September 05, 2017

The National Association for Multi-ethnicity in Communications (NAMIC) today announced the winners of its Excellence in Multicultural Marketing Awards (EMMA). The competition recognizes excellence in marketing efforts designed to attract and retain culturally diverse audiences and customers among African American, Asian, Latinx, LGBTQ, disabilities communities and other market segments. This year's EMMA winners will be celebrated during the 31st Annual NAMIC Conference "Diversity at the Speed of Change" on September 26-27, 2017 at the New York Marriott Marquis.

"EMMA serves the need to recognize the multicultural marketing and creative talent in our rapidly evolving industry," stated Pawan Mehra, managing partner at Ameredia, Inc., EMMA judge and NAMIC Multicultural Marketing Committee member. "The culturally relevant connections agencies and companies establish with niche consumers are priceless and go a long way in building a brand's equity in these markets."

Recognizing the media and entertainment industry's commitment to implementing best practices, the Excellence in Multicultural Marketing Awards highlight creative, strategic and innovative multicultural marketing approaches. The NAMIC Multicultural Marketing Committee, a consortium of industry experts, provides guidance for the EMMA competition, which has two award categories: Integrated Marketing Campaigns and Marketing Tactics. Entries in each category were judged within four divisions: Media Content Creators and Distributors, Networks and Communications Suppliers, Brands and All Other Media.

A judging panel of independent industry experts evaluated entries and selected winners based on an assessment of strategy, implementation and results. Deviating from the traditional "best of" competition method, each entry was judged against a standard of excellence and not against other entrants, resulting in the potential for zero to multiple winners in each category.

2017 EMMA WINNERS

MEDIA CONTENT CREATORS AND DISTRIBUTORS

Integrated Marketing Campaigns

FIRST PLACE
Beautifully Bilingual
Company: Comcast
Agency: Gallegos United

SECOND PLACE
Celebrating Women Behind the Scenes
Company: Comcast
Agency: Burrell Communications

THIRD PLACE (TIE)
Unplug & Connect
Company: Comcast   
Agency: Burrell Communications

Speak Your Mind
Company: Comcast
Agency: Burrell Communications

Interruptions
Company: Comcast
Agency: Gallegos United

Marketing Tactics

Out of Home

FIRST PLACE
Celebrating Women Behind the Scenes
Company: Comcast
Agency: Burrell Communications

Print

FIRST PLACE
Beautifully Bilingual
Company: Comcast
Agency: Gallegos United

SECOND PLACE
Be King
Company: Comcast
Agency: Burrell Communications

THIRD PLACE
Celebrating Women Behind the Scenes
Company: Comcast
Agency: Burrell Communications

Radio

FIRST PLACE
Tune In
Company: Comcast
Agency: Burrell Communications

Social Media

FIRST PLACE
#ApplaudLGBT
Company: Comcast
Agency: Gallegos United

Television

FIRST PLACE
Celebrating Women Behind the Scenes
Company: Comcast
Agency: Burrell Communications

SECOND PLACE
Beautifully Bilingual
Company: Comcast
Agency: Gallegos United

THIRD PLACE (TIE)
Speak Your Mind
Company: Comcast
Agency: Burrell Communications

Language Choice 2.0
Company: Comcast
Agency: Gallegos United

One Man Band
Company: Comcast
Agency: Gallegos United

NETWORK AND COMMUNICATIONS SUPPLIERS

Integrated Marketing Campaigns

FIRST PLACE
JCPenney & Telemundo Sonido de Tu Estilo
Company: NBCUniversal Hispanic Group
Agency: OMD

SECOND PLACE
Chevy presents The Formula: Science of the Hustle
Company: One Solution
Agency: Carat, One X Studios, and The Story Lab

THIRD PLACE
Claws Season 1 Launch Campaign
Company: TNT

Marketing Tactics

All Other Media

FIRST PLACE
The New Edition Story
Company: BET Networks

Diversity Awareness

FIRST PLACE
Becoming Pinoy: Reggie Lee
Company: GMA Network, Inc.
Agency: GMA International

Experiential Marketing

FIRST PLACE
The Quad HBCU Campaign
Company: BET Networks
Agency: Grassroots Promotions

SECOND PLACE
OWN - "Queen Sugar"
Company: OWN
Agency: 135th Street Agency

THIRD PLACE
Martha & Snoop's Potluck Dinner Party
Company: VH1

Guerilla Marketing

FIRST PLACE
Trap Karaoke Powered By BET Awards 2016
Company: BET Networks
Agency: Jason Mowatt/Trap Karaoke

Premium

FIRST PLACE
IMD Calendar Multicultural Myths & Tales
Company: International Media Distribution

Social Media

FIRST PLACE
Social Media Take-Over Alden Richards
Company: GMA Network, Inc.
Agency: GMA International

SECOND PLACE (TIE)
Meet the Patels, Independent Lens PBS
Company: ITVS

What Was Ours, Independent Lens PBS
Company: ITVS

Television

FIRST PLACE
Becoming Pinoy: Sameera Aguilar
Company: GMA Network, Inc.
Agency: GMA International

SECOND PLACE
Meet the Patels, Independent Lens PBS
Company: ITVS

BRANDS

Integrated Marketing Campaigns

FIRST PLACE
CA Lottery MAM - Gracias Maestros
Company: IM Studio+

SECOND PLACE (TIE)
¡Vida SI, Diabetes NO!
Company: Latin2Latin Marketing + Communications

Allstate Speak Human To Me
Company: Allstate
Agency: Barrett and Welsh

THIRD PLACE
TD Ready-for-Desis Mortgages
Company: TD
Agency: Barrett and Welsh

Marketing Tactics

Digital

FIRST PLACE
The Beauty Channel
Company: Elizabeth Arden
Agency: AV Communications

Experiential Marketing

FIRST PLACE
The Beauty Channel
Company: Elizabeth Arden
Agency: AV Communications

SECOND PLACE
Bell Canada Experiential
Company: Bell Canada
Agency: Maple Diversity Communications

THIRD PLACE
Royale® Tiger Towel® - CNY Experiential
Company: Royale® Tiger Towel®
Agency: Maple Diversity Communications

Television

FIRST PLACE
Allstate Speak Human To Me–Two to Tango
Company: Allstate
Agency: Barrett and Welsh

ALL OTHER MEDIA

Integrated Marketing Campaigns

FIRST PLACE
Emery's 9-1-1 All Stars
Company: King County E-911 Program Office
Agency: C+C

Marketing Tactics

Digital

FIRST PLACE
Come in for a Quickie
Company: Harris County Public Health

Diversity Awareness

FIRST PLACE
MMAC Identity
Company: Multicultural Marketing Alliance of Canada (MMAC)
Agency: Barrett and Welsh

Social Media

FIRST PLACE
Not Your Average Holi Day Greeting
Company: Barrett and Welsh

 

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