Chase Bank's Multicultural Event Marketing Program

June 23, 2011

Gabriela Rodriguez-Niebres, Kellogg Graduate School of Management, MBA and former assistant vice president, National Multicultural Segment Manager, JPMorgan Chase, and Gabriela Neves, co-president, Factory 360, described how the focus on acquisitions paired with a strategy to create and execute culturally relevant activations within Hispanic and other multicultural communities have been key to the success of Chase’s Multicultural Event Marketing Program.