Multicultural & Niche Marketing
Kraft: Winning Hearts/Growing Brands
Graciela Eleta, senior vice president of brand solutions at Univision Communications, and Howard Friedman, senior vice president, marketing, cheese at Kraft Foods Global Inc., discussed strategies for marketing in a multicultural nation by offering key principles for success in developing a total market strategy and how Kraft is leveraging insights to consistently engage with Hispanic moms in a meaningful and authentic way.
Final Say: Boomers Coming of Age
The baby boomer generation is redefining what it means to be retired. As the first baby boomers inch closer to turning 65, it’s important for brands to understand how they differ from generations past.
The Evolution of Music Retail
Alicia Gomez, director, premium sales and new media, Universal Music Enterprises, provided an overview of the current state of music retail marketing in this presentation.
The Hispanic Shopper: Where Commerce and Culture Collide
Liz Arreaga, Partner, Mercury Mambo, and Becky Arreaga, Partner, Mercury Mambo, shared the results of a study they conducted on unacculturated Hispanic shoppers.
How SUBWAY Uses Music Events to Drive Relevance, Store Traffic, and Sales
Representatives from SUBWAY and Univision Radio discussed an ongoing partnership between the two organizations, which has allowed SUBWAY to better connect with Hispanic consumers.
Introduction to Innerscope Research
Dr. Carl Marci, CEO and co-founder, Innerscope Research, Millie Carrasquillo, senior vice president of research, Telemundo, and Andrea Mulligan, consumer insights, Campbell Soup Company, outlined the principles and processes for how biometric research can measure the emotional engagement and impact of multicultural advertising.
Creating a Seat at the Table
Steve Cannon, vice president, marketing, Mercedes-Benz USA, discussed how Mercedes-Benz formed two online customer advisory councils and the impact that those groups have had on the brand.
The Transformation of America: Playing to Win in a Multicultural Nation
Graciela Eleta, senior VP, brand solutions at Univision Communications, demonstrated how Unilever leverages multicultural insights to build billion-dollar brands.
Marketing Accountability Starts with Media Buying
Manish Bhatt, vice president, MetLife, Jeff Milgroom, general manager, Nielsen, and Scott Simony, account executive, Google, discussed how direct marketing principles can be applied to TV advertising.
Content Drives Advertising ROI
Pat Gentile, general manager, Procter & Gamble productions, The Procter & Gamble Company and co-chair, Alliance for Family Entertainment, discussed how marketers can gain greater advertising ROI and significantly increase the impact of their advertising by maximizing the value of appropriate content.
Telemundo: Discovering What Latinas Want
Jennifer Getson, vice president of audience research, Telemundo, shared the findings of a study on Latina consumers conducted by Telemundo and Meredith Hispanic Ventures.
Tapping the Asian Market-Farmers Insurance Case Study
Luisa Acosta-Franco, VP of multicultural, Farmers Insurance, discussed how the brand succeeded in connecting with Asian consumers.
Latino Heritage Identity Initiative-Beyond Demographics
Esther Franklin, executive vice president/director, cultural identities, SMG Multicultural, Starcom MediaVest Group, discussed different identities within the Hispanic-American community.
New Revenue Streams in Your Own Backyard
Engelina Jaspers, vice president, corporate marketing for the Americas Region of the Hewlett-Packard Company, discussed how her organization is looking at multicultural markets to expand its reach in the U.S. Just as the composition of the U.S. population is undergoing profound change, HP believes today's marketers must also undergo changes to their marketing mindsets and practices to generate incremental revenue and brand equity for their companies.
Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation
David R. Morse, president and chief executive officer of New American Dimensions, LLC, discussed reasons for bringing multicultural marketing and diversity to the foreground and presented eight rules for marketing to multicultural audiences.
CNN's Black in America/Latino in America
A panel of industry experts shared their insights on CNN's series focusing on race in America and discussed what lessons the series might hold for marketers.
10 Multicultural Issues in 50 Minutes
Industry experts discussed a range of issues in multicultural marketing including internal marketing, organizational structures, advertising in Spanish, and Obama's impact on multicultural marketing.
ANA Member Q&A: Up Close And Personal
This article explores why Dentyne's campaign, targeting Hispanics in the 18-34 age category, has been such a success.
Final Say: Advice to Ponder in 2009
Kick off 2009 with these timeless insights from marketers at Hewlett-Packard, MasterCard Worldwide, Liberty Mutual Group, and Nestlé USA.
Multicultural Marketing: A Step in the Right Direction
In this article Marketers at Wal-Mart, McDonald's, International Speedway, and MasterCard react to new ANA research and describe their efforts to reach and engage multicultural consumers.
