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


The hashtag for this conference is #ANAMulti.

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

MEDIA TRANSPARENCY UPDATE

Perhaps the most important news in the advertising industry this year has been the release of ANA’s much-anticipated reports on media transparency. The “investigative” report from K2 Intelligence revealed that non-transparent business practices were found to be pervasive in a sample of the U.S. media ad-buying ecosystem. The follow-up report from ANA and Ebiquity/FirmDecisions offered recommendations to address transparency issues for advertisers and the industry overall. This session will provide a “cliff notes” summary of both reports, with an emphasis on suggested action steps for advertisers as well as implications for multicultural marketing.

Bill Duggan
Group Executive Vice President ANA

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 with a special opening performance by the LA based Esperanza Azteca Youth Orchestra. 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, Audio, B-to-B, Digital, Experiential, Hispanic, LGBT, People with Disabilities, Print, and Total Market advertising. The evening will also feature a laugh-out-loud comedic performance brought to us by FUSE.

Monday, October 10, 2016
7:30am Breakfast  

8:30am General Session

TURNING THE TORTILLA AROUND

Through the years, U.S. marketers have looked at the Hispanic segment as an opportunity, not a necessity. Brands come in and out of the market, not making a commitment to this important demographic. Nestlé USA looked at it like that until two years ago, when they determined that to survive and thrive in this new economy, they had to flip the tortilla and make a bold and brave move. Marketing to Hispanics has become vital to many of Nestlé’s largest brands and, in some cases, it leads the marketing communications. In this presentation we will look at:

  • The start of Nestlé’s Hispanic journey; from marketing international brands to the recent immigrants
  • How Nescafé and Nesquik, two of Nestlé’s largest and most recognized brands, focused all or significant efforts against the Hispanic consumer
  • What it took to get here – senior management commitment, brave marketers, bold agency alignments
  • Outstanding sales results

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

PERSPECTIVE FROM JEFF JOHNSON

Jeff Johnson is an award-winning journalist, social activist, political commentator, and thought leader. Jeff has contributed commentary and analysis about issues related to race, politics, popular culture and socio-economics for a litany of top tier media outlets that include the nationally syndicated Rickey Smiley Morning Show, CNN, Fox News, BET and The Dr. Phil Show. More details to come on this session!

Jeff Johnson

THE POWER OF “AND” IN TOTAL MARKET

While some best-in-class marketers are doing phenomenal work, Total Market has been widely misapplied in both mainstream and segmented advertising. Senior marketing leaders from Clorox and Wells Fargo will candidly discuss their organizations’ evolution towards a new mainstream marketing approach that does not fall for the easy over-simplicity of Total Market but rather pursues effectiveness through the power of “and” –culturally nuanced mainstream campaigns AND integrated, yet relevant, segment campaigns. ANA would like to acknowledge AHAA for curating this session.

Michael Lacorazza
Executive Vice President, Brand and Advertising - Integrated Marketing Wells Fargo & Co.
Eric Reynolds
Chief Marketing Officer The Clorox Company

THE COCA-COLA COMPANY: A WORLD CLASS MULTICULTURAL APPROACH

With more than 3,500 different products distributed in 200-plus countries, The Coca-Cola Company understands what it takes to market to a multicultural audience. Their best-in-class advertising campaigns have proven that leveraging global content in the U.S. market works with the multicultural dynamic of this growing population. In this session, Ivan Pollard, Senior Vice President of Strategic Marketing at The Coca-Cola Company, will discuss how their global efforts influence their “total and targeted” approach to multicultural marketing in the U.S.

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.

THE INTERSECTION OF DIVERSITY AND DIGITAL

Diversity and digital marketing have intersected at Intel and Jennifer Lashua is at the center of this meeting point, heading digital marketing and creative within Intel's Global Diversity and Inclusion Organization. The company has committed $300 million to support its Diversity in Technology Initiative, with an ambitious goal to reach full workplace representation in its U.S. workforce by 2020, and to accelerate diversity and inclusion—not just at Intel, but across the technology industry at large. In this session, Jennifer will describe Intel's marketing and communications strategy to bring its Diversity and Inclusion Initiatives to life via external and internal marketing and social media.

Jennifer Lashua (@runningjen)
Chief of Staff - Digital Marketing & Media Intel Corporation

KIA: TOTAL MARKET & BEYOND

Michael Sprague, COO, will share the story of Kia Motors’ growth and impact within the U.S. automotive industry which has been nothing short of phenomenal…and historic. The brand started their journey back in 1994 with just two vehicles and a reputation graciously described as “a used car alternative.” Now in 2016, Kia offers 12 distinct models in the hottest segments and has sold over 6.3 million vehicles since that humble beginning. Key to this success has been their “total market approach” used in advertising since 2009, and the brand’s well known “Hamster” campaign for the Soul continues to unite through music, diversity and culture. Their latest work features a sitar, African drums, banjoes, and even a bagpipe! Kia has integrated into its mix dedicated Hispanic advertising and experiential marketing focused on African-American influencers. Something is clearly working very well at Kia.

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

PRUDENTIAL: VALUE OF INITIATING A ‘TOTAL MARKET’ APPROACH

In the complex and highly regulated financial services industry, Prudential has fully adopted the "Total Market" approach. Prudential has developed programs anchored in consumer research including multicultural niche behaviors, values, and needs which provided business growth focused guidance for their financial advisor team. Prudential's "Total Market" method is designed to integrate both broad and targeted marketing. Their extensive research helps them better understand the financial attitudes, motivators and cultural nuances that impact financial behavior, especially among women and multicultural consumers. In this session, discover how Prudential's "Total Market" approach has helped their company increase market share and add value to their financial partners.

Mammen Verghis
Vice President, Multicultural Consumer Marketing Prudential U.S. Businesses
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

MAXIMIZE YOUR NEXT MULTICULTURAL SPONSORSHIP: CHIVAS REGAL & MANÁ CASE STUDY

Chivas Regal traces its roots back to the 1850’s, when James and John Chivas first met their affluent customers’ demand for a smoother whisky with their proprietary blend. Few brands have stood the test of time like Chivas. Fast forward to today, Chivas continues to understand and connect with modern audiences through engaging content and partnerships that are relevant to the bi-cultural population. In this session, hear how Chivas Regal partnered with Maná, the biggest Latin rock band in the world, to leverage the key Hispanic passion point of music, while simultaneously bringing to life the shared core values of success and generosity. Through working with Mana, Chivas took Scotch whisky drinkers on an exclusive, musical journey by granting access to an inside look at the band, all while strengthening the brand’s equity with modern audiences.

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

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

ENGAGING MULTICULTURAL AUDIENCES THROUGH MUSIC

In this session, an executive from iHeart Media will interview Fabian Castro, a senior marketing leader at Universal Pictures. The conversation will take a case-study approach and discuss how studios are smartly targeting and engaging multicultural audiences through music, highlighting some past and upcoming collaborative campaigns.

Fabian Castro
Senior Vice President, Multicultural Marketing Universal Pictures

AD INDUSTRY COALITION TO ADDRESS RACIAL INEQUALITY AND PROMOTE CHANGE

Saturday Morning is a new organization that will help build awareness, promote change and shift the overall perception that black lives are in some way not as important as others. It was founded by four advertising industry leaders who have all encountered racism in their own lives. It has been said that Sunday morning is the most segregated day in America. If Sunday morning is seen as a day of division, then Saturday morning should represent both a day of change and a way to dispel the myth that there is no hope for tomorrow. Saturday Morning will be a coalition of thought leaders across technology, music, entertainment, advertising, media, art and design, and anyone willing to participate in this conversation. The founders will share their mission and invite others to participate

Geoff Edwards
Creative Executive Creative Artists Agency
Jayanta Jenkins
Global Creative Director of Advertising Apple/Beats by Dre
Jimmy Smith
Chairman, CEO and Chief Creative Officer Amusement Park Entertainment
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.