2011 ANA Multicultural Marketing & Diversity Conference presented by November 6–8, 2011 Fontainebleau Miami Beach Miami, FL Are you painting a picture of diversity? Join the conversation on Twitter @ANAmarketers using the hashtag #ANA_Multi Upload photos, video, and make comments on facebook.com/ANA Table of Contents 2011 ANA Multicultural Marketing & Diversity Conference presented.by.Ogilvy Agenda................................................................................... Page 5 Registration List...................................................................... Page 17 Speaker Bios........................................................................... Page 33 ANA Information..................................................................... Page 49 Sponsor Information............................................................... Page 71 www.ana.net 3 AGENDA 5 Agenda 2011 ANA Multicultural Marketing & Diversity Conference presented.by.Ogilvy Overview Agenda MULTICULTURAL MARKETING SUNDAY, NOVEMBER 6, 2011 MONDAY, NOVEMBER 7, 2011 & DIVERSITY CONFERENCE PRESENTED BY OGILVY CULTURAL IMMERSION TOUR Breakfast (7:45 am) PRESENTED BY THE ASSOCIATION Sponsored by Time Warner Inc. Today’s. multicultural. market. is. OF HISPANIC ADVERTISING AGENCIES rapidly. growing. and. evolving. into. a. (AHAA) (1:00 pm) UNDERSTANDING THE new. type. of. customer-influencing. MULTICULTURAL WOMAN - NEW mainstream.culture.more.than.ever. ANA.conference.attendees.are.invited. INSIGHTS ON CULTURE, CONTEXT in.music,.fashion,.food,.dance.and. to. participate. in. an. extraordinary. AND BRANDS more. Members.of.this.market.are. cultural. immersion. and. networking. younger,. more. acculturated,. more. experience. highlighting. Miami’s. The. 2010. U.S.. Census. has. tech-savvy. and. most. importantly,. multi-ethnic. and. affluent. Hispanic. reinforced.the.buying.power.of.the. have.tremendous.buying.power.that. community,. along. with. its. political. multicultural.consumer,.providing.a. cannot.be.ignored..They.are.utilizing. and. media. influence. as. a. reflection. growth.of.opportunity.for.marketers. mainstream. media,. social. media. of. the. market’s. sophistication.. Join. Time. Warner. will. share. insights. on. and. mobile. devices. more. than. us.on.a.fun-filled.tour.as.we.explore. Hispanic. and. African. American. the. general. market.. Multicultural. what. makes. the. Miami. market. women’s. mind. set,. passion. points. consumers.are.the.new.mainstream. unique. with. stops. at. the. Freedom. and. media. habits.. Learn. more. and. use. of. traditional. marketing. Tower,. Little. Havana,. the. famous. on. how. to. reach. this. multicultural. methods. is. no. longer. sufficient. to. Versailles. Restaurant,. Coral. Gables. consumer.with.relevant.content.that. reach.them.and.make.the.necessary. and.Carnival.on.the.Mile.Experience. delivers.ROI. impressions. Diversity. is. also. at.Sedanos.Supermarket..Drinks.and. becoming.a.key.business.imperative. hors.d’oeuvres.will.be.served. Michelle Ebanks that. is. driving. not. only. the. internal. President Essence and People en Español workforce,. but. also. community. Reception (7:00 pm) outreach.and.product.development. Sponsored by NuvoTV The. ANA. Multicultural. Marketing. Monique Manso &. Diversity. Conference. recognizes. Publisher Dinner (8:00 pm) People en Español the. intersection. of. multicultural. Sponsored by Univision & Universal Music marketing.and.diversity.management. Latin Entertainment in.driving.strong.business.growth. HOST Gilbert Dávila Multicultural Marketing & Diversity Committee Chair www.ana.net 7 Agenda 2011 ANA Multicultural Marketing & Diversity Conference presented.by.Ogilvy Agenda cont. General Session (8:45 am) CREATING EMOTIONAL CONNECTIONS THE SOUND OF SUCCESS: A SESSION WITH EMILIO ESTEFAN PRESENTED WELCOME REMARKS Join. Luisa. Acosta-Franco. as. she. shares. how. Farmers. Insurance. BY AHAA (ASSOCIATION OF HISPANIC Jeffrey Bowman ADVERTISING AGENCIES) Head Group. has. aligned. core. consumer. Ogilvy Culture values. with. business. objectives. to. Emilio.Estefan.has.been.nominated. create. a. breakthrough. marketing. for. 28. Grammy. Awards,. winning. OPENING REMARKS program.. Learn. how. the. company. the. honor. 14. times.. Having. been. Bob Liodice has. transformed. its. sponsorship. of. instrumental. in. the. success. of. the. President and Chief Executive Officer the.Immigrant.Archive.Project.into.a. Miami. Sound. Machine. and. his. ANA platform.that.drives.consideration.by. wife’s. career,. the. Grammy. Award- creating. emotional. connections. via. winning. producer. and. songwriter. MARKETING TO THE NEW multiple.touchpoints..The.Project.is. has. lent. his. talents. to. other. Latino. MAINSTREAM a. national. initiative. to. preserve. the. superstars,. such. as. Marc. Antony,. stories. of. immigrants. from. many. Multicultural. segments. are. growing. Jennifer. Lopez,. and. Ricky. Martin.. different. countries. and. a. variety. of. at.a.faster.pace.than.ever.before.and. Through. Estefan. Enterprises,. he. ethnicities. influencing. popular. culture. across. has. built. an. entertainment. empire.. mainstream. markets.. As. a. result,. The. company. is. involved. in. music. Luisa Acosta-Franco production,. restaurant. and. hotels,. leading. with. multicultural. insights. Vice President, Multicultural Marketing television.and.film.production.among. to. stay. relevant. to. customers. has. Farmers Insurance Group, Inc. become.increasingly.important..See. others.. Estefan. is. well. regarded. how. PepsiCo. has. embraced. these. by. his. peers. in. the. entertainment. multicultural.insights,.translated.them. industry.and.was.selected.as.one.of. into. successful. marketing. strategies. the.most.influential.Hispanics.in.the. and. raised. the. bar. in. multicultural. United.States.by.Hispanic.Business. marketing. magazine.. As. America. becomes. increasingly. diverse,. Emilio. will. Simon Lowden share. how. an. all. Latin. band;. “The. Chief Marketing Officer, Pepsi Bottling Company Miami. Sound. Machine”. was. able. PepsiCo, Inc. to. crossover. so. successfully. during. a. time. when. the. Hispanic. market. Javier Farfan was.just.emerging. He.will.reflect.on. Senior Director, Cultural Branding learnings.from.the.past,.the.market. Pepsi Beverages America today.and.the.potential.of.the.future. Emilio Estefan Music Producer & Songwriter Estefan Enterprises 8 www.ana.net Agenda 2011 ANA Multicultural Marketing & Diversity Conference presented.by.Ogilvy Agenda cont. DIVERSITY MANAGEMENT AS A LUNCHEON (1:00 pm) STRATEGIC IMPERATIVE Sponsored by Ogilvy Join.Ola.Mobolade,.researcher.and. Diversity. management. impacts. YOUR MULTICULTURAL STRATEGY co-author.of.‘Marketing.to.the.New. more. than. just. human. resources. IS SHOWING: WHAT CONSUMERS Majority’,.as.she.shares.the.surprising. and. suppliers.. It. is. becoming. the. REALLY THINK ABOUT ETHNIC results. of. Firefly. and. Millward. key. strategic. imperative. that. is. TARGETING IN ADS. Brown’s. research. on. ‘Consumer. driving.growth.in.all.business.units.. Response.to.Ethnic.Targeting.in.Ads’.. In. this. session,. AT&T’s. impressive. There’s. no. denying. that. today’s. multicultural. efforts. (which. include. consumers. are. savvier. than. ever. marketing.to.diverse.segments.such. about.the.inner.workings.of.Madison. as. Hispanic,. African. American,. Ave..Yet.in.a.time.where.diversity.is. Asian,. military,. the. disabled. and. quickly. becoming. the. default. and. LGBT). will. be. showcased.. The. not.the.exception,.there’s.very.little. company’s. marketing. efforts- data.and.insight.on.the.effectiveness. coupled. with. corporate. initiatives. of. ethnic. targeting. in. ads.. Further. such. as. AT&T’s. Project. Aspire. complicating.the.issue.is.the.youth-. which. has. had. a. dramatic. impact. and. digital-driven. trend. toward. on. the. high. school. dropout. rate. cross-cultural. media. consumption. for. Latino. and. African-American. In. this. luncheon. session,. answers. students-have.allowed.AT&T.to.once. to. compelling. questions. will. be. again.be.named.one.of.the.Top.50. addressed.with.the.support.of.new. Companies.for.Diversity.by.Diversity. consumer.research:. Inc.. Other. impressive. diversity. •.Is.targeted.advertising.really.more efforts. include. AT&T. University,. a. effective.for.reaching.minority.. remarkable.learning.center.used.for. audiences? leadership.development.and.a.new. •.Is.ethnic.casting.enough.to.cue.. online. training. program. Profitability. cultural.relevance? and. Performance. Enhancement. •.How.do.consumers.respond.to.ads Through. Diversity. and. Inclusion.. intended.for.a.racial.group.other AT&T.believes.that.diversity.at.every. than.their.own? level. of. the. company. is. the. key. to. •.How.far.can.you.go.with.ethnic.ads business.success. in.general.market.media.before . part.of.your.audience.feels.. Jennifer Jones . excluded? Vice President, Diverse Markets and Post Sale Communications . AT&T Inc. www.ana.net 9 Agenda 2011 ANA Multicultural Marketing & Diversity Conference presented.by.Ogilvy Agenda cont. General Session Cont. (2:15 pm) MARKETING IN THE NEW AGE OF “HISPANIC”: IT IS NO LONGER THE BRAND EXECUTIVE’S Tom Joyner BUSINESS AS USUAL PERSPECTIVE ON THE COMMITMENT Host Home. Depot. has. long. been. a. TO MULTICULTURAL MARKETING The Tom Joyner Morning Show Founder leader.in.marketing.to.the.traditional. Leading.syndicated.radio.personality. Tom Joyner Foundation Hispanic. target,. creating. a. Tom. Joyner. moderates. an. insightful. longstanding. relationship. that.