2017 ANA Multicultural Marketing & Diversity Conference Presented by Time Inc.

GROWTH DRIVERS: DIVERSE CONSUMERS & DIVERSE TALENT

Corporate America is not growing sufficiently! The growth rate of our collective industries is an anemic 2 percent. Over half the Fortune 500 companies had revenue declines last year. The ANA CMO Masters Circle has identified inclusiveness and multicultural marketing as well as talent as key drivers of organizational growth. ANA's Alliance for Inclusive & Multicultural Marketing (AIMM) has spent the last year addressing these challenges and coming up with solutions.

The 2017 ANA Multicultural Marketing & Diversity Conference – now in its nineteenth year – will provide learning and inspiration to help attendees more effectively market to diverse consumers and build a solid pipeline for talent. Our conference theme is “Growth Drivers: Diverse Consumers & Diverse Talent” and our agenda will feature passionate marketers and visionaries and AIMM's work to dateAIMM will discuss its mission of elevating the industry to build brands and business results by creating a voice for the advancement of inclusive and multicultural marketing. Plus, the ANA Multicultural Excellence Awards will recognize the year’s best multicultural advertising campaigns.

The hashtag for this event is #ANAMulti. Come learn and get inspired!

HOSTS:

Gilbert Dávila
Chair
ANA Multicultural Marketing & Diversity Committee 

Claudine Waite
Director
ANA

When
Begins:Sunday, November 5, 2017 at 3:00pm
Ends:Tuesday, November 7, 2017 at 4:00pm
Where

Fontainebleau Miami Beach
4441 Collins Avenue
Miami Beach, FL 33140

The ANA has negotiated a special room rate of $320-520/night. To make your room reservation, please click here. You may also call the reservations department at 800-548-8886 and reference the ANA Multicultural Conference. The cut-off date to obtain the ANA rate is Thursday, October 12, 2017, after which prevailing rates apply. Please notify the hotel of any special needs that you may have.

Registration Pricing

Early-bird pricing is in effect through 09/22/2017

    ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
  Conference Registration $995 $995 $1,195 $1,295 $1,295

Register early to save! Early-bird pricing (save $300) is in effect through 9/22/2017.

ANA Members & Associate Gold Members may take advantage of special corporate pricing of $1,795 for up to three members from the same company. Please note that no refunds of any kind are available for corporate packages, and we cannot split payments between credit cards. Please click here to take advantage of this special rate. Please visit our website at http://www.ana.net/members/associatelist to see if your company is an Associate member and here at http://www.ana.net/members/list to see if your company is an ANA member.

For issues processing your registration or other frequently asked questions, please refer to  this page.

Register Now

Agenda
Sunday, November 5, 2017
2:00pm  

Registration Opens

3:00pm  

Conference Kickoff

 

HIDING IN PLAIN SIGHT. BLACKS MATTER MORE THAN EVER TO BRANDS

Within the past few years, the focus for many brands has shifted away from Black consumers to other segments. Given that Black consumers continue to play a vital role in the growth and health of many brands, Pepper Miller will discuss key foundational cultural insights that are often overlooked and undervalued. For example:

  • How Black Millennials are not as mainstream as some may think 
  • Why marketers must get permission to use Black culture, and the steps to avoid cultural appropriation fiascos
  • Iconoculture Research’s values for Black and non-Black consumers and how the results address the question, “Yes we speak English, but are you talking to me? to business leaders who aren’t investing in the Black audience, because they embrace language as a cultural identifier.

Pepper Miller’s session will help business leaders understand how incorporating these (and other insights) into a brand’s strategic platform, can have a positive impact on the Black audience and a brand’s bottom line.

Pepper Miller

President

The Hunter-Miller Group

 

CREATING CONTENT AND ENGAGEMENT WITH SOCIAL MEDIA INFLUENCERS

Social media influencers are today’s celebrities in the digital world.  When the match is right, influencer marketing can be an effective way for brands to reach new and niche consumers and to build an authentic relationship.  This is why many brands are engaging with multicultural influencers to create content, connections, and conversation with diverse segments across Facebook, Snapchat, Instagram, YouTube, Tumblr, Twitter, and more.  In this session, Dorinda Walker, VP, Consumer Strategy & Key Initiatives Multicultural Marketing at Prudential, will share how the company is working with influencers across multiple consumer segments to create authentic content that drives brand awareness and affinity.  You’ll also learn tips and best practices in how to identify and engage with influencers, and structure relationships for mutual success.

Dorinda Walker

Vice President, Consumer Strategy & Key Initiatives Multicultural Marketing

Prudential Insurance Company of America

6:30pm  

ANA Multicultural Excellence Awards Cocktail Reception

7:30pm  

ANA Multicultural Excellence Awards Dinner

Celebrate the 17th anniversary of the ANA Multicultural Excellence Awards and recognize the year’s best multicultural advertising campaigns. The awards, sponsored by the ANA Multicultural Marketing & Diversity Committee, raise awareness and exposure of the outstanding work being done in the areas of African-American, Asian, Audio, B-to-B, Digital, Experiential, Hispanic, LGBT, People with Disabilities, Print, and Total Market advertising. 

Monday, November 6, 2017
7:30am  

Breakfast

8:30am  

General Session

OPENING REMARKS

Bob Liodice

Chief Executive Officer and AIMM Co-Chair

ANA

Michael Lacarozza

EVP, Head of Integrated Marketing and AIMM Co-Chair

Wells Fargo

 

BRAND BUILDING AS A FORCE FOR GOOD AND GROWTH

Our industry needs more growth – market growth – since it drives the majority of all company growth and lifts all boats. In this keynote, P&G’s Chief Brand Officer, Marc Pritchard, will talk about achieving that growth with the fastest growing segment in the population – multicultural – and demonstrate that brands can take on broader societal issues that matter to people and be both a force for good and a force for growth.

Marc Pritchard

Chief Brand Officer

Procter & Gamble

 

PARTNERING ON DIVERSITY DRIVES GREATNESS

Most clients agree that diversity and inclusion is good for business and reflects the broader fabric of America.  However, it is not enough to build diversity in the client company.  We must demand the same of our agencies.  USAA has restructured its agency relationship to centralize inside one holding company with the explicit goal to drive greatness through diversity.  Roger Adams, CMO at USAA and Renetta McCann, Chief Talent Officer at Publicis Groupe’s Leo Burnett, will explore the keys to building and sustaining a diverse organization and the potential benefits on both the client and agency side.

Roger Adams

Chief Marketing Officer

USAA

Renetta McCann

Chief Talent Officer

Leo Burnett U.S

10:30am  

Networking Coffee Break

11:00am  

WHAT THE MUSIC INDUSTRY CAN TEACH US ABOUT DIVERSITY

Nile Rodgers is a triple Grammy winning musical legend, Rock & Roll Hall of Fame recipient, and founder of music strategy agency NILE-Evoke. He is a musician, songwriter and producer and has been a chief architect of funk, disco, hip hop and pop music.

The music industry has always been at the forefront of marketing its products with diversity – to the benefit of the artist, the consumer, and society as a whole.  Nile believes that advertisers can take a cue from the world of music. It’s not about filling quotas; it’s about being authentic and elevating culture through the richness diversity blesses us with. Nile will share his perspectives on culture, branding, and diversity as well as tales from his five decades of making hit records.

Nile Rodgers

Grammy-winning producer

NILE-Evoke

 

UNCONSCIOUS BIAS, BAD IDEA DU JOUR

In an era of instantaneous humiliation for messaging mistakes, unconscious bias training is the latest example of "empty calorie" diversity training. What is really behind the failure of everyone but white men reaching the top of most companies. In this session, Luke Visconti, CEO, DiversityInc will address this issue head on. He will provide strategies for companies who want to succeed at developing talent equitably and share the "secret" factor present in every company at the top of the DiversityInc Top 50 list. 

Luke Visconti

Chief Executive Officer

DiversityInc

 

AIMM CASE FOR CHANGE: TRANSFORMING BUSINESS & MARKETING PRACTICES FOR GROWTH

Today many marketers are missing a major growth opportunity because they have not adapted their business strategies to reflect the new reality of a more diverse marketplace.  The Case for Change team will address the business imperative for change towards more inclusive business practices.  This will include growth opportunities across business sectors and an in-depth look at why brands must transform the way they market.

Nydia Sahagun

Senior Vice President, Segment Marketing

Wells Fargo

12:30pm  

Luncheon  

MILLENNIAL & GEN Z LATINAS: AN EMERGING FORCE REQUIRING AN AUTHENTIC VOICE

The marketing potential associated with millennial and Gen Z Latinas is widely recognized and eagerly anticipated. But cracking the code in how to speak with these increasingly influential consumers eludes many marketers. Understanding the media behaviors of this highly diverse, young Latina and speaking in her unique voice is essential to gaining her trust and unlocking her vast spending power. Shirley Velasquez, Executive Editor of PeopleenEspanol.com and People Chica will lead a panel of Millennial Latina influencers and experts in discussing how to reach and authentically engage this complex, under-served, digital-first audience.

Shirley Velasquez

Executive Editor

PeopleenEspanol.com

1:45pm  

General Session Cont.

 

AIMM: TOTAL MARKET Done Right

Total Market has been misinterpreted and misunderstood.  Many executives and agencies conducting Total Market strategies and executions today don’t have experience working in the Multicultural space.  Chairs from the Total Market Committee for AIMM will share the pathway to the execution of a successful Total Market campaign – one  that must begin with research, business strategy and the identification of the main drivers of growth as a primary audience as an important input before moving towards creative executions that reach diverse consumers as a final output of an inclusive campaign.

David Cardona

Director, Shopper Marketing, Category Advisory & Multicultural Capabilities

The Clorox Company

Javier Delgado-Granados

Group Director, Multicultural Marketing

Coca-Cola Company

 

AIMM METRICS & MEASUREMENT: ENHANCING QUALITY METRICS FOR PROPER MULTICULTURAL INVESTMENTS

Even as the U.S. becomes more diverse, allocations towards Multicultural marketing has seen declines. One of the biggest challenges is access to quality metrics to substantiate the growth and ROI that each multicultural segment contributes, which is critical in investment and allocation decisions.  AIMM’s Measurement & Insights Committee will share the findings of its recent trends in Hispanic & African American AdSpend allocations.   The session will outline plans for enhancing access to quality audience and sales measures in ‘ethnic’ and ‘general’ channels and reducing the costs associated with segmenting this research, in order to truly reflect the totality of consumption and full impact of dedicated and integrated marketing strategies.

Matt Taliaferro

Sr. Director Marketing

Walmart Stores, Inc.

2:50pm  

Networking Coffee Break

3:15pm  

General Session Cont.

 

DIVERSITY & INCLUSION INGREDIENTS FOR SUCCESSFUL MULTICULTURAL MARKETING

2017 has been a breakthrough year for multicultural media.  Moonlight won Best Picture, "Despacito" is the #1 song worldwide and this year's Emmy nominees are diverse in both casting and writers. As marketers, there's a role we can play in these cultural shifts. It starts with us; understanding who is missing in front of the camera and behind the scenes, and then making them present. In this session, Manoj Raghunandanan, Vice President of Marketing at Johnson & Johnson Consumer Inc, will discuss the ingredients for successful multicultural advertising: one part a diverse organization, one part an authentic culture and one part a willingness to take risks.

Manoj Raghunandanan

Vice President of Marketing

Johnson & Johnson

 

THE MULTICULTURAL MILLENNIAL EFFECT - HOW BIG OF A DEAL IS THIS?

At roughly 84 million strong, Millennials are redefining the advertising landscape as well as the American workforce… and nearly half (45%) of this Millennial generation is ethnically diverse. Do corporate marketing teams and efforts reflect this new reality? What does this inherent diversity mean for the future of multicultural and “general/mainstream” marketing? In this session, Hallmark VP of Multicultural Strategy, Phil Polk will share how company marketing efforts, and the people who drive them, must pivot to remain relevant in the era of mainstream multiculturalism? 

Philip Polk

VP Multicultural Strategy

Hallmark Cards Inc.

3:30pm  

BUILDING DIVERSITY. WHY BEING BOLD WINS.

Join iHeartMedia's Senior Vice President, Multicultural Strategy and Sales, Peggy Byrd in conversation with Enrique Santos, Chairman & Chief Creative Officer, of iHeartLatino, as the two discuss the complexity of targeting multicultural markets. Through Santos’ inspiring journey, from being a police officer to hosting two radio shows (broadcasted in two different languages), reaching millions of fans per week, and Byrd’s professional journey within multicultural marketing, learn how the two align with their own audiences.  Gain insight into how marketers can, and should leverage new platforms that connect consumers with the biggest moments in current culture, learn the importance of tough conversations that brands shouldn’t shy away from, and how these takeaways nurture and promote diversity within business.

Peggy Byrd

VP, Multicultural Strategy and Sales

iHeart Media

Enrique Santos

Chairman and Chief Creative Officer

iHeartLatino

5:30pm  

Conference Adjournment

7:00pm  

Cocktail Reception

8:00pm  

Dinner on your Own

Tuesday, November 7, 2017
7:30am  

Breakfast

8:30am  

General Session

 

WALMART’S WAY TO EQUALITY IN MARKETING: OUR PEOPLE, PARTNERS AND PROGRAMS

Walmart's purpose of helping people live better fuels the world's largest retailer's approach to diversity and multicultural marketing. Tony Rogers, a longtime champion for multicultural marketing, will shares the brand's strategy for finding bold talent that represents Walmart’s diverse customer base. You'll also hear what the company is doing to challenge partners and agencies to take action in support of diversity and inclusion. Finally, Tony will share Walmart’s approach to marketing to the multicultural customer in ways that are relevant, meaningful and authentic. 

Tony Rogers

Chief Marketing Officer

Walmart Stores, Inc.

 

DRIVING DIVERSITY TO DELIVER ON THE PROMISE OF THE DIGITAL WORLD

The topic of diversity and inclusion within the advertising world is not a new one, but despite ongoing dialogue, there has been little movement towards meaningful change. That’s why Verizon CMO, Diego ScottI, took bold action, telling his agencies to diversify, in addition to proactively building programs to discover and train the next generation of diverse marketing leaders. Learn how Verizon is driving industry-wide change to better serve a diverse marketplace.

Diego Scotti

Executive Vice President and Chief Marketing Officer

Verizon Communications

10:00am  

Networking Coffee Break

10:30am  

General Session Cont.

 

MARKETING AT THE SPEED OF CULTURE

Multicultural marketing succeeds when brands fully understand what is relevant to a cultural group at any given moment in time.  But mining insights from the subcultures that drive mainstream audiences can be difficult when marketing processes don’t always move at the same speed as culture.  This session will share learnings and best practices for defining culture at a human level.   A series of case studies across a diversity of segments – Black, Latino, LGBTQ, and Asian – will demonstrate that the best promotional executions are built on a foundation of culture.

Jackie Gagne

Vice President, Multicultural Marketing

HBO

 

MULTICULTURAL MARKETING — HOW HARD CAN IT BE?

Isn’t multicultural marketing a matter of simply picking the right tunes, a few diverse images and some language tweaks?  How hard can it be?  Done correctly, established brands with general marketing success face complex challenges introducing multicultural marketing into their business.  Join Stan Little, SVP and head of marketing strategy and operations at SunTrust Banks, Inc., for an honest discussion of the challenges and opportunities on the journey to better serve an expanding multicultural market.  He will share strategies that serve both internal and external audiences while avoiding the not-so-obvious pitfalls along the way.

Stan Little

SVP, Head of Marketing Strategy & Operations

SunTrust Banks, Inc

 

AIMM TALENT & EDUCATION: ELEVATING TODAY’S MC IQ, INCLUSION AND PRIORITIZATION

The demographic composition of executives in corporate America today does not mirror the communities we serve. The knowledge and understanding of diverse markets does not always reflect the opportunity for growth. The leadership of AIMM’s Talent & Education team will address these issues, while sharing plans for the creation of platforms and support mechanisms for AIMM members. These will ensure our knowledge, sensitivities, insights and organizational structure reflect America’s diverse consumer base in order to maximize opportunity and growth.  

Adam Salgado

Vice President, Multicultural and Field Marketing

McDonald’s USA

Mammen Verghis

Vice President

Prudential Financial

12:00pm  

Luncheon  

1:45pm  

General Session Cont.

 

AVOCADOS FROM MEXICO'S DIGITAL SUCCESS FORMULA: HOW TO DISRUPT THE SPACE AND WIN BIG

No one can dispute the power of social media and one of the biggest drivers for success is ingenuity.  With relentless creativity and unwavering determination Avocados from Mexico, and their fascinating underdog story, is making waves in the marketing industry. In this session, Alvaro Luque, president of Avocados From Mexico will share the thinking behind the strategy that allowed their Super Bowl digital campaign #AVOSECRETS win the most competitive social conversation in U.S marketing. Alvaro will take the audience through the digital & social approaches that have positioned Avocados From Mexico as the #2 Super Bowl digital campaign for three consecutive years; despite competing with some of the strongest brands in the space

Alvaro Luque

President

Avocados From Mexico

4:00pm  

Conference Adjournment


Cancellation Policy and Notes

Single ANA member and non-member conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. A 50% refund will be granted, if written request for cancellation is received by email 60 calendar days before the conference start date. No refunds will be granted for any cancellations received after the conference start date or for 'no shows.' Corporate packages are not eligible for cancellation. 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. A $125 processing fee will be assessed to change the name on a registration. Hotel room cancellations must be sent directly to the hotel. Please contact the hotel for further details.

Miscellaneous:
     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.

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