ADCOLOR® Industry Coalition

Louis @ The Gansevoort Hotel - South Beach
Please send RSVPs to adcolor@teamepiphany.com or log on to Facebook and RSVP here: http://www.facebook.com/event.php?eid=156341031061024

Sunday, November 7, 2010

1:00pm

In Celebration of the ANA Multicultural Marketing & Diversity Conference in Miami

An Invitation from One Solution and Reach Media

Tom Joyner, nationally syndicated radio icon, and fitness expert Donna Richardson Joyner, invite you to share an afternoon at their home to enjoy fine cuisine, great company, and an oceanfront view.

The event will be co-hosted by One Solution, the strategic and integrated marketing division of Radio One, TV One, Interactive One and Entertainment One, reaching 82% of the African American audience.

Space is limited and transportation will be provided to and from the event.  This event will run until 4:00pm.

To RSVP for this pre-conference event email Shepard Kramer at Skramer@ana.net.

Note: To attend the pre-conference event you must also be registered for the conference.

5:30pm

Registration

The 2010 ADCOLOR® Awards Ambassador Cocktail Reception
Sponsored by WPP 

6:30pm

The 2010 ADCOLOR® Awards
Sponsored by: The ADCOLOR® Industry Coalition, Arnold, CNN, DIAGEO, Google, McDonald's USA, McCann Worldgroup, The Home Depot, Microsoft Advertising, Omnicom Group, The One Club, Pepsi, P&G and Publicis USA

Hosted by Soledad O'Brien, CNN
2010 ADCOLOR All-Star Honoree: Queen Latifah
Music Provided by: DJ Irie compliments of Pepsi

10:15pm The 2010 ADCOLOR® Awards Official After Party
Sponsored by: GTM, Inc., DIAGEO, Pepsi and Results Driven Agency (RDA)

Drinks Provided by: DIAGEO

Music Provided by: DJ Irie compliments of Pepsi
Hosted by: Kid Capri of BET's "Master of The Mix" and Julissa Bermudez

  • Boarding begins at 10:15pm
  • Yacht Departs at 11:00pm
  • Yacht Returns at 2:00am

Monday, November 8, 2010

7:45am

Breakfast
Sponsored by Time Warner

NEW INSIGHTS ON CULTURE, CONTEXT, AND BRANDS
As the U.S. economy improves, and as the 2010 Census will likely reinforce our assumptions of the growing size and influence of multicultural consumers, Time Warner will share insights from a new study focused on delivering effective messages to African American and Latino consumers. The study consisted of focus groups, blogs, and self-supplied in-home video ethnographies, plus an "ad lab," which exposed consumers to various combinations of in-culture and general market creative and context, across multiple media.

Betsy Frank
Chief Research and Insights Officer, Media Group
Time Inc.

Gonzalo Perez
Owner and Principal
Motivo Insights, LLC


8:45am

General Session

Welcome
Bob Liodice
President and Chief Executive Officer
ANA


DIVERSITY AND INCLUSION - KEY COMPONENTS TO PROCTER AND GAMBLE'S GROWTH STRATEGY
Diversity and inclusion are key components to P&G's growth strategy. P&G has seven formal employee affinity groups, as well as numerous informal interest groups for employees, all aimed to help P&G deliver on its goal of being the employer of choice by fostering a culture of high inclusivity, where diversity is not just respected, but leveraged for peak performance. This session will share P&G's Diversity and Inclusion strategy and how P&G hires, engages and retains the best talent from around the world, reflecting the markets and consumers we serve.

Linda W. Clement-Holmes
Chief Diversity Officer and Senior Vice President, Global Business Services
The Procter & Gamble Company


COCA-COLA'S VISION FOR THE FUTURE PUTS MULTICULTURAL AT ITS CORE
Coca-Cola recently declared that, "multicultural consumers are our core focus." Multicultural consumers already account for 33 percent of Coca-Cola's U.S. volume, with the figure expected to reach 40% in ten years. Coke has embraced a year-round strategy of deep connection targeting multicultural consumers. Among Coca-Cola's most-powerful differentiators are the stories that only Coke can tell-and much of that content comes from multicultural customers-including from both social media and consumer-generated content. Key insights on how brand messages are crafted to address various multicultural segments and methods to build loyalty and measure success will be discussed.

Beatriz R. Perez
Chief Marketing Officer, Coca-Cola North America
The Coca-Cola Company


WINNING WITH MULTICULTURAL CONSUMERS
General Mills recently announced that Hispanics are one of three groups the company has targeted to fuel future growth. Marketing to Hispanic consumers is a top priority for General Mills, and the company is not waiting for the results of the latest U.S. Census survey to reach out to this growing and profitable segment. To drive growth, marketing efforts to African Americans are also expanding. This dynamic session will showcase General Mills' approach to multicultural marketing, steps taken over the past four years to cultivate these consumer segments, and plans to continue building relationships in the future. General Mills will also present its online and social media approach to communicating with these critical growth segments.

Mark Addicks
Senior Vice President, Chief Marketing Officer
General Mills


CONNECTING WITH MULTICULTURAL AUDIENCES VIA SOCIAL MEDIA - A MCDONALD'S CASE STUDY
Engaging with multicultural audiences has long been a key ingredient in McDonald's marketing. In this session, McDonald's will share observations from the company's four-year history in social media as related to connecting with various consumer segments. Insights will include how to be culturally relevant to different audiences, connecting online and offline social engagement efforts, and the importance of authenticity and brand reputation management.


Rick Wion
Director of Social Media
McDonald's Corporation


 

1:00pm

Luncheon
Sponsored by Ogilvy & Mather

FUTURECO 2020: WHAT DOES THE FUTURE HOLD?
Journey into the future, examine the impact of social media and witness the workforce and workplace changes in the year 2020. Examine marketplace trends and the impact of technology on the workforce as work is time driven but no longer time bound. Discuss the impact of grey ceilings in a post-mortal society and a new set of diversity issues-generational conflicts, career diversity and a my-job my-way work preference. In this dynamic session, you will learn more about:
  • Cultural, economic and demographic shifts
  • Workplace, workforce and marketplace trends over the next ten years
  • Implications of the move from the "information age" to the "biomaterial age"
  • Impact of technology on the future workplace
  • Global generational trends

Also, you'll take a journey to a virtual reality world to see how we will learn in the future and experience diversity and inclusion simulations that allow you to "walk in the shoes" of people from other groups.

Tanya M. Odom
Director of Innovation and Social Media and Coach
The FutureWork Institute.


 

2:00pm

General Session contd.

MUSICAL PERFORMANCE BY TIA FULLER
When Tia Fuller full picks up her saxophone, the two become one and something amazing happens! Tia is an astonishingly gifted jazz saxophonist and a key member of Beyonce's all-female band. Her unique artistry will be featured with a mini performance of selections from her "Decisive Steps" CD.


STATE FARM—A GOOD NEIGHBOR TO MULTICULTURAL MARKETS
State Farm insures more cars and homes than any other insurer in the U.S. and does so with 17,700 agents and 67,000+ employees. Multicultural marketing is a top priority for State Farm, starting at the highest levels of their leadership. The company has learned the value of speaking to people via in-language and in-culture messaging in advertising as well as in their communities through public-affairs efforts and agents. State Farm is responding to customer needs is by increasing the number of professional associates with bilingual and multicultural skills; today, nearly 35% of State Farm agents offer bilingual capabilities in their offices. State Farm is active in multicultural marketing not only to Hispanic and African American customers but also stands out as one of the leading corporate marketers in the U.S. Asian market—in fact, the company was named 2010 Marketer of the Year by the Asian American Advertising Federation (3AF). And State Farm has a national TV campaign featuring Hispanic actor Eddie Matos. Being a good neighbor today means investing in tomorrow's leaders and future workforce and State Farm has placed serving the multicultural markets as a key priority in the company’s growth and retention efforts.

Pamela K. El
Marketing Vice President
State Farm Mutual Automobile Insurance Company


UNLOCKING THE SECRETS TO GREAT MULTICULTURAL ADVERTISING
ANA’s Multicultural Excellence Awards celebrate its tenth year in existence in 2010. The awards were created to raise awareness and exposure of the outstanding work targeted to multicultural audiences and are judged on creative excellence and relevancy. What separated the best-in-class multicultural advertising from the rest of the pack? This session will provide insights and best practices for developing great multicultural advertising based on reviews of past ANA Multicultural Excellence Awards winners and input from industry marketing and creative leaders.

Gilbert Dávila
Chair, ANA Multicultural Marketing & Diversity Committee

Shepard Kramer
Senior Director, Committees and Conferences
ANA

4:00pm General Session Adjournment


6:30pm

The ANA Multicultural Excellence Awards Pre-reception
Sponsored by Time Warner
With a musical performance by
3 de la Habana

*For more information, visit: 3 de la Habana's Facebook page

7:30pm The ANA Multicultural Excellence Awards Dinner
Sponsored by Arbitron


Come celebrate the 10th anniversary of the ANA Multicultural Excellence Awards and join us as we recognize the year's best multicultural advertising campaigns . The awards were created ten years ago to raise awareness and exposure of the outstanding work being done in African-American, Asian, and Hispanic advertising.

9:45pm

The ANA Multicultural Excellence Awards Post Reception at LIV Nightclub
With a musical performance sponsored by VEVO

Tuesday, November 9, 2010

7:45am

Breakfast
Sponsored by Univision

NEW ERAS IN CONTENT, OPPORTUNITIES AND REACH
Recently, Univision announced major deals and initiatives that will lead to new eras in content. These moves, and the accelerated growth of the Hispanic market, put Univision well on its way to becoming the number one network in the U.S. President of Univision Ad Sales David Lawenda will discuss how content will evolve, what's in the pipeline and the new opportunities that marketers will have to engage Hispanic America through broadcast and interactive platforms.

David Lawenda
President of Univision Ad Sales
Univision

8:45am

General Session

ESTABLISHING A CULTURAL CONNECTION
At Best Buy, effective engagement with the Hispanic market means removing obstacles that can get in the way of connecting consumers with the brand. This fact is demonstrated by the excellent results obtained via Best Buy's bilingual Web site. Hispanic customers come into stores with printouts from the Spanish portion of the site, which is getting better results than the English portion when it comes to customers saying they'd return and refer a friend. Best Buy will share the company's multicultural marketing journey-including online, social media, and mobile strategies-and the planned integration of general market and multicultural marketing programs.

Teresa Iglesias-Solomon
Vice President, Multicultural and Latino Initiatives
Best Buy Co., Inc.


LEVERAGING DIVERSITY AS A COMPETITIVE BUSINESS ADVANTAGE
The United States Tennis Association (USTA) is strategically focused on leveraging diversity and inclusion as a competitive advantage, externally in the areas of sponsorship, customers, and vendors and internally in its workforce, workplace, and community engagement. Recognizing the opportunities presented by the rapidly changing global and domestic demographics, the USTA is striving to "grow the sport of tennis and make it look like America". This session will provide insights behind the organizational alignment of the USTA's diversity/inclusion strategies and tactics with existing business activities.


Kevin Clayton
Chief Diversity Officer
United States Tennis Association


RULES DO NOT APPLY WHEN DRIVING CROSS-CULTURALCHANGE
Unilever challenged their definition of "Real Food Moms" and designed a campaign to introduce Hellmanns' Light mayonnaise to Hispanic women ages 18 to 34. Hispanic families historically over index on full fat mayonnaise, Hellmann's knew they had to develop new campaign and messaging for the introduction of Hellmann's Light Mayonnaise. The Hellmann's Brand team and Ogilvy & Mather partnered to develop a national campaign driven by deep insights of the Hispanic family. The goal was to leverage the authenticity of the Hellmann's brand within the Hispanic community and their relationship with the category to deliver pervasive communication that would drive significant business growth not only for the Hispanic segment but across the Hellmann's Light category.

Hellmann's and OgilvyCulture will discuss the evolution of the campaign and how the decision was made to target Hispanic moms. The presentation will also provide commentary about cross-cultural marketing and the impact it will have moving forward within media and communications


Ryu Yokoi
Brand Manager
Unilever

Sarah Kostecki
Account and Marketing Director
Ogilvy & Mather

Jeffrey Bowman
Director
OgilvyCulture


BLACK IS THE NEW GREEN-HOW DO YOU REACH AFFLUENT AFRICAN AMERICANS?
The buying power of affluent African Americans (AAAs) is currently estimated at $87.3 billion and is expected to increase significantly with the new Census information. Overlooking this rich buying segment is a mistake, yet it happens frequently due to one-dimensional references such as "urban" and "hip hop." Marketers are also baffled about ways reach AAAs, sometimes thinking that they lack the money or resources to make a credible effort.


This session will cover laser-focused "plug and play" strategies and methods to build authentic, targeted marketing efforts to reach this virtually untapped audience. Finding money in your budget, uncovering brand assets and equities as well as approaches used by luxury brands to connect with this special target audience, including Jaguar, Hermes, and HSBC Bank, will be discussed.

Kadesha Carroll
Senior Market Program Specialist
Sony Electronics Inc.

Andrea Hoffman
Founder and Chief Executive Officer
Diversity Affluence


12:45pm

Luncheon
Sponsored by the Cabletelevision Advertising Bureau

LATINA'S VIEW: A CONVERSATION WITH JENNI RIVERA
(interviewed by Maria Celeste Arraras)

Known as the "La Diva de las Bandas," multiple award-winning performer and famed Mexican musical icon Jenni Rivera sits down for a lively conversation. Born and raised in Long Beach, California, Ms. Rivera has become an icon in the male-dominated world of regional Mexican music. Known for her songs about love, relationships, and being a strong woman, she has been nominated for three Latin Grammy Awards and had a number-one hit on the Billboard Top Latin Albums chart. Currently, she is the executive producer of "Jenni Rivera Presents Chiquis and Raq-C", a hit reality show on the bicultural youth network mun2.

In addition to being the female leader of the regional Mexican genre, Ms. Rivera is a mother of five and an entrepreneur with businesses ranging from cosmetics to denim. She will speak from her own experience, as a woman and a businessperson, about how marketers can connect with one of the fastest-growing and influential demographics today-Latinas. Warm, honest, and occasionally irreverent, Jenni Rivera is sure to entertain and inform in this engaging discussion.


2:00pm

Afternoon Breakouts

BEYOND DEMOGRAPHICSTM: LATINO IDENTITY - HOW IT IMPACTS MEDIA BEHAVIOR
Latino Identity, the most recent of the Beyond DemographicsTM series, clarifies the U.S. Latino experience and the face of this burgeoning community. Join Starcom MediaVest Group and Telemundo, partners in this venture, as they present identity based insights which evolve the conversation from acculturation to cultural dexterity and from language dominance to language fluidity; concepts more reflective of today's dynamic experience of this important audience. Learn more about how identity can be leveraged to understand the motivations & influences that impact media behaviors and demands for relevant content. Hear how advertisers can use this knowledge to connect with evolving U.S. Hispanics in meaningful ways both now and into the future.

Danielle Cherry
Vice President, Cultural Activation Development Director
Starcom MediaVest Group

Jackie Hernandez
Chief Operating Officer
Telemundo Communications Group, Inc.

Elena Marroquin
Senior Vice President, Communications Planning Director, Americas
Starcom MediaVest Group


Steven Wolfe Pereira
Senior Vice President and Managing Director, MediaVest's multicultural marketing unit MV42°
Starcom MediaVest Group


THE POWER OF STORY: CONNECTING TO THE NEW MAINSTREAM
Multicultural consumers are becoming the country's new majority, the new mainstream. In order for companies to grow and remain relevant in this evolving marketplace, they must ensure that their products appeal to this broad, fast growing and diverse audience. This is particularly true for a media company such as Time Warner. Because powerful storytelling is at the center of everything we do, our brands need to incorporate the perspective and needs of the multicultural audience into the stories we tell. This discussion will feature a combination of creative leaders and business executives from across Time Warner's divisions, sharing key insights as to how we work to develop content, franchises and brands to ensure relevancy with the new mainstream, and how to tailor marketing and business strategies accordingly.

Moderator:
Sheryl Hilliard Tucker
Media and Conference Development Consultant to Time Warner Inc.
Time Warner Inc.

Panelists:
Larry Hackett
Managing Editor
PEOPLE

Lucinda Martinez-Desir
Vice President, Domestic Network Distribution and Multicultural Marketing
Home Box Office, Inc.

Scot Safon
Executive Vice President
Headline News Network

Emil Wilbekin
Managing Editor
ESSENCE.com


3:00pm

EFFIE AWARDS IDEAS THAT WORK
Since 1968 winning an Effie has become a global symbol of effective marketing communications. Effie winners represent client and agency teams who tackled a marketplace challenge with a big idea and superior execution to communicate their messages to their customers. This session will provide a look behind the curtain and will feature two mini case studies from the gold African-American and Hispanic 2010 Effie winners.

  • "REAL TALK" HOW THE U.S. MARINE CORPS CONNECTED WITH YOUNG AFRICAN AMERICAN MEN
    Circumstances combined to create an extremely challenging recruitment environment for the U.S. Marine Corps among African-American young men. Using a narrative, testimonial format ("Real Talk"), active duty African-American Marines shared real-life experiences in order to illuminate the positive aspects of life in the Corps and "realness" was delivered in a variety of ways through an integrated marketing communications effort. The "Real Talk" approach included TV ('Leap'), direct mail, events, a calendar, and custom viral videos/Webisodes. All objectives were exceeded, and the campaign is considered a dramatic success.

    Eric M. Lindsay
    Diversity Advertising Officer
    United States Marine Corps

    Peter Brown
    Account Director
    UniWorld Group, Inc.

    Dora M. Rivera
    Director of Strategic Planning
    UniWorld Group

    Rebecca Feaman-Williams
    Senior Vice President, Chief Creative Officer
    UniWorld Group

  • CHARMIN BATHROOM TISSUE INCREASED MARKET SHARE THROUGH STRONG MARKETING KNOWLEDGE AND CONSUMER INSIGHTS
    Charmin Bathroom Tissue needed to sell a premium brand to a value oriented consumer. Quality of paper in Latin America is low; therefore consumers have low expectations. Consumers thought, what they were currently using was good. They did not see a reason to spend more money. Because of the poor quality of paper, people needed to overcompensate by using big quantities of paper from our competition. They were doing "the big pull." We wanted to make people realize how much paper they were using in every pull. We brought the competitor into the Charmin world by introducing a new character- Gaston, the beaver that used too much. The Charmin Bear taught Gaston about his bad behavior and how to use less.

    Jacques D. Hagopian
    Brand Manager, N.A. Charmin Bath Tissue
    The Procter & Gamble Company

    Enrique Marquez
    Senior Vice President, Strategic Planning
    LAPIZ

    Elizabeth Papasakelariou,
    Account Director
    LAPIZ


INSIGHTS & EXECUTIONS - MOVING THE MULTICULTURAL DIALOGUE FORWARD
The multicultural marketing dialogue is rapidly evolving, and clients are demanding stronger strategy-driving insights and smarter executions against these growing segments. While the discourse has traditionally centered on identifying distinctions between ethnic consumers and their mainstream counterparts, modern multicultural marketing has become more nuanced in acknowledging diversity within the segment.

These presentations and subsequent discussion will explore how traditional insight and strategy development have evolved to acknowledge the generational diversity within African-American and Hispanic segments, and the strong, positive impact that solid ethnic insights can have on general market executions. Featured presentations include excerpts from: "The Multicultural Millenials Study", "How Leading with Ethnic Insights Translates into Volume Driving Results" and the "Millward Brown Analysis of Targeted Advertising Effectiveness".


Moderator:
Ola Mobolade
Managing Director
Firefly Millward Brown

Panelists:
Ricki Fairley-Brown
Chief Marketing Officer, Partner
IMAGES USA

Robert A. Jackson
U.S. Marketing Director, African-American Consumer Market
McDonald's Corporation

 4:00pm  Conference Adjournment

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