ANA Multicultural Excellence Award Winners – – Catching Up with Wells Fargo

By Talia Fisher, associate manager of committees and conferences at ANA

In celebration of LGBT Pride Month, we continue our conversations with winners from last year’s Multicultural Excellence Awards with a look at the LGBT category Grand Prize Winner: Wells Fargo.  The winning campaign, “Learning Sign Language,” connected in an insightful, poignant way with LGBT consumers approaching the important life milestone of starting a family.  I was fortunate to speak with Michael Lacorazza (pictured), executive vice president and head of integrated marketing at Wells Fargo about what this honor meant for his team, their consumers, and the industry at-large.  Read on as Michael shares how things have changed for the better since winning the award just one year ago.

How has winning an ANA Multicultural Excellence Award positively impacted your company’s performance and the way your company is perceived by customers?

We hope the impact that our customers feel is greater emotional connection to our brand because we are showing up in a way that is highly relevant and culturally attuned.

Describe the positive impact winning an ANA Multicultural Excellence Award has had on your company.

It’s definitely a reason for the team to celebrate.  A lot of thoughtful, focused effort went into crafting the work that was recognized by the ANA.  Our culture deeply values diversity in many forms – ethnic diversity, age diversity, life experience and thought diversity, for example.  Inside the company, this type of recognition gets noticed throughout the entire organization.

If you met someone who was on the fence about whether or not they should submit their company’s work for an ANA Multicultural Excellence award, what would you tell them?

There is a lot of great work in multicultural marketing, and the whole industry benefits when campaigns get recognized.  More participation helps all members get visibility to what is going on with our craft and provides an opportunity from us to learn from each other in a brand-safe environment.

Submit your top campaigns for these prestigious awards and join the ranks of Past winners like Wells Fargo, Kimberly-Clark, Allstate, Coca-Cola, Johnson & Johnson, P&G, and Verizon.

The deadline for submissions is July 8. This competition is open to all marketers, agencies, and media companies. Enter by July 1 and save $100!

Are you ready to showcase your work? Enter the 2016 awards now!