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Leading with Multicultural: Insights to Drive Marketing Strategy & Growth

January 18 • 1:00pm6:00pm

| Glendale, CA
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For advertisers today, embedding a multicultural perspective into their marketing efforts is not a choice, it’s a necessity.  Brands that lead with multicultural insights and an inclusive strategic approach reap the highest ROI.  

Join The ARF and ANA on January 18 at Nestle’s in Glendale, CA, as industry leaders share a deeper, data-driven understanding of multicultural purchasing patterns and how they have created meaningful experiences that are truly personalized… and not simply translated.

You’ll find answers to:

    • Why it’s important to develop a strategy that embraces a diverse audience
    • How to best infuse the main brief with cultural insights
    • What testing best ensures that creative authentically reflects cultural nuances
    • Whether investing more in diverse people, perspectives and cultures at your table translates into growth.

Featured Speakers
   

Jed Meyer – EVP, Corporate Research at Univision Communications Inc.; Chairman of the Board of Directors, The ARF
Gina Jorge – Head of Multicultural Marketing, Honda
Lisa Torres – President, Multicultural Practice, Publicis Media
Daisy Auger-Dominguez – Global Head of Diversity, Google
Latha Sarathy – VP, Multiplatform Insights & Development, NBCU-Telemundo Enterprises
Christian Martinez – Head of US Multicultural Sales, Facebook
Fernanda de Lima Alcantara – Researcher Consumer Insights, Facebook
Jake Beniflah – Executive Director, The Center for Multicultural Science
Jeffrey Bowman – Founder, President & CEO, Reframe the Brand
Ana Crandell – Media Director, OMD Latino
Gilbert Davila – Chair, ANA Multicultural Marketing & Diversity Committee & ANA’s Alliance for Inclusive & Multicultural Marketing (AIMM)
Marcello Garritano – Regional Director of Latin America, MESH Experience
Adriana Waterston – SVP, Insights and Strategy, Horowitz Research
Manuel Garcia-Garcia, PhD – SVP, Research & Innovation, The ARF
Chris Bacon – EVP Research and Innovation, The ARF
Bill Duggan – Group EVP, ANA
Robert Reyes – Director of Analytics Consumer and MarketPlace Insights, Nestle
Amir Hemmat – Co-Founder and CEO, URWelcome Technologies
Courtney Jones – VP, Multicultural Growth & Strategy, Nielsen

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Agenda

1:30-1:45pm
Opening Remarks
Jed Meyer – EVP, Corporate Research, Univision Communications Inc.; Chairman of the Board of Directors, The ARF
Bill Duggan – Group EVP, ANA
Manuel Garcia-Garcia, PhD – SVP, Research & Innovation, The ARF

Strategies & Approaches

1:45-2:10pm
Having Fun with Retargeting
Toyota will share how they were able to create a fun and successful retargeting campaign that reached Hispanics in a genuine and fresh way, which ultimately led them to winning the ANA Multicultural Excellence Award Grand Prize in the Digital, Social, Mobile category.
Mia Phillips – National Manager Multicultural & Brand Strategy, Toyota Motor Sales, USA, Inc.

2:10-2:30pm
Mobile: Multicultural Audience Shakes Up Shopper Journey
Key insights to help marketers understand multicultural audiences and how brands can keep up with today’s connected consumer.
Christian Martinez – Head of US Multicultural Sales, Facebook
Fernanda de Lima Alcantara – Researcher Consumer Insights, Facebook

2:302:50pm
Innovation through Strategic Insights: From Habit to Choice, How Telemundo Unlocked the Changing Hispanic Media Landscape
Key insights in media consumption that impacted Telemundo’s strategy to be more forward thinking, innovative and sophisticated in how they use technology and platforms to reach their viewers and engage with them as they revolutionize Spanish language content.
Adriana Waterston – SVP, Insights & Strategy, Horowitz Research
Latha Sarathy – VP, Multiplatform Insights & Development, NBCU-Telemundo Enterprises

2:50-3:00pm
Update on Advancement of Multicultural Marketing
The latest on Alliance for Inclusive & Multicultural Marketing’s (AIMM) blueprint for the evolution of multicultural and diverse-segment marketing in the United States.
Gilbert Davila – Co-President, Davila Multicultural Insights (DMI)

3:00-3:20pm
Networking Break

Investment, Measurement & ROI

3:20-3:50pm
Fueling Bottom-Line Growth Through Multicultural Marketing
Honda, one of the first automotive companies in the United States to understand the value of targeting the multicultural population, shares organizational process and success strategies.
Gina Jorge – Head of Multicultural Marketing, Honda
Interview by Jake Beniflah – Executive Director, The Center for Multicultural Science

3:504:20pm
ROI of Total Market vs.Targeted Market Media Spend
How do you overcome the measurement gap and prove to the C-Suite that multicultural investments deliver positive ROI?
Ana Crandell – Media Director, OMD Latino
Lisa Torres – President -Multicultural Practice, Publicis Media
Robert Reyes – Director of Analytics Consumer and MarketPlace Insights, Nestle
Courtney Jones – VP, Multicultural Growth & Strategy, Nielsen
Moderated by Chris Bacon – EVP, Research and Innovation, The ARF

4:20-4:40pm
An Experience Driven Approach to Multicultural Marketing
The importance of taking an Experience Driven approach to your Multicultural marketing strategy, and how this can enable you measure marketing ROI.
Marcello Garritano – Regional Director of Latin America, MESH Experience
Amir Hemmat – Co-Founder and CEO, URWelcome Technologies

4:40-5:10pm
Diversifying Your People Investment
The role of diversity and inclusion in the future of work.
Daisy Auger-Dominguez – Global Head of Diversity, Google
Interview by Jeffrey Bowman – CEO, REFRAME: THE BRAND

5:10-5:15pm
Closing Remarks
Manuel Garcia-Garcia, Ph.D. – SVP, Research & Innovation, The ARF

5:156:15pm
Cocktail Reception

 


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Details

Date:
January 18
Time:
1:00pm–6:00pm
Event Category:

Venue

Nestle
800 N. Brand Blvd
Glendale, CA United States