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ANA’s annual meeting begins with major focus on multicultural marketing

ANA CEO Bob Liodice hones in on diversity in opening speech, ignores hot-button issues like media transparency By E.J. Schultz. Published on October 03, 2019. For the past several years, Association of National Advertisers CEO Bob Liodice has kicked off the group’s largest conference of the year by ticking off a laundry list of issues plaguing the industry, including the opaque digital media supply chain, ad fraud and the ANA’s long-running fight with media agencies over transparency in contracts. ... Read More

AN OPEN LETTER TO BRANDS, MARKETERS, ADVERTISERS:

It’s time to #SeeALL. As marketers, our role is simple: deliver growth. Today’s modern family – our customer – is increasingly multicultural by nature and we must make sure our work reflects that. For this reason, our companies should reach out to consumers in relevant and meaningful ways that ultimately have the ability to connect with our customers while lifting corporate growth. Everyone should feel included and valued. It’s time to celebrate diversity. Highlight what makes us different and what brings us together as a society. ... Read More

Cultural relevance boosts ad effectiveness, says new ANA metric

Marketers looking to improve the inclusivity of their campaigns have a new tool—and new reasons to use it. On Monday, the Association of National Advertisers released the Cultural Insights Impact Measure, a metric that gauges the cultural relevance of an ad and the extent to which it reflects genuine insights that speak to consumers of all backgrounds. An accompanying survey from the ANA’s Alliance for Inclusive and Multicultural Marketing also shows that ads that score well on the CIIM ranked 2.6 times higher on brand relevance, and viewers who saw them were twice as likely to recommend the brand, 2.7 times more likely to try the brand for the first time and 50 percent more likely to repurchase. ... Read More

The ANA’s AIMM Introduces the Cultural Insights Impact Measure™ (CIIM™) Proving that Cultural Relevance Drives Real Brand Results

NEW YORK, Sept. 18, 2019 /PRNewswire/ -- A breakthrough new study that proves the incremental value of genuinely reflecting culture in marketing creative was unveiled today by The Association of National Advertisers' (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM). The Cultural Insights Impact Measure™ (CIIM™) was developed by AIMM in partnership with NBCUniversal and AIMM member companies. CIIM™ evaluates advertising creative in various categories and identifies the impact and effectiveness of cultural insights in ads and programming on increased brand relevance, ad relevance, purchase intent lift, and loyalty. ... Read More

Culturally Relevant Ads Drive Brand Growth, ANA Study Finds

It’s kind of a no-brainer, but now we have the data to back it up: When someone feels as though an ad they’ve seen accurately reflects culture, they’re more likely to buy products from the featured brand. A new study by the Alliance for Inclusive and Multicultural Marketing, an arm of the Association of National Advertisers (ANA), recently surveyed 10,000 individuals from various racial backgrounds, as well as members of the LGBTQ+ and disabled communities. Turns out, consumers who perceive ads as “culturally relevant” are 2.6 times more likely to find the brand relevant to them, and are 2.7 times more likely to purchase a brand for the first time. Additionally, they are 50% more likely to repurchase a brand they have bought in the past. ... Read More

ANA-AIMM’s Case for Change

Just released report from the ANA’s Masters of Marketing conference: “The Case for Change: Multicultural and Inclusive Marketing as a Business Imperative for Long-Term Growth” provides an exceptional resource to help marketing decision makers better understand the need for change in the face of the new contemporary marketplace. This study is particularly crucial as half of Fortune 500 companies are currently experiencing sales declines.

Written and researched by the ANA’s Alliance for Inclusive & Multicultural Marketing (AIMM) in partnership with Dávila Multicultural Insights and Santiago Solutions Group (SSG), the report makes the business case for Multicultural marketing to boost growth rather than a one-size-fits-all approach, which can fall short of comprehensive relevance and effectiveness.

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Census Consensus: ‘Citizenship’ Would Be A Headache For Advertising, Media – MediaPost

March 28, 2018. MediaPost by Joe Mandase.- Obvious partisan political implications aside, the Trump White House’s push to add a “citizenship” question to the U.S. Census raises big issues for the world of marketing, advertising and media. Specifically, much of the industry’s most representative research is either based on or weighted to U.S. Census estimates of the size and composition of the population. If, as opponents fear, requiring people to state their citizenship creates a non-respondent bias among some people -- especially illegal aliens, or fearful legal aliens -- it will distort the representation of the population in the U.S. Census estimates and all the research benchmarked to it. ... Read More

Las Perspectivas Económicas del Mercado Multicultural Se Ven Muy Poderosas PRODU

Jan 16, 2018. PRODU.- Para Santiago Solutions Group, el panorama es alentador para el segmento multicultural en EE UU. “Los anunciantes de EE UU están rápidamente cambiando sus prioridades de crecimiento entre los segmentos multiculturales, especialmente tras la caída desde 2016 del segmento blanco no hispano. Las perspectivas económicas de 2018 para este mercado se ven muy poderosas” destacó la firma en un post. ... Read More

ANA’s New Alliance Helps Step Up Game in Multicultural Marketing –PORTADA

Nov 11, 2017. Portada by Gretchen Gardner.- A year ago the Association for National Advertisers took an important step in encouraging the industry's progress when it established the Alliance for Inclusive and Multicultural Marketing to establish a “powerful, unified voice for the advancement of multicultural marketing." A year later, the group is working cooperatively, transparently, and methodically to set the ground works for a marketing industry that better reflects today's diverse audiences. ... Read More

AIMM Announces 2018 Multicultural Marketing Priorities – HispanicAd.com

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 ... Read More

Multicultural Segments Growth Surges 58%; White NH Decline Accelerates

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Non-Hispanic White Segment Decline Accelerates. Multicultural segments jumped 2.8M from 2016 to 2017 compared to a 1.8M increase from 2015 […]

Spanish Dominant* Hispanics Financial Optimism Soars in 2018

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Now nearly 6 in 10 Spanish Dominant Hispanics have an optimistic view about their finances over the next 12 months, […]

Census Consensus: ‘Citizenship’ Would Be A Headache For Advertising, Media – MediaPost

March 28, 2018. MediaPost by Joe Mandase.- Obvious partisan political implications aside, the Trump White House’s push to add a […]

Las Perspectivas Económicas del Mercado Multicultural Se Ven Muy Poderosas PRODU

Jan 16, 2018. PRODU.- Para Santiago Solutions Group, el panorama es alentador para el segmento multicultural en EE UU. “Los […]