2018 ANA Multicultural Marketing & Diversity Conference presented by Pandora

This event is over.

“If you aren’t doing multicultural marketing, you are not doing marketing!” says Marc Pritchard, chief brand officer at The Procter & Gamble Company and keynote speaker at the upcoming 2018 ANA Multicultural Marketing & Diversity Conference presented by Pandora.

Now in its twentieth year, the conference assembles top client-side multicultural marketing professionals and experts across a wide spectrum of industries to share best practices on topics such as marketing to diverse segments, measuring ROI of multicultural marketing plans, diversity and inclusion strategies, and much more.

In addition, the 18th annual ANA Multicultural Excellence Awards will recognize the year’s best multicultural advertising campaigns. Winners will be announced and celebrated at a reception on November 4th.

The ANA Multicultural Marketing & Diversity Conference has become the annual “go to” event to discuss and debate industry issues, to network and celebrate!

Hosts:
Gilbert Dávila
Chair

ANA Multicultural Marketing & Diversity Committee
Claudine Waite
Director
ANA


Agenda

TIME EVENT DETAILS LOCATION
Sunday, November 4, 2018
2:00pm Registration Opens

Luster Gallerie
3:00pm Conference Kickoff

Fontaine

CREATING CONTENT AND ENGAGEMENT WITH SOCIAL MEDIA INFLUENCERS

Influencer marketing can be an effective way for brands to reach new and niche consumers and to build an authentic relationship.  This is why many brands are engaging with multicultural influencers to create content, connections, and conversation with diverse segments across Facebook, Snapchat, Instagram, YouTube, Tumblr, Twitter, and more.  Successful influencer relationships are less about reaching a mass audience, and more about reaching the right audience.  In this session, hear firsthand from influencers working with brands to create authentic content that drives brand awareness and affinity among their trusted followers.  You’ll also learn tips and best practices in how to identify and engage with influencers, and structure relationships for mutual success.

Moderator:
Andréa Richardson
Director, Multicultural and Diversity Relations Hilton
Panelists:
Annie Vazquez
Style and Travel; Award Winning Lifestyle Blogger The Fashion Poet
Philip Wang (@PhilipWang)
Co-Founder Wong Fu Productions
Christina S. Brown (@LoveBrownSugar)
Founder LoveBrownSugar.com | BabyBrownSugar | BrownGirlsLove
3:40pm

POWERFUL CONTENT PARTNERSHIP: HOW TO ELEVATE YOUR BRAND WITH BLACK AND URBAN AUDIENCES

Is your brand searching for ways to deepen its connection with multi-cultural consumers?  Are you a content creator who wants to learn smart ways to build high-impact partnerships? Do you want some tips on how to leverage the power of branded content and cultural influencers?

Join aspire TV’s Melissa Ingram, General Manager and The Home Depot’s Melissa Brown, Senior Manager, Marketing, as they share how their brands strategically focused on lifestyle (a big new opportunity for effectively reaching black and urban viewers), relevant content integration and activating on the consumer insight research that guided their initiative. They’ll be joined by celebrity designer Nikki Chu, star of aspire TV’s new original series Unboxed with Nikki Chu.

Melissa Ingram (@TVaspire)
General Manager aspire TV
Melissa Brown (@MsMelissaGBrown)
Senior Manager, Marketing The Home Depot
Nikki Chu (@LOVENIKKICHU)
Celebrity Designer
4:20pm

EXPANDING THE DEFINITION OF INCLUSION

There are clear corporate metrics proving the business value of gender and ethnic diversity. Enlightened organizations are now expanding their diversity and inclusion outreach to a wider spectrum of under-served communities.

AdvancingDiversity.org and MediaVillage founder Jack Myers will lead a discussion with AB InBev’s Ricardo Marques on the widening definition of diversity, sharing how companies are supporting military veterans, immigrants, those on the autistic spectrum, the handicapped, non-violent ex-convicts and others often initially left out of the conversation.

Jack Myers (@JackMyersBiz)
Founder AdvancingDiversity.org and MediaVillage
Ricardo Marques
Group Vice President, Core and Value Brands Anheuser-Busch InBev
6:30pm ANA Multicultural Excellence Awards Cocktail Reception  

Ocean Promenade
7:30pm ANA Multicultural Excellence Awards Dinner

Join us as we celebrate the 18th annual ANA Multicultural Excellence Awards and recognize the year’s best multicultural advertising campaigns. The awards, sponsored by the ANA Multicultural Marketing & Diversity Committee, raise awareness and exposure of the outstanding work being done in the areas of African-American, Asian, Audio, Digital/Social/Mobile, Experiential Marketing, Hispanic, LGBT, People with Disabilities, Print, Total Market and Socially Responsible advertising. Award Category Sponsors include: eSSENTIAL Accessibility, H Code Media, Music Audience Exchange, National LGBT Media Association and Vix Media.

You’ll also be treated to a special performance provided by FUSE from the comedian, Gina Brillon, a standup comic since the age of 17. She's made appearances on E!’s Chelsea Lately, AXS’ Gotham Comedy Live, The View, and Late Night with Seth Meyers.

Gina Brillon
Comedian
Sparkle East/West
Monday, November 5, 2018
7:00am Registration Hours

Luster Gallerie
7:30am Breakfast  

HALF FULL OR HALF EMPTY? RETHINK YOUR MULTICULTURAL DRINK OPPORTUNITY

As one of the largest and most important category to many marketers, retailers and manufacturers, the Beverage category represents a growth opportunity with the multicultural consumer.  In this Ted Talk-style session, Nielsen will share insights and strategies on how to rethink and reinvigorate the dairy and alcohol category. 

Vanna Tran
Director, Multicultural Growth and Strategy Nielsen
Fontaine/Fleur de Lis
8:30am General Sessions

Sparkle East/West

WELCOME

Mike Reid
Vice President, Sales Multicultural Pandora
Gilbert Dávila
Chair
Claudine Waite
Director, Content Marketing, Conferences and Committees ANA
8:50am

OPENING REMARKS

Bob Liodice
Chief Executive Officer ANA
9:10am

INCLUSIVE MARKETING MATTERS

Marketing as we know it is being disrupted. What can we do to take control of marketing to lead mass disruption and get the growth we all want?  One thing we can do is reinvent brands and companies to be good citizens of the world because inclusive marketing matters even more today as a force for good and a force for growth.  Join Marc Pritchard, Chief Brand Officer of P&G, and Chair of the ANA, to hear what P&G and their leadership brands are doing to make an impact with their wide reach and how we can unite as an industry behind a common brief for good.

Marc Pritchard (@ProcterGamble)
Chief Brand Officer The Procter & Gamble Company
View Presentation
9:50am

LEADING, SERVICE AND CHANGING THE INDUSTRY THROUGH AIMM: A FIRESIDE CHAT

Tony Rogers, chief member officer, Sam’s Club and incoming AIMM Chair is a strong advocate for prioritizing marketing approaches executed with the same level of sophistication, rigor and insight as those targeting more mainstream segments. During this intimate conversation, moderated by Gilbert Dávila, Co-President, DMI, Tony Rogers will share his thoughts on the importance of multicultural and inclusive marketing, how companies can get it right and drive overall corporate growth and how they’re planning on turning the industry around through AIMM. 

Tony Rogers (@tonyrogersUT)
Chief Member Officer Sam's Club
Gilbert Dávila
President and CEO Dávila Multicultural Insights (DMI)
10:30am Networking Coffee Break  

Luster Gallerie
10:45am General Sessions con't.

Sparkle East/West

WAKANDA FOREVER! BLACK PANTHER’S JOURNEY TO SUPERHERO ROYALTY

Get an inside look at the year-long journey to create a meaningful integrated campaign to promote the global, billion dollar, blockbuster hit, Marvel Studio’s Black Panther. Learn how The Walt Disney Company educated and introduced audiences – from Gen Z to Boomers – to Black Panther, broke through the clutter with disruption and innovation, and was able to reach widespread and diverse audiences with a cross portfolio, multi-phase campaign, on linear, digital and social, which helped to create a cultural phenomenon.

Theresa Cross
Vice President, Marketing Strategy and Communications Disney Motion Picture Marketing
Jerry Daniello
Senior Vice President, Integrated Marketing The Walt Disney Company
Evelyn Livermore
Vice President, Integrated Marketing and Synergy The Walt Disney Company
11:25am

MULTICULTURAL & DIVERSITY CHAMPIONS AT THE HIGHEST LEVEL

Sprint has long been a leader in multicultural marketing and is one of the pioneers – active in multicultural marketing before many others have been.  Today, multicultural marketing and diversity are championed at the highest level of the company via CEO Marcelo Claure and CMO Roger Solé; Mr. Solé’s pathway to the CMO position included a role leading Hispanic marketing at Sprint.  As a result, Sprint has been extremely successful in driving revenue opportunities in diverse markets by offering innovative products and services designed with different cultures in mind.

Roger Solé (@Rogersolerafols)
Chief Marketing Officer Sprint
View Presentation
12:05pm

CARNIVAL CORPORATION EMBRACES DIVERSITY AND INCLUSION AT SEA AND ON LAND

Carnival Corporation is the world's largest leisure travel company, and among the most profitable and financially strong in the cruise and vacation industries. The company is also noted for their commitment to diversity and inclusion. They were included in the first-ever NAACP Equity, Inclusion and Empowerment Index, which assesses U.S. companies on their commitment to racial and ethnic equity. Additionally, Carnival has also shown its commitment through sponsorship of annual Pride events and partnered with equal opportunity champions such as the Human Rights Campaign, Hispanic Association on Corporate Responsibility, Leadership Education for Asian Pacifics among others. In this intimate conversation, Roger Frizzell, Senior Vice Present and Chief Communications Officer will discuss how they embrace and celebrity diversity and inclusion; from their people, brands, ports of call, customers and marketing.

Claudine Waite
Director, Content Marketing ANA
Roger Frizzell
Senior Vice President and Chief Communications Officer Carnival Corporation & PLC
12:50pm Luncheon  

OUR MUSIC, OUR CULTURE: BLACK MUSIC'S INFLUENCE ON POPULAR CULTURE

Multicultural consumers, and the music they listen to and create, impacts and shapes American culture. In this session, Pandora, in partnership with Burrell Communications, will offer a sneak peek into their new research on the trendsetting Black consumer with marketing implications beyond music that will help advertisers win over this audience.

Nidia Serrano
Director, Multicultural Marketing Pandora
Fontaine/Fleur de Lis
2:00pm General Sessions con't.

Sparkle East/West

A DIVERSITY REPORT FOR THE ADVERTISING/MARKETING INDUSTRY

There is growing awareness of the business case for diversity, specifically gender equality and ethnic diversity. Discussion about issues around diversity in the advertising and marketing industry have been ongoing for some time. In order to accurately know the current state of diversity and the progress we are making (or lack thereof) a measure is required. As an important step, three recent ANA studies help provide an understanding of diversity at ANA member companies. This session will share results of those studies and issue a call to action for a broader public industry measurement.

Bill Duggan
Group Executive Vice President ANA
2:20pm

DIVERSITY IN AMERICA

Beginning in April 2018, with an attention-getting issue devoted to the subject of race, National Geographic launched a series of stories about “Diversity in America” to examine the current state of racial, ethnic and religious groups in the United States in the 21st century. Among the groups featured are African Americans, Asian Americans, Latinos, Muslims, Native Americans and Whites. The magazine uses its trademark storytelling through photography, graphics and deep reporting to explore the groups' changing roles at a time when race is at the center of a pointed and often heated national discussion.

Susan Goldberg
Editor in Chief and Editorial Director National Geographic Magazine and National Geographic Partners
View Presentation
3:00pm Networking Coffee Break  

Luster Gallerie
3:20pm General Sessions con't.

Sparkle East/West

UNCOVERING GROWTH BY STAYING IN STEP WITH THE MARKETPLACE

The one thing in every marketing and/or business executive’s mind is “how do I grow”.  It’s the conversation happening in between meetings and in meetings.  52% of Fortune 500 companies reported negative growth in 2016 because they haven't been able to keep up with the rapid ethnic, technological and societal changes happening in the U.S.  As a marketer, the key is not only identifying your present and future (customer) source of growth and properly spending against it, but also having the understanding of who that customer is in order to stay in lock-step with them.

Since 2013, Comcast Cable and its Xfinity brand have stayed ahead of the marketplace by staying in lock-step with their business growth segment of Hispanics. José Vélez-Silva, Vice President of Multicultural Marketing Communications, will share Comcast's journey in their focus on deep customer empathy yielding progressive customer insights that have shattered conventional wisdom and their investment in rapid technology innovation producing the first-ever bilingual voice remote.

Jose E. Velez-Silva (@JoVeSi)
Vice President, Multicultural Marketing Communications Comcast
4:00pm

TRANSFORMATIONAL ASIAN MARKETING

The fastest growing ethnic group, Asian Americans’ consumer buying power has grown to $986 billion, up 257% since 2000, versus 97% for the total U.S.  Asian consumers represent a lucrative segment yielding increasing influence.  Representing a prized customer opportunity, brands have struggled to effectively tap this segment.  Moderated by Nita Song, President and Chief Momentum Officer of IW Group, this panel tackles the challenges of Asian marketing, and provides valuable insight into how they’ve turned that into results-driven opportunity.  Learn how brand leaders activate innovative strategies and leverage the global and digital influence of this consumer to take a fresh approach in their Asian marketing.

Moderator:
Nita Song (@songnita)
President and Chief Momentum Officer IW Group
Panelists:
Nydia Sahagun
Senior Vice President, Segment Marketing Wells Fargo
Steven Hunter
US Public Relations and Brand Engagement McDonald's Corporation
View Presentation
4:40pm Conference Day One Adjourns

6:00pm Reception  

Ocean Promenade
7:00pm Dinner on your own

Tuesday, November 6, 2018
7:00am Registration Hours

Luster Gallerie
7:30am Breakfast  

HOW ESSENCE SERVES BLACK WOMEN DEEPLY

Black women represent a powerful consumer segment, with growing spending power and leading influence across diverse sectors including beauty, fashion, culture, entrepreneurship and politics.  In a conversation with ESSENCE CEO Michelle Ebanks and ESSENCE Ventures Chairman Richelieu Dennis, learn how the brand, now under independent ownership, is executing its vision to serve Black women deeply.  Evolving beyond publishing into a media and technology ecosystem combining content, commerce and live experiences, ESSENCE is uniquely positioned to authentically inform, boldly empower and intimately connect to a global community of more than 17 million. 

Moderator:
Julian Mitchell
Forbes Contributor
Panelists:
Michelle Ebanks
Chief Executive Officer Essence Communications Inc.
Richelieu Dennis
Founder and Chairman Essence Ventures
Fontaine/Fleur de Lis
8:30am General Sessions

Sparkle East/West

OPENING REMARKS

Gilbert Dávila
Chair
Claudine Waite
Director, Content Marketing, Conferences and Committees ANA
8:40am

TOYOTA’S APPROACH TO MARKETING TO MULTICULTURAL CONSUMERS

As the nation’s demographics shift, so must marketing strategies. In the automotive industry, from 2010 – 2017 growth of new vehicle registrations for Asian, Black and Hispanic consumers more than doubled that of the non-Hispanic white population. For Toyota specifically, 35 percent of new vehicle registrations are derived from ethnically diverse consumers. Responding to these insights, Toyota modified its marketing approach to capitalize on these demographic trends. Hear the details behind Toyota’s holistic approach to reaching and engaging a broad section of multicultural and inclusive segments.

Ed Laukes
Group Vice President Toyota North America
View Presentation
9:20am

CASE FOR CHANGE: MULTICULTURAL AND INCLUSIVE MARKETING AS A BUSINESS IMPERATIVE FOR LONG-TERM GROWTH

AIMM has already begun to transform the industry into a more inclusive, diverse, and proactive platform. Michael Lacorazza, Executive Vice President, Integrated Marketing and AIMM Co-Chair for the past two years, will share insights from the recently released study Case for Change: Multicultural and Inclusive Marketing as a Business Imperative for Long-Term Growth to help marketers better understand the importance of prioritizing multicultural and inclusive consumers in order to maximize overall corporate growth.  He will share AIMM’s five point plan to offer companies tangible steps to achieving success.

Michael Lacorazza
Executive Vice President, Integrated Marketing Wells Fargo
View Presentation
10:00am

CÎROC AND DIAGEO “GET IT” WHEN IT COMES TO UPLIFITING SPIRITS AND CULTURE

Nobody truly understands and appreciates the buying power and impact African American consumers have on culture more than mogul Sean “Diddy” Combs. Combs tapped into this insight through the Combs Enterprises marketing arm Blue Flame and promotional partnership with Diageo and CÎROC Ultra Premium Vodka. Join Dia Simms, President of Combs Enterprises she shares the creative execution and learnings behind the CÎROC Ultra Premium Vodka “Let’s Get It” campaign that marketed to multicultural audiences, illustrated the importance of hip-hop culture in driving affinity within marketing, and set the precedent for future CÎROC spirit campaigns.”

Dia Simms
President Combs Enterprises
10:40am Networking Coffee Break

Luster Gallerie
11:00am General Sessions con't.

Sparkle East/West

BEYOND SKIN DEEP

As brands play catch up to reflect the diverse reality of America in their advertising, too often the message is only skin deep. The diversity on camera isn't reflected behind it, in the product or in the organization itself. How can we, as marketers, take inclusion past WHAT we communicate, and into HOW we operate, make and design? Hear from Coty Consumer Beauty CMO Ukonwa Ojo how brands can make measurable changes and have accountability for the outcome, drawing on work from Coty's iconic brands, including COVERGIRL, Sally Hansen and beyond.

Ukonwa Ojo (@ukonwaojo)
Chief Marketing Officer, Consumer Beauty Coty Inc.
11:40am

HOW TO ENGAGE LGBTQ CONSUMERS, AUTHENTICALLY

Although on the rise, marketing and advertising that targets LGBTQ consumers still falls behind other demographics. Lack of ability to identify and understand LGBTQ individuals are among the primary barriers that marketers identified for this lack of outreach to LGBTQ consumers, according to a recent ANA benchmark study. Many brands have not figured out how to engage LGBTQ consumers and thus missing out on an undervalued and highly diverse $5.4-trillion market. Join this panel discussion, moderated by Matt Tumminello, founder of LGBTQ marketing agency Target 10, to learn from brands targeting LGBTQ consumers; the challenges, the opportunity and the successes.

Matt Tumminello (@NYCMattman)
Founder Target10
Gary Osifchin
Global Vice President, Brand Equity Mondelēz International
Russell Pareti
Senior Vice President, Marketing Stoli® Group
View Presentation
12:20pm Luncheon  

Join the Video Advertising Bureau (VAB) for an entertaining lunch where you will treated to a performance by comedian and actress, Aida Rodriguez. Aida is a new Afro-Latina, taking the world of entertainment by storm with her wit, strong performances, and charismatic personality.  Making history as the first Latina to appear in two specials airing in one month on both HBO and Showtime, Rodriguez was handpicked by director Taylor Hackford for his film “The Comedian” starring Robert De Niro.

Aida Rodriguez
Comedian and Actress
Fontaine/Fleur de Lis
1:35pm General Sessions con't.

Sparkle East/West

INDUSTRY STATE OF THE UNION

Despite the growth of Multicultural and Inclusive segments, marketers have deprioritized their efforts to target these groups.  The 2018 ANA/Alliance for Inclusive and Multicultural (AIMM)Benchmark Survey – the largest multicultural practices survey in ANA history– has served to inform the industry at large about ANA members’ multicultural focus, barriers to entry, Total Market challenges, spend allocation, gaps and overall opportunities.  The AIMM leadership will share survey findings and their 2019 plans to address the most important learnings. Moving forward, AIMM’s intent is to change behavior of marketers so that they allocate adequate marketing/advertising investment, increase prioritization and visibility to Multicultural and Inclusive segments in order to maximize corporate growth

Ana Crandell
Group Account Director OMD Multicultural
Philip Polk
Chief Diversity Officer and Vice President, Multicultural Strategy Hallmark Cards
View Presentation
2:15pm

IDENTITY IN A POLYCULTURAL WORLD

The world around us is changing – it’s more dynamic, more diverse, and more connected than ever before. People are at the core of this change, and in this keynote, Marketing Director Ben Feeney will talk about how MillerCoors has advanced from the singular focus of demographics to better understanding all the dimensions that makes us human, so brand connections can become more personal.

Ben Feeney (@benjaminxfeeney)
Global Senior Director, Innovation and New Initiatives MillerCoors
View Presentation
3:00pm Conference Adjournment


Cancellation Policy and Notes

Single ANA member and non-member conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. 

  • A full refund will be granted, if written request for cancellation is received by email 60 or more calendar days before the conference start date.
  • A 50% refund will be granted, if written request for cancellation is received by email 45 or more calendar days before the conference start date.
  • No refund will be granted, if written request for cancellation is received by email 21 or less calendar days before the conference start date.
  • No refund will be granted for 'no shows.'
  • Corporate packages are not eligible for cancellation.
  • Unused registrations/applications have no monetary value and cannot be credited to future years or events.
  • ANA will not issue refunds or credits due to failure to redeem a discount promo code during the registration process.
  • A $125 processing fee will be assessed to change the name on a registration for any registrant who is not a client-side marketer member.
  • Hotel room cancellations and changes must be made directly with the hotel. 

Miscellaneous:
     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.