Multicultural/Niche Marketing

This very general overview of the ANA's resources on multicultural marketing looks at marketing to African-Americans, Hispanic-Americans, Asian-Americans, and GLBT consumers via detailed ANA member case studies from General Mills, Bank of America, and NASCAR. The results of recent ANA member surveys are also included.

Liz Arreaga, Partner, Mercury Mambo, and Becky Arreaga, Partner, Mercury Mambo, shared the results of a study they conducted on unacculturated Hispanic shoppers.

Representatives from UniWorld Group, Inc., a division of WPP, discussed their Gold Effie Award-winning campaign created for the U.S. Marine Corps.

Representatives from SUBWAY and Univision Radio discussed an ongoing partnership between the two organizations, which has allowed SUBWAY to better connect with Hispanic consumers.

Alicia Gomez, director, premium sales and new media, Universal Music Enterprises, provided an overview of the current state of music retail marketing in this presentation.

Steve Cannon, vice president, marketing, Mercedes-Benz USA, discussed how Mercedes-Benz formed two online customer advisory councils and the impact that those groups have had on the brand.

Dr. Carl Marci, CEO and co-founder, Innerscope Research, Millie Carrasquillo, senior vice president of research, Telemundo, and Andrea Mulligan, consumer insights, Campbell Soup Company, outlined the principles and processes for how biometric research can measure the emotional engagement and impact of multicultural advertising.

Graciela Eleta, senior VP, brand solutions at Univision Communications, demonstrated how Unilever leverages multicultural insights to build billion-dollar brands.

Don Romano, CMO at Mazda North American Operations, and Patrick Sarkissian, CEO at Sarkissian Mason, provided an overview of the way creative ideas online are influenced by metrics and analysis.

Manish Bhatt, vice president, MetLife, Jeff Milgroom, general manager, Nielsen, and Scott Simony, account executive, Google, discussed how direct marketing principles can be applied to TV advertising.

Pat Gentile, general manager, Procter & Gamble productions, The Procter & Gamble Company and co-chair, Alliance for Family Entertainment, discussed how marketers can gain greater advertising ROI and significantly increase the impact of their advertising by maximizing the value of appropriate content.

Jennifer Getson, vice president of audience research, Telemundo, shared the findings of a study on Latina consumers conducted by Telemundo and Meredith Hispanic Ventures.

Luisa Acosta-Franco, VP of multicultural, Farmers Insurance, discussed how the brand succeeded in connecting with Asian consumers.

Scott Berg, director, global digital strategy and HP.com, Hewlett-Packard Company, discussed Hewlett-Packard's strategies for the website, social media, and mobile.

Esther Franklin, executive vice president/director, cultural identities, SMG Multicultural, Starcom MediaVest Group, discussed different identities within the Hispanic-American community.

Engelina Jaspers, vice president, corporate marketing for the Americas Region of the Hewlett-Packard Company, discussed how her organization is looking at multicultural markets to expand its reach in the U.S. Just as the composition of the U.S. population is undergoing profound change, HP believes today's marketers must also undergo changes to their marketing mindsets and practices to generate incremental revenue and brand equity for their companies.

David R. Morse, president and chief executive officer of New American Dimensions, LLC, discussed reasons for bringing multicultural marketing and diversity to the foreground and presented eight rules for marketing to multicultural audiences.

A panel of industry experts shared their insights on CNN's series focusing on race in America and discussed what lessons the series might hold for marketers.

Industry experts discussed a range of issues in multicultural marketing including internal marketing, organizational structures, advertising in Spanish, and Obama's impact on multicultural marketing.

Steve James, executive director, California Milk Processor Board, and Joshua Spanier, director of communication strategy, Goodby, Silverstein & Partners, shared a case study on their Effie Award winning "White Gold" campaign. Their challenge was to inspire teens to drink more milk, and they developed a buzz-worthy campaign around a fictional "White Gold" band to make milk hipper.

Matt Simpson, VP, strategy, Designkitchen, and Cherie Koster, senior manager, cultural marketing, Burger King, discussed how Burger King reached out beyond its core audience to successfully engage moms via Club BK, an online, multiplayer game and e-CRM program for kids.

Laurie Profilio Sass, SVP, digital marketing, Bank of America, and Marc Oliver Berger, director, engagement management, Organic, Inc., discussed Bank of America’s 2009 student banking campaign.

Neil Golden, senior vice president, chief marketing officer, McDonald’s USA, LLC, discussed how McDonald’s reinvented its brand with the “I’m lovin’ it” campaign and continues to use ethnic insights to drive growth.

Representatives from Walmart, McDonald’s, MetLife, the Farmers Insurance Group, and AlmaDDB discussed issues related to targeting the Asian consumer segment as part of a panel led by Nita Song, president and chief operating officer, IW Group, Inc.

Best Buy and Allstate both offer their Hispanic consumers the option of a Spanish language website. Representatives from these companies, as well as from Forrester Research, participated in a panel discussion led by Marla Skiko, senior vice president, director of digital innovation, Starcom MediaVest Group Multicultural.

Ruby Anik, senior vice president, brand marketing, JCPenney, shared the strategy behind three campaigns implemented by JCPenney that were geared towards reaching Hispanic women, Asian-American teens, and Asian-American parents.

Anthony Carter, chief diversity officer, Johnson & Johnson, discussed how his organization became a leader in global diversity and inclusion practices and how they continue to grow as a diverse organization today.

Greg Pinelo, partner, GMMB, discussed how Barack Obama’s campaign leveraged the nation’s growing diversity to help win the 2008 presidential election.

Gail Galuppo, EVP, CMO, The Western Union Company, discussed the company’s new “yes!” advertising campaign, which is geared towards reaching their 200 million “immigrant migrant” consumers around the world.

Each year since 2001, the ANA Multicultural Marketing Committee honors the year’s best multicultural advertising campaigns. These listings report each year’s winners by category and highlight the outstanding work being done in the areas of African-American, Asian, and Hispanic advertising.