Insights & Press

Press

  • Brands Get a New Metric to Assess Cultural Relevance March 25, 2020. AdExchange by Sarah Sluis.- When ads positively portray people from a racial or cultural group, or contain cultural insights that resonate with members of that group, they measurably boost brand KPIs such as purchase intent, brand loyalty and brand relevance. But efforts to measure cultural inclusivity are in their infancy… “Many marketers believed they were doing multicultural marketing but in fact they weren’t using any culture in their outreach to this segment,” said AIMM President Carlos Santiago. Using CIIM addresses this gap.
  • These 6 Ads Are the Most Effective Multicultural Marketing Messages in Recent Years These 6 Ads Are the Most Effective Multicultural Marketing Messages in Recent Years“Nothing Comes Easy” by Grey New York for Procter & Gamble is among a small group of top-performing multicultural ads. Nov. 9, 2019. Denny’s, Nationwide and Walmart are among a small group of companies with multicultural advertisements that performed highly with African American, Hispanic and LGBTQ+ audiences.
  • Cultural Relevance Boots Ad Effectiveness, Say New ANA Metric Cultural Relevance Boots Ad Effectiveness, Say New ANA MetricSep. 23, 2019. AdAge by I-Hsien Sherwood.- 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.
  • The Cultural Impact of Network Programming The Cultural Impact of Network ProgrammingCracking the diversity code for content is no easy task. Media and content creators constantly ebb and flow while attempting to satisfy their audience’s myriad tastes. African American and Latino audiences have long been marginalized in mainstream media despite the reality of their dominance in cultural relevance.
  • ANA’s Annual Meeting Begins with Major Focus on Multicultural Marketing ANA’s Annual Meeting Begins with Major Focus on Multicultural MarketingANA 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.
  • AN OPEN LETTER TO BRANDS, MARKETERS, ADVERTISERS: 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.
  • Cultural relevance boosts ad effectiveness, says new ANA metric Cultural relevance boosts ad effectiveness, says new ANA metricMarketers 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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 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, ...
  • Covered California Eyes Latinos for Upcoming Enrollment Period – NPR, The California Report October 27, 2017. KQED News by April Dembosky.- Starting next week, Americans will again be able to shop for health plans under the Affordable Care Act. But a lot of people don’t know that, because the Trump administration slashed the program’s marketing budget. In California, our state-run the marketplace plans to pick up the slack and will focus in particular on wooing Latino consumers. But, it’s going to be a hard sell. Carlos Santiago is president and chief strategist at Santiago Solutions Group, a research consulting firm. He fears that message could be too simple. “To convince someone that was uninsured to get it for the first time, obviously that message is not going to work, especially not this year,” he says. Plus, Santiago continues, the belief that illness won’t happen to you is entrenched in Latino culture.
  • ANA’s Latest Initiative: Elevating Multicultural Marketing Aug 18, 2018. Advertising Age by Rochelle Newman-Carrasco.- Charter members of the Association of National Advertisers’ Alliance for Inclusive and Multicultural Marketing recently met in New York for the first all-committee gathering since the group officially kicked off earlier this year. A who’s who of CMOs and senior-level marketers, AIMM has also brought agency, media and trade association leadership to the table, many with specializations in black, Hispanic, Asian and LGBTQ marketing, myself among them. Diverse, by design, it is evident that the Alliance is unified by a commitment to reverse a “flattening in the time and attention the marketing community is giving multicultural marketing,” as ANA CEO Bob Liodice put it.
  • AHAA Tackles Hispanic Measurement and Modeling Gaps to Improve ROI – HispanicAd.com Oct 15, 2016. HispanicAd.com.- “Media consumption alternatives have exploded at the same time that the Hispanic segment has become the largest source of growth for brands in the U.S. For years, only best-in-class companies with advanced knowledge had the capabilities to adjust TV/digital ratings & sales data currencies. AHAA has sought to update and normalize the availability and use of precise data so all marketers can design as effective efforts as possible. We believe that by evolving data collection sampling and models we will have a huge impact for everyone racing to deliver effective growth.”
  • ANA Forms Alliance for Inclusive & Multicultural Marketing – ShootonLine.com Oct 10, 2016. ShootonLine.com.- The ANA (Association of National Advertisers) has announced the formation of a new, wide ranging alliance designed to create a powerful, unified voice for the advancement of multicultural marketing. The initiative is called the Alliance for Inclusive & Multicultural Marketing (AIMM). Its goal is to bring together senior thought leaders from the African-American, Hispanic, Asian, LGBT and general market communities to create a united blueprint for the evolution of multicultural and diverse-segment marketing in America.
  • The Promise And Reality Of ‘Total Market’ And How CMOs Need To Address It The Promise And Reality Of 'Total Market' And How CMOs Need To Address ItAug 23, 2016 by Pepper Miller.- Total Market strategy is defined by the Association of Hispanic Advertising Agencies as “a marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations.
  • The Outlook for Hispanic Advertising: Rosy –Media Life Magazine The Outlook for Hispanic Advertising: Rosy -<i>Media Life Magazine</i>Dec 15, 2015 by MediaLife Hispanic.- Next year will be a strong one for Hispanic ad spending, with the Olympics and the presidential election, yet there’s still more money that should be funneled into Hispanic media that’s not. In part that’s because advertisers remain confused about the best way to reach Hispanics, including whether to use English- or Spanish-language media.

Publications

  • New Study Release – Gen Z -Hispanics vs WNH New Study Release - Gen Z -Hispanics vs WNHMany marketers have begun to concentrate efforts on Gen Z consumers, individuals born between 1996 and 2013 now between 3 and 20 year of age as they are the newest generation of young adult consumers. They are attending college, voting in elections, joining the workforce, making products choices in technology, restaurants, entertainment, personal care, auto, fashion, etc. They also have tremendous influence with their parents and the overall society. This Quant-Qual study begins to explore Gen Z’s perceptions, values and beliefs gaining insight on commonalities and differences.
  • The Multicultural State of Health & Wellness: 7 Keys to Accelerate ACA Enrollment & Retention The Multicultural State of Health & Wellness: 7 Keys to Accelerate ACA Enrollment & RetentionPost 3rd Open Enrollment CMS figures by ethnic & racial group are yet to be published by CMS, however, as of last Fall, most states had yet to enroll more than half of their Hispanic & African American uninsured ACA eligibles. But surprisingly, Multicultural segments eligibles are surprisingly less risky than White Non-Hispanic eligibles. In fact, Multicultural segments tend to be more wellness-minded than WNH eligibles. What’s more, Hispanics are the least likely segment to have a preventable chronic disease. In this context of trailing enrollment and vast opportunities, we focused our latest market assessment to identify 7 ways that would reboot Multicultural ACA enrollment and retention
  • Capitalizing on a Multicultural Appetite for Healthy Choices Capitalizing on a Multicultural Appetite for Healthy ChoicesWhile most Americans are chasing diets and making healthier lifestyle choices, Multicultural consumers are most likely to be generating faster growth for “Better-For-You” products. Yet, since cuisine and taste preferences are so embedded in our formative culture, ‘wellness’ is in the eyes of the beholder. In fact, the ‘healthier’ brands that are growing most rapidly are extremely different between Multicultural & White-Non-Hispanic segments. ♦ Presented @ Multicultural R360
  • Total Market Healthy Movement: WellnessSpectrum Total Market Healthy Movement: WellnessSpectrumEight major breakfast brands received top honors when the 2014 Wellness Brand Awards were announced at the Hispanic Retail 360 Summit in San Antonio hosted by Stagnito. The winners were chosen from among 240 CPG brands competing for a “share of stomach” in various breakfast sub-categories. The awards were presented at the Tapping Into the Total Market’s Healthy Living Movement session, presented by Santiago Solutions Group (SSG). The session reveals how easy it is to apply predictive analytics, such as the new SSG Wellness Spectrum™ powered by GfK MRI, to discern consumer patterns that may enhance growth for marketers.
  • Total Market Consensus Denitions – What is TM? What TM is NOT? Total Market Consensus Denitions - What is TM? What TM is NOT?Just a few months ago, through AHAA’s TM Benchmark Study, many respondents viewed the industry in distress the concept of Total Market appeared to have multiple personality disorder. This deck summarizes the Total Market Approach (TMA) consensus definition and two important additions –What is TMA and What is Not TMA. deliverable of the AHAA’s Client Roundtable in collaboration with the ANA. It shares a Kimberly Clark case study on the criteria for when to apply it, it covers 3 Client-Agencies working models and concludes with priorities for the continuation of this critical marketing approach initiative. Carlos Santiago, Chief Strategist at Santiago Solutions Group, leads this initiative in his role as Chair of AHAA’s Research Thought Leadership Committee together with Gilbert Davila, Chair of ANA Multicultural, President of Davila Multicultural Insights.
  • AHAA Total Market Roundtable Reports for AHAA Conference AHAA Total Market Roundtable Reports for AHAA ConferenceAHAA: The Voice of Hispanic Marketing in collaboration with the ANA and other marketing associations engaged advertisers and agency partners to investigate the evolving multicultural marketing practice – the widespread segment-specific model and the emerging practice of total market approach. This deck as presented at AHAA’s 2014 Conference in Miami, covers the outputs of Phase 2 of this initiative: A consensus Total Market Definition to aid the marketing to consider and successfully apply the desired model, based on consistent criteria. This is a portion of an overall playbook with standard guidelines for improved marketing impact that AHAA & ANA have been collaborating on. Carlos Santiago, Chief Strategist at Santiago Solutions Group, leads this initiative in his role as Chair of AHAA’s Research Thought Leadership Committee together with Gilbert Davila, Chair of ANA Multicultural, President of Davila Multicultural Insights.
  • AHAA Total Market Benchmark Study AHAA Total Market Benchmark StudyNovember 4, 2013.- AHAA releases preliminary findings on emergence of “Total Market” approach at the ANA Multicultural & Diversity Conference. Today, marketing strategies are under great scrutiny in response to the explosive growth of multicultural populations. As many companies seek to reconcile and recalibrate efforts toward multiple market segments, questions arise with regards to the potential of defining and addressing a Total Market Strategy. Are Segment Strategies still valid?
  • The ROI of Multicultural Market The ROI of Multicultural Market Should healthcare companies be investing in multicultural? How to formulate their media plans? It has become common to discuss the changing demographics of America yet the advertising dollars targeted these markets haven’t followed to the same degree.
  • Driving Total Market Growth for Manufacturers and Retailers at Retail 360 Driving Total Market Growth for Manufacturers and Retailers at Retail 360In this session, Santiago Solutions Group will show how to build a Total Market growth plan that is fueled by Hispanics & Millennials insights. Carlos Santiago will present strategic insights, focusing on points of convergence across Hispanics, Non-Hispanics and Millennials, as well as pertinent nuances across key consumer trends: changing palates, the health craze including organic foods, and private label vs. brands.
  • Driving Total Market Growth Driving Total Market GrowthSantiago Solutions Group will be hosting an informative and interactive session at this year’s Hispanic Retail 360 conference in Las Vegas on Thursday, August 15th at 3:30pm. Carlos Santiago will present strategic insights, focusing on points of convergence across Hispanics, Non-Hispanics and Millennials, as well as pertinent nuances to ensure relevance.
  • Hispanic Generational and Cultural Orientation Trends Hispanic Generational and Cultural Orientation TrendsHow can marketers identify the different business opportunities within the generationally diverse Hispanic population? This custom study from Scarborough, commissioned by AHAA and AARP, highlights how marketers can reach Hispanic Millennials, Generation Xers and Baby Boomers more effectively by embracing cross-generational differences and cultural orientation.
  • Hispanic Allocation Impact on Revenue Growth Series: Part III Tech, Telecom & Entertainment – AHAA Study Hispanic Allocation Impact on Revenue Growth Series: Part III Tech, Telecom & Entertainment - AHAA StudyJuly 17, 2012.- This is the third part of the study commissioned by AHAA’s Research Committee and developed and executed by Santiago Solutions Group (SSG), a growth strategy consultancy. While Hispanics accounted for 17% of the population in the US, they also contributed to 34.8% of the growth in the Tech-Telecom-Entertainment consumer base. During 2006-2010, the Hispanic consumer base in the Tech-Telecom-Entertainment category grew 3 times faster than the Non-Hispanic consumer base.
  • Hispanic Allocation Impact on Revenue Growth Series: Part II CPG Sector – AHAA Study Hispanic Allocation Impact on Revenue Growth Series: Part II CPG Sector - AHAA StudyMarch 7, 2012.- The second part of Santiago Solutions Group’s study reveals there is a direct & positive relationship between CPG’s Hispanic ad allocation and their topline revenue growth. All companies have growing challenge of balancing competing needs: holding on to “General Market,” finding new growth, and capturing fair share of growth markets. There is a direct & positive relationship between CPG’s Hispanic ad allocation and their topline revenue growth. Get recorded AHAA Webinar: ‘CPG Hispanic Allocation’
  • 2011 Advertising Budget Alignment: Part I – AHAA Study October 2011.- A study developed and executed by Santiago Solutions Group for AHAA (Association of Hispanic Advertising Agencies) reveals that Hispanic Advertising allocations equate to Corporate Revenue Growth.
  • US Latinos’ Perceptions & Actions Around Immigration Debate: Law Enforcement, Lifestyle and Voting Impact July 14, 2010. The US Latinos’ Perceptions & Actions Around Immigration Debate is a special June 2010 Wave of LatinoMetrics co-sponsored by the Hispanic Federation/LULAC. The study is designed as a deep dive into the perspectives and actions of US Hispanics around Immigration Reform, Arizona SB 1070 and the advent of similar laws in 22 states across the country.The goal was to accurately understand how the entire Latino community perceives these issues. LatinoMetrics study focused on significant sociological anchors from a US Latino perspective.
  • Does a Well-Resourced Hispanic Corporate Strategy Translates into Shareholder Value Creation? February, 2006. SSG presents Phase I study findings. Its strategic framework focuses on quantifying the core target segment’s upside revenue potential vis-à-vis its acculturation trigger points through an array of proprietary methodologies.
  • Santiago Solutions Group Releases Credit Card Sector Supplement to Customer Service Impact Study A research study completed by the SSG indicates that high quality customer service in Spanish leads to loyalty and retention in the Credit Card Sector
  • 2010 Hispanic PR & Social Media Marketing May 12, 2010. Dallas, TX. Carlos Santiago was a panelist in a session on Measuring ROI in Hispanic Social Media Marketing Campaigns. Carlos presented the case study for a recently-completed Cause-Related Integrated Marketing Program. This program, Espíritu de Progreso Latino, for Chivas Regal® Scotch Whiskey, achieved measurable ROI results in retail activation, volume growth and brand perception.
  • Practical insights of Measurement-Rich Successful Social Media May 12, 2010. Dallas, TX. Carlos Santiago panelist in session on the Do’s and Don’ts of Hispanic Social Media Measurement.
  • Santiago Solutions Group Releases Insurance Sector Supplement to Customer Service Impact Study A research study completed by SSG indicates that high quality customer support in Spanish leads to loyalty and retention for the insurance sector.

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CIIM Ads Insights – INFOGRAPHICS

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CIIM makes a direct correlation between culture and business performance such as enhance brand perception, increased ad effectiveness, and lift […]

CIIM Programming Insights – INFOGRAPHIC

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“Nothing Comes Easy” by Grey New York for Procter & Gamble is among a small group of top-performing multicultural ads. […]

The Cultural Impact of Network Programming

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Cracking the diversity code for content is no easy task. Media and content creators constantly ebb and flow while attempting […]