Insights and Highlights from the ANA Multicultural Marketing & Diversity Conference

November 7, 2012

By Bill Duggan

The ANA Multicultural Marketing & Diversity Conference took place last week in Miami, attended by 600+. The following provides insights and highlights from the conference. 

  • “The United States is the most demographically diverse nation on the planet,” per Burrell’s Fay Ferguson (who credits the quote to Faith Ruffins, curator for the Smithsonian American Museum of History). In May it was widely reported that for the first time, racial and ethnic minorities now make up more than half the children born in the U.S.
  • “If you’re not already there (i.e., multicultural marketing), you are already behind,” said Fred Diaz, president and CEO, Ram Truck Brand Chrysler and group president and CEO, Chrysler de Mexico.
  • Brad Davidson, president of Kellogg North America: “The Hispanic business opportunity is undeniable. Kellogg has integrated Hispanic into every step of our business planning process. The hope at Kellogg is that Hispanic marketing evolves from specialty skill to an integrated capability that marketers possess and becomes part of how they think holistically and completely about the business.”
  • “One hundred percent of growth in retail and for Walmart will come from multicultural customers. Walmart’s dollars for multicultural marketing will grow at least 100 percent over the next year.” That was from Walmart’s Tony Rogers, SVP, brand marketing & advertising and Greg Warren, vp, creative marketing.
  • Niloufar Molavi, PwC’s vice chair: “Diversity is not a philanthropic pursuit. It’s all about smart business. The main benefit of diversity is innovation. When people with different points of view, different perspectives, and different experiences come together, that drives innovation.”
  • “We have found through some initial marketing mix modeling that Hispanic media has a higher ROI than traditional consumer media — two to three times in some cases,” says Maureen Brekka, SVP marketing, North America at Brown-Forman.
  • The two presidents of ANA member companies (Fred Diaz and Brad Davidson) also spoke about the importance of executive leadership and mobile.
    • “A company definitely needs an executive champion. Take that role on yourself,”  Fred Diaz. “Blunt action from the top of the organization is often required to drive multicultural marketing,” – Brad Davidson.
    • “We need to find ways to win better in mobile,”  Brad Davidson. “Hispanics have the highest smart phone adaption rates, hence mobile is critical,”  Fred Diaz.

 It was a great conference  we learned so much!

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