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ANA Multicultural Marketing Thought Leadership Forum

Tuesday, June 9, 2015 9:00am – 2:30pm

Kraft Foods
401 North Michigan Avenue – 34th Floor – Assembly A
Chicago, IL 60611

NETWORKING BREAKFAST (9:00 – 9:30AM)
WELCOME AND OPENING REMARKS (9:30 – 9:45AM)

I. KRAFT: REACHING MULTICULTURAL MILLENNIALS WITH A COMBINED MARKETING APPROACH
In this session, Diane Tielbur, Senior Director of Consumer Insight and Strategy and Tom Bick, Senior Director of Integrated Marketing and Advertising at Kraft Foods Group will share how they are using a flexible approach to multicultural marketing by combing traditional and total-market communications strategies depending on the needs of specific brands.

Speakers:
Diane Tielbur, Senior Director, Consumer Insight and Strategy - Kraft Foods Group
Tom Bick, Senior Director, Integrated Marketing and Advertising - Kraft Foods Group

II. BRANDS AND MULTICULTURAL RELATIONSHIPS
Jeff Fromm, President and Greg Vodicka, Millennial Consulting Director at FutureCast and co-authors of "Marketing to Millennials" will discuss how the goal of marketing to Millennials is to get them to fall in love – and stay in love – with your brand.

Speakers:
Jeff Fromm, President - FutureCast
Greg Vodicka, Millennial Consulting Director - FutureCast

III. GROUP OPEN DISCUSSION
We will have a discussion surrounding current trends in reaching the multicultural millennial audience.

Facilitator:
Gilbert Dávila, Chair - ANA Multicultural Marketing and Diversity Committee

More to come!



Thursday, March 12, 2015 9:00am – 2:30pm

ANA
708 Third Avenue
33rd Floor
New York, NY 10017


NETWORKING BREAKFAST (9:00-9:30AM)
WELCOME AND OPENING REMARKS (9:30-9:45AM)


I. HEALTH CARE ADVERTISING IN A MULTICULTURAL NATION: WHO'S DOING IT WELL? (9:45AM-10:30AM)
In this session, we will kick-off the day with an overview of who the players are in the health care industry and the advertising efforts that go behind marketing to a multicultural nation. Gilbert Davila, Chair, ANA Multicultural Marketing and Diversity Committee and Carlos Santiago, Chair, AHAA Research Committee, will cover campaigns and insights on who is leading the charge.

Carlos Santiago
Chair
AHAA Research Committee
President and Chief Strategist, Santiago Solutions Group

Gilbert Dávila

Chair
ANA Multicultural Marketing and Diversity Committee


COFFEE BREAK (10:30-10:45AM)


II. KAISER PERMANENTE: REACHING THE DIVERSE CUSTOMER
(10:45AM-11:30AM)
No organization uses the diversity of its leadership and staff to better connect with its customers than Kaiser Permanente. The model of culturally competent healthcare, this hospital/insurance-company organization has a decades-long emphasis on diversity and inclusion that stands out, even in this group of progressive companies. In this session, Beatriz Rojas, Senior Director, Multicultural and Events Marketing at Kaiser Permanente will discuss how they reach the diverse customer base by using a total market approach.

Beatriz Rojas
Senior Director, Multicultural and Events Marketing
Kaiser Permanente


COFFEE BREAK (11:30-11:45AM)


III. AETNA: VOICE OF HEALTH (11:45AM - 12:30PM)
Founded in 1853 in Hartford, CT, Aetna has always been committed to providing individuals, employers, health care professionals and others with innovative benefits, products and services. In this session, you will hear about efforts to connect Aetna's brand with the multicultural segment in an authentic and meaningful way. Tito Colon, Senior Director and Head of Multicultural Marketing at Aetna will cover "Aetna Voices of Health." This national program recognizes local agencies that are working in their communities to improve racial and ethnic equality in health care, an area that Aetna has been leading for the past 13 years.

Tito Colon
Senior Director
Head, Multicultural Marketing
, Community Relations & Urban Marketing
Aetna


LUNCH (12:30-1:15PM)


IV. THE MULTICULTURAL CONSUMER HEALTH JOURNEY (1:15PM-2:00PM)
As our nation continues to become more diverse, so do our choices in health care. This discussion will focus on integrating the multicultural perspective in a transformative health care world. Hear from Tony Suarez, Director of Marketing and Consumer Experience at Humana about impacting the Hispanic consumer health journey.

Tony Suarez
Director of Marketing and Consumer Experience
Humana


V. GROUP OPEN DISCUSSION (2:00-2:30PM)
We will have a discussion surrounding current trends as well as challenges and issues marketers are facing in the health care industry.

Space is limited. To request an invitation contact Janine Martella at jmartella@ana.net.

 

December 3, 2014 9:30am – 2:00pm

Starcom MediaVest Group
35 West Wacker Drive
8th Floor SFI Room
Chicago, Illinois 60601

NETWORKING BREAKFAST (9:30-10:00AM)
WELCOME AND OPENING REMARKS (10:00 – 10:20AM)


I. THE SCIENCE AND ART OF LANGUAGE (10:20-11:00AM)
In this session, you will hear about the evolution of language behavior within an evolving U.S. Latino community.  Esther "E.T." Franklin, Executive Vice President, Head of SMG Americas Experience Strategy, and Marla Skiko, Executive Vice President, Director Digital Innovation at Starcom MediaVest Group Multicultural will cover the science of Neurofocus, incorporating digital research on the effects of language across messaging and content.  They will also discuss the art of language approaches for consideration among the Hispanic community that does not engage in Spanish language platforms.

Esther "E.T." Franklin
Executive Vice President, Head of SMG Americas Experience Strategy
Starcom MediaVest Group Multicultural

Marla Skiko
Executive Vice President, Director Digital Innovation
Starcom MediaVest Group Multicultural


COFFEE BREAK (11:00-11:20AM)


II. MULTICULTURAL FOR THE DOGS:  SELFIES FOR A GOOD CAUSE (11:20AM-12:00PM)
Dallas Pets Alive, a no-kill shelter and rescue organization in Dallas, had a strategy to raise awareness for their organization and the shelter dogs available for immediate adoption.  They were willing to invade Instagram to this by targeting the Hispanic, Bicultural, Tech savvy Asian adults and Millennial audiences.  In this session, Leslie Sans, Executive Director at Dallas Pets Alive!, will discuss how the group started Muttbombing, a new photobombing craze where they search Instagram for selfies and insert adorable, adoptable dogs into photos in the hopes of finding them forever homes.  Each Muttbomb provides information about how to help the shelter animal, while sending a valuable message in an incredibly cute way.  The entire campaign message was channeled and amplified via the hashtag #muttbombing on three main platforms: Instagram, Twitter and Tumblr.

Leslie Sans
Executive Director
Dallas Pets Alive!


LUNCH (12:00-12:40PM)


III. DIGITAL DIVERSITY (12:40-1:20PM)
We are becoming an increasingly diverse nation.  In the U.S. alone, there is a new majority of people in 7 of the nation's 15 largest cities.  The change in these cultural dynamics provides new opportunities for businesses.  Coupled with the rapid acceleration of new online trends in every part of the world, marketers need new ways to connect with all of the people that matter.  To understand the role culture plays in the lives of three major groups: Hispanic Americans, Asian Americans and African Americans, Facebook and Ipsos Media CT have partnered together.  In this presentation Rads Jayasundera, Global Insights Lead at Facebook and Virginia Lemon, Senior Vice President, Client Partnerships at Ipsos OTX Media CT, will illustrate how culture defines attitudes, new behaviors, and priorities which influences how people communicate online and consume digital media.  They will also describe the expectations of multicultural consumers, plus explore how brands can engage with people in culturally relevant ways.

Rads Jayasundera
Global Insights Lead
Facebook

Virginia Lemon
Senior Vice President, Client Partnerships
Ipsos OTX Media CT


IV. GROUP OPEN DISCUSSION
(1:20-2:00PM)
ANA meetings provide terrific forums to share your perspective and learn from the experiences of your peers at fellow ANA member companies.  We'll close the day with more dialogue on digital marketing in a multicultural world or anything else participants want to discuss.

Facilitators:

Gilbert Dávila
Chair, ANA Multicultural Marketing & Diversity Committee


Space is limited. To request an invitation contact Janine Martella at jmartella@ana.net.

ANA Multicultural Thought Leadership Forum hosted by MillerCoors

June 3, 2014 9:30am – 2:30pm

MillerCoors
250 South Wacker Drive
3rd Floor – Rooms A&B
Chicago, Illinois 60606

I. TOTAL MARKET DEFINED AND INSIGHTS FROM THE AHAA CONFERENCE
At the April AHAA Annual Conference a definition was presented for "total market:"

There were "research roundtables" at the conference on total market from both the agency and client perspectives. In this session we will share highlights and insights from the AHAA Conference.

Facilitators:
Gilbert Dávila
Chair, ANA Multicultural Marketing & Diversity Committee

Carlos Santiago
Chair, AHAA Research Committee
President and Chief Strategist, Santiago Solutions Group


II. PERSPECTIVE FROM AFRICAN-AMERICAN AGENCY LEADERS


A. The Case Against Total Market

Pepper Miller is "very skeptical" with the total market model, feeling it has little room for multicultural agencies whose expertise is much needed. Her hard questions for marketers are: "Why aren't you giving diversity agencies a chance to lead? Why are you insisting that diversity agencies teach the general-market agencies how to appeal to ethnic segments and then giving the assignments to general-market agencies?"  Pepper is concerned that total market supporters are naive about how fair, balanced and inclusive the model will be for diversity agencies, and particularly black-run agencies.

Pepper Miller
Founder and President
The Hunter-Miller Group

B. Experience with Total Market Clients

Burrell works with two companies who have been very visible with their total market work.  McDonald's has long talked about "leading with ethnic insights."  Meanwhile, Toyota just recently announced its transition to a total market model where the client leads and includes all agencies simultaneously. Faye will share her broad experiences in working with these and other clients, including challenges and opportunities in the total market space.

Fay Ferguson
Co-CEO
Burrell

C. An Agency Founded with Total Market "Roots"

CommonGround was founded ten years ago as a "cross-consumer" agency, which is a predecessor to the "total market" term now in vogue. Its co-founders are African American. A principle of the agency is that marketing to today's diverse population is not about "either / or" but rather is about "both / and."

Ahmad Islam
Co-Founder/Managing Partner
CommonGround

Sherman Wright
Co-Founder/Managing Partner
CommonGround


III. PRUDENTIAL'S CONTENT IMPERATIVE

Prudential will share its integrated approach for creating content that has relevance in a diverse marketplace.  The company's content is delivered via advertising, digital marketing, thought leadership, strategic alliances and more.  Prudential strives to be inclusionary, but targeted, and is looking ahead to adapting a total market model across its U.S. businesses.

Vijaya Camillo
Director, Women's and Multicultural Marketing
Prudential Financial

Dorinda Walker
Director of Multicultural Marketing
Prudential Financial


IV. GROUP OPEN DISCUSSION

ANA meetings provide terrific forums to share your perspective and learn from the experiences of your peers at fellow ANA member companies.  We'll close the day with more dialogue on total market or anything else participants want to discuss.

ANA Multicultural Thought Leadership Forum hosted by Draft FCB

March 4, 2014 10:00am – 2:00pm

Draft FCB
John Hancock Center
875 North Michigan Avenue
21st Floor ("Big Shoulders" boardroom)
Chicago, IL 60611

Click here for a list of suggested nearby hotels

The ANA Multicultural Marketing Thought Leadership Forum's goal is to elevate the conversation surrounding the impact of marketing to an increasingly multicultural nation.

Continuing the theme from last year's meetings,  this first meeting will explore the nuances of total market and cross–cultural marketing  and how marketers are defining and adapting their campaigns to reach today's multicultural audiences.

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.

Here's the agenda for the day:

Networking Breakfast (9:30-10:00AM)
Welcome and Opening Remarks (10:00 – 10:20AM)

AHAA: TOTAL MARKET BENCHMARK RESEARCH (10:20-11:10AM)
Expanding on the preliminary results unveiled at the 2013 ANA Multicultural Marketing & Diversity Conference, AHAA: The Voice of Hispanic Marketing will share further progress on its Total Market collaboration based on the work with clients, including: Total Market (TM) definition: what is TM vs. what it is not; and criteria for its application by brands/LOBs. In the future, the collaboration will move into implementation areas of this critical evolution of Multicultural Marketing.

Carlos Santiago
Chair, AHAA Research Committee
President and Chief Strategist, Santiago Solutions Group

Lizette  Williams
Senior Brand Manager
Kimberly-Clark Corporation


Coffee Break (11:10-11:30AM)

CROSS-CULTURAL MARKETING WITHIN TOTAL MARKET (11:30AM-12:20PM)
Jeffrey Bowman, Cross-Cultural Practice lead at Ogilvy & Mather and Founder and Chairman, The Cross-Cultural Marketing and Communications Association will discuss how cross-cultural marketing differs from general market and multicultural marketing, and illustrate through case studies examples the pros and cons of each approach. He will also talk about Total Market Enterprise transformation, what it is and the five stages to achieve it.

Lewis Goldman
VP, Product Development, US Direct Business
MetLife

Jeffrey Bowman
Cross-Cultural Practice Lead at Ogilvy & Mather
Founder and Chairman of the Cross-Cultural Marketing and Communications Association


LUNCH  (12:20-1:00PM)


MEMBER ROUNDTABLE DISCUSSION
(1:00-2:00PM)
Attendees will have the opportunity to discuss related issues, such as:

ANA Multicultural Thought Leadership Forum hosted by Prudential Financial

September 12, 2013 10:00am – 2:00pm

Renaissance Newark Airport Hotel
1000 Spring Street
Elizabeth, NJ 07201

Click here for directions

The 3rd ANA Multicultural Marketing Thought Leadership Forum will focus on marketing financial services to a changing nation.

This is a must attend event for companies who want to leverage changing cultural trends and demographics to drive business growth in the financial services industry. As the US landscape changes, financial services companies are looking for non-traditional sources of growth to secure their long-term success. During this event, you will hear from peers leveraging multicultural segment opportunities to establish relevance and drive short and long-term sales. The forum will also provide marketers with an opportunity to discuss the barriers and share best practices of implementing a holistic multicultural marketing strategy.

If you are from a financial services company responsible for marketing to multicultural markets, please contact Yasmin Melendez at ymelendez@ana.net to register for this event. This event brings 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 – 10:10AM)


GROWTH IN A MULTICULTURAL NATION IS EVERYONE'S JOB  (10:10-11:00AM)
During this session, Prudential's Life Insurance Executive Head of Product and Marketing and the VP of Multicultural Marketing, will share how the enterprise has implemented a business planning process designed to make Multicultural customer retention and sales "everyone's job."  From cross-functional metrics and goal development to distribution firm partnerships, Prudential will share how a purpose-driven brand will generate supply and demand to close the financial services gap among Women and Multicultural segments.

Alexandra Galindez
VP, Women & Multi-Cultural Marketing
Prudential Financial

Mark Hug
Executive Vice President of Product & Marketing for Individual Life Insurance
Prudential Financial


Coffee Break (11:00-11:20AM)


AMERICAN FAMILY INSURANCE DIFFERENTIATES THEIR BRAND TO CONSUMERS (11:20AM-12:10PM)
As American Family Insurance assessed its position in the insurance category, they could find little differentiation. All the brands across the industry were about providing peace of mind. Their goal was to differentiate their brand by starting a new conversation focused on family first and forward. Hear how they set out to become a hero brand that not only protects dreams, but provides access to the resources to achieve them.

Francisca Brown
Multicultural Marketing Manager
American Family Insurance


LUNCH (12:10-1:00PM)


MEMBER ROUNDTABLE DISCUSSION (1:00-2:00PM)

Attendees will have the opportunity to discuss related issues to the topics presented throughout the day or introduce new topics to the group for discussion.

 

ANA Multicultural Thought Leadership Forum hosted by McDonald's

June 5, 2013 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)

 

THE ART + SCIENCE BEHIND TOTAL MARKET APPROACH (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. Here about one approach to total market expertise that leverages points of intersection between communities while having meaningful cultural conversation.  Optimizing deep human understanding, communication level analysis and experience design will be discussed in an illuminating case study format.

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:

 

Space is limited. To request an invitation contact Yasmin Melendez at ymelendez@ana.net

ANA Multicultural Thought Leadership Forum hosted by MillerCoors

March 28, 2013 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:

Space is limited. To request an invitation contact Yasmin Melendez at ymelendez@ana.net

ANA Committee Member Testimonials

"ANA committees are an invaluable way to learn more about key industry issues, trends and best practices from other advertisers and industry experts. I always learn something I can apply to my job and share with others on my team."
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