“Road to the ANA Multicultural Marketing and Diversity Conference…” with Gilbert Davila

October 29, 2015

By Gilbert Dávila, chair of ANA Multicultural Marketing and Diversity Committee

As the cool winds of winter begin to emanate in November throughout the U.S., one important event comes to mind — the ANA Multicultural Marketing and Diversity Conference, taking place at the Fontainebleau Hotel in sunny Miami Beach on November 8-10. 

For the last 15 years, I have had the honor of hosting this industry-leading conference that brings the top executives of Corporate America to address the most pressing topics, and present case studies and best practices in Multicultural Marketing today.

As we approach our historic 17th annual ANA Conference, we had an opportunity to chat with one of our top speakers at the conference, Georgina Flores, vice president of Integrated Marketing Communications at Allstate Insurance Co.

Here are Georgina’s thoughts regarding Multicultural Marketing and the upcoming conference. 

  1. What is your experience with the ANA’s multicultural marketing and diversity efforts?
    I have had responsibility for Allstate’s multicultural marketing since 2007 and attended my first ANA MC Conference in 2007. I joined the ANA Multicultural MC committee that same year. I was a keynote speaker at the conference in 2008. I have also served as a panelist at the conference in the past.

  2. What are you speaking about at the 2015 ANA Multicultural Marketing and Diversity Conference?
    I will talk about how the Allstate brand has flipped its approach to think and act “social first” to reach and engage Multicultural and LGBT customer segments in a category that still relies heavily on off-line advertising. I will also touch on how we have organically integrated the brand in the lives of consumers by delivering a seamless brand experience that combines offline and online media with experiential programs.

  3. What do you see in the future for multicultural marketing?
    As U.S. consumers become more diverse and media more fragmented, I see a future where — in mass reach advertising and other vehicles — messaging looks and feels more representative of a diverse marketplace, but contains fewer targeted cultural insights. Then, in digital/mobile environments and other media of the future, where messages must be personalized to be effective, the need for deep cultural insights, use of language and relevant execution will be vital to connect one-to-one with individual consumers.

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