Virtual Diversity Marketing and Measurement Fair: ANA Research and Tools to Drive Inclusive Growth

OPENING REMARKS

Jackson Bazley

EVP, Measurement for Marketers ANA

DIVERSITY REPORT FOR THE ADVERTISING / MARKETING INDUSTRY

For the sixth consecutive year, the ANA released “A Diversity Report for the Advertising/Marketing Industry.” This is an annual benchmark to track the gender and ethnic diversity of marketing department employees of ANA member companies and identify action steps to improve diversity. Bill Duggan will share key findings and plans for future benchmarking studies.

Bill Duggan

Group Executive Vice President • Sponsorship, Brand & Media, and Awards ANA

DIVERSITY DISCONNECT: CHARTING MORE INCLUSIVE PATHWAYS FOR GROWTH – THE BLACK TALENT PERSPECTIVE

The ANA Educational Foundation (AEF) conducted research among its key stakeholders – academia, industry, and the students - around the challenges that Black entry-level talent faces when entering the marketing and advertising industry. LaTasha Emmanuel will share what those disconnects are, what programs are in place to reconcile those gaps, and how to get more involved.

LaTasha Emmanuel

Senior Manager, Community and Growth ANA

MY VOICE MATTERS: DRIVING MORE INCLUSION ACROSS THE MARKETING AND ADVERTISING INDUSTRY

A joint initiative across the ANA, AEF, AIMM, SeeHer, Fordham University, and 4A’s produced a study focused on the key drivers of inclusion for industry. Elliot Lum will share the quantitative model the coalition built and the implications for companies in driving more inclusion at an individual, organizational, and industry level.

Elliot Lum

EVP, Community and Growth ANA

GENDER EQUALITY MEASUREMENT (GEM®): ACCURATE REPRESENTATION THAT DRIVES SALES

To help benchmark success, in 2016 SeeHer developed the Gender Equality Measure (GEM®) with ABX, the first research methodology that quantifies gender bias in ads and programming. GEM® has become the global measurement standard, having measured 300,000+ ads and content, providing diagnostics on gender, demographics, race/ethnicity, predictive themes and drivers and category benchmarks.   Learn how leading marketers utilize GEM for greater consumer connectivity. 

Chris Guilfoyle

President SeeHer

GEM LIFT: TURBOCHARGING SALES THROUGH GENDER EQUALITY ADVERTISING STRATEGIES

SeeHer, in partnership with Circana and iSpot,  has proven that embedding gender equality principles in advertising drives sales growth for consumers across generations, with the most notable increase among GEN Z and trailing Millennials, 9x, underscoring the elevated importance of accurate representation and portrayal of women.  Put these best practices to work to drive your business growth across generations, genders, race, ethnicity and language. 

Yatisha Forde

Senior Director, Insights SeeHer

INFLUENCER PAY EQUITY GUIDE

Most marketers are aware of the inequities that plague the influencer marketing industry, particularly for BIPOC and marginalized creators. From unequal pay and risk of being cancelled to facing public backlash and online hate, the hurdles facing marginalized influencers are considerable. A landmark study by MSL titled, “Time to Face the Influencer Pay Gap” uncovered a 29% racial pay gap between white and BIPOC influencers. The gap widens to 35 percent when comparing white and black influencers’ compensation.

To address this, the ANA, the 4A’s, and the PR Council partnered together to create the Influencer Pay Equity Guide to support marketers committed to ensuring that the influencers they work with are being compensated and treated equitably. In this session, you’ll be guided through a framework for how marketers can lead more fair and equitable practices in influencer marketing.

Leah Marshall

Vice President, Digital & Influencer Marketing ANA

LGBTQ+ MARKETING INCLUSION STUDY

The 2024 ANA LGBTQ+ Marketing Inclusion Survey offers a comprehensive view into the state of LGBTQ+ inclusion in advertising. With 55 percent of advertisers engaging in LGBTQ+-inclusive marketing, the survey and report highlight a significant shift towards inclusivity.

Greg Wright

SVP, Committees and Conferences, Brand & Media ANA

CERTIFIED SUPPLIER DIVERSITY LIST AND VIRTUAL DIVERSITY SUPPLIER FAIRS

The imperative to diversify the marketing supply chain comes with the challenge of identifying appropriate resources, including media outlets, agency partners, and other marketing services providers. In an effort to meet that need, the ANA has curated a list of certified diverse suppliers; additions to this list are being made regularly and we always welcome your suggestions. To extend the value and reach of the list, the ANA has a series of Virtual Supplier Diversity Fairs.

Karim Amadeo

Director, Multicultural & Diversity Initiatives ANA

ALLIANCE FOR INCLUSIVE AND MULTICULTURAL MARKETING (AIMM) GROWTH FRONTS

As an industry, we must increase our investment levels in diverse owned and diverse targeted media. WE’VE BEEN TALKING ABOUT DOING THIS FOR TOO LONG, AND YET, WE’VE ONLY INCHED FORWARD. By bringing together diverse owned and targeted media entities with buyers and marketers, AIMM is closing the gap between intent and action which drives greater equity in the media space while maximizing brand and publisher’s growth. 

Lisette Arsuaga

Co-Founder ANA’s Alliance for Inclusive and Multicultural Marketing

ALLIANCE FOR INCLUSIVE AND MULTICULTURAL MARKETING (AIMM) CULTURAL INSIGHTS IMPACT MEASURE (CIIM™) DRIVES SALES

AIMM’s CIIM™ (Cultural Insights Impact Measure™) is a new metric that identifies the impact and effectiveness of cultural insights in ads and programming and how these have the potential to affect sales lift. Created in partnership with AIMM member companies, AIMM’s CIIM™ evaluates advertising creative in various categories. Scores attributed to creative and programming tested will be based on a 200 index, with the intent to gauge the extent in which culture may lift brand growth against an overall industry norm.

Carlos Santiago

Co-Founder ANA’s Alliance for Inclusive and Multicultural Marketing

ASK RESEARCH SERVICE

An exclusive benefit of ANA membership, the dedicated team of researchers behind ASK Research Service does the legwork for you: researches, distills, and organizes customized reports using ANA content and other licensed resources. ASK has curated resources around inclusive marketing including Marketing to Women, Marketing to Hispanics, Marketing to African Americans, and more than 20 other segments.

Josch Chodakowsky

Director, Ask the Expert Research ANA

CLOSING REMARKS

Elliot Lum

EVP, Community and Growth ANA