Multicultural Advertising Council

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Upcoming Meetings

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Previous Meetings

SEPTEMBER 19, 2008

Marketing to Multicultural Men – How They Differ and How To Reach Them

You've heard it before: "Men are from Mars, Women are from Venus". But men also shop differently and, as Madison Avenue knows all too well, men are engaged by different advertising (and different programming) than women are. Multicultural men – especially those located in urban areas – are often cultural "weather vanes," pointing out which trends and new products will become "the next big thing." The council discussed how to hunt for these heat seekers by better understanding their nuances.

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PRESENTATIONS

The Psyche of the African-American Male and Implications for Marketers (PDF, 759kb)

Black America Today: Marketing to Black and African-American Men (PDF, 3mb)

JULY 1, 2008

But Aren't They All The Same?" Smart Approaches to Marketing to Different Customer Segments Within Each Multicultural Market

In Chicago

Would you market to Hispanics of Mexican origin the same way you would to those of Cuban descent?

Savvy marketers realize that multicultural marketing is no longer a game of "one size fits all": not only must you market differently to Asians than you would to Hispanics and African Americans, but there are also unique customer segments within the Asian market. And the same holds true for customers within the African American and Hispanic markets.

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PRESENTATIONS

Diversity Within the Asian American Market (PDF, 332kb )
Beyond Demographics (PDF, 2.5mb)
Latino Identity: The New Language of Hispanic Marketing (PDF, 2.7mb)

February 7, 2008 • 2:30–4:30PM EST

How the Multicultural Market is Influencing the Mainstream?

Download Meeting Notes (PDF, 34kb)

How is the growing multicultural consumer market influencing the U.S. mainstream? And as those multicultural consumers become more affluent and move into predominantly Caucasian suburbs, how is the "Mainstream" creating shifts in how those multicultural consumers look at the world around them? What segmentations and metrics are useful in understanding how America is changing?

PRESENTATIONS

Multicultural America: Redefining the “Mainstream” (PDF, 3.2mb)

Understanding the Urban Consumer (PDF, 1.9mb)

March 28, 2007

Multi-Cultural Marketing Segmentation Project

Multicultural Council chairs explain plans for the Multi-Cultural Marketing Segmentation Project and how to get involved. The project’s goal is to understand current multicultural segmentation strategies, develop conclusions on optimal segmentation strategies and identify further areas for improvements. Participating in the project will be an incredible opportunity to develop expertise in multicultural marketing by working with the leaders in the field.

Focus: MCM segmentation across African-American, Hispanic and Asian-American segments

Roles: One lead for each segment team. Ensure that each lead comes from organization that focuses on research within the segment.

Scope: Focus on defining a MCM segment approach using a current GM segmentation model as a starting point. We felt that adapting a successful segmentation approach would be the most time efficient. (Irma Gonzalez Clark, the co-chair of the council, graciously has allowed us to leverage a Millward Brown model as a more stable platform from which to develop three unique MCM segment approaches.)

November 6, 2:30–4:30PM

Phase 1 of Multicultural Segmentation Review

Presentations from segmentation committees.

Chaired by

Phyllis Woolley-Roy, Genentech

Speakers

Segmentation Committee Chairs

July 17, 2006

Segmentation Strategies for Multicultural Marketing

Over the next 12 months, council members will form committees and work with experts in the field to understand current multicultural segmentation strategies. Each committee will present their conclusions on optimal segmentation strategies and identify further areas for improvements. An incredible opportunity to develop expertise in multicultural marketing by working with the leaders in the field.

Chaired by

Phyllis Woolley-Roy, Genentech

Speakers

Juan Faura, Cultura
Saul Gitlin, Kang & Lee
Lorraine M. Miller, Carol H Williams
J Moncada, Bromley
Navin Narayanan, IW Group
Stephen Palacios, Cheskin
Michele Valdovinos, Phoenix Cultural Access Group
Laurence Velcoff, Uniworld Group

Council Chairs

Kevin Brockenbrough –Burrell Advertising

Kevin Brockenbrough is VP/Associate Director, Account Planning on the Toyota, General Mills and Gillette accounts at Burrell Advertising. Kevin has had a varied career, starting out in general market advertising on Borden Foods and Procter & Gamble for Grey Advertising, then shifting to brand management at Quaker Oats  (where he launched several items while working on New Products for Aunt Jemima). He has also served in client side positions for DuPont (marketing Lycra) and Ernest &Young’s Cap Gemini   (re-engineering of DuPont’s South American operations).

Eventually he returned to his first love - advertising – and helped create business-building programs on a variety of brands: Colgate-Palmolive, Pillsbury, JC Penney, AT&T (result: Multicultural Excellence award from the ANA), Microsoft, MasterFoods’ 3 Musketeers brand (result: highest rated general market campaign in that company’s history), Kraft, Ford, Lincoln Mercury, the John Kerry campaign, AstraZeneca, the US Marine Corps, and Burger King.

Kevin received his BA in Advertising and Creative Writing from Penn State and his MBA in Marketing from Clark Atlanta University. He is a published author of both science fiction and horror.

David Burgos – Millward Brown

David Burgos is a key member of Millward Brown's Multicultural Practice, responsible for R&D and knowledge management.  With more than 12 years experience in the marketing research arena, David's expertise encompasses market segmentation, new product development, branding and communications research.  He has conducted extensive qualitative and quantitative research across different industries, both in the US and in Latin America.  Aside from his research career, David was a professor of Strategic Marketing Research at Centrum - Business School of the Pontificia Universidad Catolica del Peru.  He holds an M.B.A. with a concentration in marketing from ESAN University in Peru.  In 2004, David co-authored a book that analyzes the evolution of consumers after migrating from rural areas and small cities to capital cities in Latin America ("Ciudad de los Reyes ... los Chavez y los Quispe").
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