ANA Multicultural Marketing Thought Leadership Forum hosted by McDonald's
June 5th 10:00am – 2:00pm
McDonald’s
Plaza Building - Room: Kroc B
2111 McDonald’s Drive,
Oak Brook IL 60523
The 2nd ANA Multicultural Marketing Thought Leadership Forum will continue the conversation around delivering a total market approach that leads with multicultural insights.
As the demographics of America continue to evolve, corporations are increasingly taking a "total market" approach to their marketing and advertising campaigns. Many are leading with multicultural insights when developing such total market work. Join your peers to discuss key issues that increase the impact of marketing to an increasingly multicultural nation.
These will be exclusive "invitation only" events, bringing together client-side marketers for peer-to-peer discussion and exchange of best practices.
Here's the agenda for the day:
Networking Breakfast (9:30-10:00AM)
Welcome and Opening Remarks (10:00 – 10:15AM)
MCDONALD'S TOTAL MARKET APPROACH (10:15-11:10AM)
The total market approach moves multicultural marketing beyond silos to a more holistic, integrated approach adapted by the entire organization. McDonald's guiding principle of "Leading with Ethnic Insights" is based on understanding and applying the ethnic consumer perspective at all points in the marketing process in order to drive business results. In this session, they will share their approach to "Leading with Ethnic Insights" and share examples of marketing campaigns that resonate with today's increasing multicultural nation.
Cristina Vilella
Marketing Director
McDonald's
Coffee Break (11:10-11:30AM)
TOTAL MARKET APPROACH: RESEARCH AND CASE HISTORIES (11:30AM-12:20PM)
Multicultural consumers are fueling total U.S. growth. There's no longer a "general" market. Marketing today requires a unique approach to communications planning that is grounded in America's new consumer reality. Hear how marketers can connect with their multicultural consumers using total market approach strategies.
Danielle Cherry
VP, Human Experience Strategist, Multicultural Division
Starcom MediaVest Group
LUNCH (12:20-1:00PM)
MEMBER ROUNDTABLE DISCUSSION (1:00-2:00PM)
Attendees will have the opportunity to discuss related issues, such as:
- Agency models for total market work
- The role of targeted creative for specific ethnic groups
- Org structure requirements for an effective total market approach
- Media considerations (how important is in- language communications in a TM approach)
- What has worked well and what has not (the risk of not getting it right)
Space is limited. To request an invitation contact Yasmin Melendez at ymelendez@ana.net
ANA Multicultural Thought Leadership Forum hosted by MillerCoors
Content from This Event
Taking Multicultural Mainstream at MillerCoors
The Total Marketing Myth: Efficiency or Effectiveness
March 28th 10:00am – 2:00pm
MillerCoors
250 South Wacker Drive
3rd floor conference rooms A - D
Chicago, IL 60606
The ANA Multicultural Marketing Thought Leadership Forums will discuss key issues to help elevate the impact of marketing to an increasingly multicultural nation.
These will be exclusive "invitation only" events, bringing together client-side marketers for peer-to-peer discussion and exchange of best practices. Each meeting will be focused on a single key issue. The issue for the first meeting will be: Delivering A Total Market Approach That Leads With Multicultural Insights.
As the demographics of America continue to evolve, corporations are increasingly taking a "total market" approach to their marketing and advertising campaigns. Many are leading with multicultural insights when developing such total market work.
Here's the agenda for the day:
Networking Breakfast (9:30-10:00AM)
Welcome and Opening Remarks (10:00 – 10:20AM)
TAKING MULTICULTURAL MAINSTREAM AT MILLERCOORS (10:20-11:00AM)
MillerCoors subscribes to total market planning. It's not enough to just have Spanish language activity. Multicultural consumers are part of the mainstream and reaching them in broad communications is also essential. This session will include a case study with some new work that is performing well on the Coors Light business.
Rudy Rodriguez
Senior Director, Multicultural
MillerCoors
Coffee Break (11:00-11:20AM)
WALMART'S TOTAL MARKET APPROACH STORY (11:20AM-12:00PM)
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 has made multicultural a priority across the marketing floor and implemented a total market approach to marketing. Hear Walmart discuss the challenges and successes they have encountered on the journey of making multicultural a priority across the entire company.
Deanna Canedo
Director, Hispanic Marketing
Walmart Stores
LUNCH (12:00-12:40PM)
THE TOTAL MARKETING MYTH: EFFICIENCY OR EFFECTIVENESS? (12:40-1:20PM)
In this session, Stephen Palacios will highlight how different brands are redefining their ethnic marketing strategy in response to the "total market" trend. Using specific examples, he'll explain how changing ethnic norms are impacting new processes, new agency alignments and most recently for a few major brands, new ways of psychographically defining their target segments.
Stephen Palacios
Executive Vice President, Director Hispanic Practice
Cheskin Added Value
MEMBER ROUNDTABLE DISCUSSION (1:20-2:00PM)
Attendees will have the opportunity to discuss related issues, such as:
- Agency models for total market work
- The role of targeted creative for specific ethnic groups
- Organizational structure requirements for an effective total market approach
- Media considerations (how important is in- language communications in a TM approach)
- What has worked well and what has not (the risk of not getting it right)
Space is limited. To request an invitation contact Yasmin Melendez at ymelendez@ana.net
