African American Market
The Faith-Based Market: Multicultural Marketing & Diversity Case Study
Melanie Few, president, Results Inc., Natara Holloway, VP retail development & consumer products, NFL, Marla Jones, client relations & management, Results Inc., and Telisa Yancy, director, advertising, American Family Insurance, discussed ways to respectfully reach the faith-based market segment and presented a case study example of a partnership between the NFL and American Family Insurance for the Super Bowl Gospel Celebration.
In Plain Sight: The Black Consumer Opportunity
This white paper provides insights into the buying power, spending trends, and brand loyalty tendencies of Black consumers, while disproving some common stereotypes about this demographic.
Yahoo!: Marketing to African-Americans
Yahoo! provides results from a research study undertaken in partnership with Mindshare and Added Value which seeks to help marketers understand the drivers of African-American identity and the key considerations for brands when building an African-American marketing plan.
The Digital Black Consumer
Matthew Barnhill, executive vice president, corporate market research, BET, discussed the findings of a survey BET conducted to explore digital consumption and usage among African-Americans.
PepsiCo: Marketing to the New Mainstream
Simon Lowden, chief marketing officer, Pepsi Bottling Company, PepsiCo, Inc., Javier Farfan, senior director, cultural branding, PepsiCo, Inc., and Salvador Padron, cultural insights, PepsiCo, Inc., discussed how Pepsi is moving from multicultural marketing to cultural branding to target the new mainstream consumer.
PepsiCo: Marketing to the New Mainstream
Simon Lowden, chief marketing officer, Pepsi Bottling Company, PepsiCo, Inc., Javier Farfan, senior director, cultural branding, PepsiCo, Inc., and Salvador Padron, cultural insights, PepsiCo, Inc., discussed how Pepsi is moving from multicultural marketing to cultural branding to target the new mainstream consumer.
PepsiCo: Marketing to the New Mainstream
Simon Lowden, chief marketing officer, Pepsi Bottling Company, PepsiCo, Inc., Javier Farfan, senior director, cultural branding, PepsiCo, Inc., and Salvador Padron, cultural insights, PepsiCo, Inc., discussed how Pepsi is moving from multicultural marketing to cultural branding to target the new mainstream consumer.
Google: Five Truths of the African-American Consumer
This 2011 research report from Google and GlobalHue outlines five digital truths about African-American consumers in the U.S.
McDonald’s: The McCafe Experience
Rob Jackson, U.S. marketing director, African-American consumer market, McDonald's Corporation, and Bianca Bradford, account director, Burrell Communications Group, discussed the launch of the McCafe for McDonald’s.
Nielsen: The State of the African-American Consumer
The Nielsen Company provides an overview of the African-American consumer market segment, including demographic characteristics and in-depth insights on buying and viewing behaviors.
MillerCoors: A Commercial Mindset
Alpesh Patel, vice president, multicultural marketing, MillerCoors LLC, discussed how MillerCoors has grown Hispanic and African-American sales and volume share more than two times as fast as overall growth through a commercially minded and insights-driven approach.
P&G: Getting Multicultural Right—From Strategy to Execution
Ida Liz Chacón, senior marketing manager, ethnic center of expertise, The Procter & Gamble Company, and Graciela Eleta, senior vice president, brand solutions, Univision Communications, Inc., presented best practices and case study examples from their six-step roadmap for brand activation in the multicultural space.
P&G: Getting Multicultural Right—From Strategy to Execution
Ida Liz Chacón, senior marketing manager, ethnic center of expertise, The Procter & Gamble Company, and Graciela Eleta, senior vice president, brand solutions, Univision Communications, Inc., presented best practices and case study examples from their six-step roadmap for brand activation in the multicultural space.
Time Warner: Leveraging Diversity as a Key to Business Growth
Lisa Garcia Quiroz, senior vice president, corporate responsibility and chief diversity officer, Time Warner Inc., discussed the company's plans to make diversity a strategic business imperative and capture growth in multicultural markets.
Yahoo!: Ethnicity in the Digital Age
Edwin Wong, director, B-to-B strategic research and insights Yahoo! Inc., presented essential statistics for understanding the changing face of America and establishing best practices in multicultural marketing.
Yahoo!: Ethnicity in the Digital Age
Edwin Wong, director, B-to-B strategic research and insights Yahoo! Inc., presented essential statistics for understanding the changing face of America and establishing best practices in multicultural marketing.
A Brand Executive’s Perspective: Commitment to Multicultural Marketing
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.
A Brand Executive’s Perspective: Commitment to Multicultural Marketing
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.
A Brand Executive’s Perspective: Commitment to Multicultural Marketing
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.
Bob Liodice's Opening Remarks
ANA's Bob Liodice makes his opening remarks at the 2011 Multicultural Marketing & Diversity Conference.
