Multicultural/Niche Marketing

Led by the VP of Multicultural Marketing at McDonalds, the group explores whether or not ethnic marketing is evolving from dedicated funded programs and tactics for each segment, to one of dedicated programs plus extensions of general market efforts.

During this thought-provoking session Global Director of Communications Insights and Research at OMD Mike Hess and Group Director of Primary Research and Insights at OMD Pamela Marsh highlight controversial findings from their study which found that ethnic groups maintain their ethnicity in significantly different ways.

This article explores how influencing ethnic teens (fusion teens) using multiple channels requires creating media that speaks to "teens" as opposed to a particular ethnic group. It also provides examples on what companies are doing to reach this population.

This best practices provides ideas on how to capture the minds of the teen market.

Shawn Marshall, VP of Multicultural Marketing of Vibes Media, presented information regarding the mobile ecosystem, building a mobile campaign, and mobile marketing in action.

In this panel discussion, Echoboomers, who are now marketers themselves, respond to an exclusive ANA survey on their media habits, their attitudes towards brands and marketing.

This case study discusses Procter & Gamble’s award-winning "Our Beauty" ad campaign, which launched its new product Olay Definity and successfully used celebrity Angela Bassett to reach the African-American market.

During a panel discussion, Claire Edgar, Champion, Hanesbrands, Inc. Director of Brand Marketing, discusses how Champion successfully employed facebook to re-engage the "college crowd."

Executive Director, US Sales, Yahoo! Adam Chandler and Multicultural Marketing Director, PepsiCo Gustavo Perez explore why marketers are still using to the web to target bilingual Hispanics in Spanish only.

Written by Lynn Russo Whylly, this article provides five ways to effectively conduct multicultural marketing.

This best practice presents MGM Mirage company’s approach to diversity management.

In this article Pepsi North America's Director of Multicultural Marketing Gustavo Perez discusses how he and the PepsiCO multicultural creative team in collaboration with Dieste Harmel & Partners successfully developed the award-winning "Mist-Takes" comedy series aim at Spanish speaking consumers.

This white paper explores how multicultural marketers are utilizing digital media to reach their audiences. In doing so the white paper addresses questions including: Are multicultural marketers embracing the same digital opportunities as general marketers?; Do they have the same concerns regarding effectiveness and budget allocation?

Completed by the ANA Multicultural Marketing Committee, this benchmark provides insight on how companies structure multicultural marketing departments and measure their value.

Presented by the Executive Vice President/Director, Cultural Identities, SMG Multicultural, Starcom MediaVest Group Esther Franklin and Nat Irvin, II a professor at University of Louisville, Beyond Demographics is designed to help marketers understand the African-American community from the inside out--with a new approach and fresh understanding for the advertising industry.

Michael Wheeler, President, OEStrategies Inc., uncovers what happens when different cultures collide and ignite an explosion of extraordinary new discoveries.

Panel of experts provide insight on how marketers can best make use of digital communications to reach out to multicultural segments.

McDonald's Chief Marketing Officer Bill Lamar discusses some of the challenges facing marketers today.

This article talks about steps being taken to reach out to African-Americans online.

This article describes how Disney’s efforts to win the hearts and loyalty of ethnic consumers has resulted in multicultural magic.

Read about how Nissan used a set of lost keys as a creative way to increase awareness of the car's new feature - the push button ignition.

This benchmark completed by the ANA Multicultural Committee provides insight on how companies utilize and value their segment marketing managers.

This white paper details the Selig Center's estimates of the buying power of African Americans, Asians, Native Americans, and Hispanics for the U.S. in 2007. Provided is a comprehensive statistical buying power overview by state.

Passionate and savvy, Mexican-Americans should not be overlooked by marketers.

Multicultural marketing organizational structures have evolved over time. This open discussion explored the current state of multicultural marketing organizational structures, and how – and where – they coexist within a company’s overall marketing department. Members also considered ways in which multicultural departments must adapt and change to meet the marketing needs of the future.

In this presentation, Sprint shares how they developed a fully integrated marketing program with the #1 Latino band in the world, MANA and used the MANA sponsorship program to leverage Latinos' passion for music and the new mobile technology.

This checklist provides six tips to keep in mind before embarking on a GLBT-focused campaign.

In this snapshot, Miller Brewing Company shares its strategic approach to Hispanic marketing and discusses its upcoming campaign "El Otro Fútbol" which targets Hispanic males who watch American football.

In this presentation, Gilbert Davila (Walt Disney Company) shares his perspective on trends in the Hispanic market. He discusses the trend towards acculturation in the Hispanic community and the implications for brand. It also includes a discussion of Hispanic market media and technology trends.

In this case study, Jeff Taylor, Founder of Eons and Monster.com, explains how he created Eons to meet the new needs of baby boomers seeking new and bigger life experiences.