Multicultural Marketing - Virtual

Seats are limited and confirmation of attendance will be required in advance of the session.

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 virtual 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.

Target Audience
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).

Download the full benefits here

  • Setting the Stage (15min)
  • Multicultural America (45min)
  • Cross-Cultural vs. Multicultural Marketing (35min)
  • Best Practices for Working with Your Multicultural Agency (15min)
  • Break (10min)
  • Developing a Multicultural Creative Brief Insight  (15min)
  • Developing a Multicultural Creative Brief (40min)
  • Closing (5min)


Start: Tuesday, October 12, 2021 at 2:00pm

End: Tuesday, October 12, 2021 at 5:00pm


Virtual Workshop (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Multicultural Marketing - Virtual Client-Side Tier $0 Platinum Tier $0 Gold Tier $199 Silver Tier $299 Individual $499 Nonmember $499



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.