Multicultural Marketing News

Multicultural Marketing News (MMN) is an emailed newsletter, and archived here, with news briefs and mini essays. It also serves to introduce marketing executives to multicultural experts for potential business alliances and journalists with diverse sources. Submit Your News.     Subscribe | Learn More

Multicultural Marketing News - Save the Dates for 2016 Key Multicultural & Diversity Conferences + events

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Multicultural Marketing News - March is Women's History and Irish-American Heritage Month

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Multicultural Marketing News - February 2016

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 Multicultural Marketing News
February 2016
What's Inside:
"Super Bowl Commentary 2016" Ads Analysis: A Multicultural Perspective
Black History Month
2016 is The Year of the Monkey

Here is your latest edition of Multicultural Marketing News, the newsletter published by Multicultural Marketing Resources Inc., www.multicultural.com.

In this issue:
 
Super Bowl Ads Multicultural Commentary
  • Ethnic Technologies - Super Bowl 50: Those Who Get it, Got it
  • Campbell Communications - Super Bowl 50 Advertising WAZ UP!

Black History Month
  • TDW+Co Creates Black History Month Campaign for High-School Students

Asian Lunar New Year
  • E-Tech Celebrates Asian Lunar New Year - 'Year of the Monkey' Beginning February 8, 2016
  • MIKADO Marketing & Unilever International Ring in the Chinese New Year
  • Emprendedora - Welcome the Year of the Fire Monkey!

POV
  • ISA - Advertisers and Audience Lose When Oscars' Lack Diversity

Meet the Experts
  • AAAZA, Inc.
  • Identity (IPG/Mediabrands)
  • Opinion Access Corp.

Featured Events
  • The Forum on Workplace Inclusion, March 29-31, 2016
  • 5th Annual Multicultural Health National Conference, Oct 25-26, 2016, Philadelphia 

Job Opportunity
  • Fuse, LLC
Super Bowl Ads Multicultural Commentary
Super Bowl ads have, once again, provoked commentary from marketing experts who target Hispanic, Asian American, African American and other Multicultural markets. MMR asked top experts, from among those featured in our Source Book of Multicultural Experts Online, to provide their analysis of the Super Bowl ads from a multicultural perspective.
                                          
 
 
Super Bowl 50: Those Who Get it, Got it
There are three kinds of people who watched Super Bowl 50 - those rooting for The Panthers or The Broncos, those who crashed a party for the free snacks and finally, that small group of people who look forward to the much anticipated commercials. And as commercials go, there were no big stand outs. However, as the trend has gone in multicultural marketing, those who get, got it. As usual, automotive and soft drink companies, who dominated the ad space, understand the buying and influential power of ethnic markets. For example, the Buick, Pepsi and BMW ads not only featured a diverse cast, but used a number of African American, Women and LGBT, celebrities as the main stars of the commercial. Another refreshing observation, which seems lost amongst some advertisers, was the inclusion of 50+ actors, as the focus. Budweiser did a great job casting Helen Mirren in their anti-drunk driving ad and Audi's story of a retired astronaut and his son was very touching. Overall, we're still not seeing the type of inclusion that mirrors today's ethnic population. Advertisers are still defaulting to what they think "sells". Perhaps one day, marketers will realize that diversity is what sells. Karen Sinisi, Director of Sales, Ethnic Technologies, 866-333-8324 ext.117 or karens@ethnictechnologies.com.
Super Bowl 50 Advertising WAZ UP!
There were a lot of memorable ads in this year's Super Bowl pool of Advertising! I am happy to say there was a lot of diversity than observed in the past and far less stereo typical images presented. On balance, while there were a few ads with over the top visuals, it was less ads for art's sake and more well-crafted communications, Perhaps there was a little too much reliance on celebrities, like the automobile commercials.. However, when they were used in some cases there was a smart use of diversity like the Amazon Echo spot with Alec Baldwin, Missy Elliot and Dan Marino. Jeep gets the MVP for diversity in both of their offerings. Not just different facial hues, they went beyond race to a broader inclusion of gender and sexual preference, culture and professions. What was missing was the special commercial that created lasting buzz. The Budweiser "Waz Up" commercial comes to mind that bordered on a stereo typical characterization of African Americans. Yet its tongue in cheek approach made it resonate with a wide range of audiences for a very, long time. It is in the top ten Super Bowl ads of all time. The pendulum has swung to more credible diversity and it seems that along with it comes safer advertising. By Ron Campbell, President & CEO, Campbell-Communications, Inc. ron@campbell-communications.com917-783-1501.
Black History Month

TDW+Co Creates Black History Month Campaign for High-School Students
Seattle-based TDW+Co has partnered with California energy provider Pacific Gas & Electric to celebrate Black History Month with a contest rewarding students who pay it forward in their community. To enter, high-school students in California must create a 200-word essay talking about what they do to make their community a better place in volunteering, leadership, and anything else. They also must send a photo of themselves doing the work and post it on social media.  The winner will get an education technology prize pack to prepare them for college, which includes a MacBook Pro, an iPad Air, Beats headphones, a laptop backpack, and more. The really unique prize, however, is a video starring the winner as they show and talk about what they do for their community, bringing attention to both their neighborhood and their cause. Learn more about the contest at http://bit.ly/pge_bhm_rules and about TDW+Co at www.tdwandco.comContact: Gloria Wang Shawber, 206-437-9857, 
Asian Lunar New Year

E-Tech Celebrates Asian Lunar New Year - 'Year of the Monkey' Beginning February 8, 2016
February 8, 2016 will mark the beginning of The Year of The Monkey, the Asian Lunar New Year, one of the largest and most festive celebrations for the Asian American Community. Celebrated by Asian American groups including Chinese, Vietnamese and Korean Americans, the Lunar New Year is an event where family and friends come together to wish each other happiness and pay respect to ancestors. Traditionally, the festivities start 22 days prior to the New Year and continue for 15 days afterwards.  The Lunar New Year is represented by a cycle of 12 years, each denoted by a different animal. This year, the Year of the Monkey, is the ninth animal in the Chinese horoscope. The E-Tech Challenge Guarantee: There is nothing we love more than to show people the powerful multicultural marketing capabilities of our product.  Please contact us for a free analysis of your customer data and how we can help you reach the newest, fastest growing and highest dollar value groups of people to market to in the United States, Canada, Brazil, etc. For more information contact: Karen Sinisi, Director of Sales, 866-333-8324 ext.117
MIKADO Marketing & Unilever International Ring in the Chinese New Year
Chinese Americans, the largest immigrant group of Asian origin celebrate the New Year by indulging themselves with culinary treats and fanfare much like they do in their homeland. MIKADO Marketing and Unilever International are honored to be participating in the community's festivities. It has been magnificent to rejoice with a vast cross-section of the community in New York, be it through the CNY floor graphics and parking lot billboards in prominent malls, or the Lunar New Year Gala Food Show. Branded in-store displays in 99 Ranch stores, customized restaurant menus and the Lunar New Year Street Fair, allowed us to strengthen our bond with the community in California. We continue to celebrate with Chinese Americans in various parts of the country through media such as TV, mobile apps and social media platforms. Here's hoping that the Year of the Monkey brings everyone happiness, wealth and longevity! For more information about MIKADO's multicultural marketing expertise, contact: Jeannie Yip, Strategist, at jeannie@mikado-marketing.com.
Welcome the Year of the Fire Monkey!
The Chinese are well known for celebrating the New Year by associating it with an animal and one of the five elements, and 2016 is not the exception. The Year of the Fire Monkey begins February 8, 2016 and ends January 27, 2017 and although many activities surround the celebration, in general, it is marked by visits to family and friends, special meals, fireworks, and gift giving. As we move forward, we will see ourselves immersed in the Year of the Fire Monkey, which according to their tradition, should make this a year full of surprises, discoveries, and "flammable" emotions! Regardless of our beliefs, every culture has its own traditions when it comes to welcoming a new year, so that the year starts bright, in good fortune, and full of good vibes.  Ancient Hispanics were not the exception. The Mayans, the Aztecs and the Incas, among others, also celebrated the New Year by attributing it to an animal and an element of the cosmos. However, as our calendars were adapted to fit the western traditions, our traditions also adopted a different approach.Today, our celebrations are far from the peaceful and harmonious traditions our ancestors practiced.  We have created a "melting celebration pot" that blends our ancient pagan beliefs, the religious traditions of our conquerors, and the mundane and fun superstitions of the new paganism, such as walking around the block with a suitcase, wearing a certain color of underwear, or drinking cider and grapes as the clock strikes twelve. One thing is true, every New Year opens a door to refreshing energies, new experiences, opportunities and expectations, and anything goes when it comes to connecting our soul with a little of those amazing, new uprising positive flowing energies. Happy Chinese New Year! For more information contact: Sandra Gomez Obregon, Chief of Strategy & Implementation, Emprendedora - Multi-Cultural Marketing Solutions, sandra@soyemprendedora.com 210-459-2280
POV

Advertisers and Audience Lose When Oscars' Lack Diversity
The Academy of Motion Picture Arts & Sciences faced a slew of criticism last month after announcing the 2016 Oscar nominees. For the second year in a row, black actors and directors were basically excluded from the 88th Academy Awards Ceremony. Protesters took to Twitter, and using the #OscarSoWhite hashtag, called for a boycott of the broadcast. Major celebrities, including filmmaker Spike Lee and actress Jada Pinkett Smith, joined the fray and declared that they would not be attending the awards show. So where does this leave advertisers? This year, a 30-second spot on television's third-most-expensive live event fetched 2.2 million dollars. ABC had sold nearly all of the Oscars' ad spots before the controversial announcement. So far no sponsors have pulled out of the broadcast, slated for February 28. However, media experts speculate that ABC will feel the repercussions during negotiations over next year's ad placements. (Unfortunately for them, since they have no say over who is nominated.) Additionally, companies may choose to quietly scale back social media blitzes originally designed to augment their Oscar ads. It's truly unfortunate that the polemic nature of the Oscar nominations may drive away viewers from one of the few remaining television events with the potential to draw a multicultural audience. The increasingly fragmented nature of today's television-viewing public is causing multicultural advertisers to rely on niche programs and channels. The larger audience is thereby deprived of exposure to multicultural ads and messages. In short, everyone loses. Let's hope that the Academy chooses to be more inclusive next year, and we can look forward to an award show free of controversy and full of multicultural advertisements. By Michael Halberstam, Chairman, Interviewing Service of America, halberstam@isacorp.com, 818-756-7305 and Adriana Hemans, Marketing Coordinator, SoapBoxSample, ahemans@soapboxsample.com, 818-756-7429
Meet the Experts

AAAZA, Inc.
Strategic. Creative. With over ten years of experience in the advertising industry, these two words have defined how we manage our client portfolio and their ad campaigns. AAAZA is a full-service agency with multi-cultural capabilities tapping into all platforms that include broadcast, print, interactive, social, mobile, and experiential marketing. More than just being their partners, we are our clients' extension into the Asian American market. We are dedicated to transforming brands with powerful campaigns that deliver meaningful, measurable, and lasting impact. AAAZA always strives for excellent creative storytelling while keeping an eye on the bottom line. Multifaceted cultural knowledge distinguishes us, passion for exceeding expectations motivates us. For more information, please contact Jay Kim, Managing Director, AAAZA, Inc., 213-380-8333, info@aaaza.com.
Identity (IPG/Mediabrands)
Identity is a full service marketing agency designed to engineer growth for brands. With over 35+ years of experience we focus on Growth Segments (African American/Black, Asian, Hispanic, LGBT) that are driving the US population in size and economic clout. By immersing brands into these cultures we create moments that matter. We are also an agency without borders and focus on International markets as well. As an IPG/Mediabrands agency, we have access to a global network that has the best resources in the industry, from research to channel planning to analytics. Additionally, we invest in proprietary tools to add more context and texture to our analysis of this multi-faceted consumer. We are headquartered in New York, with offices in Detroit and Los Angeles. Our services include: strategic/brand planning; media planning and buying; creative/content strategies, development and production; translations and transcreations.
For more information, please contact
Deidre Smalls-Landau, EVP Managing Director,
Identity (IPG/Mediabrands), 917-576-4322, deidre.smalls-landau@identityww.com.
Opinion Access Corp.
Opinion Access Corp. is the Bilingual English/Spanish and Multicultural data collection expert. We are not only the expert, we were on the ground floor of recognizing the trend and developing a dedicated division for the African American and Hispanic markets over 16 years ago, even before the 2000 Census proved the explosion of the Spanish consumer market. That makes us the pioneers in the industry with 400+ stations and the knowledge and capability that you can trust. And, we save you money by lowering our operating costs with our Dominican Republic facility. We offer the same high quality and expertise, with your day-to-day project coordinators, programmers and sales staff still based in our New York Office. Importantly, our OAC-DR interviewers speak fluent accent neutral English, and their training is as intense as their U.S. counterparts. We faced the challenge and settled the unknown frontier, resulting in owning the Hispanic Data Collection territory! Add to that our expertise in African American and Asian American interviewing, and it's clear there is only one choice for Multicultural Telephone and Online data collection. We're OAC! For more information, please contact Lance Hoffman, Partner, Opinion Access Corp., 718-729-2622, lance@opinionaccess.com.
View all experts here
Featured Events

The Forum on Workplace Inclusion, March 29-31, 2016
Making ALL the Difference: Bold Conversations and New Directions, March 29-31, 2016, Minneapolis Convention Center
Now in its 28th year, The Forum on Workplace Inclusion convenes annually in Minneapolis to engage people, advance ideas and ignite change around the topics of diversity, inclusion and equity. The Forum is a platform for organizations to come together to question what an inclusive workforce and society should look like, and close the gaps between social justice and business issues. With thought-provoking keynote sessions that include speakers Bill George and Anand Giridharadas, 58 concurrent sessions, the Forum Marketplace, Bold Conversations on Race, the Great Forum Gathering, and a professional Career Fair  - this event is not to be missed. We invite you to attend and bring your unique contribution to the BOLD CONVERSATIONS that will lead to inspiring NEW DIRECTIONS. "Making ALL the difference requires the whole system in the room - from the new diversity council member - to the front-line manager - to the seasoned diversity leader - to the CEO champion."
- Steve Humerickhouse, Executive Director, The Forum on Workplace Inclusion
Visit www.StThomas.edu/WorkplaceForum for information and registration. For information about our professional Career Fair visit  www.StThomas.edu/WorkplaceForum/Career-Fair-Candidates orcontact workplaceforum@stthomas.edu, 651-962-4377.
5th Annual Multicultural Health National Conference, 
Oct 25-26, 2016Philadelphia
Save the Date for the 5th annual edition of The Multicultural Health National (MCHNational), the premier and only multicultural conference focusing on the healthcare industry and a must attend event for pharma executives, ad agencies, insurers, hospitals and media companies. The event, to be held at The Sonesta Philadelphia, Oct 25-26, 2016, will, for the first time, be co-located with 2nd annual Patient Engagement Through Physicians and Pharmacists Conference. The Multicultural Health National conference will feature case studies of successful examples of healthcare marketing and specific focus areas for each key multicultural population segment in America including African Americans, Hispanics, Asian Americans and LGBT consumers. This 1 ½ day conference also features one evening of awards with a dinner reception celebrating recipients of the Best in Multicultural Health Marketing Awards and the client-side executives selected for the Outstanding Multicultural Marketers Awards.This year's speaker line up already includes Michael Myers, SVP, Public Affairs and Rev. Percy McRay, National Director of Faith-Based Programs, 
Cancer Treatment Centers of America Global, Inc. among others. Register here To be kept informed of speakers as they are announced and learn about sponsorship opportunities and conference agenda, contact Scott Ehrlich, VP, DTC Perspectives at 
See more events here
Job Opportunity

Fuse, LLC - Brand Strategy Account Manager, Burlington, VT
Named one of the Best Places to Work in Vermont, Fuse believes that 
life should be a balance of making deadlines and making first chair on a powder day. We work hard because we love what we do and are
committed to being the best. We play hard because we have the freedom to do so. Fuse fosters a creative environment that encourages people to share insights and inspiration. If this sounds like a lifestyle made for you, then Fuse wants to hear from you. The individual in this position will be responsible for managing brand strategy and experiential marketing initiatives for Fortune 500 clients. This role includes strategic development of marketing initiatives and tactics, daily communication with clients, ensuring timely and on-budget delivery of all services, working with account team to maintain the client's strategy throughout all aspects of the business. You will utilize your expertise in youth and brand marketing to consult on all projects, plan and execute events, coordinate brand ambassador programs, and manage vendors. The successful candidate will have the following skills, experience and education: - Bachelor's degree in marketing or related field - 3+ years of client management and communication - 3+ years of event activation experience - Proficient in all MS Office programs - In-depth knowledge of brand marketing - Multi cultural marketing expertise highly desirable - In-depth knowledge of youth culture - Solid project management skills, organized, detail oriented - Polished, professional written & verbal communication skills The individual will work in Fuse's office in Burlington, Vermont, but may include travel for various events and client meetings. To apply: To view this and other job postings, please visit us at www.fusemarketing.com/jobs To be considered, all candidates must submit an online application. We look forward to hearing from you! www.fusemarketing.com/jobs
If you are interested in including your company profile/news in our next issue of Multicultural Marketing News/MMRNews ($425), please visit: http://multicultural.com/services/mmr_news or contact Lisa Skriloff at 212-242-3351 or Lisa@multicultural.com.     
 
Next Issue: March 2016
Deadline: March 7th, 2016
Theme: Women's History Month
 
To see upcoming newsletters view our 2016 Editorial Calendar
 
Questions? Call 212-242-3351 or email Lisa@multicultural.com.  

 Contact

Lisa Skriloff, Editor & President

Multicultural Marketing News 

Multicultural Marketing Resources, Inc. 

212-242-3351

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Outlook for Multicultural Marketing in 2016 - Jan issue Multicultural Marketing News

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Multicultural Marketing News - December 2015

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Multicultural Marketing News - November 2015

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Multicultural Marketing News - October 2015 Hispanic Heritage Month

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Multicultural Marketing News - September 2015

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 Multicultural Marketing News
September  2015
Hispanic Heritage Month

Here is your latest edition of Multicultural Marketing News, the newsletter published by Multicultural Marketing Resources Inc., www.multicultural.com.

What's Inside: Featured News Stories...Company Profiles...Expert Resources For Marketing Executives...Diverse Sources and Story Ideas For Journalists

In this issue:
  • BeVisible, Online Network for Latina Millennials, Launches "Shark Tank" Competition, Seeks Corporate Sponsors
  • Improving Patient Outcomes & Driving Revenue
  • Essential Facts About How U.S. Hispanics Get Their News- in an Infographic
  • Ethnic Technologies will be exhibiting at the DMA Annual Event once again this year! 
  • Hispanic Webinar:  Consumer Empathy in Action: How a Brand's Move Can Influence Today's Shoppers
  • Portada's Hispanic Sports Marketing Forum & 9th Annual Hispanic Advertising and Media Conference, September 16-17 at Yotel New York
  • ADCOLOR Industry Conference and Awards, September 16-19, 2015 New York City
  • 29th Annual NAMIC Conference, September 29-30, 2015 at the New York Marriott Marquis
  • DiversityInc's High Potentials and the War for Talent Event, Sept. 30 Newark, NJ
  • Best Practices on Diversity Recruiting Event, Oct. 1 Newark NJ
  • Culturally Competent Healthcare, Oct. 1 Newark, NJ
  • 4th annual Multicultural Health Marketing Conference, October 12-13, 2015, Fort Lauderdale
  • 13th Annual Hispanic Television Summit, October 22, 2015, New York, New York
  • ANA Captures The Essence of Multicultural Marketing and Diversity With Awards and Conference
  • BeVisible, Online Network for Latina Millennials, Launches "Shark Tank" Competition, Seeks Corporate Sponsors
    BeVisible is a growing community of like-minded Latinas in pursuit of the support, resources, advice, inspiration, and mentorship they need to succeed and reshape the American dream. In techie terms, it's a social media platform that combines the community-building aspect of Facebook and the ability to search in-network for professional contacts such as on LinkedIn, and the highly appealing graphic elements of Pinterest to serve as a one-stop shop interface for Latina Millennials.At BeVisible, we're committed to helping Latinas grow their network, find mentors to help them with their professional development, interact with like-minded peers, get inspired to make their mark, seek out advice that will help them accelerate in their careers, and connect with prospective employers. In partnership with Univision Colorado and Latinas Represent, we are launching a competition focused on social entrepreneurship.  Over the course of the next 5 months, BeVisible will be inviting Latinas from all over the US to pitch their company to a select group of VIP judges. The final 8 will be invited to pitch live at the event in front of an audience of 2,000 people, a la "Shark Tank" style, in Denver in March 2016. BeVisible looks forward to exploring partnership opportunities with potential corporate supporters. For more information contact: Andrea Guendelman at andrea@bevisible.soy. Register atwww.bevisible.soy/register. View the Univision promotional video about the competition at 
    Improving Patient Outcomes & Driving Revenue
    Please join EMCAY in honoring Hispanic Heritage month.  Pharmaceutical brands have certainly come a long way in understanding the tremendous opportunity the US Hispanic market represents, however we are far from reaching the max threshold.  As an advertising agency that specifically specializes in Hispanic marketing for the pharmaceutical industry we continue to see significant gaps for millions of US Hispanic patients.  Although many make the assumption that these disparities are purely driven by socioeconomic reasons,we disagree.  Whether pre or post ACA, awareness, diagnosis and treatment of US Hispanics continues to be under national norms presenting a significant risk to future health outcomes. Even now, with higher insurance coverage, the disparities continue to exist on a significant level across therapeutic areas. Certainly economics are a factor, but from our experience, high impact culturally relevant communications coupled with strong application of pharmaceutical industry dynamics drive tremendous results in narrowing these gaps, as well as driving profitable revenue for brands.  Let us be your pharma cultural specialist. www.emcay.netFor more information please contact Jeffrey Baynes atjeffrey.baynes@emcay.net
    Essential Facts About How U.S. Hispanics Get Their News- in an Infographic!
    Election 2016 is almost upon us and the Hispanic voting block is drawing lots of attention from pollsters and politicians alike. The growing Hispanic population, particularly in swing states, will ensure that both parties will have to woo Hispanics for years to come.
    To find out how Hispanics across the United States are being influenced by the news media, we first wanted to know where they were likely to find news stories. Are they consuming news in both Spanish and English, and do they find one source to be more credible than the other? While slightly more than half of Hispanics polled (54%) find English and Spanish news sources to be about the same, 26% say that English language news is more credible and 6% find Spanish language news to be a more trustworthy source. Hispanics rated Diane Sawyer as the most trusted English language news anchor and Jorge Ramos as the most trusted Spanish language news anchor. Click here to see the full infographic. Contact: Mike Chavarria, mchavarria@soapboxsample.com
    Ethnic Technologies will be exhibiting at the DMA Annual Event once again this year!
    WHAT IS &THEN? &THEN is the DMA Annual Event reinvented!  Join Ethnic Technologies and the next generation of digital, data-driven marketers in Boston October 4th - 6th and explore 106 interactive education sessions, and 5 inspiration keynote sessions. &THEN brings analysts, artists, brand managers, strategists, copywriters, CEOs and other great marketers together to share ideas and discuss proven ways to get results. &THEN is the first marketing ideas festival meets user innovation conference, marrying analytics and art at an invigorating and energized event.  You'll still benefit from all of the great networking, thought leadership and education that you have come to expect from DMA - the organization at the forefront of marketing for 97 years. Ethnic Technologies would love to meet with you at this exciting global event! We will be located at Booth #1331 on the exhibit floor. Stop by and hear all that is new and exciting with us (including being honored with two industry awards this year!) or contact us to set up a meeting!Ethnic Technologies contact: Karen Sinisi, Director of Sales, Ethnic Technologies, Phone(866) 333-8324 ext. 117karens@ethnictechnologies.com
    Consumer Empathy in Action: How Brand Affiliation Can Influence Shoppers
    Customers are more engaged than ever before. They listen, they participate, they expect and demand, and ultimately they react to important moves carried out by brands and companies; particularly when it comes to decisions that align with their views and beliefs.  View the webinar presented by Jorge Martinez, C+R Research's Hispanic and multicultural expert.  Jorge presented hot off the presses results of a LatinoEyes study looking at the impact of political and social issues on consumer attitudes and behaviors. Click here to view this free webinar.
    Portada's Hispanic Sports Marketing Forum & 9th Annual Hispanic Advertising and Media Conference, September 16-17, 2015 at Yotel New York
    Soccer Broadcasting StarFernando Fiore is going to be one of the main attractions at #Portada15 in NYC's Yotel on September 16-17. #Portada15 comprehends the Hispanic Sports Marketing Forum and the 9th Annual Hispanic Advertising and Media Conference. Thought Leaders participating include: Pattie Falch, Director Sponsorships & Events, Heineken USA; Mariela Ure, SVP, Hispanic Segment Strategy, Wells Fargo; Christian Borjon, Director Hispanic Sales & Marketing, Samsung; Brian Cristiano, CEO, Bold Worldwide; Gustavo Aguirre, Associate Brand Manager, Coors Light; Kymber Umana, Hispanic Marketing Manager, Sprint; Trisha Ranes, Senior Marketing Manager-Latino, H&R Block; Cesar Taveras, Online Marketing Manager, Rosetta Stone; Jason Riverio, Manager, Multicultural Brand Marketing, Big Lots; Maria Fernanda Ordonez, SVP Media Director, Identity; Stephen Paez, VP Director, Multicultural, Spark SMG. Key Topics: How national brands reach local audiences, hyperlocal targeting; The Drivers of the Multicultural Sports Media Landscape; Amazing Sports Marketing Activations; Actionable insights to reach the Multicultural Millennial; Solving the challenge of reaching Hispanics via Social Advertising; Hispanic Digital Video Explosion. Take advantage of the online promotion. Register here: https://www.portada-online.com/events/hispanic-conference/register

    ADCOLOR Industry Conference and Awards, September 16-19, 2015 New York City

    For the first time in its history, the 9thAnnual ADCOLOR Industry Conference and Awards will take place in New York City at Pier Sixty (61 Chelsea Piers) from September 16-19, 2015. The ADCOLOR Industry Conference is the premier diversity gathering for professionals at all levels. The ADCOLOR Awards highlight and honor the achievements of African-American, American Indian/Native American, Asian Pacific-American, Hispanic/Latino, LGBT professionals and diversity and inclusion champions in creative industries. New York Times best-selling author Janet Mock will host the Awards. To register and book your hotel visit www.adcolor.org

     

    29th Annual NAMIC Conference, September 29-30, 2015 at the New York Marriott Marquis 

    Join us for this day and a half symposium, a cornerstone of Diversity Week in the fall that has evolved into the industry's premier conference focusing on diversity and inclusion as a pillar of good business. The Annual NAMIC Conference features an agenda that explores programming, marketing, operations, technology, leadership development, and creating sustainable diversity change strategies. For more info about registration and sponsorship opportunities, contact Sandra Girado, Senior Director of Meetings and Events, at sandra.girado@namic.com or 212-594-5985.

    DiversityInc's High Potentials and the War for Talent Event, Sept. 30 Newark, NJ
    According to SHRM, only four percent of U.S. managers are considered high potentials, while the average for the DiversityInc Top 50 and Top 10 is 16 and 25 percent, respectively. Correspondingly, diversity of senior executives is higher in both the Top 50 and Top 10.
    We have selected executives from DiversityInc Top companies who have the highest accomplishments, like Novartis Pharmaceuticals Corporation, PricewaterhouseCoopers and Marriott International, to share their strategies and best practices on recruiting and retaining high potentials at our event, High Potentials and the War for Talent, which will take place on September 30th at Newark Airport Marriott in Newark, New Jersey (sponsored by: ADP, Cox Communications and EY.) Click here for the full agenda. MMRNews subscribers are eligible for a 50% discount; please use code HIPOMMR50 at checkout.
    Best Practices on Diversity Recruiting Event, Oct. 1 Newark NJ
    The U.S. unemployment rate is 5.3% - the lowest in seven years, according to the Bureau of Labor Statistics. At the same time, U.S. labor-force participation has dropped to a 30-year low of 61.6%, and a global workforce shortage of 95 million people is projected by 2020. This translates to a massive shortage of talent, making recruitment of an increasingly diverse skilled workforce an urgent priority. DiversityInc Top 50 and Top 10 companies have significantly better track records in hiring Blacks, Latinos, Asians and women. How do they do it? We have selected executives from companies with the best recruitment data to share their best practices at our event, Best Practices on Diversity Recruiting Event on Oct. 1 at Newark Airport Marriott in Newark, New Jersey, sponsored by:  Sodexo, AT&T, Comcast NBCUniversal, MasterCard and Travelers Click here for the full agenda. Register now. MMRNews subscribers can receive a 50% discount; please use code RECMMR50 at checkout.
    Culturally Competent Healthcare, Oct. 1 Newark, NJ
    Culturally competent healthcare equals cost-effective healthcare and better patient outcomes. Several technology-oriented DiversityInc Top 50 and 25 Noteworthy companies have had proven success and have significantly better track records in managing diversity, especially for senior management, than other companies in the field. From working with the most competitive hospitals and healthcare companies, we know there are transferable lessons to be learned. We have selected executives from organizations with the best promotion and retention data to share their best practices at our event, Culturally Competent Healthcare, which will take place on Oct. 1 at Newark Airport Marriott in Newark, New Jersey - sponsored by: Novartis Pharmaceuticals Corporation, Cleveland Clinic, AbbVie, Baxter International, CVS Health, Kaiser Permanente and Mount Sinai Health System Click here for the full agenda. MMR News subscribers are eligible for 50% discount off registration; please use codeHLTHMMR50 at checkout.
    4th annual Multicultural Health Marketing Conference, October 12-13, 2015, Fort Lauderdale
    The 4th annual edition of The Multicultural Health National: Marketing to a Diverse America (MCHNational) will be held in Florida at The Westin Fort Lauderdale Beach, October 12-13, 2015. This unique event is the premier and only multicultural conference for professionals focusing on the healthcare industry and a must attend event for pharma executives, ad agencies, insurers, hospitals and media companies. The format includes both case studies of successful examples of healthcare marketing and separate modules for each key multicultural population segment in America including African Americans, Hispanics, Asian Americans and LGBT consumers. New this year: the Native American community will be included as a segment. Great networking opportunities are always a highlight including two evenings of awards receptions celebrating recipients of the Best in Multicultural Health Marketing Awards and the client-side executives selected for the Outstanding Multicultural Marketers Awards. The Multicultural Health Marketing Awards recognize the best creative advertising of a health product or service marketing health information to a multicultural market segment. The Outstanding Multicultural Marketers Awards are to extraordinary health marketers who drive innovation and work towards better patient health outcomes among the key multicultural populations in America. Register by September 15th to save $200 off the regular registration price. For more information contact Scott Ehrlich, VP, DTC Perspectives at scott@dtcperspectives.com or 770-559-0702 or visit www.mchnational.com to see sponsorship opportunities and conference agenda.
    13th Annual Hispanic Television Summit, October 22, 2015, New York, New York
    As Hispanic audiences keep growing, so has the importance of the Hispanic Television Summit grown for those in the TV business. In the U.S. alone, the world's second most populous Hispanic nation, this audience comprises about 1 in 5 viewers. And, as Hispanics continue to assimilate, general market programmers and advertisers are finding the need to compete for these viewers. The 13th Annual Hispanic TV Summit is a one-of-a-kind, one-day business conference that addresses these shifting priorities within the expanding business of Hispanic television in the U.S., Latin America and worldwide. The summit features speakers and panelists who are leading executives in linear and online television, sports, digital production, marketing and advertising from both the Hispanic and the general markets.  Register by September 18th to save $100 off the regular registration price.   For more information contact Navi Ramnarain at navi@schrammnyc.com or 212-983-0219 or visit www.hispanictvsummit.com to see sponsorship opportunities and conference agenda.
    ANA Captures The Essence of Multicultural Marketing and Diversity With Awards and Conference
    The Association of National Advertisers  provides the ultimate channels for showcasing outstanding Multicultural Marketing and Diversity content, through the ANA Multicultural Excellence Awards program and conference.  To learn more or submit an entry to the awards program, please visit our awards website. The 17th Annual Multicultural Marketing and Diversity Conference will feature a phenomenal lineup of speakers including Allstate, Denny's, Kaiser Permanente, Moet Hennessy USA, Marriott International and Western Union. Register now and join us in Miami Beach on November 8 - 10, to discuss a strong mix of topics with other client side marketers. Explore issues in multicultural marketing, learn practical ideas to improve marketing campaigns and spend quality time networking with your peers, all under one roof. For more information, please contact Mala White, Senior Manager, Committees and Conferences, 212-455-8084.
    If you are interested in including your company profile/news in our next issue of Multicultural Marketing News/MMRNews ($425), please visit: http://multicultural.com/services/mmr_news or contact Lisa Skriloff at 212-242-3351 or Lisa@multicultural.com.     
     
    Next Issue: October 2015
    Deadline: October 5th, 2015
    Theme: Disability Awareness Month              
                  Hispanic Heritage Month
     
    To see upcoming newsletters view our 2015 Editorial Calendar
     
    Questions? Call 212-242-3351 or email Lisa@multicultural.com.  

     Contact

    Lisa Skriloff, Editor & President

    Multicultural Marketing News 

    Multicultural Marketing Resources, Inc. 

    150 West 28th Street Ste. 1501 

    New York, NY 10001

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    About This Newsletter 

     

    Multicultural Marketing News 
    (MMRNews), is published by 
    Multicultural Marketing Resources, Inc. (MMR). For a free subscription, sign up here.

      

    Multicultural Marketing News - August 2015

                                                                            Read more >>

    Multicultural Marketing News - July 2015 With Save the Dates for Key Fall Multicultural & Diversity Conferences + Events

      Read more >>

     Multicultural Marketing News

    July 2015 

    With Save the Dates for Key Fall Multicultural & Diversity Conferences + Events

     

    Here is your latest edition of Multicultural Marketing News, the newsletter published by Multicultural Marketing Resources Inc., www.multicultural.com.

     

    What's Inside: Featured News Stories...Company Profiles...Expert Resources For Marketing Executives...Diverse Sources and Story Ideas For Journalists

     

    In this issue:

    • Latino Consumer Empathy: The Cultural Immersion Way
    • Working Mother Multicultural Women's National Conference July 16-17, 2015 Marriott Marquis in New York City
    • Mayor of Miami Honors Hispanic Advertising and Daisy Expósito-Ulla
    • The Multicultural Retail 360 Summit is the Premier Multicultural Retailing Event
    • Largest India Day Parade of USA in Manhattan, Aug.16th 2015, Madison Ave, New York City
    • ADCOLOR Industry Conference and Awards, September 16-19, 2015 New York City
    • 29th Annual NAMIC Conference, September 29-30, 2015 at the New York Marriott Marquis
    • 4th annual Multicultural Health Marketing Conference, October 12-13, 2015, Fort Lauderdale
    • ANA Captures The Essence of Multicultural Marketing and Diversity With Awards and Conference
    • U.S. Multicultural Marketers Needed for Academic Study
    • Low Cost Airline Volaris Inaugurates Service from JFK - Continues Focus on the Hispanic Market

    Latino Consumer Empathy: The Cultural Immersion Way

    Consumer Empathy is not new, but is certainly a hot topic in the marketing and insights community. Understanding your consumers' attitudes and needs, desires, fears and limitations, and how they view and feel about your brand is the essential first step towards creating a powerful brand-product-consumer connection. But to make that connection a meaningful and lasting one, "understanding" alone is insufficient: marketers have to walk a mile in the consumers' shoes! For over 20 years, LatinoEyes® has been helping companies connect with Hispanic and Multicultural consumers to build empathy between them and their brands; in fact, just about every research project we work on revolves around consumer empathy. Through our Cultural Immersion programs, we combine well-established traditional and non-traditional research approaches with in-the-trenches activities and cultural education workshops to give marketers real world experiences. Ethnographies, Arts & Culture Tours, Neighborhood Walk-and-Talks, Marketplace Visits, Consumer Roundtables and In-depth interviews with Community Leaders are some of the ingredients that LatinoEyes® leverages to create a customized Cultural Immersion for our clients. Whether you have years of experience or are just getting started on your journey towards developing empathy for the Hispanic consumer segment, we invite you to read through our "Latinos At A Glance" booklet to strengthen your knowledge and intuitive connection with the Latino consumer.  And, to learn more about our Cultural Immersion programs or our multicultural research, contact Jorge Martinez, Research Director at jorgem@crresearch.com or 312-828-9200. 

    Working Mother Multicultural Women's National Conference July 16-17, 2015 Marriott Marquis in New York City

    The 2015 Working Mother Multicultural Women's National Conference is all about mindset - because Mindset Matters...on an individual, collective and cultural level. A powerful mindset remains unshakable in the face of challenge and struggle. Obstacles and bumps along the road are reframed as learning and growth opportunities, instead of setbacks.  At this year's conference, we will expand strength and wisdom during Same Race and Cross Race Conversations, challenge our thinking with engaging keynotes and panel discussions, draw inspiration from leadership journeys shared in StoryTalk sessions and commit to action during powerful skill-building workshops. When we channel the unique perspectives, shared experiences, and the collective power of energized, committed, passionate people - we are bound to uncover the excellence among us. For more information and to register visit http://bit.ly/1G1SueU 

    Mayor of Miami Honors Hispanic Advertising and Daisy Expósito-Ulla

    On July 9, 2015 The Mayor of the City of Miami, Tomás Regalado, honored Daisy Expósito-Ulla, Chairman/CEO of d expósito & Partners with a "City Diploma" during a presentation at City Hall, in recognition of her accomplishments and, at the same time, celebrating the presence and growth of Hispanic advertising in the United States.The recognition, read by Mayor Regalado, emphasizes that the recipient is "an American born in Cuba, amply respected as a professional communicator." It also recognizes "her contributions to American advertising." The City of Miami diploma salutes Expósito-Ulla "for her contributions to some of America's greatest brands." This special honor, closely follows another recent distinction, the AEF Agency of the Year award, which was given to d expósito & Partners by the Advertising Educational Foundation. "Miami is my second home," said Expósito-Ulla "and a place where many Hispanic agencies, dear colleagues and industry flagship companies are headquartered, which makes this moment very rewarding."

    Attend the Retail Industry's Premier Multicultural Marketing Event

    The Hispanic Retail 360 Summit is now the Multicultural Retail 360 Summit! The premier multicultural marketing event for the retail industry takes place August 12-14 in Anaheim. Our agenda is packed with cutting-edge sessions from companies like the NFL, Walgreens, Walmart and many more that will provide insights and examples of best practices for merchandising and marketing for Hispanic retailing and growing multicultural consumer segments. Focused sessions on Hispanic, African-American and Asian-American consumer segments will help you build your strategy and increase sales in 2016. The summit is fast approaching - register today at http://www.multiculturalretail360.com/summit/register/Contact info: Michael Hatherill, Group Brand Director, Multicultural Retail 360, mhatherill@stagnitomail.com, 201-855-7610. 

    Largest India Day Parade of USA in Manhattan, Aug.16th 2015, Madison Ave, New York City

    The Federation of Indian Associations of the tri-state of NY, NJ & CT, a 45 year old organization has been organizing the India day parade on Madison Ave between 40th st and 28th and the funfair following the parade that has food and merchandize and corporate booths with a stage that holds cultural performances for the past 34 years. The parade that started with less than 500 spectators and 2 floats has turned into an iconic event of over a 150,000 spectators with over 40 floats and 40 booths/kiosks.  The event has been televised LIVE by multiple South Asian (Indian) Televisions with a viewership worldwide of approx. 2.3 million viewers. The parade has been attended by the Mayor of NYC as well as the Governor in the past and organizers bring in celebrities and dignitaries from India to entertain the crowds. Contact info: Ankur Vaidya, Cell: (848)-248-0707  ankurvaidya@fianynjct.org www.fianynjct.org  

    ADCOLOR Industry Conference and Awards, September 16-19, 2015 New York City 

    For the first time in its history, the 9thAnnual ADCOLOR Industry Conference and Awards will take place in New York City at Pier Sixty (61 Chelsea Piers) from September 16-19, 2015. The ADCOLOR Industry Conference is the premier diversity gathering for professionals at all levels. The ADCOLOR Awards highlight and honor the achievements of African-American, American Indian/Native American, Asian Pacific-American, Hispanic/Latino, LGBT professionals and diversity and inclusion champions in creative industries. New York Times best-selling author Janet Mock will host the Awards. For more information and a full list of honorees, nominees and futures visit www.adcolor.org 

    29th Annual NAMIC Conference, September 29-30, 2015 at the New York Marriott Marquis 

    Join us for this day and a half symposium, a cornerstone of Diversity Week in the fall that has evolved into the industry's premier conference focusing on diversity and inclusion as a pillar of good business. The Annual NAMIC Conference features an agenda that explores programming, marketing, operations, technology, leadership development, and creating sustainable diversity change strategies. For more info about registration and sponsorship opportunities, contact Sandra Girado, Senior Director of Meetings and Events, at sandra.girado@namic.com or 212-594-5985.

    4th annual Multicultural Health Marketing Conference, October 12-13, 2015, Fort Lauderdale

    The 4th annual edition of The Multicultural Health National: Marketing to a Diverse America (MCHNational) will be held in Florida at The Westin Fort Lauderdale Beach, October 12-13, 2015. This unique event is the premier and only multicultural conference for professionals focusing on the healthcare industry and a must attend event for pharma executives, ad agencies, insurers, hospitals and media companies. The format includes both case studies of successful examples of healthcare marketing and separate modules for each key multicultural population segment in America including African Americans, Hispanics, Asian Americans and LGBT consumers. New this year: the Native American community will be included as a segment. Great networking opportunities are always a highlight including two evenings of awards receptions celebrating recipients of the Best in Multicultural Health Marketing Awards and the client-side executives selected for the Outstanding Multicultural Marketers Awards. The Multicultural Health Marketing Awards recognize the best creative advertising of a health product or service marketing health information to a multicultural market segment. The Outstanding Multicultural Marketers Awards are to extraordinary health marketers who drive innovation and work towards better patient health outcomes among the key multicultural populations in America. Register early to save $200 off the regular registration price. For more information contact Scott Ehrlich, VP, DTC Perspectives at scott@dtcperspectives.com or 770-559-0702 or visit www.mchnational.com.

    ANA Captures The Essence of Multicultural Marketing and Diversity With Awards and Conference

    The Association of National Advertisers  provides the ultimate channels for showcasing outstanding Multicultural Marketing and Diversity content, through the ANA Multicultural Excellence Awards program and conference.  To learn more or submit an entry to the awards program, please visit our awards website. The 17th Annual Multicultural Marketing and Diversity Conference will feature a phenomenal lineup of speakers including Allstate, Denny's, Kaiser Permanente, Moet Hennessy USA, Marriott International and Western Union. Register now and join us in Miami Beach on November 8 - 10, to discuss a strong mix of topics with other client side marketers. Explore issues in multicultural marketing, learn practical ideas to improve marketing campaigns and spend quality time networking with your peers, all under one roof. For more information, please contact Mala White, Senior Manager, Committees and Conferences, 212-455-8084. 

    U.S. Multicultural Marketers Needed for Academic Study

    Researchers at Rutgers Business School, Newark and New Brunswick, New Jersey are in search of U.S.-based, Client-Side Multicultural Marketers to participate in an academic online survey about ethnic and diverse marketing.

    You are eligible to participate if you are presently employed full-time as a corporate or nonprofit marketer with direct, day-to-day responsibility marketing to any one or combination of the following diverse segments; African-Americans, Asian Americans, Hispanics, LGBTQ, Native Americans and other racial, ethnic and diverse groups in the United States. TO PARTICIPATE: If you wish to participate or desire further information, please contact, Jean-Paul James (email: j.p.james@rutgers.edu or cell: 201-683-1472). When contacting Jean-Paul, please provide him with a preferred email address where to send the survey link to participate. Participants completing the survey before 11:59PM, Friday, August 21, 2015 will be entered to win a $300 e-card redeemable at the Apple Store.

    Low Cost Airline Volaris Inaugurates Service from JFK - Continues Focus on the Hispanic Market

    Low cost carrier Volaris, serving more destinations in Mexico than any other airline, inaugurates service from JFK on July 15th  as it continues to serve its core audience, the Hispanic Market. Miguel Aguiñiga Rodríguez, Senior Manager Mex-US/Sales & Marketing for Volaris,  in an interview with Multicultural Travel News, said that the "visiting family and relatives" market (VFR) is their key market. For that reason, since the airline was launched 9 years ago, he noted, they have been doing research to identify the largest Mexican-American population areas to establish routes to serve the VFR market.  Guadalajara is a principal destination because of the opportunity it presents to this  market as drive time from Guadalajara is only 2 to 6 hours to most key cities such as Zacatecas, Aguascalientes and Morelia, among others, destinations that are key for the Mexican ex-patriots living in the US. The airline also targets second and third generation Mexican-Americans to encourage them to visit and learn about their culture and food.The Volaris outreach to the Hispanic population is aligned with the Mexican Tourism board's campaign with the theme "Mis Raices" targeting the Hispanic Market which will launch this August. The current "Live it to Believe it" campaign highlights the culture and food of Mexico and promotes a "Wine & Tequila Route" and "Mole Route." The "Thousand Flavors of Mole" route encourages travelers to visit the regions of Mexico City, Tlaxcala, Oaxaca and Puebla where the famous "mole poblano" originates. The tequila route includes the city of Guadalajara, the capital of Mariachi music, itself declared as UNESCO Intangible Cultural Heritage of Humanity. Volaris marketing outreach includes alliances  with the various regional  Mexican Federations around the US, as a  key way to reach their main target --  Mexicans in the US with ties to family in Mexico. Knowing that Hispanics overindex in social media usage, Volaris is also focused on utilizing Facebook where they currently have over 1,300,00 likes and Twitter with over a million followers.  And in other milestone news, earlier this month Volaris announced it transported its 50 Millionth customer.

    By Lisa Skriloff, Editor, Multicultural Travel News

     

    If you are interested in including your company profile/news in our next issue of Multicultural Marketing News/MMRNews ($425), please visit: http://multicultural.com/services/mmr_news or contact Lisa Skriloff at 212-242-3351 or Lisa@multicultural.com.     

     

    Next Issue: August 2015

    Deadline: August 3rd, 2015

    Theme: Advance of Hispanic Heritage Month

     

    To see upcoming newsletters view our 2015 Editorial Calendar

     

    Questions? Call 212-242-3351 or email Lisa@multicultural.com.