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ANA Multicultural Conference



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  • 1. ANA Multicultural Conference Nov 8-9, 2011 Top 5 Themes, Brand Strategies and Sound Bites Top five recurring themes at the 2011 ANA Multicultural Conference: 1 The lines between general market and multicultural market are blurring 2 Total Market / New Mainstream 3 Multicultural is responsibility of the entire organization, not just the multicultural team 4 Need for content that is relevant to multicultural audiences 5 Purpose-based marketing Simon Lowden, CMO PepsiCo Beverages Company “We need greater diversity Pepsi is moving from a multicultural organization among the marketing SOUND ecosystem, but we’re not to “cultural branding” - embedding, not layering in multicultural. BITES there. We don’t have the Pepsi’s Cultural Branding Strategic Framework: research or metrics to determine if we’re on the right track.” 1. Position New Mainstream at Core Bob Liodice, CEO of the ANA. 2. Consumer Engagement at National and Hyper-Local Level 3. Elevate Innovation to Meet Multicultural Needs “We can’t achieve what we want to achieve unless we’re massively successful with multicultural audiences.” Mark Lopez, Vertical Head, U.S. Hispanics, Google Tony Rogers, senior vice president-brand marketing and advertising, Walmart U.S. “The Zero Moment of Truth [ZMOT] for U.S. Hispanics is stronger than general market.” “Content [to multicultural consumers] is valuable Optimizing for the ZMOT is in the 5 P’s: when it’s cultural, connective and credible. Marketers need to think about quality content across 1. PULSE: Monitor and mine the wealth of consumer insight. digital platforms.” 2. PACE: Speed beats perfection. Test, learn, iterate. Fast. Edwin Wong, Director B2B Strategic Research & 3. PRECISION: Be evermore relevant and targeted. Add value. Insights, Yahoo! Inc 4. PEFORMANCE: Measure outcomes. Tinker. Quantify. Unite. “Advertising spend today: 93% general market and 5. PARTICIPATION: Treat consumers like friends. Invite them in. 7% multicultural markets.” Ogilvy Culture Contact Information “New media is an opportunity to reach a younger Zandra Zuno audience. We are a content company; it’s less about Multicultural Practice Leader the method of delivery than about the fact that we +1.312.729.4471 Follow the GolinHarris create compelling content.” Multicultural team: Lisa Garcia Quiroz, Senior Vice President, Corporate @zandrazuno @GolinHarrisMC Responsibility & Chief Diversity Officer, Time Warner