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2014 ANA Multicultural Marketing & Diversity Conference presented by Clear Channel Media + Entertainment

The face, heart and soul of America are changing and with it the way marketers connect with customers.  The “minority” has become the “majority” as more than half the babies born in the U.S. are now in African-American, Asian-American, Hispanic, and racially mixed households.

While many marketers still target individual multicultural segments, total market is the hot new buzz in the industry.  There is a growing group of companies using a more holistic marketing approach and incorporating ethnic insights into their overall communications, doing so from strategy through execution.  Some companies have even disbanded internal multicultural marketing teams and embedded that expertise and sensitivity throughout the entire marketing organization.

Millennial consumers are very attractive to marketers and millennials are disproportionally multicultural.  And multicultural consumers over index on digital, social, and mobile media usage.  These are the trendsetters and influencers.

Meanwhile the definition of multicultural and diversity marketing has greatly expanded.  LGBT consumers represent huge opportunities for many marketers.  Stereotypes continue to be broken down as in the past year alone gay marriage became legal in many states and even professional athletes have proudly “come out.”  Marketing to persons with disabilities is also on the rise.

Opportunities clearly abound, yet there are challenges as well.  Total market is not a “cure-all” and, in fact, also has its detractors.  While some multicultural agencies are doing well, others are fighting for survival as general market agencies make inroads in marketing to a more diverse America.  And the great hope of digital is threatened by fraud, piracy and viewability issues.

The ANA Multicultural Marketing & Diversity Conference has become the annual “go to” event to discuss and debate these issues and to also network and celebrate!   Please join the leaders in the industry at the Fontainebleau Miami Beach in November for the 16th annual ANA Multicultural Marketing & Diversity Conference.

The hashtag for this event is #ANAMulti.

Download the ANA Event Guide at e.ana.net.

When
Begins:Sunday, November 9, 2014 at 3:00pm
Ends:Tuesday, November 11, 2014 at 4:30pm
Where

Fontainebleau Miami Beach
4441 Collins Avenue
Miami Beach, FL 33140

ANA has negotiated a special room rate of $305/night. In order to use the ANA rate, you must be registered to attend the conference. Please call the hotel directly at 800-548-8886 and mention the ANA Multicultural Conference or reserve a room by clicking here. The cut-off date is Friday, October 17, 2014, after which prevailing rates apply. For hotel information, please visit Fontainebleau.

Registration Pricing
    Member Rate Non-Member Rate
Registration
  Conference Registration Fee
(This includes the ANA Multicultural Excellence Awards.)
$ 1,195 $ 1,395
  ANA Multicultural Excellence Awards ONLY
(The evening includes cocktail reception, dinner, and after party on Monday, 11/10.)
$ 300 $ 300

ANA members may take advantage of special corporate pricing of $1795 for three members from the same company. Please click here to take advantage of this offer. Please visit our website at http://www.ana.net/members/list to see if your company is a member of the ANA.

Agenda
Sunday, November 9, 2014
3:00pm  

Registration Opens

4:00pm  

Pre-Conference Session

REFINING HISPANIC ROI IN A TOTAL MARKET APPROACH – NEW RESEARCH!

Accurate ROI measurement is absolutely crucial to validate the impact of a total market approach.  AHAA, the voice of Hispanic marketing, will debut new research that defines how leading CPG clients and retailers currently approach marketing ROI.  The research examines (a) Spanish-language media and Hispanic stores and (b) Hispanic English television viewers and non-Hispanic stores.  The work leads to insights on how ROI models should evolve and how the currencies of television audience measurement and retail sales should change to make new models for a total market approach. While the focus is Hispanic, the knowledge gained from this ROI study will pave the way for revamping all multicultural total market measurements.

Carlos Santiago

Chair, AHAA Research Committee

President and Chief Strategist, Santiago Solutions Group

Additional Participants to be confirmed.

7:00pm  

Cocktail Reception

8:00pm  

Dinner

Monday, November 10, 2014
7:30am  

Breakfast

8:30am  

General Session

 

DUNKIN’ BRANDS

Details to come.

John Costello

President, Global Marketing and Innovation

Dunkin` Brands, Inc.

 

THE COCA-COLA COMPANYS’ MULTICULTURAL MARKETING JOURNEY

The Coca-Cola Company’s vision is to be the “best-in-class” in multicultural marketing.  Its commitment comes from the top, and Coca-Cola North America’s president of sparkling and strategic marketing will discuss the company’s journey.  Specific highlights will include: how a total market strategy is executed across brands; how the concept of leading with multicultural consumers is brought to life; unique ways that targeted marketing is utilized to connect with multicultural segments; work to support big events including the World Cup and Super Bowl; and the use of digital, social, and mobile platforms to deliver content and bond with multicultural consumers.

Wendy Clark

President, Sparkling and Strategic Marketing

Coca-Cola North America

 

ZUMBA FITNESS - GLOBAL LIFESTYLE PHENOMENON

Zumba is a global lifestyle brand and phenomenon that fuses fitness, entertainment and culture into an exhilarating dance-party workout.  Zumba classes blend upbeat world rhythms with easy-to-follow choreography, incorporating hip-hop, soca, samba, salsa, merengue, mambo and martial arts. Founded in 2001, the company is now the largest branded dance-fitness company in the world – reporting more than 15 million weekly class participants, in some 200,000 locations, across 180-plus countries.  Zumba Fitness has extended its brand beyond the gym and sells multiple products including DVD sets, music collections, multi-seasonal apparel and footwear, video games, live Fitness-Concert™ events and a lifestyle magazine.  We are honored to have the CEO and Co-founder of Zumba Fitness join the conference to share this incredible story.

Alberto Perlman

CEO and Co-founder

Zumba Fitness

 

CELEBRATING DIVERSITY

Cox Communications has continuously improved the inclusiveness of its workplaces while celebrating diversity. This year its efforts resulted in the firm ascending four spots on the DiversityInc Top 50 Companies for Diversity® list.  Cox has a strong National Diversity Council led by President Pat Esser.  The company has redesigned its college relations program for interns and co-ops and has a diverse group of students working in core business groups.  In 2013 millennial employees were added to the Council, bringing a new perspective on diversity in the workplace.  Cox also trains all recruiters in its enhanced diversity recruitment strategy, which includes cultural competence education, social media, building relationships with multicultural nonprofits, and presenting diverse pools of candidates.  In this session, discover why Cox Communications is truly one of the best places to work in the entertainment and telecommunications industries.

Lissiah Hundley

Executive Director, Diversity and Inclusion

Cox Communications, Inc.

12:30pm  

Luncheon

2:00pm  

General Session Cont.

 

THE MULTICULTURAL MUSIC MILLENNIAL

Music tastes are just as diverse and intertwined as today’s multicultural consumer. These fans – particularly those in the millennial segment - are often discovering new music first and driving the trends we see in pop culture today.  Sony Music will unlock what role music plays in the lives of the multicultural consumer and how to talk to this consumer through the currency of music from its annual study of 30,000 music fans.

Elliot Lum

Vice President, Strategic Marketing

Columbia Records, Division of Sony Music

 

The Digital Imperative

A series of short, impactful presentations on important digital media issues.

A. Reducing Fraud of Digital Campaigns
A large portion of digital advertising budgets are wasted on non-human traffic, i.e., “bot fraud,” via sites with phony traffic that collect payments from advertisers as a result of fraudulent impressions and/or clicks. Bot fraud affects display, video, mobile and even social across general market and multicultural campaigns.  ANA recently partnered with White Ops on an initiative to determine the level of bot fraud occurring across the digital advertising of leading national advertisers and provide actionable data which advertisers can use to assess and reduce/eliminate bot fraud in their future campaigns.   A number of multicultural campaigns were part of this test and high-level results will be shared.

Michael Tiffany
Co-Founder and CEO
White Ops

B. Gaming for Multicultural Consumers
A team of game developers at the University of Miami, School of Communication’s new Interactive Media program has developed a game to raise awareness of sickle cell disease. The “Zoo Rush” game can be played on the Web or by download to any Android or iOS device and is targeted to African-American and Hispanic consumers.  This session will discuss the game and what the developers learned about creating interactive experiences for multicultural audiences.

Clay Ewing
Assistant Professor, Department of Cinema and Interactive Media
University of Miami, School of Communication

Fan "Franklin" Zhang
MFA Candidate, Interactive Media
University of Miami, School of Communication

More to come on this session!

4:00pm  

Deep Dive Sessions

Choose to attend deep dive session 1A or 1B.

 

Deep Dive 1A: AARP ENGAGES AFRICAN-AMERICAN BOOMERS IN SOCIAL MEDIA

The three million African-American members of AARP comprise one of the largest African-American constituencies in any U.S. organization.  As more individuals age 50 and older began to join networks like Facebook and Twitter, AARP saw an opportunity to engage consumers in relevant conversations on a platform that encourages dialogue and user participation.  This session will provide insights as to how AARP has diligently engaged African-American boomers and share how social media has impacted AARP brand performance metrics and continues to solidify a sustainable, direct relationship with customers.

Edna Kane-Williams

Vice President, Multicultural Marketing

AARP

 

Deep Dive 1B: HOW AT&T REACHES THE ASIAN-AMERICAN MARKET

An early pioneer in the U.S. Asian market, AT&T is highly skilled in targeting the Asian-American audience.  This session will provide some of the key insight drivers and examples of AT&T campaigns targeting the Asian-American audience.  Hear how the emphasis on authenticity has been one of the key points driving the company’s marketing and advertising efforts.

Laura Hernandez

Executive Director, Multicultural Marketing

AT&T

7:00pm  

Reception

8:00pm  

ANA MULTICULTURAL EXCELLENCE AWARDS DINNER

Celebrate the 14th anniversary of the ANA Multicultural Excellence Awards recognizing the year’s best multicultural advertis­ing campaigns. The awards, sponsored by the ANA Multicultural Marketing & Diversity Committee, raise awareness and exposure of the outstanding work being done in the areas of African-American, Asian, Hispanic, LGBT, People with Disabilities, and Total Market advertising.

Tuesday, November 11, 2014
7:30am  

Breakfast

8:30am  

General Session

 

DENNY'S – HOW AMERICA'S DINER BECAME 'EL DINER DE AMERICA'

Denny's is “America’s Diner.”  A warm, welcoming place where customers have come for over 60 years to sit back, relax, and enjoy classic American comfort food at a fair price.  Increasingly, Denny’s is becoming the diner for multicultural Americans, particularly Hispanics.  Hispanics have become a core priority as Denny’s has focused growth on millennial customers.  Key elements of Denny’s dedicated Hispanic marketing calendar are television and social media, the latter includes Denny's Latino, a new Spanish-language Facebook page.  Denny’s has also developed Hispanic original, branded content, including a spoof with Dog Whisperer Cesar Millan.  As a result of these efforts, Hispanics are now Denny's fastest-growing customer segment.  Meanwhile, the Denny’s family is in many ways as diverse as the general population.  Minorities make up 63 percent of Denny's total workforce and 46 percent of franchisees.

Frances Allen

Executive Vice President, Global Brand Strategy and Chief Marketing Officer

Denny's Corp.

 

NBA INSPIRES AND CONNECTS WITH THE TOTAL MARKET

We've all heard the term “total market,“ and every major organization is trying to develop new and exciting ways to reach this segment.  Total market has become the hottest buzzword in marketing; it has also become one of the most misunderstood in our industry.  Advocates position it as a natural evolution of demographic changes in America, where brands no longer focus on Hispanics or any specific culture as a unique target but rather integrate everything into a single platform.  The NBA has made understanding and evolving with this dynamic consumer segment a priority.  This session will explain how strategies are being created and resources allocated to identify, inspire, connect, and strengthen the NBA’s connection with its fans.

Saskia Sorrosa

Vice President, Innovation and Growth Platforms

National Basketball Association

 

TOTAL TOYOTA – TOYOTA’S TOTAL MARKET MODEL

Walk into any automotive dealership in the United States today, and you will notice the vast diversity of customers shopping for vehicles.  In this changing marketplace, the multicultural customer is the new mainstream. Over the past 20 years, Toyota has emerged as the number one brand among Hispanic, African-American and Asian American markets.  To make sure they continue to address the needs of the new marketplace, Toyota has announced that they will adopt a more cohesive marketing approach by placing previously separate agencies into a total market model, called Total Toyota or T2, which became operational on April 1, 2014.  Saatchi & Saatchi leads the new model, joined by Burrell Communications (African-American), Conill Advertising (Hispanic), InterTrend Communications (Asian-American) and Zenith (media buying). While the agencies remain separate and distinct business units, they will collaborate under the T2umbrella. To complement the agency approach, Toyota’s in-house multicultural marketing team will now be integrated across all product marketing teams.   This session will detail the strategy behind Toyota’s total market approach as well as the initial work and key learnings to date.

Edward Laukes

Vice President – Marketing Communications and Motorsports

Toyota Motor Sales, U.S.A., Inc.

 

TOTAL MARKET – PRINCIPLES & CASE STUDIES

Over the past year, a task force led by AHAA and ANA has been working to provide guidance to the industry on the development and execution of a total market approach in marketing communications.  For starters, a definition has been developed that puts a stake in the ground:

  • A marketing approach followed by corporations, with their trusted internal and external partners, which proactively integrates diverse segment considerations.  This is done from inception through the entire strategic process and execution with the goal of enhancing value and growth effectiveness.

The guidance outlines what total market is and is not.  For example, total market must be supported and shepherded at the highest level of the organization and is characterized by a collaborative dynamic, from the outset, between the marketer and agency partners.  Meanwhile, total market is not a one-size-fits-all cost-reduction plan and is not a translation or adaptation of a general market campaign without diverse consumer insights from the beginning of the process.  In this session, a team that helped lead this work will share the details of the project and real-life case studies of total market approaches. 

David Cardona

Multicultural Leader

The Clorox Company

Xavier Turpin

Director, Multicultural Marketing

Dunkin` Brands, Inc.

Lizette Williams

Multicultural Marketing Leader, North America

Kimberly-Clark Corporation

Moderated by Gilbert Davila

Chair

ANA Multicultural Marketing and Diversity Committee

12:30pm  

Luncheon

2:00pm  

Deep Dive Sessions

Choose to attend deep dive session 2A or 2B.

 

Deep Dive 2A: LGBT

There will be two mini-sessions during the LGBT deep dive.

1. Honey Maid: Wholesome Products in a Modern World
Recognizing that change is constant, from the way a family looks today to how a family interacts to the way it is portrayed in media, is top of mind at Honey Maid.  Honey Maid continues to evolve and expand to provide delicious, wholesome products so it can be a part of everyday moments of connection in a world with changing, evolving family dynamics.  Honey Maid’s latest ads are an example of a mainstream marketer attempting to infuse more diversity into its advertising.  In this session, discover how a nearly 90-year-old graham cracker brand is defining wholesome with a campaign that features real-life, modern-day relationships.

Gary Osifchin
Sr. Director, Wholesome Sweet, Entrepreneurial and Channels
Mondelez International, Inc.

2. MasterCard Acceptance

The MasterCard brand has been built around the central belief that everyone, everywhere, deserves to live a richer life—and to be accepted for who they are.  MasterCard wanted to start a more emotional dialogue with consumers around the idea of Acceptance, bringing the brand belief to life in a new way.  JR Badian will discuss the successful #AcceptanceMatters campaign that reached across social channels, extended the efforts with digital partnerships, and live activation(s).  The campaign championed MasterCard’s belief that all people deserve to be accepted for who they are, and was covered by the Wall Street Journal, The New York Times, and other major publications.

JR Badian
Vice President, Digital Marketing and Social Media
MasterCard Worldwide

 

Deep Dive 2B: PEOPLE WITH DISABILITIES

An increasing number of companies are creating economic and social value by tailoring their information and offerings for people with disabilities.  With 19.6% of Americans identifying themselves as having a disability, this represents the last hidden demographic.  When you consider friends and family who act on their emotional connection to disability, there are literally millions of additional consumers who are increasingly directing their loyalty—and spending—to brands that resonate with this group. For the first time, people with disabilities will be profiled at this conference, and this session will feature leading companies that are defining disability market-driven strategies and practices. There will be two mini sessions during the People with Disabilities deep dive.

Opening Comments - Mark Steele
Director
Essential Accessibility

1. Marriott International: Providing a World of Opportunity for Everyone
Marriott International has a long history of fostering a culture of diversity and inclusion.  Marriott is committed to creating a sustainable future, which means creating more jobs and stronger communities, and a greater ‘world of opportunity’ for everyone.  For example, their partnership with organizations such as the Marriott Foundation for People with Disabilities provides the opportunity to be a catalyst to address the rising youth unemployment and help provide skills to prepare young people with disabilities for the workplace.  Similarly, their partnership with the U.S. Business Leadership Network allows business owners with disabilities to supply goods and services to Marriott and leverage the company's supply chain benefits.  Marriott International's culture of inclusion welcomes all and embracing differences makes Marriott a great place to work, stay and conduct business.

Apoorva N. Gandhi

Vice President, Multicultural Affairs
Marriott International, Inc.

2. Second mini-session to be announced.

3:00pm  

Deep Dive 3: Unconscious Bias

Cook Ross, Inc., featuring Dr. Shirley Davis, Ph.D, SPHR, in partnership with FCB (Foote Cone Belding). Details to come.

4:30pm  

Conference Adjournment

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