There has been an evolution. Multicultural marketing is no longer new; it is not an add-on nor should it have a one-dimensional approach (i.e., have a single message for all African Americans or all Hispanics). Many progressive organizations have incorporated multicultural marketing into their overall business models. Meanwhile, multicultural markets have not only grown but have become increasingly complex. There are issues of acculturation. Multiracial marriages are blurring the lines between distinct segments, and the ethnic population is no longer concentrated in just the major markets. This conference will go well beyond the basics to delve into the current role of multicultural marketing as well as where it may be headed in the future.
Now in its ninth year, the ANA Multicultural Marketing Conference has become the industry’s premier multicultural event. The conference is programmed by members of the ANA Multicultural Marketing Committee, a group of approximately 100 individuals who represent a variety of elite corporate/client-side marketers.
Conference Program Chair
Gilbert Dávila Vice President, Multicultural Marketing
The Walt Disney Company
Chair, ANA Multicultural Marketing Committee
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 Boca Raton Resort and Club is Currently SOLD OUT!
ANA will provide shuttle service to the Bridge Hotel (the shuttle will run approximately every 15-20 min.): Sunday 11/4 from 4:30pm - 11:30pm Monday 11/5 from 7:30am - 11:00pm Tuesday 11/6 from 7:30am - 4:00pm
The Boca Marriott is now accepting reservations, however there will be no shuttle service to this hotel. The Marriott is located 5 miles from The Boca Resort. To make reservations, please call (888)888-3780.
Agenda
SUNDAY, NOVEMBER 4
3:45pm
SPEED NETWORKING FOR ANA MEMBERS ONLY
Speed networking is the corporate equivalent of speed dating. During this session, attendees will rotate through a series of short one-on-one meetings that will each last eight to ten minutes. Share your experiences and learn from your peers at other companies. Optional session for ANA members and other client-side marketers only.
5:00pm
Registration
5:30pm
ADCOLOR ™ Cocktail Reception
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”
9:30pm
Post Reception Sponsored by Yahoo! Telemundo
MONDAY, NOVEMBER 5
8:00am
Breakfast Sponsored by Nielsen
9:00am
General Session
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.
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:
Integrated Communications Across All Segment Groups
Multiracial Families
The Immigration Debate
New Tech – YouTube and it's Effect on the Multicultural Community
Health and Wellness
2008 Elections & the Impact of Ethnic Voting
Green Marketing- Strategies for Multicultural Segments
Multicultural Organizational Structure
The One-Stop Multicultural Agency vs. the Ethnic-Specific Agency
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
12:20pm
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!
2:00pm
General Session Continued
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
6:30pm
Reception Sponsored by The True Agency
7:30pm
Dinner Sponsored by Batanga
ANA MULTICULTURAL EXCELLENCE AWARDS The winners of the seventh 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, Gay/Lesbian, General Market, and Campaigns with Significant Results.
9:30pm
Post-Reception Sponsored by Cardenas MarketingNetwork
TUESDAY, NOVEMBER 6
8:00am
Breakfast
9:00am
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
Walmart 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.
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.
Q&A Session
Gilbert Dávila Vice President, Multicultural Marketing
The Walt Disney Company Chair, ANA Multicultural Marketing Committee
12:00pm
Luncheon Sponsored by V-me
1:20 pm
Breakout Sessions
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.
