LGBTQ+ Marketing Inclusion | 1-Day Conferences | ANA

LGBTQ+ Marketing Inclusion

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Join us in highlighting highly effective LGBTQ+ marketing campaigns! Hear from top brands that are authentically connecting with the LGBTQ+ community in their marketing efforts. This event’s sessions will focus on LGBTQ+ inclusive marketing, including incredible presentations from brands, perspectives from the LGBTQ+ community, and a look at the current state of LGBTQ+ marketing inclusion. Additionally, we will share and discuss the results of the ANA LGBTQ+ Marketing Inclusion survey and report, which looked at the inclusion of LGBTQ+ in marketing activities, as well as support for the LGBTQ+ community among ANA member companies.


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, October 18, 2023
11:00am
- 11:02am

WELCOME REMARKS AND INTRODUCTION

Greg Wright
Senior Vice President, Brand & Media ANA
11:02am
- 11:31am

BEYOND MARKETING: THE CRUCIAL ROLE OF ALLYSHIP IN SUPPORTING AND EMPOWERING LGBTQ+ CONSUMERS

For over four decades, Absolut Vodka has stood as an example of unwavering commitment and authentic support for the LGBTQ+ community. Through a series of groundbreaking campaigns, events, and partnerships, the brand has fostered, and maintained, a genuine connection with LGBTQ+ consumers, going beyond mere commercial engagement. In this presentation, VP of Marketing for Absolut, Matt Foley, shares how Absolut Vodka has demonstrated that genuine allyship is not just a trend, but an enduring dedication to the LGBTQ+ community past, present and future. 

Matt Foley
Vice President of Marketing Absolut
View Event Recap and Related Materials
11:31am
- 11:59am

MARKETING TO THE 50+ LGBTQ+ AUDIENCE

As the LGBTQ+ community grows, so too does an older LGBTQ+ generation in need of support through their late career and retirement years. AARP are prioritizing this growing cohort with authentic and inclusive marketing efforts that position the interest group as a proponent of positive social change. Jennifer Lubrani Cisneros, strategy director for multicultural audiences, and John-Paul Hayworth, LGBTQ+ audience strategy director, will explain AARP’s recent achievements engaging this 50+ LGBTQ+ demographic and plans to continue supporting the community. 

Jennifer Lubrani Cisneros
Strategy Director, Multicultural Audiences AARP
John-Paul Hayworth
Audience Strategy Director, LGBTQ+ AARP
View Video and Presentation
11:59am
- 12:35pm

RECOGNIZING CHOSEN NAMES IN THE TRANS COMMUNITY

Your name is a central part of your identity. It’s integral to your sense of individuality and belonging, and it’s on everything, from legal documents to financial accounts and debit cards. Citi aimed to make the latter, debit cards, more inclusive for their customers with the Citi Chosen Name Program, a historic initiative that gives transgender and non-binary customers the choice to update their eligible Citi-branded cards to match their true identity. A close partnership was formed with Michaela Jaé Rodriguez, the first trans-woman to win a Golden Globe, culminating in a commercial spot aired during Transgender Awareness Week. Hundreds of millions of impressions later, Citi and Michaela Jaé are redefining a brand’s role in recognizing the diverse identities of the LGBTQ+ community. 

Nikki Darden
Head of Internal Brand & Global Integration Citi
Justin McCoy
Vice President, DEI Strategy & Marketing Citi
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12:35pm
- 1:09pm

VICTORIES (AND LESSONS) IN FIGHTING FOR LGBTQ+ PROTECTIONS

As part of its continued efforts in supporting queer youth, The Body Shop’s latest creative campaign directly opposes anti-LGBTQ+ legislation through retail signage, digital initiatives, an educational hub and nonprofit partnerships. This session will explore case studies from the original activist beauty brand around LGBTQ+ activism through these outlets. Takeaways will include how to maximize advocacy efforts, lessons on allyship, and how to hold strong in the face of backlash. 

Hilary Lloyd
Vice President, Marketing and Corporate Responsibility The Body Shop
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1:09pm
- 1:48pm

COMING HOME: bubly CELEBRATES THE LGBTQ+ COMMUNITY’S SAFE SPACES

During Pride Month 2022, PepsiCo’s bubly brand released “Coming Home,” a 2-minute film produced in partnership with the Stonewall Inn Gives Back Initiative. LGBTQ+ talent was cast in front of and behind the camera to help celebrate the importance of chosen families and safe spaces. The campaign was not only a customer-facing celebration of the LGBTQ+ community, but an internal-facing achievement for the PBNA Media team. The long-form video format of “Coming Home” required an original approach to media planning that leveraged platforms like YouTube and CTV devices to find “tuned in” users that would be amenable to long-form content. Associate media manager Terrence McLaughlin will describe the journey from plan to deployment for this Grand Prize Best Media Plan winner in the 2023 ANA In-House Excellence Awards. 

Terrence McLaughlin
Associate Media Manager PepsiCo
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1:48pm
- 2:24pm

BRUNCH IS FOR EVERYONE

When a Tennessee bill threatened to restrict drag brunches—and with them, the rights of performers as well as those who enjoy their shows—JUST Egg stood tall for the LGBTQ+ community. The plant-based alternatives brand sponsored said brunches, raising money for the Human Rights Campaign and local organizations such as the Tennessee Equality Project, working for the equal rights of LGBTQ+ Americans. Tom Rossmeissl, head of global marketing, and his team confidently inserted their brand in the political arena to support a more inclusive world for the LGBTQ+ community. Through this empowering case study, Tom will advise other marketers how brands can tackle anti-LGBTQ+ legislation. 

Tom Rossmeissl
Head of Global Marketing Eat Just, Inc.
2:24pm
- 2:29pm

CLOSING REMARKS

Greg Wright
Senior Vice President, Brand & Media ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' 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 coupon during the registration process. You may transfer your registration to a colleague at no additional cost. Â