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NBCUniversal/Telemundo: How the Hispanic Community Shapes Trends

In this session, Patricia Buchanan, Director of Business Development – NBCUniversal/Telemundo, discussed the unique market demographics that make Los Angeles what it is today from on-the-air to the digital landscape to grassroots reach.

Multicultural Marketing and Diversity

This Insight Brief explores best practices in internal organization and strategy for marketing to a diverse population. Learn how brands like Coca-Cola, the NBA, and Honda Civic are reaching multicultural consumers, including the important Millennial target.

NBA Inspires and Connects with the Total Market

The NBA described its total market approach and offered five tips for executing total market successfully.

NBA Inspires and Connects with the Total Market

In this video, the NBA described its total market approach and offered five tips for executing total market successfully.

The Next Chapter in Walmart’s Multicultural Journey

Walmart shared how, through a collaborative total market approach to advertising, it was able to increase business in the general market while simultaneously engaging multicultural consumers on an emotional level.

Verizon FiOS 2014 Lunar New Year Event Activation

Verizon leveraged experiential tactics to reach Asian-Americans during New Year celebrations in key markets.

Verizon Wireless Lunar New Year

A Verizon Wireless campaign targeted first-generation Asian-Americans in specific U.S. markets.

Victory Horse

Godiva drove brand preference among affluent Asian-American consumers with a campaign promoting a limited edition product.

Autumn Moon Festival

AT&T’s Autumn Moon Festival activations were designed to reach Asian consumers through culturally-relevant experiences while integrating AT&T’s products and services. The activity successfully increased 1:1 engagements of AT&T’s Autumn Moon Festival activations.

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.

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.

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.

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.

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.

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.

L’Oreal: The Truth About Beauty

Erica Bowen, vice president, marketing, L’Oreal, Laura Simpson, senior vice president, global director, McCann Truth Central, and Patricia Shibata, vice president, multicultural, McCann New York, shared insights from McCann’s recent global study “The Truth About Beauty,” as well as discussed what really matters to beauty consumers today and tomorrow — with emphasis on the Hispanic, African American and Asian segments.

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