Multicultural Marketing & Diversity
|Begins:||Thursday, June 20, 2013 at 9:00am|
|Ends:||Thursday, June 20, 2013 at 2:30pm|
708 Third Avenue (Btwn E 44th & E 45th Streets)
New York, NY 10017
Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)
I. DUNKIN' BRANDS MULTICULTURAL INCLUSION MODEL (9:45-10:40AM)
Understanding how America's face is changing to a more diverse profile nationwide, Dunkin has spearheaded the effort to embed a multicultural inclusion model throughout the entire marketing organization, and not focus solely on the multicultural marketing department. They have crafted a strategic 360-degree campaign to drive product visibility and gain competitive advantage. In the last ten months, Dunkin has increased its commitment and focus on the various multicultural groups – with an initial focus on Hispanic – in order to generate incremental sales and revenue across the board.
Xavier Turpin, Director, Multicultural Marketing, Dunkin' Brands Inc.
II. PEPSICO'S TOTAL MARKET APPROACH (10:45-11:50AM)
The total market approach moves multicultural marketing beyond silos to a more holistic, integrated cross functional teams that are accountable for brand portfolio growth. It requires a new way of thinking and working with agency and media partners to create marketing campaigns that resonate with today's increasing multicultural segment in a cultural relevant manner. In this session, PepsiCo will share the benefits, pitfalls and successes of a total market approach specific to the millennial audience that is influencing Pop culture via music and sports.
Carlos Saavedra, Marketing Director, PepsiCo Beverages America
Cesar Sroka, Group Account Director, Omnicom Group
III. Procter & Gamble Delivers Purpose-Driven Multicultural Initiatives (12:30-1:15PM)
Delivering Purpose-Inspired initiatives is a winning consumer engagement strategy for companies to build longstanding relationships with America’s fast growing multicultural market. Attendees will hear how they can place “Purpose” at the center of every business decision, and learn how this approach can lead to better decisions, greater brand value, inspired and engaged employees, and customers who are loyal and become enthusiastic advocates. This session will also showcase a winning case study by Procter & Gamble's My Black is Beautiful recently launched "Imagine A Future" initiative.
Crystal Harrell, External Relations Manager, Procter & Gamble
Teneshia Jackson Warner, CEO, Egami Consulting Group
IV. MEMBER ROUNDTABLE DISCUSSION (1:15-2:00PM)
In this session, Multicultural Marketing & Diversity Committee members will be asked to participate in an open discussion on a variety of topics affecting multicultural markters. This is a great opportunity to learn from your peers at other companies.
Gilbert Davila, Chair of the ANA Multicultural Marketing & Diversity Committee