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Multicultural Marketing & Diversity Conference presented by Ogilvy

This event is over.


Please download the conference booklet here.

Today's multicultural market is rapidly growing and evolving into a new type of customer-influencing mainstream 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. They are utilizing mainstream media, social media and mobile devices more than the general market. Multicultural consumers are the new mainstream and use of traditional marketing methods is no longer sufficient to reach them and make the necessary impressions.  Diversity is also becoming 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.

Host:
Gilbert Dávila
Multicultural Marketing & Diversity Committee Chair

When
Begins:Sunday, November 6, 2011 at 12:00pm
Ends:Tuesday, November 8, 2011 at 3:30pm
Where

Fontainebleau Miami Beach
4441 Collins Avenue
Miami Beach, FL 33140

ANA has negotiated a special room rate of $285 per night. Please call the hotel directly at (800) 548-8886 and mention ANA Multicultural Conference Event. The cut-off date for this rate is October 20, 2011. For hotel information, please visit Fontainebleau Miami Beach's website at: http://www.fontainebleau.com

Agenda
 

Sunday, November 6, 2011

1:00pm

CULTURAL IMMERSION TOUR PRESENTED BY THE ASSOCIATION OF HISPANIC ADVERTISING AGENCIES (AHAA)
ANA conference attendees are invited to participate in an extraordinary cultural immersion and networking experience highlighting Miami's multi-ethnic and affluent Hispanic community, along with its political and media influence as a reflection of the market's sophistication. Join us on a fun-filled tour as we explore what makes the Miami market unique with stops at the Freedom Tower, Little Havana, the famous Versailles Restaurant, Coral Gables and Carnaval on the Mile Experience at Sedanos Supermarket. Drinks and hors d'oeuvres will be served.

Registration for this event is open on a first-come, first served basic to all conference attendees. Space is limited. Please RSVP to Nina Hajakian directly at nhajakian@ana.net.
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7:00pm RECEPTION sponsored by NuvoTV
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8:00pm DINNER sponsored by Univision & Universal Music Latin Entertainment
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Monday, November 7, 2011

7:45am BREAKFAST sponsored by Time Warner Inc.

UNDERSTANDING THE MULTICULTURAL WOMAN - NEW INSIGHTS ON CULTURE, CONTEXT AND BRANDS
The 2010 U.S. Census has reinforced the buying power of the multicultural consumer, providing a growth of opportunity for marketers.  Time Warner will share insights on Hispanic and African American women's mind set, passion points and media habits. Learn more on how to reach this multicultural consumer with relevant content that delivers ROI.

Michelle Ebanks
President
Essence
and People en Español

Monique Manso
Publisher
People en Español
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8:45am

GENERAL SESSION

WELCOME
Jeffrey Bowman
Head
OgilvyCulture
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OPENING REMARKS
Bob Liodice
President and Chief Executive Officer
ANA
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MARKETING TO THE NEW MAINSTREAM
Multicultural segments are growing at a faster pace than ever before and influencing popular culture across mainstream markets. As a result, leading with multicultural insights to stay relevant to customers has become increasingly important. See how PepsiCo has embraced these multicultural insights, translated them into successful marketing strategies and raised the bar in multicultural marketing.

Simon Lowden
Chief Marketing Officer
, Pepsi Bottling Company
PepsiCo, Inc.

Javier Farfan
Senior Director, Cultural Branding
Pepsi Beverages America
_______________________________

CREATING EMOTIONAL CONNECTIONS
Join Luisa Acosta-Franco as she shares how Farmers Insurance Group has aligned core consumer values with business objectives to create a breakthrough marketing program. Learn how the company has transformed its sponsorship of the Immigrant Archive Project into a platform that drives consideration by creating emotional connections via multiple touchpoints. The Project is a national initiative to preserve the stories of immigrants from many different countries and a variety of ethnicities.

Luisa Acosta-Franco
Vice President, Multicultural Marketing

Farmers Insurance Group, Inc.
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THE SOUND OF SUCCESS:  A SESSION WITH EMILIO ESTEFAN PRESENTED BY AHAA (ASSOCIATION OF HISPANIC ADVERTISING AGENCIES)
Emilio Estefan has been nominated for 28 Grammy Awards, winning the honor 14 times. Having been instrumental in the success of the Miami Sound Machine and his wife's career, the Grammy Award-winning producer and songwriter has lent his talents to other Latino superstars, such as Marc Antony, Jennifer Lopez, and Ricky Martin. Through Estefan Enterprises, he has built an entertainment empire. The company is involved in music production, restaurant and hotels, television and film production among others. Estefan is well regarded by his peers in the entertainment industry and was selected as one of the most influential Hispanics in the United States by Hispanic Business magazine. As America becomes increasingly diverse, Emilio will share how an all Latin band; "The Miami Sound Machine" was able to crossover so successfully during a time when the Hispanic market was just emerging.  He will reflect on learnings from the past, the market today and the potential of the future.

Emilio Estefan      
Music Producer & Songwriter

Estefan Enterprises
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DIVERSITY MANAGEMENT AS A STRATEGIC IMPERATIVE
Diversity management impacts more than just human resources and suppliers. It is becoming the key strategic imperative that is driving growth in all business units. In this session, AT&T's impressive multicultural efforts (which include marketing to diverse segments such as Hispanic, African American, Asian, military, the disabled and LGBT) will be showcased. The company's marketing efforts-coupled with corporate initiatives such as AT&T's Project Aspire which has had a dramatic impact on the high school dropout rate for Latino and African-American students-have allowed AT&T to once again be named one of the Top 50 Companies for Diversity by Diversity Inc. Other impressive diversity efforts include AT&T University, a remarkable learning center used for leadership development and a new online training program Profitability and Performance Enhancement Through Diversity and Inclusion. AT&T believes that diversity at every level of the company is the key to business success.

Jennifer Jones
Vice President, Diverse Markets and Post Sale Communications

AT&T Inc.
_______________________________

1:00pm

LUNCHEON sponsored by Ogilvy

YOUR MULTICULTURAL STRATEGY IS SHOWING:
What Consumers Really Think About Ethnic Targeting in Ads
There's no denying that today's consumers are savvier than ever about the inner workings of Madison Ave. Yet in a time where diversity is quickly becoming the default and not the exception, there's very little data and insight on the effectiveness of ethnic targeting in ads. Further complicating the issue is the youth- and digital-driven trend toward cross-cultural media consumption.  In this luncheon session, answers to compelling questions will be addressed with the support of new consumer research:

  • Is targeted advertising really more effective for reaching minority audiences?
  • Is ethnic casting enough to cue cultural relevance?
  • How do consumers respond to ads intended for a racial group other than their own?
  • How far can you go with ethnic ads in general market media before part of your audience feels excluded?

Join Ola Mobolade, researcher and co-author of Marketing to the New Majority, as she shares the surprising results of Firefly and Millward Brown's research on 'Consumer Response to Ethnic Targeting in Ads'.
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2:15pm

THE BRAND EXECUTIVE'S PERSPECTIVE ON THE COMMITMENT TO MULTICULTURAL MARKETING
Leading syndicated radio personality Tom Joyner moderates an insightful conversation with executives addressing their brand's development and expectations for marketing their product/services through Multicultural Marketing. The session offers a view of the relationship between executives in charge of African-American Marketing and their decision-makers on where culturally targeted campaigns fit within the overall brand. The discussion looks to identify key elements of a proposed plan, trends and research/analytics needed to sell through a multicultural marketing budget with a defined ROI. This session will ask, what latitude is allowed to vary from the mainstream campaign to deliver relevant messaging to the ethnically targeted consumer?  What modifications of the media mix are relevant to that group? How are culturally unique community initiatives developed?  Ultimately, what is executive management's vision and commitment to multicultural marketing in the current environment and where is it headed?

Tom Joyner
Host, The Tom Joyner Morning Show
Founder, Tom Joyner Foundation

Panelists:
Raquel Daniels
Senior Media Planner/Buyer and Client Services Account Director

Camelot Communications

Georgina Flores
Director, Integrated Marketing Communications

Allstate Insurance Company

Rob Jackson
Marketing Director

McDonald's Corporation

Jamie Jones
Senior Director
Novo Nordisk, Inc.
______________________________

MARKETING IN THE NEW AGE OF "HISPANIC": IT IS NO LONGER BUSINESS AS USUAL
Home Depot has long been a leader in marketing to the traditional Hispanic target, creating a longstanding relationship that has delivered steadily on brand loyalty and preference. However, as the 2010 Census alluded, the core target of the company continues to shift into a more-complex, intercultural target-the Hispanic base is changing. Explore how Home Depot plans on connecting with the next generation of Hispanics.   

Suzy Deering
Vice President, Integrated Media
The Home Depot

______________________________

HOW TO CONNECT WITH THE DIGITAL LATINO AT THE ZERO MOMENT OF TRUTH (ZMOT)
Whether shopping for Corn Flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. This is particularly true of new generation Latinos who are the driving force behind digital media growth among U.S. Hispanics. Today Latinos are all digital explorers, seeking out online ratings, social media-based peer reviews, videos and in-depth product details as they move along the purchase path. At Google, this online decision-making moment is called the Zero Moment of Truth-or simply ZMOT. Learn how ZMOT is relevant for the U.S. Hispanic market and whether or not your marketing strategies are keeping pace.

Mark López
Head, U.S. Hispanic Audience
and Pan Regional U.S. Sales
Google Inc.

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4:45pm GENERAL SESSION ADJOURNMENT
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6:30pm PRE-RECEPTION sponsored by Hispanics at NBCU
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7:30pm DINNER sponsored by Arbitron

THE ANA MULTICULTURAL EXCELLENCE AWARDS DINNER, SPONSORED BY ARBITRON
Come celebrate the 11th anniversary of the ANA Multicultural Excellence Awards and join us as we recognize the year's best multicultural advertising campaigns.  The awards were created 11 years ago to raise awareness and exposure of the outstanding work being done in multicultural advertising. 

Multicultural Excellence Awards Host:
Rickey Smiley
Host of the Rickey Smiley Morning Show
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9:45pm

POST RECEPTION sponsored by VEVO held at LIV, the hotel's onsite nightclub
Special musical performance by Chino & Nacho

CHINO & NACHO are a Venezuelan Latin-urban duo with a romantic, tropical style who's debut album was released in 2008. In 2010 their chart-topping hit "Mi Nina Bonita" propelled them to international stardom and was recognized by the academy for best Urban album on the 10th annual Latin Grammy awards.  Their second album "Supremo" which features songs that are comprised of the unique fusion of tropical, pop and urban rhythms is scheduled to be released October 18, 2011.   Chino Y Nacho have over 1.5M Facebook fans, 488,000+ followers on Twitter and were winners of the 2011 Premio Lo Nuestro Tropical Album of the Year.
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Tuesday, November 8, 2011

7:45am BREAKFAST sponsored by ESPN Deportes
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8:45am

GENERAL SESSION

"THE SHIFT"
Can you remember a world without the Internet? Hardly. Can you reach consumers today without digital being a part of your media mix? No way! While it is clear that digital is important and that it impacts every aspect of media, this wasn't always the case. We needed a paradigm shift-a shift from having digital siloed to integrating it into total media.

After the 2010 Census, a new paradigm shift is necessary for multicultural marketing. With Hispanic, African-American and Asian consumers now approximately 34 percent of the U.S., multicultural marketing can no longer be a niche effort, siloed or just the responsibility of the "multicultural" marketing team. It needs to be owned by the whole marketing team. This presentation spotlights Walmart's approach to marketing and how multiculturalism has become everyone's responsibility.

Tony Rogers
Senior Vice President, Brand Marketing & Advertising

Walmart Stores, Inc.

Jacqueline Hernández
Chief Operating Officer, Telemundo Communications Group, LLC

NBCUniversal
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"RACE REMIXED"
The rapid expansion of the number of mixed-race Americans is one of the defining characteristics of our time. How might this group change the way we think about race, identity, family and culture? Susan Saulny will discuss some of the topics she addressed in her Times series "Race Remixed," an exploration of the vanguard of a new breed of blended American.

Susan Saulny
National
Correspondent
The New York Times
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LEVERAGING DIVERSITY AS A KEY TO BUSINESS GROWTH

Diversity, once primarily a human resources function, has become a strategic business imperative with significant implications for brands, products and services. Time Warner sees multicultural business as more than a niche opportunity; it plays an essential role in relation to the company's core brands and overall mission. As a leading player in reaching diverse audiences across nearly all platforms-whether television, film, print or online-Time Warner's programming and journalism must establish strong emotional connections with audiences in the way it addresses race, gender, sexual orientation and class. Time Warner's plans to continue to capture growth in increasingly diverse markets will be discussed.

Lisa Garcia Quiroz
Senior Vice President, Corporate Responsibility and Chief Diversity Officer

Time Warner Inc.
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A COMMERCIAL MINDSET

Insight-driven and culturally relevant marketing efforts are a critical element of growing sales with multicultural consumers. However, too many organizations assume that alone will help drive accelerated business performance. A broader, more-comprehensive and commercially minded game plan is required.

Over the past three years, MillerCoors has grown Hispanic and African-American sales and volume share more than two times as fast as the company's overall business. This session will cover how sales, national accounts/chain, innovation, manufacturing/ procurement, community relations and human resources teams should be engaged to unleash exponential sales growth with multicultural consumers.

Alpesh Patel
Vice President, Multicultural Marketing

MillerCoors LLC
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12:45pm

THE BEST OF BOTH WORLDS LUNCHEON sponsored by the Cable Advertising Bureau (CAB)
Performance by Comedian Erik Rivera presented by Tr3s: MTV, Música y Más

Latinos want exciting, original programming that resonates with them, whether in-language or in-culture-and they find it on cable. You'll get a taste of this side-splitting flavor in Erik Rivera, a familiar face on cable networks who made his name on MTV Tr3s, Comedy Central and, most recently, as NUVO TV's spokesperson for Factinos and Latino 101. After starring in the feature film 'Stand Up 360', Erik wowed the late night crowds on the Tonight Show with Jay Leno.
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2:00pm

BREAKOUT SESSIONS
Choose to attend one session from each part.

Part 1: 2:00 - 2:45pm
ETHNICITY IN THE DIGITAL AGE

For years marketers have targeted consumers through race, ethnicity and socioeconomic status. With the growth of the online space, the interrelated nature of these three descriptors becomes even more complicated. In this study, Yahoo! seeks to discuss and understand the true meaning of ethnicity in the digital space. The broad view is that the Internet is allowing the connection of cultural communities and information seeking like never before. It will be critical to gain understanding in this area to comprehend the broader trend of ethnicity, acculturation and its impact on the digital lives of America.

Topics include:

  • What is ethnicity today? How important is ethnicity to a person's identity when navigating today's world online and off?
  • What is the new definition of acculturation?
  • How has the Internet changed the way consumers find out about their heritage and cultural identity?
  • What roles are search, social media and content playing in providing a more-fulfilling experience in this cultural search?
  • Are consumers going to a central location to find this information?
  • How do culture and ethnicity impact brand choices?
  • How do marketers leverage the online space to connect with consumers through their heritage?

Edwin Wong
Director, B2B Strategic Research & Insights

Yahoo! Inc.
______________________________

GETTING MULTICULTURAL RIGHT - FROM STRATEGY TO EXECUTION
Activating a brand in the multicultural space goes beyond the traditional marketing process, it means transforming ideology and behavior across multiple units inside the organization. What does it take to make multicultural marketing a business imperative and how should it be integrated into a brand's U.S. business/marketing plan? Case studies will be presented to share best practices and identify tension points and solutions to the most-common multicultural business challenges marketers face today.

Ida Liz Chacón
Senior Marketing Manager, Ethnic Center of Expertise

The Procter & Gamble Company

Graciela Eleta
Senior Vice President, Brand Solutions

Univision Communications Inc.
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Part 2: 3:00 - 3:45pm
POST HONEY BUNCHES OF OATS CEREAL LEVERAGES HISPANIC MARKETING TO BREAK THROUGH THE CEREAL CEILING

During this session, you will learn the three key pillars of success that can be leverage across any company or budget to help skyrocket your brand's growth trajectory. You will be presented with the Honey Bunches of Oats Hispanic marketing evolution and the key insights that led to the most recent in-market campaign success that propelled the brand to be tied for the largest Hispanic cereal brand in the United States.

Post Foods has been firmly committed to Hispanic marketing for the past 15 years; however, it has not been until recently the company has been truly innovative with their Hispanic marketing approach.

Mike Foley
Brand Manager, U.S. Hispanics & Export
Post Foods, LLC

Steven Wolfe Pereira
Executive Vice President and Managing Director
MV42˚
_______________________________

"WHAT IS THE GENERAL MARKET?" 
As the cultural landscape of America's consumer population becomes increasingly comprised of and influenced by ethnic consumers, marketers are steadily jumping on the "multicultural is mainstream" bandwagon. But what are the real implications of integrating multicultural marketing into General Market strategy and initiatives? How is this truly operationalized given the long-standing distinctions between Ethnic and General Market agencies and budgets?

Join thought leaders from leading ethnic, multicultural, cross-cultural and general market agencies, in an interactive panel discussion on the changing definition of today's General Market, and how it will shape the agency model of the future.

Ola Mobolade
Managing Director

Firefly Millward Brown & Co-Author of 'Marketing to the New Majority'


David Burgos
Vice President, Multicultural

Millward Brown & Co-Author of 'Marketing to the New Majority'

Jeffrey Bowman
Head
OgilvyCulture

Marta Insua
Vice President Strategic Planning
AlmaDDB

Saul Gitlin
Executive Vice President Strategic Services
Kang & Lee
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3:30pm ADJOURNMENT

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