(IN-PERSON) Multicultural & Inclusive Marketing Committee, Hosted by Pernod Ricard USA

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Agenda

PLEASE NOTE THIS EVENT IS IN-PERSON ONLY, IN NYC

Culture as a Growth Engine

This Multicultural & Inclusive Marketing Committee Meeting, hosted by Pernod Ricard USA will explore how leading brands are leveraging culture not just as a lens for representation, but as a true engine for growth. Today’s most effective marketers are embedding cultural intelligence into their strategies to drive deeper relevance, stronger consumer connection, and measurable business impact. Featuring case studies from Pernod Ricard, L'Oréal, Major League Soccer and Red Bull, this committee meeting will highlight how brands are translating cultural insight into breakthrough campaigns and experiences that resonate with diverse audiences. Join us to gain actionable frameworks, fresh inspiration and peer perspectives to help operationalize multicultural and inclusive marketing as a driver of sustained growth within your own organizations.

9:00 AM – 9:15 AM | Networking Breakfast

Martell is transforming game night and mahjong into cultural touchpoints that extend beyond seasonal moments. This session will share how the brand embeds itself authentically into modern social rituals, creating experiences that deepen relevance, foster connection, and drive growth.

How do you build lasting relevance with one of the most passionate and culturally rooted fan bases in the world? Gloria Molina will share how MLS approaches marketing the Mexican National Team in the U.S. through a deep understanding of culture, identity, and fandom, exploring the strategy behind the Somos Locales platform and its evolution across multiple World Cup cycles. The campaign spans matchday experiences, content, and creative to authentically engage U.S. Hispanic audiences at the intersection of culture and community.

10:45 AM – 11:00 AM | Networking Break

Maybelline New York’s Face the Difference campaign made history as the largest Asian Pacific beauty campaign ever, featuring 40 AANHPI changemakers paired with their Fit Me Foundation shade. A 2025 ANA Multicultural and Inclusive Marketing Excellence Awards Silver Winner in the Asian Marketing category, the campaign used creator-led storytelling, branded content, and experiential activations to amplify visibility, foster cultural resonance, and build a sense of belonging. Learn how culturally authentic insights can strengthen brand relevance and deepen connections with diverse audiences.

11:35 AM – 12:00 PM | A First Look at the ANA's Multicultural Marketing Benchmarking Study
Elliot Lum | EVP, Community & Growth | ANA

Get an exclusive first look at the ANA’s Multicultural Marketing Benchmarking Study, designed to better understand how organizations are structuring, resourcing, and advancing their multicultural marketing efforts. This engaging, interactive session will begin with a preview of early themes and directional insights, followed by a peer discussion to unpack what these findings mean in practice.

12:15 PM – 1:00 PM | Lunch

Bridging the Gap: Faculty–Industry Roundtable on Preparing the Next Generation of Marketers

Hosted over drinks, we’ll close the day with a salon-style reception bringing together industry leaders and academic voices for a thoughtful dialogue on the day’s key themes. Building on perspectives shared by today's speakers, the discussion will explore how AI and culture driven marketing can translate into structured learning and future ready curriculum.

ANA Committee Member Testimonial - The Hershey Company

"I have been involved for many years with ANA committees since I started to work in the Marketing Finance and Procurement space. The value has been a great return on my time invested. I have significantly broadened my best practice network with top brands and advertisers. In addition, the content of the committee meetings combined with conferences, webinars, and the use of the marketing knowledge center has enabled me to be a true partner with our marketing teams and bring significant value add to my company."
Sherry Ulsh, Director of Indirect Procurement, The Hershey Company