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2012 ANA Multicultural Marketing & Diversity Conference presented by McCann Worldgroup

This event is over.

Just this past May, it was widely reported that for the first time, racial and ethnic minorities now make up more than half the children born in the U.S.  While this shift was expected, the official announcement was nonetheless a landmark as the multicultural market is increasingly becoming the new general market. Today’s multicultural market is rapidly growing and evolving into a new type of customer, influencing overall culture more than ever in music, fashion, food, dance and more. Members of this market are younger, more acculturated, more tech-savvy and most importantly, have tremendous buying power that cannot be ignored. Diversity has also become a key business imperative that is driving not only the internal workforce, but also community outreach and product development. The ANA Multicultural Marketing & Diversity Conference recognizes the intersection of multicultural marketing and diversity management in driving strong business growth.

The conference is now in its 14th year and is still evolving to meet the needs of attendees.  This year’s event, as always, will feature keynote sessions by senior-level client-side marketers from companies including AT&T, Charles Schwab, Kellogg, L'Oreal, Macy’s, PwC, and Walmart.  In addition, there will be sessions devoted to important issues such as agency search and newer media.  Plus, there will be debates on (a) cross-cultural versus multicultural marketing and (b) unbundling versus centralizing multicultural creative and media. The conference has also expanded its offering of more intimate “deep dive” sessions.  Nine such sessions will provide concentrated coverage of topics including Asian marketing, Black America for marketers, healthcare and multicultural customers, the Hispanic 50+ demo, LGBT, social media, and more.

In addition to the content, highlights of this conference also include the tremendous networking (no other multicultural conference has such a strong turnout of client-side marketers), the ANA Multicultural Excellence Awards, and our musical entertainment.

When
Begins:Sunday, October 28, 2012 at 12:00pm
Ends:Tuesday, October 30, 2012 at 3:30pm
Where

Fontainebleau Miami Beach
4441 Collins Avenue
Miami Beach, FL 33140

ANA has negotiated a special room rate of $295 per night. Please call the hotel directly at (800) 548-8886 and mention the ANA Multicultural Marketing & Diversity Conference. The cut-off date for this rate is October 15, 2012. For hotel information, please visit Fontainebleau Miami Beach's website at: https://resweb.passkey.com/go/anam1012

Agenda

SUNDAY, OCTOBER 28, 2012

1:00pm

CULTURAL IMMERSION TOUR In partnership with AHAA: The Voice of Hispanic Marketing
The AHAA: The Voice of Hispanic Marketing is pleased to present the Cultural Immersion Tour, exploring Miami's multicultural sports and retail powerhouses, during this year’s ANA Multicultural Marketing & Diversity Conference. You will visit The Marlins Park, the Miami Marlins' state-of-the-art ballpark, in the heart of Little Havana and continue with an in-store experience at Publix Super Market’s 61,000-sq. ft. store in Hialeah. You will have the opportunity to sample some of Publix Sabor’s most popular Caribbean Deli specialties, while networking with fellow multicultural marketers.
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7:00pm Reception Sponsored by nuvoTV
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8:00pm

Dinner Sponsored by MundoFox
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MONDAY, OCTOBER 29, 2012

7:45am

Breakfast Sponsored by Time Warner

THE MULTICULTURAL SUPER USER: SHAPING THE MOBILE AND SOCIAL LANDSCAPE
Today’s technology-led and socially enabled media landscape is more dynamic and complex than ever. But multicultural women – increasingly affluent, influential, empowered, and connected to their communities – are leading the way in navigating this vibrant space, and are driving the current growth of emerging mobile devices and social media activity.

Michelle Ebanks
President
Essence Communications

Monique Manso
Publisher
People en Español
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8:45am

General Session

WELCOME/OPENING REMARKS

Laura Simpson
SVP, Global Director of McCann Truth Central
McCann Worldgroup

OPENING KEYNOTE
Fred Diaz has served as the president and CEO of the Ram Truck Brand for three years and more recently was appointed president and CEO of Chrysler de México.  He is a member of Chrysler Group's Business Practice Ethics Board and Global Diversity Council, executive committees within the company dedicated to promoting the highest ethical business and diversity practices and policies throughout the enterprise. In 2011, Mr. Diaz was named one of the top 25 most influential, engaged and dynamic Hispanic business leaders in America by the editors of Hispanic Business Magazine.  In this opening keynote Fred Diaz will discuss the state of multicultural marketing (Hispanic and more) and diversity at the company.

Fred Diaz
President and CEO, Ram Truck Brand
Chrysler Group
President and CEO

Chrysler de Mexico
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KELLOGG WINS WITH A TOTAL MARKET STRATEGY

Despite a rich heritage in Latin America, Kellogg realized this alone was no guarantee it would win its fair share of the U.S. Hispanic market and therefore a more comprehensive marketing solution was required.  Brad Davidson, president, Kellogg North America, will share the ups and downs in their journey to rally the entire organization behind the Hispanic growth opportunity.   He will share how Kellogg has integrated Hispanic into every step of their business planning process to drive sales across their portfolio of brands.  Mr. Davidson will be interviewed by ANA president and chief executive officer, Bob Liodice.

Brad Davidson
President
Kellogg North America

Bob Liodice
President and Chief Executive Officer
ANA
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DEBATE: CROSS-CULTURAL VS. MULTICULTURAL MARKETING
Cross-cultural marketing is aimed across demographic groups to appeal to consumer similarities rather than differences. By contrast, traditional multicultural marketing is directed at specific demographic groups like Hispanics, African-Americans, and Asian-Americans.  This session will debate the value of cross-cultural marketing compared with traditional multicultural marketing.

Jeffrey Bowman
Cross-Cultural Practice Lead

OgilvyCULTURE

Fay Ferguson
Co CEO

Burrell Communications Group

Moderator:
Gilbert Dávila
Chair
ANA Multicultural Marketing & Diversity Committee
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11:00am

Coffee Break Sponsored by BET Networks

11:30am

DEEP DIVE SESSIONS
Choose to attend Deep Dive 1A or 1B.

1A:
MULTICULTURAL AGENCY SEARCH
There are many unique considerations for conducting a search for a multicultural, rather than general market, agency.  Media/production spending allocation, agency compensation, general agency collaboration experience, and scope of work expectations all have nuances for multicultural agency relationships.  This session will address the particular sensitivities of multicultural agency search.

Monique Nelson
CEO

Uniworld Group

Roberto Orci
President

Acento
AHAA: The Voice of Hispanic Marketing, Chair

Nita Song
President, COO

IW Group
Asian American Advertising Federation, President

Moderator:
Bill Duggan
Group Executive Vice President
ANA
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1B:
BLACK STILL MATTERS

Black still matters, especially in marketing, and increasing your cultural IQ about Black America is critical to your company and your brand.  This session will help you think differently about Black America, and how you should approach this audience professionally and personally, by exploring both simple ideas and taboo topics. You’ll be introduced to honest insights, filling in the gaps that many corporations have about Black America, via a deep and intimate look at the evolving concept of what it means to be Black, creating a mosaic picture of Black America for marketers.

Pepper Miller
President

The Hunter-Miller Group
Author, Black (Still) Matters in Marketing
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12:30pm

Luncheon Sponsored by McCann Worldgroup

MCCANN TRUTH CENTRAL PRESENTS: TRUTH OR LIES. YOU DECIDE.
McCann Erickson has stood for Truth Well Told for over 100 years. And McCann Truth Central, the agency's global research and intelligence hub, travels the world to discover the hidden truths that will help brands make their mark.  Since its inception, less than a year ago, McCann Truth Central has released The Truth About Youth, The Truth About Mobile, The Truth About Social, The Truth About Beauty and most recently, The Truth About Moms. Each study combines anthropology, consumer psychology and rigorous market research to present a compelling human story supported by robust data with the power to upend conventional wisdom.  This session will feature a special “Truth or Lies” quiz highlighting the most surprising ‘truths’ from countries and populations that most impact multicultural advertising in the U.S.

Laura Simpson
Senior Vice President, Global Director
McCann Truth Central

Patricia Shibata
Vice President, Multicultural

McCann New York
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2:00pm

General Session Cont.

PERFORMANCE BY TAMELA MANN
Gospel Artist, Actress, Songwriter
Tamela’s third studio album, "Best Days," released in August 2012, debuted at #1 on the Billboard Gospel Chart and #14 on the Billboard Top 200.  Her single, “Take Me To The King,” has been at #1 on the Gospel radio chart for 5 weeks. Tamela's acting credits include the starring role of “Cora” in Tyler Perry’s hit Film/TV franchise, “Meet The Browns,” and the 2012 film, "Sparkle,” in which she appeared alongside Whitney Houston and Jordin Sparks.

Introduction by Melanie Few-Harrison
President
Results Media and Marketing Inc.
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LEVERAGING THE POWER OF OUR DIFFERENCES

Diversity is a constant on the agenda for PricewaterhouseCoopers--better known as PwC--and the firm continues to accelerate its efforts in growing and sustaining an inclusive workplace. PwC has a number of initiatives designed to attract, retain, and advance talented, diverse professionals. Notably, the firm's chief diversity officer has a permanent home at the leadership table, and the position rotates every two to three years to foster new thinking and perspectives for the benefit of all PwC clients, staff, and stakeholders. In April, PwC was recognized as #1 on DiversityInc magazine's Top 50 Companies for Diversity.  PwC’s philosophy of rotating its chief diversity officer was called “a critical best practice that has propelled PwC to the top” by DiversityInc. This session will be an intimate one-on-one discussion between PwC’s former chief diversity officer and ANA president and chief executive officer.

Niloufar Molavi
Vice Chair, Greater Houston Market Managing Partner, U.S. Energy Leader (current)
Chief Diversity Officer (July 2009-July 2011)
PwC  

Bob Liodice
President and Chief Executive Officer
ANA
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DEBATE: UNBUNDLING VS. CENTRALIZING MULTICULTURAL CREATIVE AND MEDIA
Unbundling creative and media has been a reality in the general market for more than 20 years. Such unbundling is now happening in the multicultural world, with creative handled by multicultural agency specialists and media unbundled to larger general market media agencies. While there may be potential efficiencies with unbundling, is that also hurting the quality of the work?   

Monica Gadsby
Chief Executive Officer, The Americas
Starcom MediaVest Group

Shelley Yamane
President and Chief Strategic Officer

Muse

Moderator:
Bill Duggan
Group Executive Vice President
ANA
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DEEP DIVE SESSIONS
Choose to attend Deep Dive 2A or 2B.

2A:
U
SING NEWER MEDIA TO REACH MULTICULTURAL SEGMENTS
Mobile, social media, gaming, and viral video are among the newer media platforms being employed to reach multicultural segments.  A new ANA survey will report on usage, funding, measurement, effectiveness, organizational structure and more of using newer media platforms to reach multicultural customers.

Maureen Brekka
SVP Marketing, North America
Brown-Forman Corporation

Saskia Sorrosa
Vice President, Multicultural/Targeted Marketing
National Basketball Association

Victor Zaborsky
Marketing Director
MilkPEP

Moderator:
Bill Duggan
Group Executive Vice President
ANA
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2B:
ASIAN MARKETING APPROACHES FROM VERIZON WIRELESS & WARNER BROS. PICTURES
The Pew Research Center recently released data showing that Asians have surpassed Hispanics in immigration, making Asians the fastest-growing ethnic group in the country. Hear how Verizon Wireless and Warner Bros. Pictures are creating marketing campaigns that are resonating with the growing Asian American population.

Amy Grant
Associate Director of Multicultural Advertising
Verizon Wireless

Alice Lu
National Asian Segment Manager, Multicultural Marketing
Verizon Wireless

Rick Ramirez
Senior Vice President, Targeted Marketing
Warner Bros. Pictures
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4:00pm General Session Adjournment
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6:30pm

Pre-Reception Sponsored by impreMedia
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7:30pm

THE ANA MULTICULTURAL EXCELLENCE AWARDS DINNER, Sponsored by Arbitron
Come celebrate the 12th anniversary of the ANA Multicultural Excellence Awards and join us as we recognize the year's best multicultural advertising campaigns. The awards were created 12 years ago to raise awareness and exposure of the outstanding work being done in multicultural advertising.

Multicultural Excellence Awards Host:
Chanel Gonzalez
On-Air Talent 949 & 93.9 MIA
Clear Channel Media + Entertainment
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9:30pm

Post-Reception Sponsored by VEVO featuring a special performance by Tego Calderón

Afro-Latino artist, Tego Calderón, is broadly respected among critics and fans alike as an icon - his music defies classification, bridging the gap between traditional and contemporary music and culture across various genres  including urban, world, Latin and jazz. Tego Calderón has 5 studio albums, 3 major motion picture films, multiple Grammy/Latin Grammy nominations (including a 2012 Latin Grammy nod for Best Urban Album for the mixtape, 'The Original Gallo Del Pais') and over 25 music videos under his belt. VEVO has been a fundamental part of Tego's recent strategy and he is looking forward to building on that success.
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TUESDAY, OCTOBER 30, 2012

7:45am

Breakfast Sponsored by ESPN & ESPN DEPORTES
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8:45am

General Session

WELCOME/OPENING REMARKS

Lino Garcia
General Manager
ESPN Deportes TV/Audio

PERFORMANCE BY JESSICA REEDY
Gospel Artist
Jessica Reedy was the runner-up on season two of BET's gospel music competition series, "Sunday Best.'" "From the Heart" is Jessica's first studio album which entered the Billboard Gospel Album chart at #1 in September 2011. Ms. Reedy's new project will release in 2013.

Introduction by Melanie Few-Harrison
President
Results Media and Marketing Inc.
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WALMART’S MULTICULTURAL JOURNEY: ONE YEAR LATER
Walmart made a bold and innovative move when it announced plans to decentralize its multicultural marketing group and instead turn everyone in the marketing department into a multicultural marketer.  With estimates that 100 percent of growth in the retail business over the next five years will come from Hispanic, African-American, and Asian customers, Walmart believes that multicultural marketing is truly everyone’s responsibility.  In this session Walmart will discuss the challenges and successes they have encountered on the journey of making multicultural a priority across the entire company.

Tony Rogers
Senior Vice President, Brand Marketing & Advertising

Walmart

Greg Warren
Vice President, Creative Marketing

Walmart
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THE TRUTH ABOUT BEAUTY
L’Oreal has long recognized that there is no single standard of beauty. Back in 1973, they saluted the new sense of empowerment of women when they introduced the tagline “Because I’m Worth It.”

In this session, L’Oreal will talk about its mission of offering beauty for all to meet the infinite diversity of beauty needs and desires in the U.S. and all over the world. Agency partner McCann, the Truth Well Told agency for over 100 years, will share insights from a recent global study “The Truth About Beauty” with an emphasis on the Hispanic, African-American and Asian segments. Together they will discuss: What really matters to beauty consumers today and tomorrow? Who sets the standards for beauty? What must one do to truly look beautiful? What does feeling beautiful mean?

Erica Bowen
Vice President, Marketing
L'Oreal

Laura Simpson
Senior Vice President, Global Director
McCann Truth Central

Patricia Shibata
Vice President, Multicultural
McCann New York
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10:40am Coffee Break Sponsored by BET Networks
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11:05am

General Session Cont.

HOW AT&T EMPLOYS A 360-DEGREE APPROACH TO ITS MULTICULTURAL MARKETING
AT&T is a pioneer company that has embraced multicultural marketing for quite some time.  In fact, they were on the agenda at the first-ever ANA Multicultural Marketing Conference back in 1999.  Under the continued direction of Roberto Garcia, AT&T has sustained its leadership in the marketplace, but the platforms have changed as today’s 360-degree environment has the company employing traditional media, online, mobile, music, and more for its multicultural marketing programs. Relevant advertising, promotions, and three-screen content (for TV, internet, and mobile devices) have been developed with multicultural consumers in mind.  For example, AT&T has collaborated with various Latin music icons integrating the power of music in national ad campaigns, consumer engagement events, and offering exclusive content to establish a strong emotional connection with Hispanic consumers.

Roberto Garcia
Executive Director, Hispanic Marketing

AT&T

Mariel Llenza
AT&T Director of Hispanic Communications
AT&T

Natalia Vargas-Montag
Assistant Director Advertising and Digital Integrations

AT&T
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THE HISPANIC 50-PLUS DEMO

Much of the conversation in multicultural marketing, particularly Hispanic, is focused on the youth and traditional family segments.  However, there is significant opportunity in the 50-plus market. The executive vice president for multicultural markets and engagement at AARP will shine a spotlight on this demo including primary research findings in courting multicultural boomers.

Lorraine Cortez-Vasquez
Executive VP for Multicultural Markets & Engagement

AARP
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12:45pm Luncheon Sponsored by the Cabletelevision Advertising Bureau (CAB)
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2:00pm

DEEP DIVE SESSIONS
Choose to attend 3A or 3B; followed by sesion 4A.

3A:
ALLSTATE INSURANCE AND JOHNSON & JOHNSON CREATE MEANINGFUL CONNECTIONS WITH THE LGBT COMMUNITY

This session will showcase two brands that are successfully marketing to the LGBT segment. Allstate Insurance Company will discuss the business opportunity and challenge of meaningfully engaging the LGBT community.  Allstate and Leo Burnett will share the consumer insight they leveraged to create the “Equality Is” campaign, a fully integrated social engagement platform executed across multiple media and sponsorships.  Johnson & Johnson will also share how they built a business case from within and got several brand managers to commit to the “Care with Pride™” campaign by educating them about the LGBT segment, and then creating an internal sponsorship tier system that gave the brands a way to get involved and maximize their budget dollars. The campaign also gave $1 for each coupon redeemed to support PFLAG and their anti-bullying initiatives.  You will hear what they’ve learned, what to avoid, and how to engage and make your products and services the “brand of choice” with this audience.

Scott Creighton
Global Vice President of Marketing Excellence (Mx)
Johnson & Johnson

Kenneth Harley
Integrated Marketing Communications Associate Manager-Multicultural
Allstate Insurance Company

Christopher Warmanen
SVP, Creative Director
Leo Burnett
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3B:
HEALTHCARE & MULTICULTURAL CONSUMERS

Multicultural segments – particularly Hispanics, African-Americans, and LGBT – have unique health care challenges.  Today’s consumers are hungry for accurate, helpful, relevant, and customized information to help them make good healthcare decisions for themselves and their families. Adding to the complexity are macro dynamics like healthcare reform, stricter FDA guidelines, healthcare professional shortages, and a rise in the number of patients entering the healthcare system.  This deep dive will uncover ways that the healthcare marketing industry can evolve to meet the needs of multicultural communities in a way that benefits both the consumer and the healthcare industry as a whole.  We expect this to be a highly interactive session, and will encourage attendees to contribute to the dialogue and learning.

Nick Primola
Vice President, Member Relations
ANA

Meghan Medlock
Director, Conferences & Committees
ANA
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4A:
THE HISPANIC SHOPPER MARKETING "SUPER PANEL" - BEYOND PROMOS AND POS!

In this deep dive session, our Hispanic shopper marketing "Super-Panel" will reveal how they capitalize on Hispanic shopper opportunities, beyond promos and POS, starting with the latest Hispanic shopper research & insights. Attendees will hear from retailers how to launch a new brand at retail, what established brands know and what their unique needs are when partnering with suppliers in order to fully engage Hispanic shoppers. Critical new Hispanic shopper environments, such as mobile shopping will also be explored. Those who are experts in shopper marketing know that the practice goes well beyond consumer giveaways and pretty POS.  We will fully delve into this space with content that is new and compelling.  Come "de compras" with us!

Leylha Ahuile
Director of Multicultural Reports
Mintel International                                                                      

David Cardona
Multicultural Team Leader
The Clorox Company

Steve Garcia
President
Lynx Marketing

Moderator:
Jacqueline B. Reynolds
CEO, Multicultural Shopper Expert
The ShopShop, Inc.
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4:00pm Conference Adjournment

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