Sunday, November 7, 2010

4:00pm

Monday, November 8, 2010

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 of Procter & Gamble's aggressive growth strategy. P&G has thirty diversity network groups for its employees covering various ethnic and cultural backgrounds, including LGBT and people with disabilities. This session will illustrate how P&G leverages its long history with affinity teams to build a diverse and inclusive work force and to also gain insights regarding consumers here in the U.S. and around the globe.

Linda Clement-Holmes
Senior Vice President, Global Diversity and Global Business
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.

Bea Perez
Chief Marketing Officer
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

Luncheon
Sponsored by Ogilvy

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, Ed.M
Director of Social Media and Innovation, and Coach
FutureWork Institute, Inc.

General Session contd.

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.

Pam El
Vice President, Marketing
State Farm Mutual Automobile Insurance Co.

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.

Jim Speros
Executive Vice President, Chief Marketing Officer
Fidelity Investments
Founding Chairman, ANA Multicultural Marketing Committee

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.

The ANA Multicultural Excellence Awards Post Reception
Sponsored by VEVO

Tuesday, November 9, 2010

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 Hispanic Initiatives
Best Buy

LEVERAGING DIVERSITY AS A COMPETITIVE BUSINESS ADVANTAGE
Mercedes-Benz USA is strategically focused on driving diversity and inclusion as a competitive business advantage, externally in the areas of sales, customer service, and satisfaction and internally in its workforce and employee engagement. Recognizing the opportunities presented by the rapidly changing demographics of the marketplace, the company is striving to get ahead of the curve. This session will provide insights behind the alignment of Mercedes-Benz's diversity/inclusion strategies and tactics with existing business activities.

Tommy Shi
Chief Diversity Officer
Mercedes-Benz USA

Luncheon
Sponsored by the Cabletelevision Advertising Bureau

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.

Esther Franklin
Executive Vice President, Director Cultural Identities
SMV Group

Jackie Hernandez
Chief Operating Officer
Telemundo

Monica Gadsby
Chief Executive Officer
SMG Multicultural

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.
  
  

  Mr. Eric Lindsay, USMC Ret.
  Diversity Advertising Specialist
  Marine Corps Recruiting Command

  Peter Brown
  Account Director
  UniWorld Group, Inc.
  
  Dora Rivera
  Group Strategic Director
  UniWorld Group, Inc.
  
  Rebecca Williams
  Executive Creative Director
  UniWorld Group, Inc.
  

  ---

• 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 Hagopian
  Charmin Brand Manager
  Procter & Gamble
  
  Enrique Marquez
  SVP, Director of Strategic Planning
  LAPIZ

  Elizabeth Papasakelariou,
  P&G Account Director
  LAPIZ

  ---

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.
(Speakers to come)