- http://adage.com/article/agency-viewpoint/ana-multicultural-conference-a-total-market-approach/301414/
- Washington DC. November 17, 2015/NAHP/ —
Time Inc. was the presenting sponsor for the ANA/Association of National Advertisers‘ annual Multicultural Marketing and Diversity Conference, Nov. 9-11th at the incredible FountaineBleau Hotel in Miami Beach, Florida. “The annual multicultural go-to event” took place last as ANA held its yearly conference.
The ANA (Association of National Advertisers) provides leadership that advances marketing excellence and shapes the future of the industry. Founded in 1910, the ANA’s membership includes nearly 700 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising.
Many companies put their best foot forward as the conference launched with the Association of National Advertisers’ (ANA) 2015 Multicultural Excellence Awards.
Corporate branding is a way to visually communicate an organization’s identity and reputation to the general public and Kimberly-Clark’s Kleenex brand – and VSA Partners, its Chicago-based agency – were the best-in-show winners at the Association of National Advertisers’ (ANA) 2015 Multicultural Excellence Awards.
The grand prize brands (and their agencies) included:
African-American: Union Bank (Carol H Williams Advertising);
Asian: Allstate Insurance Co. (Leo Burnett);
Digital media, Hispanic and “Significant Results”: Toyota Motor Sales USA – Toyota Brand (Conill Advertising);
LGBT: Wells Fargo (BBDO/SF);
People with Disabilities: Kleenex (VSA Partners);
Print: The Black Rep (Rodgers Townsend DDB);
Radio: Kimberly-Clark Corp. (LatinWorks);
Total market: Tylenol (J. Walter Thompson).
Toyota and its Hispanic agency, Conill were in the limelight as the MásQueUn Auto campaign was acknowledged winning three Grand Prize Awards during the 2015 ANA Multicultural Excellence Awards. Also, Toyota Camry’s “Gran Decision” innovative campaign was an award-winner in the Digital Media category. Mia Phillips, National Manager – Multicultural, Brand & Online Strategy, Toyota Motor Sales, USA accepted the awards. “We know that engaging with our multicultural guests is critical to our success and that it has to be done right. Strategies that are in-culture and in-language are key as well as having partners, like Conill, who help propel our brand to success.” She said.
This year was the 15th year; the Multicultural Excellence Awards recognized outstanding multicultural advertising campaigns produced by marketers and their agencies. Bob Liodice, president and CEO of the ANA, commented, “The Multicultural Excellence awards recognize those companies who are disrupting the advertising landscape with innovative, successful multicultural campaigns. Since we launched in 2001 we have recognized multiple organizations that have raised the industry’s bar in multicultural work.”
The conference was an amazing success exceeding expectations with its attendance. Corporate branding is a way to visually communicate an organization’s identity and reputation to the general public, customers, competitors and employees.
Top executives like, Georgina Flores, VP of Integrated Marketing Communications, Allstate, John Dillon, CMO, Denny’s and Christine Paige, SVP of Marketing and Digital Services, Kaiser Permanente and Manny Gonzalez, Senior Director of Multicultural Programming, Mot Hennessy USA came with their “A” Game. They presented sessions that were rich with content and information.
We heard the latest from the Association of Hispanic Advertising Agencies (AHAA), 2015 Hispanic Media Allocation Impact on Total Market Revenue Growth Report. Then, learned valuable information from Hispanic-dedicated, best-in-class leader, Wells Fargo, on issues including their overall Total Market process, the cultural insights that propelled their communications, how Hispanic is being embedded in the fabric of Wells Fargo’s growth plans, and how they are measuring the impact of their dedicated efforts.
According to AHAA, The Voice of Hispanic Marketing Financial/Insurance companies shifted almost $100 million in four years to Hispanic Media, at twice the rate of English media increases. Shifts in Hispanic Dedicated Allocation alone explain about 22 percent of the category’s change in topline revenue growth. The Financial/Insurance category spends a total of $352 million against Hispanic media. On average, it allocates 5.5 percent, or $10.1 million, of its advertising budget to Hispanic – this is a 35 percent increase since 2010. State Farm leads the charge in both investment percentage against Hispanic dedicated efforts at 22 percent and total Hispanic ad spending at $109 million. Wells Fargo, Nationwide, Allstate, JPMorgan Chase, American Family, AFLAC and MasterCard are close behind, setting the pace of the sector.
“AHAA’s research proves that companies applying a Total Market approach with well-funded in-culture Hispanic efforts are more likely to achieve greater overall growth than those marketers integrating Hispanics into their current English efforts,” said AHAA Chair Linda Lane Gonzalez, president of viva partnership. “The most successful campaigns lead with consumer insights that are then integrated, segmented and aligned – that is the winning combination driving superior growth performance.”
It was very clear through the information presented that in the United States the minority has become the majority. More than half the babies born in the U.S. are now in African-American, Asian-American, Hispanic, and racially mixed households. Corporations, agencies and marketers are trying to figure how to reach and millennial and have a total market approach.