Multicultural Marketing & Diversity

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NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME AND INTRODUCTIONS (9:45 – 10:00AM)


I. MASTERCARD "RESTROOM FOR ALL" (10:00-10:45AM)
Mastercard's "Restroom For All" campaign, promoting the message of acceptance for all, was a direct response to North Carolina's "bathroom bill," requiring people to use public restrooms corresponding to the sex on their birth certificate. In this session, Virginia Pereira, VP, Digital and Social Marketing, and Anthony DeRojas, Director, Digital Marketing and Social Media at Mastercard will share insights behind this 2017 ANA Multicultural Excellence Awards Best in Show winner.

Speakers:
Virginia Pereira, VP, Digital and Social Marketing – Mastercard
Anthony DeRojas, Director, Digital Marketing and Social Media – Mastercard


II. HOW MACY'S CELEBRATES PRIDE + JOY WITH THE LGBTQ COMMUNITY (10:45-11:30AM)
In this session, Michelle Rubin, Manager, Multicultural Events & Marketing at Macy's Inc., will share insights behind their Pride + Joy campaign, which features in-store events, parades, sponsorships, and special merchandise nationwide.

Speaker:
Michelle Rubin, Manager, Multicultural Events & Marketing - Macy's Inc.


NETWORKING BREAK


III. BEYOND I DO: A MESSAGE OF EMPATHY AND UNDERSTANDING (11:45AM-12:30PM)
Tracy Danicich, VP, Group Lead at Ad Council, will share the new "Beyond I Do" campaign, which aims to raise awareness about discrimination against LGBT Americans and promote acceptance, empathy and understanding. The creative and outreach strategies have been developed to connect with a target who isn't yet familiar with the LGBT community, and are not yet strong supporters. The campaign confronts the common misperception that LGBT Americans received full equality with marriage equality.

Speaker:
Tracy Danicich, VP, Group Lead - Ad Council


LUNCH (12:30-1:00PM)


IV. MASSMUTUAL'S COMMITMENT TO THE LGBT COMMUNITY (1:00-1:45PM)
MassMutual's commitment to the LGBTQ is over a decade long. In this session Catherine Cannon, Head of Personal Markets at MassMutual will share the rich history of MassMutual's commitment to the LGBTQ community and how it shaped key advertising and marketing campaigns over the years. The most notable campaign has been MassMutual's 'Vow to Protect' campaign, stories of real-life LGBTQ couples sharing their hopes, fears and plans for protecting the love they fought so hard to have recognized. She will highlight key learnings and insights behind this powerful campaign as well as new research studies. She will provide insight as to how they leveraged the data and findings to develop their upcoming campaigns.

Speaker:
Catherine Cannon, Head of Personal Markets – MassMutual


V. THINX "PEOPLE WITH PERIODS" CAMPAIGN (1:45-2:15PM)
This documentary and advertising campaign created by THINX, the innovative period solutions company, celebrates the depth and diversity within their community of people with periods. The surreal nature of the campaign's images represents the importance of shifting society's perspective regarding the menstrual experience — like normalizing the fact that some men have periods. In this session, Siobhan Lonergan, Chief Branding Officer of THINX, Inc., will discuss how the brand's creative approach underscores it's core mission to empower every body.

Speaker:
Siobhan Lonergan, Chief Branding Officer - THINX, Inc.


VI. MEMBER ROUNDTABLE DISCUSSION (2:15-2:30PM)
In this session, ANA Multicultural Marketing & Diversity Committee members will have an opportunity to network and discuss key issues in multicultural marketing.

Facilitator:
Claudine Waite Director, Committees & Conferences