2016 ANA Multicultural Marketing & Diversity Conference Presented by Time Inc.

The 18th annual ANA Multicultural Marketing & Diversity Conference, presented by Time Inc., is heading West this year to the JW Marriott Los Angeles at L.A. Live on October 9-11. Because this is an ANA conference, it’s heavily attended by client-side marketers, and the client-side perspective is front and center on the agenda. The conference brings together top client-side multicultural marketing professionals and key industry experts to discuss topics such as measuring ROI of multicultural marketing plans, total market, multicultural millennials and linking diversity management with business results to name a few. Plus, the 16th annual ANA Multicultural Excellence Awards will recognize the year’s best multicultural advertising campaigns. The ANA Multicultural Marketing & Diversity Conference has become the annual “go to” event to discuss and debate industry issues and to network and celebrate!

Hosts:

Gilbert Dávila (@GilbertRDavila)
Chair
ANA Multicultural Marketing & Diversity Committee

Lauventria Robinson (@lauventria)
Vice President, Multicultural Marketing
Coca-Cola North America


when

Start: Sunday, October 9, 2016 at 3:00pm

End: Tuesday, October 11, 2016 at 12:00pm

WHERE

JW Marriott Los Angeles at L.A. Live
900 Olympic Blvd.
Los Angeles, CA 90015

The ANA has negotiated a special room rate of $270/night. To make your room reservation, please click here. You may also call the reservations department at (213) 765-8600 and reference the ANA Multicultural Conference. The cut-off date to obtain the ANA rate is Friday, September 16, 2016, after which prevailing rates apply. Please notify the hotel of any special needs that you may have.

Registration Pricing

ANA BAA/BMA Gold BAA/BMA Silver BMA Individual Non Member
Registration
Conference Registration (The Multicultural Excellence Awards is included in the cost of registration.) ANA $1,195 BAA/BMA Gold $1,195 BAA/BMA Silver $1,295 BMA Individual $1,495 Non Member $1,495
ANA Multicultural Excellence Awards ONLY (The evening includes cocktail reception and dinner, 10/9.) ANA $300 BAA/BMA Gold $300 BAA/BMA Silver $300 BMA Individual $300 Non Member $300

ANA Members & BMA/BAA Gold Members may take advantage of special corporate pricing of $1,795 for up to three members from the same company. Please click here to take advantage of this special rate. Please visit our website at http://www.ana.net/members/associatelist to see if your company is BMA/BAA member and here at http://www.ana.net/members/list to see if your company is an ANA member.

For issues processing your registration or other frequently asked questions, please refer to  this page.



Agenda

TIME EVENT DETAILS LOCATION
Sunday, October 9, 2016
1:00pm Registration Opens

3:00pm General Session

OPTIMIZING MULTICULTURAL MEDIA SPEND

In multicultural marketing conversations, media – often the largest spend area in a multicultural marketing program – often doesn’t get the attention it deserves.  This session will be an immersion in the most urgent issues as well as the up-and-coming media opportunities for multicultural marketers.  We’ll discuss a range of topics including:

  • Using in-language versus English language media
  • Transparency issues in multicultural media
  • High levels of bot fraud in multicultural digital media
  • Content marketing and native advertising
  • Social and mobile media
  • Programmatic buying
  • Influencer marketing
  • Agency models for media and content development

Perspective will be provided by a panel of client-side media experts and then we’ll evolve to an open forum to hear from others. 

Moderator:
Michael Kelly
Senior Influencer Program and Social Media Manager Plantronics, Inc.
Panelists:
Dionne Colvin
Director, Marketing Strategy & Performance Toyota Motor Sales
Angelique Vega
Director, Media Kaiser Permanente

THE FUTURE OF MULTICULTURAL AGENCIES

While America’s population is more diverse than ever, multicultural agencies appear to be at a crossroads.  Black agencies have been impacted by some advertisers who feel they can reach this audience as part of existing campaigns (as they are heavier TV viewers) and via casting, given that there are no language barriers.  Asian-American agencies remain challenged by complexity of multiple languages and the relatively small size of each Asian sub-group.  Hispanic agencies face both the opportunity and threat of a total market approach.  Meanwhile, media buying responsibilities for many multicultural accounts are now handled by general market media agencies.  This session will feature discussion on the future of multicultural agencies featuring a leading industry agency search consultant and a client-side marketer.  Plus, we’ll supplement this discussion with perspective from industry experts including Wall Street analysts and journalists and then evolve to an open forum to get input from conference attendees.

Catherine Bension
Chief Executive Officer SelectResources International
Lizette Williams
Multicultural Marketing Leader, North America Kimberly-Clark Corporation
Facilitator:
Bill Duggan
Group Executive Vice President ANA
5:00pm General Session Adjourned

7:00pm Mix and Mingle Reception  

8:00pm ANA Multicultural Excellence Awards Dinner

Celebrate the 16th anniversary of the ANA Multicultural Excellence Awards and recognize 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.

Monday, October 10, 2016
7:30am Breakfast  

8:30am General Session

NESTLE: THE MANY WAYS TO BUILD BUSINESS WITH MULTICULTURAL CONSUMERS

Nestlé is building business with multicultural customers in various ways.

  • Nescafe Clasico is an example of organic growth. It started as a Hispanic brand with its origin in Mexico. Today in the U.S. the brand has expanded its appeal while driving almost half its volume with Hispanics.
  • General market brands at Nestlé have grown via a total market approach. Coffee-mate is a prime example and has developed campaigns for both the total and Hispanic markets.
  • Other brands including Häagen-Dazs and Lean Cuisine have been bundled in a portfolio of brands via an overall CRM program for Latino consumers.

Alicia Enciso, President of the Beverages Division at Nestlé USA, will discuss the many ways to build business with multicultural consumers. Her talk will include a focus on the importance of digital media and demonstrating return on investment. 

Alicia Enciso
President, Beverages Division Nestlé USA

TARGET: MULTICULTURAL ISN’T AN AUDIENCE – IT’S THE AUDIENCE

Multicultural is no longer a niche specialty – it’s the primary audience in an increasingly diverse country. In order to effectively reach the ever increasing variety of cultures in this vast audience, brands need to break down barriers in their marketing efforts, something Target is known for. In this session, Rick Gomez, Senior Vice President of Marketing at Target, will discuss how it has moved beyond rigid segmentation, show examples of how it’s using Latinos as the creative muse in many of its broader campaigns, and share lessons the retailer has learned along the way.

Rick Gomez
SVP-Marketing Target Corporation

SESSION DETAILS TO BE ANNOUNCED

Ivan Pollard
Senior Vice President, Strategic Marketing The Coca-Cola Company
12:30pm Luncheon  

AMERICAN VOICES: THE NEW TRANSCULTURAL MAINSTREAM

All year long, Americans have been having a frank conversation about cultural difference and inclusion. Even as our multicultural population steadily grows, there remains a justifiable feeling among many multicultural consumers that they are not adequately represented in contemporary media. America is more a mosaic than melting pot, a nation that is changing faster now than at any time in its history.  But if Latino, African American, Asian American and LGBT citizens are quickly redefining the mainstream, their cultural influence too often goes unrecognized. Which is why Time Inc. launched American Voices across more than a dozen of its leading media properties this year. Reaching more than 200 million consumers, it is an unprecedented effort to bring emerging multi-cultural, multi-ethnic and multi-racial voices, personalities and ideas on stage. Through exclusive support from Toyota, “American Voices” tries to shine a bright light on people who are changing lives, leading movements, and shaping a new transcultural mainstream.

Michael Duffy
Deputy Editor TIME
Lisa Materazzo
Corporate Manager, Media Strategy & Digital Engagement Toyota Motor Sales
1:45pm General Session Cont.

INTEL: DIVERSITY IN TECHNOLOGY INITIATIVE

In early 2015, Intel announced its Diversity in Technology Initiative, setting the ambitious goal to be the first high technology company to reach full representation of women and underrepresented minorities in its U.S. workforce by 2020. Intel committed $300 million to support this goal and accelerate diversity and inclusion—not just at Intel, but across the technology industry at large. The scope of its efforts span the entire value chain, from spending with diverse suppliers and diversifying its venture portfolio to better serving its markets and communities.  Barbara Whye leads the strategy and execution of this initiative.

Barbara H Whye
Director of Strategy and External Alliances Intel Corporation

SESSION DETAILS TO BE ANNOUNCED

Michael Sprague
Chief Operating Officer and Executive Vice President Kia Motors America

PRUDENTIAL FINANCIAL: BUILDING A FINANCIALLY CONFIDENT AFRICAN-AMERICAN COMMUNITY

Prudential Financial is always seeking to deepen their relationships in the communities they serve. When it comes to helping Americans take concrete steps toward financial security, outreach supported by community leaders or faith-based organizations resonates particularly within the African-American community. In this session, Mammen Verghis, Vice President of Multicultural Consumer Marketing at Prudential Financial, will present how it is building a community that is financially confident, focused on service, and open to receiving guidance from professionals who can help them move closer to their financial goals.

Mammen Verghis
Vice President, Multicultural Consumer Marketing Prudential Financial
4:30pm General Session Adjournment

6:00pm Reception

7:00pm Dinner on your own

Tuesday, October 11, 2016
7:30am Breakfast

8:30am General Session

CHIVAS REGAL: CONNECTING MUSIC AND FRIENDS

Chivas Brothers traces its roots to the early 1800’s, at a time when they first met their affluent customers’ demands for a smoother whisky with their proprietary blend. Few brands can stand the test of time as Chivas has. Fast forward to today’s modern audience, which Chivas understands and continues to connect to through the shared values of brotherhood and generosity with selected partnerships. In this session, hear how Chivas Regal partnered with Maná, the biggest Latin rock band in the world, to take Chivas Scotch whisky drinkers on an exclusive musical journey through an inside look at the band while strengthening their brand loyalty with today’s modern audience.

Martin deDreuille
VP Prestige Marketing Pernod Ricard USA
Megan Bordi
Senior Brand Manager Chivas Regal

LANE BRYANT: PLUS IS EQUAL - HOW BODY EQUALITY BECAME A NATIONAL CONVERSATION

In the past decade, the term “fat shaming” has become part of our vocabulary and our culture. For many, it’s the last acceptable form of bias. So in 2015, one retailer stepped up to change the conversation, champion plus size women and show them as they see themselves – beautiful, sexy and proud. Lane Bryant literally took them “out of the closet,” gave them a platform that framed their conversation, changed media and fashion category norms, challenged misperceptions around body image and confronted this issue with one of the most progressive marketing efforts to date.  Lane Bryant’s groundbreaking campaign is setting new standards for marketing that reflects the diverse world we live in and has paved the way for broader acceptance of a previously ignored consumer segment that represents nearly 80% of African American women and 75% of Hispanic women. Learn how Lane Bryant is combining the power of digital, social and traditional media channels to shift the conversation and make an impact beyond the bottom line.

Brian Beitler
Executive Vice President and Chief Marketing Officer Lane Bryant, Inc.
Hans Dorsinville
Executive Vice President and Creative Director Laird + Partners

UNIVERSITY OF PHOENIX: DEVELOPING TALENT, BUILDING A BRAND

University of Phoenix provides access to higher education opportunities that enable students to acquire knowledge and skills necessary to achieve their professional goals, improve the performance of their organizations, and provide leadership and service to their communities. The diverse student body come from all walks of life. The university is consistently the top degree grantor of African-American students and graduates the largest number of underrepresented students with master's degrees in business, health care, and education of any U.S. school. Apollo Group, University of Phoenix's parent company, spends between $376 million and $655 million per year on advertising and marketing (as reported in Wikipedia), which includes the University of Phoenix brand; much of that is digital advertising. In this session, Joan Blackwood, chief marketing officer at the University of Phoenix, will discuss how this relatively new brand has been built and the university's unique approach to developing talent to enhance the career potential of its graduates.

Joan Blackwood
SVP, Chief Marketing Officer University of Phoenix
12:00pm Conference Adjournment


Cancellation Policy and Notes

Single ANA member and non-member conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. A 50% refund will be granted, if written request for cancellation is received by email 60 calendar days before the conference start date. No refunds will be granted for any cancellations received after the conference start date or for 'no shows.' Corporate packages are not eligible for cancelation. Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. A $125 processing fee will be assessed to change the name on a registration. Hotel room cancellations must be sent directly to the hotel. Please contact the hotel for further details.

Miscellaneous:
     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.