Multicultural Marketing & Diversity Committee

The ANA Multicultural Marketing & Diversity Committee sits at the intersection of multicultural marketing & diversity management. The mission of the committee is to educate and inform members on key topics and issues relevant to today's multicultural marketers & diversity leaders.

This committee helps program the ANA Multicultural Marketing & Diversity Conference, the annual "go-to" event to become inspired, learn the best ways to reach the multicultural market, and discuss and debate industry issues. This year is even more special because we will be celebrating its 25th Anniversary. The event will take place from October 10-12, 2023 at the Red Rock Resort in Las Vegas, NV.

• Co-Chair: Gilbert Dávila, CEO of DMI Consulting and Co-Founder, Alliance for Inclusive and Multicultural Marketing (AIMM)
• Co-Chair: Jackie Gagne, Senior Vice President, Multicultural Marketing, HBO Max/HBO

Contact the ANA staff managing the Multicultural Marketing & Diversity Committee:

• Karim Amadeo, Director

Discussion Topics:

The Multicultural Marketing & Diversity Committee is open to all client-side marketer members.

Request to Join

Resources

• ANA Multicultural Excellence Awards
  The ANA Multicultural Excellence Awards celebrate the year's best multicultural advertising campaigns. The awards raise awareness of and provide exposure for the outstanding work being done in the areas of African American, Asian, Cross-Cultural, Hispanic, LGBTQ+, People with Disabilities, and Rising Multicultural Segment advertising, as well as media specific categories such as Audio, Demonstrated Growth, Digital/Social/Mobile, Experiential Marketing, Print, Small Budget, Socially Responsible, and Marketing to the 55+ Consumer.
• ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM)
  AIMM's goal is to bring together senior thought leaders from the African American, Hispanic, Asian, LGBTQ+ and general market communities to create a united blueprint for the evolution of multicultural and diverse-segment marketing in America. The mission is to position AIMM as the leading voice in multicultural and inclusive marketing, as well as diversity, and engage senior marketing executives throughout the country in the multicultural conversation.

Thought Leadership

• Certified Diverse Suppliers Resource List (Updated July 2023)
  Finding diverse suppliers is a key challenge in supplier diversity. As a follow-up to the 2020 report, “The Power of Supplier Diversity,” ANA/AIMM began curating a list of diverse suppliers that work in our industry. The initial “Certified Diverse Suppliers Resource List” was issued in July 2020 and is being updated on a regular basis.
• A Diversity Report for the Advertising/Marketing Industry (November 2022)
  This report reveals that representation of women in the industry overall and in leadership positions continues to be strong. Further, there has been an increase in the ethnic diversity of the marketing teams of ANA member companies — the most significant growth of ethnic diversity in the five-year history of this report! The overall ethnic skew of the marketing/advertising industry is now 32.3 percent diverse, up from 30.8 percent a year ago.
• Guidelines for Buyers (Agencies and Marketers) When Doing Business with Diverse Media Suppliers (May 2022)
  The purpose of this guidance is to help buyers (agencies and marketers) and diverse media suppliers improve their ways of working together. This work was created by a cross-industry collaboration. The 4A's, the ANA, and AIMM, with input from our respective members, drafted the initial guidelines.
• LGBTQ+ Marketing Inclusion Report (December 2021)
  This report provides an initial look at the state of LGBTQ+ marketing inclusion and representation among client-side marketer members. As more brands enter public conversations on societal movements, they are highlighting how to authentically support the LGBTQ+ community through their marketing campaigns. The report shows positive overall movement toward greater LGBTQ+ marketing inclusion in the advertising industry and provides key action items that can further enhance positive brand perception within the LGBTQ+ community.
• And Now a Word from the Diverse Suppliers: The Supplier Perspective on Certification (December 2021)
  This research surveyed suppliers on the ANA/AIMM list of certified diverse suppliers. The focus was on certification, to understand its importance, benefits, challenges, ease/difficulty of the process, and more. The research found that there are multiple benefits of obtaining certification. Businesses are included in more RFPs, which provides additional exposure to corporate marketing departments, which leads to increased sales.
• A Diversity Report for the Advertising/Marketing Industry (November 2021)
  This fourth annual report from ANA and ANA's Alliance for Inclusive and Multicultural Marketing (AIMM), based on three separate studies among ANA members, concludes that finally, there has been progress in increasing ethnic diversity in the advertising/marketing industry. The overall ethnic skew of the marketing/advertising industry is more diverse than ever, at 30.8 percent, yet despite the progress, there is still work to be done.
• The Growth of Supplier Diversity (May 2021)
  A supplier diversity program is a proactive business program which encourages the use of women-owned, ethnic/minority-owned, veteran-owned, LGBTQ-owned, disability-owned, and small businesses as suppliers. “The Growth of Supplier Diversity” provides a deep dive into supplier diversity in marketing/advertising, covering areas including benefits, challenges, spend, goals, and measurement. The report is based on both quantitative (March 2021 survey with 112 respondents) and qualitative research.
• The Power of Supplier Diversity (May 2020)
  A supplier diversity program is a proactive business program which encourages the use of women-owned, ethnic/minority-owned, veteran-owned, LGBTQ-owned, disability-owned, and small businesses as suppliers. This report covers the findings from quantitative and qualitative research conducted by the ANA. The purpose was to gain an understanding of the incidence of supplier diversity programs as well as benefits, challenges, spend, goals, measurement, influence, and more.
• U.S. Multicultural Media Forecast 2019 (August 2019)
  For years, a number of smart companies have marketed to multicultural audiences. This report identifies a clear opportunity for more marketers to engage multicultural consumers to drive business growth, and is especially notable for encouraging those marketers still "sitting on the sidelines" to now "get in the game." In what is perhaps the most significant finding in this study, multicultural media revenue – meaning advertising and brand activation revenues (for both above- and below-the-line media) – significantly under-indexes the general population. Multicultural consumers now comprise almost 40 percent of the total population, yet multicultural media investments comprise only 5.2 percent of total advertising and marketing revenues. The study was conducted by PQ Media on behalf of the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM).