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A Brand Executive’s Perspective: Commitment to Multicultural Marketing

November 7, 2011

Executive Summary

It's important to understand what the vision and commitment of executive management is to multicultural marketing in the current environment. Tom Joyner, host, the Tom Joyner Morning Show, and founder of the Tom Joyner Foundation, led a panel discussion with a group of brand executives to address their expectations for multicultural marketing and how they are developing their brands to market their products and services through culturally targeted campaigns within the overall brand. Joyner asked panelists about their perspectives on the degree of latitude which they can vary from the mainstream campaign in order to deliver relevant messaging to the ethnically targeted consumer, as well as about the standards on which multicultural marketing is judged within the organization.

View video below.



Source

"A Brand Executive's Perspective: Commitment to Multicultural Marketing." Tom Joyner, Host, The Tom Joyner Morning Show, and Founder of Tom Joyner Foundation; Raquel Daniels, Managing Independent Consultant, Camelot Communications; Georgina Flores, Director, Integrated Marketing Communications, Allstate Insurance Company; Rob Jackson, Marketing Director, McDonald's Corporation; Jamie Jones, Senior Director, Novo Nordisk, Inc. ANA Multicultural Marketing and Diversity Conference, 11/07/2011.

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