“Road to the ANA Multicultural Marketing and Diversity Conference…” with Janine Martella

November 2, 2015

By Janine Martella, director of committees and conferences at ANA

The 17th annual ANA Multicultural Marketing and Diversity Conference is just around the corner on November 8-10 in Miami, and I can’t wait! I had such a wonderful experience last year, meeting so many marketing leaders from top brands and connecting with them ever since. This is the only multicultural event that features the client-side perspective on the agenda and that’s why so many senior level client-side marketers attend.

I’ve been involved in the ANA Multicultural Marketing and Diversity efforts for over a year-and-a-half now. During this time, I’ve seen so many great presentations and met the best in the business. I’ve had the great pleasure of meeting Laston Charriez, senior vice president of Americas marketing, product and market development at Western Union and a leader in multicultural marketing.  

I recently had an opportunity to catch up with Laston, who is speaking at the conference. Here are Laston’s thoughts regarding Multicultural Marketing and the upcoming conference. 

  • What is your experience with the ANA’s multicultural marketing and diversity efforts?  
    I’ve been a member of ANA since 2000 and a member rep for three different companies since 2004. The ANA multicultural initiatives have given a voice to emerging, majority marketing efforts, and have created awareness of the needs of underserved communities.

  • What are you speaking about at the 2015 ANA Multicultural Marketing and Diversity Conference? 
    How to reach consumers when and where receptive… to breakthrough through the clutter.

  • What do you see in the future for multicultural marketing? 
    More and more, it is becoming a Total Market approach and that is because emerging majorities are changing the Total Market. For example, AHAA recently sent out a report which stated that: Hispanics represent 17 percent of the population and $1.5 trillion of the buying power; Upscale Latinos account for 40 percent of the Hispanic buying power and fuel growth in the mid-market department stores, prestige cosmetics and casual dining… and Hispanics account for 70 percent of the millennial growth – and these Hispanic millennials are at the heart of today’s digital explosion and content creation that is changing the face of the industry.

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