Multicultural Marketing (Half Day)

Market Planning for a Dynamic America
(Half Day Workshop)

Leveraging general marketing campaigns to plan and execute a successful and authentic multicultural campaign is both art and science – and many marketers feel underequipped to tackle the challenge well.

U.S. demographics are indeed changing and so is our view of multicultural (and cross-cultural) marketing. Marketers need to understand the key attributes and KPIs of a successful multicultural marketing brief and plan, in order to ensure their ads reach multicultural cohorts in an effective and authentic way. . A good multicultural marketing plan can ensure your message strikes the right tone and drives customer loyalty.

In this workshop, participants will learn how key KPIs, a good agency checklist, and a clear multicultural brief can make the difference between a successful multicultural marketing campaign and one that falls flat

Who is the workshop for?
This workshop is for marketers working with an agency that want to build their brands and optimize marketing investments to produce compelling, authentic, and responsible advertising to their multi-cultural audience(s).

Workshop Benefits
As a result of the workshop you and/or your team will be better able to:

Increase marketing efficiency by:

  • Knowing the right questions to ask your agency in order to develop an effective multicultural marketing campaign
  • Learning how to plan your multicultural efforts from an advertising and media perspective: including recommended tools and resources

Increase marketing effectiveness by:

  • Learning about multicultural America: demographics; psychographics; and best practices for reaching and engaging diverse consumer segments
  • Learning how to write a brief and understanding plan elements that supports multicultural consumers

Increase marketing ROI and fandom by:

  • Understanding how a cross-cultural consumer may require distinct efforts for more relevant resonance and engagement that lead to customer inclusion and brand fandom
  • Understanding how to improve critical KPIs (customer acquisition, return on ad spend) to drive more profitable and rewarding programs


Download the full agenda here



Maria Twena

Maria (Lopez) Twena has more than 30 years of experience in marketing, a career she began after securing a B.A. in Psychology and an M.A. in mass communications. She has worked at various high-tech companies (both agency and brand), then spent years at MRM (McCann’s digital arm) servicing marquee clients, including Microsoft and Verizon. After two decades in the general market arena, she decided to turn her focus to the 1.5/2.0 generation Latinx consumer segment. While at MRM she founded an advertising practice exclusively focused on digital marketing to the bicultural Latinx and received an ADCOLOR Innovator Award for her groundbreaking research on the native-born Hispanic. She has served as CMO of two organizations and as an Agency President and remains committed to assisting brands as they turn to novel markets that hide in plain sight yet drive exponential revenue. She is bilingual and bicultural, and Maria is currently a Partner, and the Global Head of Consumer X, at 9th Wonder.