Multicultural Marketing & Diversity

Networking Breakfast: (9:00 - 9:30)
Welcome & Agenda Review: Gilbert Davila (9:30 - 9:45)

I. UNIVERSAL MUSIC GROUP WELCOME (9:45-10:00PST)
Gustavo Lopez, Executive Vice President, Brand Partnerships - Universal Music Group will welcome the committee and provide a quick overview of what's new in music and how brands can best utilize music to create brand identity and recall.

Speaker:
Gustavo Lopez, Executive Vice President, Brand Partnerships - Universal Music Group

II. NUVO TV: THE BI-LINGUAL, BI-CULTURAL LATINO (10:00-10:45PST)
Latinos in America- Trends. The Hispanic market landscape continues to evolve and change. 2010 U.S. Census results indicated the already known. More and more bi-cultural Hispanics are influencing U.S. market buying behavior. These consumers are looking for content that is culturally relevant and non-language dependent. In this session, Craig Geller, SVP of Ad Sales - NuvoTV will highlight key research supporting the need to engage the Bi-Cultural Latino.

Speaker:
Craig Geller, SVP Ad Sales- Nuvo TV


III. ASIAN MARKETING BEST PRACTICES (11:00-12:00PST)
In this session, Nita Song, President, COO - IW Group will discuss the nuances of the Asian customer, what motivates them to choose a certain brand over another, how to communicate in the right way to acquire the Asian customer and the best way to keep them. She will share case studies that demonstrate best in class Asian advertising and provide key takeaways to utilize to make your next Asian campaign as successful as possible.

Speaker:
Nita Song, President, COO - IW Group


IV. MEMBER ROUNDTABLE DISCUSSION(WORKING LUNCH): GETTING BUY-IN FOR MULTICULTURAL MARKETING FROM SENIOR MANAGEMENT (12:00-1:00PST)
Even as multicultural markets are growing and research shows these segments will provide significant growth for brands and companies, there is still some resistance in providing the budgets and support necessary to create effective multicultural marketing campaigns. This discussion will focus on best practices for getting senior leadership buy-in for multicultural marketing support.

Facilitator:
Gilbert Davila, Chair - ANA Multicultural Marketing & Diversity Committee

V. DISNEYLAND DESTINATIONS: THREE KINGS DAY CASE STUDY (1:00-2:00PST)
For the first time, The Holiday Season at the Disneyland Resort included the Three Kings Day holiday, providing a unique and culturally relevant offering to the Hispanic segment. The Three Kings Day Celebration at Disneyland Park offered a new learning and entertainment experience that celebrated the richness of our nation's culture and specifically embraced a holiday that is culturally relevant to one of the largest populations in Southern California but could be enjoyed by all.

Speaker:
Sheldon Duncan, Manager, Marketing Strategy - Disney Destinations


VI. MULTICULTURAL MARKETING & DIVERSITY ISSUES (2:00-2:30PM)
This session will be an open forum to discuss topics of interest to pursue for the next committee meeting.