ANA 10TH ANNIVERSARY MULTICULTURAL MARKETING CONFERENCE "LEADING THE WAY"
As ANA celebrates the 10th anniversary of this conference, multicultural audiences are no longer niche or "add on" segments. For many progressive marketers, multicultural marketing is firmly incorporated into the organizations' broader overall business models, often leading the way rather than following.
Multicultural markets are leading the way in the nation's population growth.
Multicultural markets are leading the way in shaping pop culture and trends.
Multicultural markets are leading the way for real revenue and share growth for many companies.
The ANA Multicultural Marketing Conference has become the industry's premier multicultural event. The conference is programmed with guidance from ANA's Multicultural Marketing Committee, a group of 100-plus individuals who represent a variety of elite corporate/client-side marketers.
This year's conference will share deeper experiences of what has now been a fairly progressed journey. Top client-side CMOs and other industry leaders will share their insights and best practices. Importantly, the "take home" value of this conference will be significant as all speakers/panelists will be required to identify actionable ideas for attendees to consider immediately.
Conference Program Chair Gilbert Dávila Vice President, Global Diversity and Multicultural Market Development The Walt Disney Company Chair, ANA Multicultural Marketing Committee
Dates & Times
Starts: November, 2008
Ends: November, 2008
Venue/Location
Boca Raton Resort & Club
501 East Camino Real
Boca Raton, FL 33432
The Boca Raton Resort & Club is conveniently located 24 miles to either Ft. Lauderdale or West Palm Beach International Airports and 47 miles from Miami.
The ANA has negotiated a special rate of $255 exclusive of tax, service or resort fees. Please call 800-327-0101. The cut off date to receive this rate is October 24th.
Agenda
Please scroll down to view presentations.
SUNDAY, NOVEMBER 16
5:00pm
Registration
5:30pm
The 2008 ADCOLOR® Awards Cocktail Reception
6:30pm
The 2008 ADCOLOR® Awards Please join Arnold, CNN, DIAGEO, Google, Microsoft Advertising, and YAHOO! as they present The 2008 ADCOLOR® Awards. The 2nd annual celebration will honor diverse rising stars, innovators, change agents, legends, MVPs (Most Valuable Partnership) and all-stars in the advertising, marketing, and media industries. This year's ceremony will be hosted by model/TV Host Veronica Webb with music provided by DJ Drama of Pepsi's DJ Division. For more information about ADCOLOR® please visit http://www.adcolor.org/.
10:00PM
Post Reception Sponsored by Yahoo!
MONDAY, NOVEMBER 17
8:00am
Breakfast
9:00am
General Session
Welcome Bob Liodice President and Chief Executive Officer
ANA
THE MULTICULTURAL MARKETING JOURNEY - MILESTONES AND OPPORTUNITIES ANA's Multicultural Marketing Committee was founded in 1998. When the group met for the first time in March 1998, the committee was chaired by Jim Speros (then head of AT&T advertising) and Gilbert Dávila (at the time with Sears Roebuck) was among the attendees. There have been tremendous strides made in the last decade towards the "mainstreaming" of multicultural marketing. As this year's conference theme suggests, multicultural markets are now leading the way for real revenue and share growth for many companies; however, there are still opportunities and challenges ahead. This session will lay the foundation for the conference by comparing the state of the multicultural marketing industry now, versus ten years ago, and identifying opportunities and insights to expedite further growth going forward.
Moderator
James D. Speros Senior Vice President, Chief Marketing Officer
Fidelity Investments Founding Chairman, ANA Multicultural Marketing Committee
Panelists Karl Carter Cofounder and Chief Executive Officer
GTM Marketing
Gilbert Dávila Vice President, Global Diversity and Multicultural Market Development The Walt Disney Company Chair, ANA Multicultural Marketing Committee
Bill Imada Chairman and Chief Executive Officer IW Group, Inc.
Manny Vidal President and Chief Executive Officer The Vidal Partnership
THE NEW HISPANIC SPORTS FAN Hispanic sports fans are typically associated with soccer and boxing. However, Hispanics are also huge fans of traditional American sports such as baseball, football, and basketball, and they enjoy a unique passion for their sports heroes. In this session sports league senior-level executives will discuss the potential, challenges, trends, and more, in the Hispanic sports marketplace.
Moderator Ernesto Jerez ESPN Deportes SportsCaster ESPN
Panelists
Don Garber Commissioner
Major League Soccer
Jacqueline Parkes Senior Vice President, Chief Marketing Officer
Major League Baseball
Adam Silver Deputy Commissioner and Chief Operating Officer
National Basketball Association
Mark Waller Senior Vice President, Sales and Marketing
National Football League
INTEGRATING MULTICULTURAL INTO THE BROADER BUSINESS Bank of America is the largest commercial bank in the United States and has over 5,700 retail branches. Kelley Semmelroth will share insights from Bank of America's strategy of integrating multicultural initiatives into the firm's broader business strategy and overall marketing programs. This includes reaching diverse customer segments via traditional and new media as well as in the retail environment. Internal marketing is also critical, since the bank's call centers, tellers, and other customer touch points must be aligned. In 2007 DiversityInc ranked Bank of America as the number one company for diversity and cited it as a top employer of executive women, Hispanics, Asian Americans, and GLBT executives.
Kelley Semmelroth Senior Vice President, Brand Strategy and Brand Management Executive
Bank of America
Q&A Session
Laurel Wentz International and Multicultural Editor
Advertising Age
FROM INSIGHT TO ACTIVATION: AN INNOVATIVE CASE STUDY ON AFRICAN-AMERICAN RESEARCH LEADING TO A NEW MARKETING CAMPAIGN General Mills has developed many successful programs targeted to African-American consumers. Yet as a company they believed there was an opportunity to develop even stronger insights and strategies to take advantage of the significant African-American business potential. In 2008 General Mills embarked on an ambitious research plan to develop stronger insights to help inform a new strategy to reach African-American consumers. The company partnered with consumers to cocreate a new African-American marketing campaign and strategy. This case study will showcase objectives, research findings, and the subsequent strategy and plan.
Rudy Rodriguez Director, Multicultural Marketing
General Mills, Inc.
Q&A Session
Shepard Kramer Senior Director, Committees and Conferences
ANA
12:50pm
Luncheon Keynote
ELECTION ‘08: A MULTICULTURAL MARKETING CASE STUDY The week following the election, leading political pundit and commentator Roland Martin will discuss the role that race, gender, and multicultural marketing played in the 2008 presidential election. Mr. Martin will share his reflections on how both candidates needed to build their political machines to reflect the realities of a new, more-diverse electorate. He will also discuss how, for the first time in our nation's history, each candidate had a plan for reaching the various Hispanic, African-American, and Asian population segments crossing language, socioeconomic and cultural tiers. Mr. Martin will review strategies that worked and those that missed the mark and explain why.
Luncheon sponsored by the Cabletelevision Advertising Bureau (CAB). Roland Martin appears courtesy of TV One.
2:20pm
General Session Continued
ALLSTATE'S 360-DEGREE MULTICULTURAL MARKETING In the early 1990's Allstate recognized the growth opportunity that multicultural segments presented, and the company has actively engaged multicultural consumers ever since. In today's ultra-competitive environment, Allstate remains a leader in the insurance category due to its commitment to, and understanding of, multicultural consumer needs.
The Allstate team will share the company's 360-degree multicultural marketing approach, which extends well beyond culturally appropriate communications to include relevant products and services and all interactions customers have with the brand.
Lisa D. Cochrane Vice President, Integrated Marketing Communications
Allstate Insurance Company
Georgina Flores Senior Manager, Integrated Marketing Communications Allstate Insurance Company
Q&A Session
Linda Narbey Senior Director, Committees and Conferences
ANA
AFTERNOON CLOSING KEYNOTE: HENRY CISNEROS
Henry Cisneros has had a distinguished career as a politician, businessman, and community leader. He became the first person of Hispanic background to head a major American city when he was elected mayor of San Antonio. Later, Mr. Cisneros was nominated by President Bill Clinton to serve as Secretary of Housing and Urban Development and did so from 1993 to 1997. During his term, he reformed the public housing system, and successfully accomplished a goal of the Clinton administration to increase home ownership, especially among minorities. He is currently Executive Chairman of CityView, an investment company that finances homebuilders with over 6,000 homes in its investment portfolio.
Introduction
David Lawenda President, Advertising Sales and Marketing
Univision
Q&A Session
Teresa Rodriguez Principal Co-host and Coorespondent Univision
4:00pm
General Session Adjournment
6:30pm
THE ANA MULTICULTURAL EXCELLENCE AWARDS PRE-RECEPTION Sponsored by ESPN
7:30pm
THE ANA MULTICULTURAL EXCELLENCE AWARDS DINNER Sponsored by Arbitron
The winners of the eighth annual ANA Multicultural Excellence Awards will be announced. These awards recognize the efforts of marketers and agencies that have resulted in outstanding multicultural advertising campaigns. Categories are African American, Asian, Hispanic, General Market, Digital Media, and Campaigns with Significant Results. Winners will be chosen based on creative excellence and relevancy to the multicultural category for which works are submitted.
Hosted by Miss USA, Crystle Stewart
Speaker
Clara Carneiro Vice President, Multicultural Business Affairs
Arbitron Inc.
9:30pm
THE ANA MULTICULTURAL EXCELLENCE AWARDS POST-RECEPTION
TUESDAY, NOVEMBER 18
8:15am
Breakfast
9:15am
General Session
P&G's APPROACH TO MULTICULTURAL MARKETING Procter & Gamble continues to lead the way in marketing to multicultural consumers. The company acknowledges that it wants both its marketing efforts and employee base to reflect the more-diverse face of the 21st century American consumer. P&G is one of the largest advertisers targeting African-American and Hispanic consumers. Importantly, the company not only researches what multicultural consumers want, it also designs products specifically for them.
Edgar A. Sandoval General Manager, Marketing and Multicultural Business, North America
The Procter & Gamble Company
Q&A Session
Gilbert Dávila Vice President, Global Diversity and Multicultural Market Development The Walt Disney Company Chair, ANA Multicultural Marketing Committee
THE DIGITAL TRANSITION AND ITS IMPACT ON MULTICULTURAL MARKETS Television will enter an exciting new era as analog broadcasting ends on February 17, 2009, with the transition to an all-digital system as required by the Federal Communications Commission. This digital transition will be the biggest change in the industry since television's transition from black and white to color, and it has huge implications for consumers, advertisers, and media. Multicultural households-specifically African Americans and Hispanics-will be disproportionately affected as a higher percentage of such households currently get their television signals "over the air" (i.e., without cable or satellite). Unless they upgrade or buy a digital television set or a converter box, they could lose television reception entirely, which would have dire consequences for multicultural advertisers and media. The status of the digital transition, with a focus on multicultural markets, will be discussed.
Marcellus Alexander, Jr.
Executive Vice President, Television
National Association of Broadcasters (NAB)
Q&A Session Bill Duggan Executive Vice President
ANA
10 MULTICULTURAL ISSUES IN 50 MINUTES This rapid-fire session will provide the opportunity to cover a variety of the hottest and most-urgent issues of significance to multicultural marketers. Likely topics include:
The 2008 elections
The Economy - How It Impacts Multicultural Marketing
Multicultural insight generation: How does it differ from the general market?
Multicultural organizational structure
New media--what's working and what's not
Mobile marketing--is the hype real?
Multicultural marketing on a modest (or no) budget
The "how to" guide for growing your multicultural budgets
The role of a specialized dedicated multicultural agency vs. the general market agency
What will multicultural marketing look like in 2018?
Moderator Gilbert Dávila Vice President, Global Diversity and Multicultural Market Development The Walt Disney Company Chair, ANA Multicultural Marketing Committee
Panelists Gary Berman Founder and Chief Executive Officer Sí Change Consulting
Julia Huang Chief Executive Officer InterTrend Communications, Inc. President, Asian American Advertising Federation (3AF)
José López-Varela Executive Group Account Director Lopez Negrete Communications Chairman, Association of Hispanic Advertising Agencies (AHAA)
Tony Suarez Vice President, Multicultural Marketing
McDonald's Corporation
12:20pm
Breakout Sessions
Lunch provided
1a. MULTICULTURAL CHANNEL PLANNING AND MEDIA BUYING: DO THEY BELONG IN THE SPECIALIZED MEDIA SHOP OR WITH THE SPECIALIZED CREATIVE AGENCY? There is an undeniable trend among marketers to consolidate total media dollars in a single generalist media agency. The multicultural budget, particularly the Hispanic budget, is below fair share relative to this segment's contribution to brand business and overall market potential. Further, oftentimes the multicultural "plan" is relegated to a single line on a flowchart. Recognizing the rise of new media and the depth of available Hispanic media, shouldn't the Hispanic plan go deeper? The many issues that this session will explore include:
Who should "own" the channel planning strategy?
Should the channel-planning strategy rely on brand-planning criteria or daypart cost efficiencies and optimization tools?
How is the brand strategy better served across channels?
Where should new media fit?
Moderator Jackie Bird
Panelists Scott Gassert Media General Manager
Dieste Inc.
Jim Irvine Senior Director, Media Strategies
Lopez Negrete Communications
Rick Marroquin Chief Marketing Officer Batanga, Inc.
Caleb Windover Senior Vice President, Managing Director
42 Degrees
1b. FIRST-MOVER ADVANTAGE: TAPPING THE $670 BILLION ASIAN-AMERICAN MARKET The Asian-American community continues to experience tremendous growth, becoming the fastest-growing minority population in the U.S. with the highest median household incomes and education levels, Asian Americans are an attractive, though largely untapped market.
Starcom MediaVest Group will engage in a revealing discussion aimed at helping today's marketers understand the many faces of this richly diverse population. Infused with new, proprietary data, this seminar will cover:
The Asian-American landscape: circle of influence in the U.S., statistics, generational shifts, and shared values.
The Chinese-American identity: acculturation impact, media behaviors, communication strategy, and recommendations.
Danielle Cherry Cultural Activation Development Director
Starcom MediaVest Group
Esther Franklin Executive Vice President/Director of Cultural Identities Starcom MediaVest Group
Moey Santos Connections Manager
MV42°
2a. WHERE THE REAL POWER OF INTERACTIVE ADVERTISING LIES Interactive advertising is a strong marketing vehicle on its own because of its easily measurable results, but when a digital component becomes a part of an integrated marketing strategy, interactive's true power becomes clear. This is especially true when reaching out to the Hispanic market. Hear about two case studies where interactive advertising, both online and through mobile devices, were a core part of on-air campaigns targeted at Hispanics, and learn about how an integrated approach drove improved ROI across a number of metrics. Univision and Terra Networks along with their agency partners will present results.
