2007 Multicultural Marketing Conference

SUNDAY, NOVEMBER 4

6:45pm

The 2007 ADCOLOR™ Awards
 ADCOLOR™ is the first-of-its-kind cross-industry collaboration on the issue of diversity. The ADCOLOR™ Industry Coalition (ANA, AAAA, AAF, Ad Club of New York, and Arnold Worldwide) hopes to combine the energies of the marketing, media, and advertising communities to recognize diverse professionals of color and stimulate ideas and discussion around the next generation of diversity programs. Never before has there been an awards show that focuses on people of color within the communications industry. Shining a light on professionals of diverse backgrounds and their accomplishments will make it clear that it is possible to build and sustain a career in the media, marketing, and advertising industries. Awards will be given in five categories: Rising Star, Innovator, Change Agent, Legend and All-Star—with honorees representing the agency, client, and media industries. The 2007 ADCOLOR™ Awards will be hosted by Veronica Webb, Co-host of the Bravo Network’s “Tim Gunn’s Guide to Style”

 Post Reception
Sponsored by Yahoo! Telemundo

MONDAY, NOVEMBER 5

Breakfast
Sponsored by Nielsen

Welcome
Bob Liodice
President and Chief Executive Officer
ANA

CMO KEYNOTE: BILL LAMAR -- MCDONALD'S
Chief Marketing Officer Bill Lamar is responsible for marketing, advertising, and new product development in the U.S. As a strategist and motivator, he led U.S. marketing and menu management during the turnaround of the McDonald's business. The launch of the "i'm lovin' it" campaign within the U.S. helped lead to an increased market share and McDonald's being honored as Marketer of the Year by Advertising Age magazine. Mr. Lamar has extensive experience in overseeing McDonald's multicultural marketing. He was recently named one of the most-powerful African Americans in corporate America.

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William Lamar, Jr.
Chief Marketing Officer
McDonald's USA, LLC

Q&A Session
Bob Liodice
President and Chief Executive Officer
ANA

10 MULTICULTURAL ISSUES IN 50 MINUTES
This rapid-fire session will explore the hottest issues impacting the evolution and future of multicultural marketing. The issues will likely include:

1. Integrated Communications Across All Segment Groups
2. Multiracial Families
3. The Immigration Debate
4. New Tech – YouTube and it's Effect on the Multicultural Community
5. Health and Wellness
6. 2008 Elections & the Impact of Ethnic Voting
7. Green Marketing- Strategies for Multicultural Segments
8. Multicultural Organizational Structure
9. The One-Stop Multicultural Agency vs. the Ethnic-Specific Agency
10. How to Plan for a New America
     

Moderator
Gilbert Dávila
Vice President, Multicultural Marketing
The Walt Disney Company
Chair, ANA Multicultural Marketing Committee

Panelists
Jeff McFarland
Director, Multicultural Marketing Center of Excellence
Verizon Communications

Nita Song
President and Chief Operating Officer
IW Group, Inc.

Najoh Tita-Reid
Associate Marketing Director, Multicultural Marketing
The Procter & Gamble Company

Isabel Valdés
Principal
Isabel Valdés Consulting

THE GOYA WAY
The premier source for authentic Latino cuisine, Goya Foods is the largest, Hispanic-owned food company in the United States. With 3,000 employees and 1,500 products, the company has a solid reputation as the leading authority on Hispanic food. While the so-called U.S. mainstream marketing world is looking for ways to target Hispanics, Goya Foods is broadening its appeal beyond the Latino market. The company recently tripled its advertising budget to launch a campaign, recognizing how ethnic foods are becoming more popular in the mainstream market. Goya will share its expertise on marketing to Hispanics as well as its newer learning on how a company with a rich ethnic heritage approaches the general market. "If it's Goya, it has to be good."

Jackie Bird
President and Chief Executive Officer
winglatino
Chairwoman, Association of Hispanic Advertising Agencies

Alvaro Serrano
Senior Marketing Manager
Goya Foods, Inc.

Q&A Session
Gilbert Dávila
Vice President, Multicultural Marketing
The Walt Disney Company
Chair, ANA Multicultural Marketing Committee

Luncheon
Sponsored by the Cabletelevision Advertising Bureau

Please join us for a break from the multicultural media world and enjoy some laughs over lunch at the fourth annual CAB Laughfest. Stand-ups Steve Byrnes (presented by AZN), Andrew Kennedy (presented by Galavision) and Ron G. (presented by TV One) each with their own comedic style will have you in stitches. This diverse pool of stand-ups will each share their hilarious comedic insights highlighting the talent found on muticultural cable networks. CAB's Laughfest has become an annual tradition at the ANA Multicultural Conference and we look forward to seeing you there!

ONE ON ONE WITH JOE UVA
Appointed CEO in April, Joe Uva has responsibility for all aspects of Univision’s operations, including television, radio, music, and online. Laurel Wentz is Ad Age’s international and multicultural editor; her one-on-one interview with Mr. Uva will cover noteworthy issues and developments, including the change in Univision’s corporate culture, the Hispanic upfront, new opportunities for advertisers, and the future of multicultural media.

Joseph Uva
Chief Executive Officer
Univision Communications, Inc.

Q&A Session
Laurel Wentz
International and Multicultural Editor
Advertising Age

MULTICULTURAL MARKETING -- THE WRIGLEY WAY
Luis Altuve, Director of U.S. multicultural consumer marketing is the architect of Wrigley’s multicultural marketing strategy. He will talk about the consolidation of Wrigley’s multicultural agency roster as well as their product line strategy as it relates to ethnic consumers. For example, Wrigley’s Orbit chewing gum now comes in a mint mojito flavor. Mojito is a traditional Cuban flavor combination which has seen a recent resurgence in popularity.

Luis Altuve
Director, U.S. Multicultural Consumer Marketing
Wm. Wrigley Jr. Company

Q&A Session
Shepard Kramer
Senior Director, Committees and Conferences
ANA

Post-Reception
Sponsored by Cardenas Marketing Network

TUESDAY, NOVEMBER 6

General Session

THE RETAIL PERSPECTIVE
Retailers have a unique vantage point on multicultural marketing. The retail environment is a living, breathing, real-time laboratory with millions of multicultural customers passing through retailers' doors every day. For many companies, multicultural marketing is limited to advertising. For retailers, multicultural marketing is a total commitment, including store location, product offerings, customer contact, internal/employee marketing, point-of-sale materials, and more. Learn what retailers can teach the rest of us about best practices that enable a deeper connection with multicultural segments.

Moderator
David Selby
Executive Director, Consumer Sector and Marketing Officers Practice, Russell Reynolds Associates; Formerly CMO, Potbelly Sandwich Works; and Formerly SVP, Marketing, Sears and Roebuck and Co.

Panelists
Tyrone Ried
Senior Director, Multicultural Marketing
Wal-Mart Stores, Inc.

Armando Martin
Formerly Director, Multicultural Marketing
Supervalu/Albertsons

Tony Suarez
Vice President, Multicultural Marketing
McDonald's Corporation
 
THE IMPACT OF NEW MEDIA
The digital and new-media world is greatly impacting communications targeted to multicultural segments. This session will get the perspective of a panel of experts to provide insight on how marketers can best make use of digital communications--what's working, what's worth experimentation, and what's hype. Media covered will include online, blogging, Second Life, YouTube, social networking, video games, mobile marketing, and more.

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Moderator
Bill Duggan
Executive Vice President, Committees
ANA 

Panelists
Tamara Barber
Data Analyst
Forrester Research, Inc.

Kay Madati
Vice President of Marketing
Community Connect, Inc.

Isaac Mizrahi
Director, Multicultural Marketing
Sprint Nextel Corporation

DIVERSITY DRIVES INNOVATION
The world is changing fast. More people than ever before are moving between cultures and countries. Companies, cities, even nations, must compete on a global basis just to stay even. In this world, diversity has become the key driver for innovation. Wheeler explains how today's most innovative companies form culturally diverse talent pools and teams as a specific strategy to innovate. These companies have become #1 brand leaders, R&D centers, and very profitable because of the Medici Effect. He clearly shows what happens when different cultures collide and ignite an explosion of extraordinary new discoveries.

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Michael Wheeler
President
OEStrategies Inc.

Q&A Session
Gilbert Dávila
Vice President, Multicultural Marketing
The Walt Disney Company
Chair, ANA Multicultural Marketing Committee

 Luncheon
 Sponsored by V-me

I.  THE ROLE OF ORGANIZATION IN MULTICULTURAL MARKETING 
The Multicultural 1.0 Era was defined by the "should we or shouldn't we?" debate. During this era, it was not unusual for a company's knowledge and passion for multicultural marketing to reside with one or two advocates/mavericks (you know who you are!). As we enter the era of multicultural 2.0, we are beginning to see the solidification of several alternative models of where the multicultural marketing discipline fits within the larger organization. Some solutions have been driven by industry-specific factors while others have been developed through trial and error. This session will explore the not-often-discussed topic of how multicultural initiatives may be won or lost due to how an organizational chart is drawn.

Moderator
Larry Moskowitz
Vice President, Integration and Business Development
Global Advertising Strategies

Panelists
Christopher K. Law
Vice President, Asian Initiatives
UnitedHealthcare

Karen Lithgow
Vice President and General Manager
Western Union

Steven White
Senior Marketing Manager
Allstate Insurance Company

II.  AFRICAN-AMERICAN IDENTITY - BEYOND DEMOGRAPHICS
IDENTITY. It draws human beings together beyond demographics. It shapes how consumers think about brands and how marketers approach consumers, yet it is underleveraged in understanding one of the fastest-growing segments in the United States--the African-American community. Meet the Trustees, Gazelles, Buppies, and Flygirls, who are shaping African-American identity, through Beyond Demographics, a groundbreaking new study. What role does identity play in truly connecting with African-American consumers? How do we change course from demographic segmentation to behavior-based engagement? Beyond Demographics was inspired and designed to help marketers understand the African-American community from the inside out--with a new approach and fresh understanding for the advertising industry.

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Esther Franklin
Executive Vice President/Director, Cultural Identities, SMG Multicultural
Starcom MediaVest Group

Nat Irvin, II
Strickler Executive In Residence
Professor of Management
University of Louisville