Nov 11, 2017. HispanicAd.com.- The ANA Alliance for Inclusive & Multicultural Marketing (AIMM) today announced a set of key priorities for the coming year that are specifically designed to help marketers increase their focus on multicultural marketing to help drive overall corporate growth.

The announcement was made at the 2017 Multicultural Marketing & Diversity Conference of the ANA (Association for National Advertisers), which founded the AIMM in October 2016 to create a powerful, unified voice that elevates multicultural and inclusive marketing to promote business growth in an increasingly diverse marketplace. The AIMM is an outgrowth of the ANA Masters Circle, a community of chief marketing officers who have developed a 12-point action plan to galvanize the CMO community and drive growth. One of those points focuses on inclusiveness, diversity, and multicultural marketing.

The AIMM’s key priorities were established over the past year in a series of meetings among the nation’s top marketers, including ANA corporate members such as Clorox, Coca-Cola, Hallmark, Johnson & Johnson, McDonald’s, Procter & Gamble, Prudential, Verizon, Walmart, and Wells Fargo. The priorities include:

  • Case for Change: The AIMM plans to provide qualitative and quantitative information that will help transform the industry into a more inclusive, diverse, relevant, and proactive platform for change to reinforce business growth.
  • Talent and Education: The AIMM will partner with the ANA Education Foundation (AEF) on the MADE (Marketing and Advertising Education) 2018 internship program, in which half of at least 50 new internships will be granted to multicultural students. All of those interns would be assigned a mentor from a participating ANA or AIMM member. The program is a leadership development initiative for students to become the future leaders of the marketing and advertising industry.  Internship applications will begin to be accepted the week of November 13, 2017.
  • Total Market: The AIMM will develop and publish a playbook of case studies and best practices on “Total Market,” a marketing approach that integrates diverse segment considerations from inception through execution.
  • Data and Metrics: The AIMM will lead an industry-wide initiative to identify, prioritize, and close existing data representation and quality gaps in multicultural segments. The effort will examine what impact cultural relevance has on digital campaigns as opposed to campaigns without cultural insights, regardless of language.

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