2009 ANA Multicultural Marketing & Diversity Conference

SUNDAY, OCTOBER 4

CULTURAL IMMERSION EXPERIENCE
A Visit to a Supermercado (Hispanic) Ranch Market
(1-5 PM)

ANA members are invited to participate in an extraordinary cultural immersion and networking experience. This group will get a behind-the-curtains look at the Supermercado de Ranch Market and learn about its development. The afternoon will start with lunch at Tradiciones Restaurant, which is adjacent to the market. After lunch there will be a discussion of Ranch Market’s strategy and a supplier overview. The trip will conclude with a scavenger hunt that will enable participants to learn firsthand about all the special and exciting products featured at the Supermercado de Ranch Market.

Registration for this event is open on a first-come, first-served basis to ANA members only.                                                                                                                                    

The 2009 ADCOLOR® Awards Wine Reception

The 2009 ADCOLOR® Awards
The marketing, advertising, and media industries' premier celebration of diverse talent will be hosted by award-winning CNN reporter Soledad O'Brien. Hispanic media mogul Cristina Saralegui has been named the 2009 ADCOLOR® Awards All-Star Honoree.

MONDAY, OCTOBER 5

Breakfast Sponsored by ESSENCE Magazine

MEDIA/ENTERTAINMENT ATTITUDES AND BEHAVIORS OF AFRICAN AMERICANS
The Time Warner multicultural media and entertainment study provides a comprehensive look at the media and entertainment attitudes and behaviors of African-American, Hispanic, and general market adults. Commissioned through Cheskin Added Value, the study consists of robust quantitative research and insightful in-home ethnographies. The quantitative analysis includes attitudinal segmentation of the total sample, identifying those segments having multicultural orientation. This session will focus on the African-American market and include key findings from the study on how these consumers engage with media and entertainment properties, platforms, and brands.

Michelle Ebanks
President
Essence Communications, Inc.
                                                                                                                                   

Welcome
Bob Liodice
President and Chief Executive Officer
ANA 
                                                                                                                                   

MULTICULTURAL MARKETING AT THE CORE
Western Union is an industry leader in global money transfer services, operating through a network of more than 379,000 agent locations in 200 countries and territories. Western Union recently launched its first unified global brand campaign, targeting the 200 million "international migrant" consumers—those consumers living outside their country of origin. Unlike most other advertisers, multicultural marketing is at the core for Western Union, rather than being an add-on or niche.  Some have even called Western Union, "the best multicultural marketing company in the world." In this session, Western Union's chief marketing officer will share best practices behind the company's multicultural marketing success.

View Presentation

Gail Galuppo
Executive Vice President, Chief Marketing Officer
The Western Union Company 

Q&A Session
Gilbert Dávila
Vice President, Global Diversity and Multicultural Market Development
The Walt Disney Company
Chair, ANA Multicultural Marketing & Diversity Committee 
                                                                                                                                   

CNN’S BLACK IN AMERICA/LATINO IN AMERICA
CNN’s groundbreaking news documentary series Black in America debuted in July 2008 followed by Black in America 2 in July 2009, both hosted by Soledad O’Brien. The series focuses on the culture of the black community and the issues they face. This year’s program spotlights “today’s pioneers” and “tomorrow’s leaders”—African-American men and women who are making remarkable efforts to provide solutions to the problems of American life. The series has sparked much dialogue and viral debate in the media, on talk radio, online, in churches, and in homes. In October 2009 Latino In America will debut, focusing on the U.S. Hispanic community and itsunique issues, also hosted by Ms. O’Brien. The core team behind these series will share their insights—including key observations and lessons for the marketing community.

Opening Remarks
Soledad O'Brien
Anchor and Special Correspondent
CNN

Moderator
Johnita Due
Assistant General Counsel, Diversity Council Chair
CNN

Panelists
Lucia Ballas-Traynor
Publisher
People en Espanol

Angela Burt-Murray
Editor-in-Chief
ESSENCE

Cliff Franklin
President and Chief Executive Officer
FUSE

Scot Safon
Executive Vice President and Chief Marketing Officer
CNN Worldwide

Crystal Worthem
Multicultural Marketing Manager
Ford Motor Co. 
                                                                                                                                   

DRIVING SUPERIOR BUSINESS RESULTS THROUGH DIVERSITY
Johnson & Johnson, a leader in global diversity and inclusion, will share its unique perspective on diversity management. J&J understands and embraces the fact that the diversity of its employees provides different perspectives, thoughts, skills, backgrounds, and experiences. As a result, that promotes the exchange of ideas, encourages collaboration, sparks innovation, and drives bottom-line business results.

Anthony Carter
Vice President, Global Diversity & Inclusion, Chief Diversity Officer
Johnson & Johnson 

Q&A Session
Gilbert Dávila
Vice President, Global Diversity and Multicultural Market Development
The Walt Disney Company
Chair, ANA Multicultural Marketing & Diversity Committee 
                                                                                                                                   

NEW REVENUE STREAMS IN YOUR OWN BACKYARD
As companies look far and wide, and oftentimes abroad, for new sources of customers and revenue, they may be overlooking their own home turf. Three years ago Hewlett-Packard discovered it was underpenetrating and underserving the U.S. multicultural consumer in its general market efforts, missing literally millions of prospective buyers for HP products and services.  This led HP to engage in a new dialogue with the emerging multicultural consumer and small business, unleashing lucrative sources of new revenue. In this session HP will share a number of its customer outreach experiences, including the launch of an internal Learning Center as well as insight on aligning multiple audience touch points across the company, quantifying the business case, and building targeted campaigns resulting in nearly 85 percent uplifts in measurable sales. Just as the composition of the U.S. population is undergoing profound change, HP believes today's marketers must also undergo profound changes to their marketing mindset and practices to generate incremental revenue and brand equity for their companies.

View Presentation

Engelina Jaspers
Vice President, Corporate Marketing, Americas
Hewlett-Packard Company

Q&A Session
Shepard Kramer
Senior Director, Committees and Conferences
ANA
                                                                                                                                   

Luncheon Sponsored by Cabletelevision Advertising Bureau 

CRACKING THE CODE ON THE URBAN MARKET
Erin Patton, renowned brand management consultant and urban market thought leader, will share exclusive insights on ways to effectively reach today's urban consumers. The presentation will include a discussion of his breakthrough 7 Ciphers urban consumer segmentation framework, hailed by marketers across the country. He will also explore the nuanced cause-and-effect relationship between the multicultural hip-hop generation and mainstream consumer behavior as it has evolved into a mature market segment. Discover how this often-misunderstood audience builds brands, drives profitability and holds the key to both Madison Avenue and corporate America's innovation and media consumption dilemmas in the digital age. Author of Under the Influence: Tracing the Hip-Hop Generation's Impact on Brands, Sports & Pop Culture, Mr. Patton's presentation should not to be missed!

Opening Greetings
Cynthia Perkins-Roberts
Vice President, Multicultural Marketing & Business Development
Cabletelevision Advertising Bureau

Speaker
Erin Patton
Founder & Principal
The Mastermind Group
                                                                                                                                   

General Session continued

TOP LESSONS FROM LEADERS IN ASIAN MARKETING
This panel of Asian marketing leaders will cover a range of important  issues/questions, including: the catalyst for initially entering the market(s), justifying the case internally to senior management; investment levels required for proper support; unique insights; metrics/ROI; learning from mistakes; and best practices.  Also, given the current environment of rapid Hispanic population growth and the country's first African-American president, the panel will discuss how the profile of Asian marketing could be raised.

Moderator
Nita Song
President and Chief Operating Officer
IW Group, Inc. 
President, 3AF

Panelists
Wanda Austin-Wingood
Senior Marketing Manager
Walmart Stores, Inc. 

Vivian Chen
Manager, US Marketing
McDonald’s Corporation

Richard Hong
Vice President, Global Brand and Marketing
MetLife, Inc. 

Isaac Mizrahi
Vice President, Managing Director
Alma DDB

Luis Sahagun
Manager, Multicultural Marketing and Advertising
Farmers Insurance Group, Inc. 
                                                                                                                                   

HAMMERTIME & SOCIAL MEDIA
MC Hammer is a legendary icon in pop culture—he is a multi-platinum selling rapper, entertainer, and dancer and is currently executive producer of  his own reality show called Hammertime on the A&E Network.  Hammer is also a big fan of social media and was an early adaptor of Twitter, calling it "a game changer for me."  Hammer uses Twitter to build his brand and develop relationships in a personal way and has over a million followers.  Social media has even been integrated into the Hammertime series and its Web site.  Marketers can learn valuable lessons from MC Hammer on the use of social media.  Follow him at www.twitter.com/MCHammer. 

Q&A Session
Gilbert Dávila
Vice President, Global Diversity and Multicultural Market Development
The Walt Disney Company
Chair, ANA Multicultural Marketing & Diversity Committee 
                                                                                                                                   

The ANA Multicultural Excellence Awards Pre-reception
Sponsored by Disney en Familia Magazine

The ANA Multicultural Excellence Awards Dinner
Co-sponsored by Arbitron and the Asian American Advertising Federation (3AF)
Celebrating the year's best multicultural advertising campaigns, the awards were created to raise awareness and exposure of the outstanding work being done in African-American, Asian, and Hispanic advertising.

Hosted by:
Susie Castillo
Miss USA 2003

TUESDAY, OCTOBER 6

Breakfast Sponsored by Azteca América  

Jorge Jaidar
General Manager, Azteca América Station Group
Azteca América

General Session

CREATING AN EMOTIONAL CONNECTION THROUGH MARKETING
JCPenney, one of America’s leading retailers, has long been a pioneer and leader in multicultural marketing. JCPenney understands that despite the economic climate, the key to long-lasting relationships is through establishing an emotional connection. Whether it is a local event or a national campaign, these connections are essential to building customer loyalty and driving long-term growth with their multicultural consumers. In this session JCPenney will share key learnings and insights into what creates and sustains these customer connections.

Ruby Anik
Senior Vice President, Brand Marketing
JCPenney

Q&A Session
Gilbert Dávila
Vice President, Global Diversity and Multicultural Market Development
The Walt Disney Company
Chair, ANA Multicultural Marketing & Diversity Committee 
                                                                                                                                   

INTEGRATING DIVERSITY MANAGEMENT AND MARKETING 
Caucasians are projected to make up less than 50 percent of the U.S. population by 2043. Meanwhile, events over the past year indicate that the tipping point towards a more inclusive, multicultural culture has already occurred. In order to harness the power of today’s “multiculturally influenced market,” corporations must not only have diverse employees—they must also have a culture that looks through the eyes of those diverse employees to think like their diverse customers. This highly strategic session will provide insights from two best practice companies—American Airlines and Verizon—that integrate diversity management and marketing.

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Moderator
Barbara Frankel
Senior Vice President, Executive Editor
DiversityInc

Panelists
Denise Lynn
Vice President, Diversity and Leadership Strategies
American Airlines

Magda Yrizarry
Vice President, Workplace Culture, Diversity and Compliance
Verizon Communications  
                                                                                                                                   

LESSONS FROM THE OBAMA CAMPAIGN: THE POWER OF THE PEOPLE
Barack Obama's historic presidential victory is a case study for the ages on the overall campaign communications strategy and its specific outreach to multicultural audiences.

The election taught marketers many lessons, including the fact that consumers are in control. We witnessed the power of online community, where supporters organized and communicated with each other.  There was a digital dialogue via a database of active donors in the form of personal emails and text messages. Throughout the campaign, there was a consistency of message, culminating in a roadblock 30-minute network television infomercial a week before the election, to finally drive the message home.  Multicultural voters responded.  African-American voter turnout increased significantly from the previous presidential election and overwhelmingly supported Mr. Obama.  Meanwhile, this was also the first time that the Hispanic vote helped determine a presidential election outcome.  While advertisers will never have the budgets similar to this campaign, there is a strategy that may be followed: Listen to your audience, engage them, and they will listen back.

Greg Pinelo
Partner, GMMB
Strategist, Obama for America

Q&A Session
Laurel Wentz
International and Multicultural Editor
Advertising Age
                                                                                                                                   

10 MULTICULTURAL ISSUES IN 50 MINUTES
This rapid-fire session will provide the opportunity to cover a range of the hottest and most-urgent issues of significance to multicultural marketers. Issues will be:

1. Multicultural Insights – new ways of developing insights.
2. Due to the increasing levels of acculturation, do marketers need to continue advertising in Spanish?
3. Obama & Marketing – what has changed, what has stayed the same a year later.
4. Internal Marketing – sensitizing internal teams, especially customer touch points, to multicultural issues.
5. Social Media.
6. Multicultural Marketing - organizational structure
7. Point-of-Sale – achieving the proper balance between English and in-language. Career Paths in Multicultural Marketing.
8. The “Disappearing Act” – multicultural budgets are almost always underfunded or the first cut; what can be done?
9. Incorporating Multicultural Perspective into General Market Advertising.
10. Census 2010 – its impact on marketers and agencies.

Moderator
Gilbert Dávila
Vice President, Global Diversity and Multicultural Market Development
The Walt Disney Company
Chair, ANA Multicultural Marketing & Diversity Committee

Panelists
Graciela Eleta
Senior Vice President, Brand Solutions
Univision Communications, Inc. 

Gisela Girard
President and Chief Operating Officer
Creative Civilization
Chair, AHAA

Kathryne G. Reeves
Vice President, Regional Marketing
Nationwide Insurance

Najoh Tita-Reid
Senior Vice President
GlobalHue 
                                                                                                                                   

12:30pm

Luncheon Sponsored by Yahoo!

DEMYSTIFYING DIGITAL MARKETING TO REACH US HISPANICS
With engagement at a greater level among online Hispanics when compared to the general market population, why does a digital divide exist between that of the marketer and the digital consumer? While U.S. marketers allocate approximately 10% of their marketing to reach sought after audiences online, US Hispanic digital spending counts for about 3% of the overall marketing mix. This luncheon, sponsored by Yahoo!, will aim to simplify the world of digital marketing to the Hispanic consumer. Several recently launched case studies will show how marketers are taking advantage of current digital trends including social networking and branded entertainment.

Adam Chandler
Executive Director, U.S. Sales, Partnerships & Emerging Markets
Yahoo! Inc.
                                                                                                                                   

Afternoon Workshops
There will be three consecutive 45-minute workshops. These workshops are intended to be interactive, with audience participation strongly encouraged.

THE IMPACT OF DIGITAL MEDIA
The digital media world is significantly impacting communications to multicultural consumers. This session will get the perspective from a panel of experts to provide insight on how marketers can best make use of digital communications—what's working, what's worth experimentation, and what's hype. We’ll cover specific media including mobile (which has much higher adoption rates among multicultural marketers than the general market), social networking (usage by multicultural consumers has taken off dramatically), in-language Web sites (if you’re serious about reaching Hispanics, you must build a Spanish-language web site) and more.

View Presentation

Moderator
Marla Skiko
Senior Vice President, Director of Digital Innovation
Starcom MediaVest Group Multicultural

Panelists
Tamara Barber
Data Analyst
Forrester Research, Inc.

Touré Claiborne
Director, Integrated Marketing Communications
Allstate Insurance Company 

Ana Grace
Site Manager
Best Buy
                                                                                                                                   

BUILD BRAND LOYALTY AND BOTTOM LINE GROWTH THROUGH MULTICULTURAL INTELLIGENCE
Is marketing to African Americans still necessary since the election of President Barack Obama? As Hispanic and Asian immigrants acculturate, should they be marketed to in English or in the language of their countries of origin? Is supporting the GLBT community too risky for large corporations? How does one navigate the fine line between humor and ethnic stereotyping? In this video-packed presentation from the author of the book Multicultural Intelligence: Eight Make-Or-Break Rules for Marketing to Race, Ethnicity and Sexual Orientation you will learn that instead of getting pushed to the background, multicultural marketing and diversity topics need to become more sophisticated and take their rightful place--front and center. This presentation will explore how including the appropriate cultural cues in advertising and corporate policy can build brand loyalty that will in turn pay huge bottom-line dividends.

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David R. Morse
President and Chief Executive Officer 
New American Dimensions
                                                                                                                                     

BIG CHANGES AHEAD WITH THE 2010 CENSUS - BE PREPARED, NOT SURPRISED
Multicultural marketers rely on the census to confirm the efficiency and effectiveness of their efforts. With the 2010 census just months away, major changes are in store. The new federal definitions of race and ethnicity and their impact on multicultural marketing will be reviewed. For the first time, the census will not have a long form. This signifies a major shift: census information will now be collected and updated every year by the American Community Survey (ACS). We’ll take a look at the advantages and limitations of ACS data, past census counts by race and ethnicity as well as the scheduled release of new census data. For those transitioning to this new data resource, this session will provide valuable tips.

View Presentation

Ken Hodges
Chief Demographer
Nielsen Claritas