2018 ANA Multicultural Marketing & Diversity Conference presented by Pandora

“If you aren’t doing multicultural marketing, you are not doing marketing!” says Marc Pritchard, chief brand officer at The Procter & Gamble Company and keynote speaker at the upcoming 2018 ANA Multicultural Marketing & Diversity Conference presented by Pandora.

Now in its twentieth year, the conference assembles top client-side multicultural marketing professionals and experts across a wide spectrum of industries to share best practices on topics such as marketing to diverse segments, measuring ROI of multicultural marketing plans, diversity and inclusion strategies, and much more.

In addition, the 18th annual ANA Multicultural Excellence Awards will recognize the year’s best multicultural advertising campaigns. Winners will be announced and celebrated at a reception on November 4th.

The ANA Multicultural Marketing & Diversity Conference has become the annual “go to” event to discuss and debate industry issues, to network and celebrate!

Hosts:
Gilbert Dávila
Chair

ANA Multicultural Marketing & Diversity Committee
Claudine Waite
Director
ANA

When
Begins:Sunday, November 4, 2018 at 2:00pm
Ends:Tuesday, November 6, 2018 at 3:00pm
Where

Fontainebleau Miami Beach
4441 Collins Ave
Miami, FL 33140

The ANA has negotiated a special room rate of $320/night. In order to use the ANA rate, you must be registered to attend the conference. A reservation link will be provided under the "Important Information" section of your conference registration confirmation email. The cut-off date is Tuesday, October 20, 2018, after which prevailing rates apply.

Registration Pricing
    Client-Side Marketer Marketing Service Provider Gold Marketing Service Provider Silver Associate Individual Nonmember
Registration
  REGISTRATION
(Registration to the conference includes the Multicultural Excellence Awards Dinner)
$1,360 $1,360 $1,570 $1,675 $1,675
  Multicultural Excellence Awards - Dinner Only
(One single ticket for the Multicultural Excellence Awards Cocktail Reception and Dinner ONLY)
$300 $300 $300 $350 $350

ANA Members & Marketing Service Provider Gold Members may take advantage of special corporate pricing of $1,885 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 a Marketing Service Provider 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.

Attendee lists are not provided ahead of the conference. You will receive a hard copy when you check in on-site, and it will also be made available on the ANA Events app once the conference has begun.

Register Now

Agenda
Sunday, November 4, 2018
2:00pm  

Registration Opens

Luster Gallerie

3:00pm  

Conference Kickoff

Fontaine/Fleur de Lis

 

CREATING CONTENT AND ENGAGEMENT WITH SOCIAL MEDIA INFLUENCERS

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.  Successful influencer relationships are less about reaching a mass audience, and more about reaching the right audience.  In this session, hear firsthand from influencers working with brands to create authentic content that drives brand awareness and affinity among their trusted followers.  You’ll also learn tips and best practices in how to identify and engage with influencers, and structure relationships for mutual success.

Moderator:

James Cuthbert

Senior Manager, Multicultural Marketing

The Coca-Cola Company

Panelists:

Annie Vazquez

Style and Travel; Award Winning Lifestyle Blogger

The Fashion Poet

Philip Wang

Co-Founder

Wong Fu Productions

3:42pm  

POWERFUL CONTENT PARTNERSHIP: HOW TO ELEVATE YOUR BRAND WITH BLACK AND URBAN AUDIENCES

Is your brand searching for ways to deepen its connection with multi-cultural consumers?  Are you a content creator who wants to learn smart ways to build high-impact partnerships? Do you want some tips on how to leverage the power of branded content and cultural influencers?

Join aspire TV’s Melissa Ingram, General Manager and The Home Depot’s Melissa Brown, Senior Manager, Marketing, as they share how their brands strategically focused on lifestyle (a big new opportunity for effectively reaching black and urban viewers), relevant content integration and activating on the consumer insight research that guided their initiative. They’ll be joined by celebrity designer Nikki Chu, star of aspire TV’s new original series Unboxed with Nikki Chu.

Melissa Ingram

General Manager

aspire TV

Melissa Brown

Senior Manager, Marketing

The Home Depot

Nikki Chu

Celebrity Designer

4:22pm  

EXPANDING THE DEFINITION OF INCLUSION

There are clear corporate metrics proving the business value of gender and ethnic diversity. Enlightened organizations are now expanding their diversity and inclusion outreach to a wider spectrum of under-served communities.

AdvancingDiversity.org and MediaVillage founder Jack Myers will lead a discussion with AB InBev’s Ricardo Marques on the widening definition of diversity, sharing how companies are supporting military veterans, immigrants, those on the autistic spectrum, the handicapped, non-violent ex-convicts and others often initially left out of the conversation.

Jack Myers

Founder

AdvancingDiversity.org and MediaVillage

Ricardo Marques

Group Vice President, Core and Value Brands

Anheuser-Busch InBev

6:30pm  

ANA Multicultural Excellence Awards Cocktail Reception

Luster Gallerie

7:30pm  

ANA Multicultural Excellence Awards Dinner

Join us as we celebrate the 18th annual 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, Digital/Social/Mobile, Experiential Marketing, Hispanic, LGBT, People with Disabilities, Print, Total Market and Socially Responsible advertising. Award Category Sponsors include: eSSential Accessibility, H Code Media, and Music Audience Exchange.

Sparkle East/West

Monday, November 5, 2018
7:30am  

Breakfast  

Fontaine/Fleur de Lis

8:30am  

General Sessions

Sparkle East/West

 

WELCOME

Gilbert Dávila

Chair

Claudine Waite

Director, Content Marketing, Conferences and Committees

ANA

8:45am  

FIRESIDE CHAT WITH CEO ARNOLD DONALD

Arnold Donald is President and Chief Executive Officer of Carnival Corporation & PLC, the world’s largest leisure travel company, and among the most profitable and financially strong in the cruise and vacation industries. The company’s portfolio of nine global cruise lines includes Carnival Cruise Line, Holland America Line, Princess Cruises and Cunard with more than 120,000 employees and a fleet of over 100 ships that visit all seven continents and more than 700 ports around the world.  He was on the board of Carnival Corporation for 12 years before becoming President and CEO in 2013. Mr. Donald took over at Carnival during a very challenging time for the cruise industry as a whole, and is credited with helping to change the image of Carnival in a very positive direction.  He was instrumental in the reopening of Cuba to Americans visiting by cruise ship for the first time in 50 years and working with China in the development of their burgeoning cruise industry. In this intimate conversation, Mr. Donald will discuss his approach to leadership and passion for diversity.

Bob Liodice

Chief Executive Officer

ANA

Arnold Donald

President and Chief Executive Officer

Carnival Corporation & PLC

9:25am  

INCLUSIVE MARKETING MATTERS

Marketing as we know it is being disrupted. What can we do to take control of marketing to lead mass disruption and get the growth we all want?  One thing we can do is reinvent brands and companies to be good citizens of the world because inclusive marketing matters even more today as a force for good and a force for growth.  Join Marc Pritchard, Chief Brand Officer of P&G, and Chair of the ANA, to hear what P&G and their leadership brands are doing to make an impact with their wide reach and how we can unite as an industry behind a common brief for good.

Marc Pritchard

Chief Brand Officer

The Procter & Gamble Company

10:05am  

Networking Coffee Break

Luster Gallerie

10:25am  

General Sessions con't.

Sparkle East/West

 

CASE FOR CHANGE: MULTICULTURAL AND INCLUSIVE MARKETING AS A BUSINESS IMPERATIVE FOR LONG-TERM GROWTH

AIMM has already begun to transform the industry into a more inclusive, diverse, and proactive platform. Michael Lacorazza, Executive Vice President, Integrated Marketing and AIMM Co-Chair for the past two years, will share insights from the soon to be released whitepaper Case for Change: Multicultural and Inclusive Marketing as a Business Imperative for Long-Term Growth to help marketers better understand the importance of prioritizing multicultural and inclusive consumers. The session will be informed by results from the 2018 ANA/AIMM Multicultural & Inclusive Benchmark Survey, which provides insights into ANA members approach to targeting Multicultural and Inclusive consumers, ad spend allocation and their marketing organizational structures.

Michael Lacorazza

Executive Vice President, Integrated Marketing

Wells Fargo

11:05am  

REDEFINING BEAUTY

Beauty is being redefined on a daily basis - by consumers' age, gender, sexuality, skin/hair/body types and so much more. Today, there is no “one size fits all” and consumers are looking for products that fit their routines, their unique needs and allow them to customize their looks. Coty’s Consumer Beauty teams are inspired and emboldened by this industry shift – and believe that the real power of beauty comes to life when individuality and self-expression are championed. In this session, you will learn about the recent transformation of Coty’s iconic brands such as COVERGIRL, Sally Hansen, Clairol and Rimmel, and how their inclusive brand campaigns and innovative beauty products have attracted a diverse community of loyal fans.

Ukonwa Ojo

Chief Marketing Officer, Consumer Beauty

Coty Inc.

11:45am  

MULTICULTURAL & DIVERSITY CHAMPIONS AT THE HIGHEST LEVEL

Sprint has long been a leader in multicultural marketing and is one of the pioneers – active in multicultural marketing before many others have been.  Today, multicultural marketing and diversity are championed at the highest level of the company via CEO Marcelo Claure and CMO Roger Solé; Mr. Solé’s pathway to the CMO position included a role leading Hispanic marketing at Sprint.  As a result, Sprint has been extremely successful in driving revenue opportunities in diverse markets by offering innovative products and services designed with different cultures in mind.

Roger Solé

Chief Marketing Officer

Sprint

12:25pm  

Luncheon  

MUSIC SPEAKS: UNCOVERING THE GATEWAY TO WINNING WITH THE MASSES

Multicultural consumers, and the music they listen to and create, impacts and shapes American culture. In this session, Pandora will unveil new research to uncover the triggers and motivators behind today’s music trends, illustrate the effect of these trends on the general population, and dive into marketing implications beyond music that can help advertisers win over this audience.

Fontaine/Fleur de Lis

2:00pm  

General Sessions con't.

Sparkle East/West

 

DIVERSITY IN AMERICA

Beginning in April 2018, with an attention-getting issue devoted to the subject of race, National Geographic launched a series of stories about “Diversity in America” to examine the current state of racial, ethnic and religious groups in the United States in the 21st century. Among the groups featured are African Americans, Asian Americans, Latinos, Muslims, Native Americans and Whites. The magazine uses its trademark storytelling through photography, graphics and deep reporting to explore the groups' changing roles at a time when race is at the center of a pointed and often heated national discussion.

Susan Goldberg

Editor in Chief and Editorial Director

National Geographic Magazine and National Geographic Partners

2:40pm  

LEADING, SERVICE AND CHANGING THE INDUSTRY THROUGH AIMM: A FIRESIDE CHAT

Tony Rogers, chief marketing officer, Sam’s Club and incoming AIMM Chair is a strong advocate for prioritizing marketing approaches executed with the same level of sophistication, rigor and insight as those targeting more mainstream segments. During this intimate conversation, moderated by Gilbert Dávila, Co-President, DMI, Tony Rogers will share his thoughts on the importance of multicultural and inclusive marketing, how companies can get it right and drive overall corporate growth and how they’re planning on turning the industry around through AIMM. 

Tony Rogers

Chief Marketing Officer

Sam's Club

Gilbert Dávila

President and CEO

Dávila Multicultural Insights (DMI)

3:20pm  

Networking Coffee Break

Luster Gallerie

3:40pm  

General Sessions con't.

Sparkle East/West

 

TRANSFORMATIONAL ASIAN MARKETING

The fastest growing ethnic group, Asian Americans’ consumer buying power has grown to $986 billion, up 257% since 2000, versus 97% for the total U.S.  Asian consumers represent a lucrative segment yielding increasing influence.  Representing a prized customer opportunity, brands have struggled to effectively tap this segment.  Moderated by Nita Song, President and Chief Momentum Officer of IW Group, this panel tackles the challenges of Asian marketing, and provides valuable insight into how they’ve turned that into results-driven opportunity.  Learn how brand leaders activate innovative strategies and leverage the global and digital influence of this consumer to take a fresh approach in their Asian marketing.

Moderator:

Nita Song

President and Chief Momentum Officer

IW Group

Panelist:

Nydia Sahagun

Senior Vice President, Segment Marketing

Wells Fargo

4:20pm  

BRINGING RELIABILITY AND COST EFFECTIVENESS TO MULTICULTURAL MEASUREMENTS MARKETERS CAN RELY ON

The quality and reliability of multicultural data has challenged marketers for years. In a recent study among research companies and data sellers, focused specifically on CPG Sales & Digital consumer data, AIMM identified some of the greatest challenges. This session will highlight the findings on challenges and potential solutions on data reliability and quality, and share gap closure plans from data sellers including Nielsen, IRI, InfoScout, Acxium, Epsilon, Claritas/Geoscape, Comscore and others involved in the data round table.

Carlos Santiago

President and Chief Strategist

Santiago Solutions Group

Juan Solana

Director, Marketing, Global Consumer Insights and Analytics

Walmart

Tuesday, November 6, 2018
7:30am  

Breakfast  

Fontaine/Fleur de Lis

8:30am  

General Sessions

Sparkle East/West

 

OPENING REMARKS

Gilbert Dávila

Chair

Claudine Waite

Director, Content Marketing, Conferences and Committees

ANA

8:40am  

TOYOTA’S APPROACH TO MARKETING TO MULTICULTURAL CONSUMERS

As the nation’s demographics shift, so must marketing strategies. In the automotive industry, from 2010 – 2017 growth of new vehicle registrations for Asian, Black and Hispanic consumers more than doubled that of the non-Hispanic white population. For Toyota specifically, 35 percent of new vehicle registrations are derived from ethnically diverse consumers. Responding to these insights, Toyota modified its marketing approach to capitalize on these demographic trends. Hear the details behind Toyota’s holistic approach to reaching and engaging a broad section of multicultural and inclusive segments.

Ed Laukes

Group Vice President

Toyota North America

9:20am  

WAKANDA FOREVER! BLACK PANTHER’S JOURNEY TO SUPERHERO ROYALTY

Get an inside look at the year-long journey to create a meaningful integrated campaign to promote the global, billion dollar, blockbuster hit, Marvel Studio’s Black Panther. Learn how The Walt Disney Company educated and introduced audiences – from Gen Z to Boomers – to Black Panther, broke through the clutter with disruption and innovation, and was able to reach widespread and diverse audiences with a cross portfolio, multi-phase campaign, on linear, digital and social, which helped to create a cultural phenomenon.

Jerry Daniello

Senior Vice President, Integrated Marketing

The Walt Disney Company

Evelyn Livermore

Vice President, Integrated Marketing and Synergy

The Walt Disney Company

10:00am  

CÎROC AND DIAGEO “GET IT” WHEN IT COMES TO UPLIFITING SPIRITS AND CULTURE

Nobody truly understands and appreciates the buying power and impact African American consumers have on culture more than mogul Sean “Diddy” Combs. Combs tapped into this insight through the Combs Enterprises marketing arm Blue Flame and promotional partnership with Diageo and CÎROC Ultra Premium Vodka. Join Dia Simms, President of Combs Enterprises and Dan Sanborn, VP PR and Entertainment Marketing at Diageo, as they share the creative execution and learnings behind the CÎROC Ultra Premium Vodka “Let’s Get It” campaign that marketed to multicultural audiences, illustrated the importance of hip-hop culture in driving affinity within marketing, and set the precedent for future CÎROC spirit campaigns.

Dia Simms

President

Combs Enterprises

Dan Sanborn

Vice President, PR and Entertainment Marketing

Diageo

10:40am  

Networking Coffee Break

Luster Gallerie

11:00am  

General Sessions con't.

Sparkle East/West

 

PROGRESSIVE MARKETING IS GOOD FOR BUSINESS

The one thing in every marketing and/or business executive’s mind is “how do I grow”.  It’s the conversation happening in between meetings and in meetings.  52% of Fortune 500 companies reported negative growth in 2016 because they haven't been able to keep up with the rapid ethnic, technological and societal changes happening in the U.S.  As a marketer, the key is not only identifying your present and future (customer) source of growth and properly spending against it, but also having the understanding of who that customer is in order to stay in lock-step with them.

Since 2013, Comcast Cable and its Xfinity brand have stayed ahead of the marketplace by staying in lock-step with their business growth segment of Hispanics. José Vélez-Silva, Vice President of Multicultural Marketing Communications, will share Comcast's journey in their focus on deep customer empathy yielding progressive customer insights that have shattered conventional wisdom and their investment in rapid technology innovation producing the first-ever bilingual voice remote.

During this keynote, José will cover the following topics:

  • A “growth” approach to marketing and its practical application
  • How “biculturalism” has evolved from 2013 to today and how marketers can connect with this mindset
  • Developing creatively effective work and it’s direct contribution to growing the business

Jose E. Velez-Silva

Vice President, Multicultural Marketing Communications

Comcast

11:40am  

HOW TO ENGAGE LGBTQ CONSUMERS, AUTHENTICALLY

Although on the rise, marketing and advertising that targets LGBTQ consumers still falls behind other demographics. Lack of ability to identify and understand LGBTQ individuals are among the primary barriers that marketers identified for this lack of outreach to LGBTQ consumers, according to a recent ANA benchmark study. Many brands have not figured out how to engage LGBTQ consumers and thus missing out on an undervalued and highly diverse $5.4-trillion market. Join this panel discussion, moderated by Matt Tumminello, founder of LGBTQ marketing agency Target 10, to learn from brands targeting LGBTQ consumers; the challenges, the opportunity and the successes.

Matt Tumminello

Founder

Target10

Gary Osifchin

Global Vice President, Brand Equity

Mondelēz International

Russell Pareti

Senior Vice President, Marketing

Stoli® Group

12:20pm  

Luncheon  

Fontaine/Fleur de Lis

1:45pm  

General Sessions con't.

Sparkle East/West

 

21st CENTURY MARKETING – A MORE INCLUSIVE APPROACH TO REACHING ALL SEGMENTS

Throughout the last year, AIMM conducted an assessment of various companies organizational structures, diverse talent representation, Total Market, among other areas. This session will highlight the insights from this analysis and the framework needed for an effective marketing approach to drive brand growth. 

Phillip Polk

Vice President, Multicultural Strategy and Chief Diversity Officer

Hallmark Cards

2:25pm  

IDENTITY IN A POLYCULTURAL WORLD

The world around us is changing – it’s more dynamic, more diverse, and more connected than ever before. People are at the core of this change, and in this keynote, Marketing Director Ben Feeney will talk about how MillerCoors has advanced from the singular focus of demographics to better understanding all the dimensions that makes us human, so brand connections can become more personal.

Ben Feeney

Marketing Director, Foresight and Design

MillerCoors

3:00pm  

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 full refund will be granted, if written request for cancellation is received by email 60 or more calendar days before the conference start date.
  • A 50% refund will be granted, if written request for cancellation is received by email 45 or more calendar days before the conference start date.
  • No refund will be granted, if written request for cancellation is received by email 21 or less calendar days before the conference start date.
  • No refund will be granted 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 promo code during the registration process.
  • A $125 processing fee will be assessed to change the name on a registration for any registrant who is not a client-side marketer member.
  • Hotel room cancellations and changes must be made directly with the hotel. 

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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