Driving Inclusive Marketing Excellence (Virtual Open Enrollment) | School of Marketing | ANA

Driving Inclusive Marketing Excellence (Virtual Open Enrollment)

Effective Creative, Media, & Metrics for a Diverse America
(Virtual Half Day Workshop)

Virtual Workshop Description
Despite multicultural consumers making up 40 percent of the U.S. population, only 5.2 percent of advertising spend target this segment. Today’s business imperative requires a multicultural mindset across the organization starting with the office of the CEO to the frontline sales team. Marketers need to be inspired to be the quarterback of profitable growth by tapping into the power of a shifting demographic landscape.

This virtual workshop taps into both the art and the science of great multicultural and inclusive marketing. The content and the delivery will take marketers first into a journey of self-discovery, then reflection and real-world application across creative, media, and marketing performance for inclusive marketing.

This virtual workshop arms marketers with insights, knowledge, and skills to not only build successful multicultural marketing campaigns but to tap into the power of data, technology, and leadership across functions to drive success. Led by an expert global marketing leader, this high-impact workshop draws on the artistic aesthetics of connecting to consumers through culture, as well as the scientific rigor of metrics and measuring impact, to refine and enhance their multicultural and inclusive marketing efforts. Through robust frameworks, anthropological narratives, case studies, stories from current marketing executives, visual thinking strategies, and technology immersion, participants will be armed with tools and resources to galvanize their marketing strategies and drive sustainable and profitable growth in a multicultural America.

Target Audience
This virtual workshop is for teams or individuals involved in the development of marketing strategies, working closely with their creative and media agencies, focusing on engaging and activating multicultural audiences, through authenticity, transparency, and rigorous measurement. It can serve as a great introduction for those new to the multicultural marketing process or a welcome refresher for seasoned professionals.

It is particularly relevant for Brand and Performance Marketing teams; Marketing Research or MarTech teams may also benefit. Relevant for B2C, B2B and hybrid marketers, the content can be tailored to accommodate any career level.

Virtual Workshop Benefits
The benefits of attending this virtual workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to define the multicultural audiences that drive growth
  • When and how to tap into buyer personas and how the multicultural lens impacts this process
  • How to quarterback the creative process to leverage cultural imperatives, brand purpose and story-telling authenticity

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to make more efficient decisions on media channel mix
  • How to tap into the power of digital platforms and the emerging metaverse
  • How to use the power of Employee Resource Groups, Local Communities, and Influencers to drive efficiencies in market research and advertising evaluation

This workshop helps attendees maximize marketing ROI by teaching them:

  • How to make effective decisions on creative, media and metrics
  • How to evaluate marketing performance by brands across industry categories and identify ROI drivers
  • How to set the right metrics for comparison at each step of the marketing journey, with clarity on benchmarks and the road to achieving them.


Download the full agenda here


  • Raquelle Zuzarte

    Raquelle M. Zuzarte is an award-winning global marketing leader, who has led successful brand campaigns at Johnson & Johnson, P&G, Washington Post, Accenture, CBS, Time Warner and Charter.