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  • A Letter From ANA and AIMM: We Commit to Do Better No longer accepting our shortcomings on D&I By ANA and AIMM At the Association of National Advertisers (ANA) and the Alliance for Inclusive and Multicultural Marketing (AIMM), we strongly believe that every person—regardless of race, ethnicity, sexual orientation, gender identity, ability, religion, age or culture—should have equal rights, equal representation, opportunities, support, understanding, respect, consideration, voice and the ability to achieve their full potential. For more than 20 years, we have used our collective voices, reach, and commitment to create an industry that is more inclusive, understanding, and reflective of diverse segments. Although we have done a lot, it is not enough. As we experience unprecedented loss due to the novel coronavirus, Black and Brown communities continue to face an age-old virus that has infected America for four centuries: racism. As America marches for an end to racism, injustice, and inequality against Blacks, the marketing and advertising industry is here to say we ... ...Read More
  • 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. ...Read More
  • 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. ...Read More
  • 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. ...Read More
  • 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. ...Read More
  • 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. ...Read More
  • 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. ...Read More
  • 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. ...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. ...Read More
  • 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 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, ... ...Read More
  • 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. ...Read More
  • 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. ...Read More
  • 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.” ...Read More
  • 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. ...Read More
  • 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. ...Read More

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ANA/AIMM Commitment to Systemic Change in Marketing

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At ANA and AIMM, we strongly believe that every person — regardless of race, ethnicity, sexual orientation, gender identity, ability, […]

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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Cultural Insight Impact Measure is the industry leading metric that validates the impact and effectiveness of cultural insights in ads […]

These 6 Ads Are the Most Effective Multicultural Marketing Messages in Recent Years

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