Asian American Market

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How Hollywood Connects with Multicultural Audiences

John Gibson, special assistant to the chairman and CEO for diversity at the Motion Picture Association of America, Fabian Castro, vice president of multicultural marketing at Universal Pictures, and Rick Ramirez, SVP of targeted marketing at Warner Bros. Studios, shared recent advertising insights and experiences used to connect with their respective multicultural audiences.

How Hollywood Connects with Multicultural Audiences

In this video, a panel of studio marketing executives shared recent advertising insights and experiences used to connect with their respective multicultural audiences.

Total Market from Idea to Execution

ANA multicultural marketing and diversity committee chair Gilbert Dávila moderated a discussion featuring client-side marketers from Coca-Cola, Walmart, and General Mills about the key elements to success with a total market strategy.

McDonald’s Leads with Ethnic Insights

Marlena Peleo-Lazar, chief creative officer at McDonald’s Corporation, shared how it has continued to be a leader in multicultural advertising by using culturally relevant insights to inform its marketing plans.

Multicultural Marketing

Take a deep dive into the debate between cross-cultural and multicultural marketing in this ANA Insight Brief. Learn the secrets to more effective multicultural marketing from leaders such as AT&T, Heineken, and L’Oreal.

Higher WOM Rates Among Minorities in the U.S.

Minority groups are more likely to have conversations about brands and use technology tools to facilitate those conversations than the general public, according to The Keller Fay Group.

Killerspin Revolutionizes Table Tennis through Innovation

Robert Blackwell, CEO of Killerspin, discussed how Killerspin revolutionized the table tennis industry, and drove business results through innovative products, content, and strategic partnerships.

Killerspin Revolutionizes Table Tennis through Innovation

Robert Blackwell, CEO of Killerspin, discussed how Killerspin revolutionized the table tennis industry, and drove business results through innovative products, content, and strategic partnerships.

Marketing to Asian-Americans

Asian-Americans are one of the most prosperous and fastest-growing groups in the U.S. Here’s how — and why — more marketers should consider using mail to reach them.

The Color of Change

As multicultural consumers continue to reshape the marketing landscape, how can brands harness the power of direct mail to reach them? A panel of marketers discusses the multicultural market.

Nielsen: State of the Asian American Consumer

This Q3 2012 report from Nielsen provides insights to marketers on the growth opportunity available to businesses via the Asian American consumer base.

Multicultural Agency Search

Bill Duggan, group executive vice president, ANA, led a panel discussion with leaders from multicultural agencies representing the Hispanic, African-American, and Asian categories to address the sensitivities of multicultural agency search.

Asian Americans: A Consumer Segment You Can't Ignore

Sharmila M. Fowler, senior client advisor, Geoscape, and Thomas Tseng, principal and co-founder, New American Dimensions, LLC, discussed why and how to reach Asian consumers.

Asian Americans: A Consumer Segment You Can't Ignore

Sharmila M. Fowler, senior client advisor, Geoscape, and Thomas Tseng, principal and co-founder, New American Dimensions, LLC, discussed why and how to reach Asian consumers.

Asian Americans: A Consumer Segment You Can't Ignore

Sharmila M. Fowler, senior client advisor, Geoscape, and Thomas Tseng, principal and co-founder, New American Dimensions, LLC, discussed why and how to reach Asian consumers.

Asian Marketing Best Practices

Nita Song, president, COO, IW Group, discussed the nuances of the Asian market, how to acquire the Asian customer, and the best way to keep them.

Asian Marketing Best Practices

Nita Song, president, COO, IW Group, discussed the nuances of the Asian market, how to acquire the Asian customer, and the best way to keep them.

Marketing to Asian-American Consumers: An Untapped Opportunity

This ANA Insight Brief explores the reasons why more marketers have not reached out to the Asian-American community, as well as best practices for doing so and the challenges that marketers may face along the way. Case studies from the California Department of Public Health, as well as ANA members, Verizon Wireless and Farmers Insurance, are shared.

Verizon Wireless Case Study: Lunar New Year

Andrea Kimmet, director, Multicultural Marketing, Verizon Wireless Inc., discussed Verizon Wireless’ efforts to reach Asian-American consumers through the brand’s Lunar New Year campaign.

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.

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