Multicultural Marketing

This event is over.

As the fastest growing demographic, Multicultural and Inclusive segments have been identified as key drivers of business growth. Traditionally segmented by race/ethnicity and language, which are still important, marketers are also evolving their approach as identities shift and change and become more fluid. Culture, which is inclusive of race, ethnicity, identity, language and lifestyle, is increasingly critical to creating authentic and meaningful impact with consumers.

In this virtual event, hear from brands deploying successful multicultural, inclusive and culturally-relevant campaigns.


Agenda

TIME EVENT DETAILS LOCATION
Friday, May 22, 2020
11:00am
- 11:15am
Welcome Remarks

Molly Knol
Director, Committees and Conferences ANA
11:15am
- 11:45am

HOW TOYOTA TARGETS MULTICULTURAL CONSUMERS

In this session, Toyota will share their overall multicultural strategy and highlight specific initiatives for African-American, Asian-American and Hispanic populations.

Anthony Novak
Brand and Growth Audiences Marketing Manager Toyota
Siani Kiyonaga
Senior Manager, Brand, Growth Audiences, Cross Vehicle Line Marketing Toyota
View Video and Presentation
11:45am
- 12:15pm

MASTERCARD TRUE NAME LAUNCH

Launched during 2019 WorldPride, True Name by Mastercard allows Transgender and Nonbinary people to have their chosen name on the front of their debit and credit cards. In this session, Mastercard will share how they continue to support the LGBTQIA+ community through different initiatives and discuss how marketing insights helped launch this product feature and shape the announcement in an effective way.  

Anthony DeRojas (@AnthonyD03)
Director, Consumer Marketing Mastercard
12:15pm
- 12:45pm

R/GA: PERCEPTION VS. IMPACT

For many agencies and companies, having a presence at tentpole industry events focused on Equity, Diversity & Inclusion (EDI) has provided a simple, highly visible tick mark that shows others that they’re allocating resources to this critical business initiative. While having a presence at events allows leadership and staff to gain timely insights about the current state of the industry, attendance and sponsorship don’t always lead to changes that impact company practices and shift behavior. 

In this session, R/GA Global Executive D&I Director Carl Desir will present ideas about how agencies can make a true impact, particularly as COVID-19 creates uncertainty around live events. He will examine why now is the time to create an alternative strategy to accelerate the impact of company EDI efforts.

Carl Desir
Global Executive D&I Director, Talent Experience R/GA
View Presentation and Video
12:45pm
- 1:15pm

TD AMERITRADE’S LEAP INTO WECHAT: HELPING CHINESE-AMERICAN INVESTORS GET SMARTER

Already having an established presence in Singapore and Hong Kong, TD Ameritrade focused its sights on the domestic Chinese consumer. With a refreshed general market focus of empowered investors, the Chinese diaspora became a logical extension of the strategy. When TD Ameritrade launched their first multi-cultural campaign in the U.S. it was important not to repurpose creative from Asia, but to create unique creative for the U.S. Chinese Audience. AJ Mazza, Managing Director of Marketing Strategy and International Marketing will take you through the launch of TD Ameritrade’s campaign as the first U.S. financial company with an official WeChat account and Moments ad.

AJ Mazza (@anthonyjmazza)
Managing Director, Marketing Strategy, Content Partnerships & International TD Ameritrade
View Video and Presentation
1:15pm
- 1:45pm

HOW MULTICULTURAL MARKETERS ARE NAVIGATING COVID-19

In this session, ANA’s Alliance for Multicultural & Inclusive Marketing will share recent survey results on how marketers are confronting the challenges of marketing to all in the COVID-19 era and how they are planning to rebound in Q3-4. While most advertisers appear to be in communications Response and Relief mode, nearly 3 in 10 advertisers are already shifting to Recovery and Growth Reset communications stages in which marketers plan to place even more value on cultural insights across the marketing process.

Carlos Santiago (@Santiago_Group)
President and Chief Strategist Santiago Solutions Group
View Video and Presentation
1:45pm
- 2:00pm
Closing Remarks

Molly Knol
Director, Committees and Conferences ANA
2:00pm Event Ends


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.