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.”
zzuno@golinharris.com Multicultural team: Lisa Garcia Quiroz, Senior Vice President, Corporate
@zandrazuno @GolinHarrisMC Responsibility & Chief Diversity Officer, Time Warner Inc
golinharris.com