2010 ANA Multicultural Conference Opening Remarks by Gilbert Davila

Thank you Bob for your enlightening remarks. I can’t tell you how thrilled I am to be here today at the 11th annual ANA Multicultural Conference and the ANA’s 100th anniversary.

Bob enlightened you about the overall efforts of the group already, so what I’d like to do is to focus on only 10% of the ANA’s history: our last 11 years, where we have been instrumental in helping move a multicultural agenda in corporate America.

Thanks to groups like the ANA, marketing and advertising efforts are now more reflective of the multicultural communities in which we live and serve.

This conference’s success in bringing so many of us here today is a great example of the importance of multicultural markets in today’s rapidly growing population. In the early years (and I mean 11 years ago and not 100 years ago!) our goal was to attract 200 participants to the Multicultural Conference. Today, I am proud to announce we have a sold out to a record breaking 610 registrants – individuals committed to better understanding how to embed a multicultural perspective into Corporate America and learn how to best reach out to multicultural groups in relevant and targeted ways. I guarantee you that the conference agenda will deliver that and more.
Before coming here, I had the opportunity to speak to a few of my friends and colleagues working in agencies, media companies and corporations targeting multicultural groups. When discussing the concept of multicultural as the new mainstream- the theme of this year’s conference – they all had very insightful observations.

For example, my friend Carol H. Williams, Founder and CEO of Carol H. Williams Advertising Group said to me “As general audiences top out, multicultural audiences serve as a source of energy to add power and re-energize brands.”

Our time has come to proclaim with pride that America has evolved into becoming a true multicultural society. Simply put, multicultural consumers dominate the growth for corporations. But don’t relax and think you’ve got it covered. It doesn’t mean that you can target these markets the same way you’ve targeted the general market to date. It means that we’ve got to devise creative ways to reach these groups – either in English or in their own native or cultural languages- so that our messages make them feel we are talking to THEM.

Alejandro Ruelas, CMO and Managing Partner at LatinWorks, said to me:

“There is definitely a new reality for marketers where Hispanic consumers matter infinitely more than many realize – a new landscape of consumers with a new set of demands and expectations. What’s more, they are dragging other consumer populations right along with them into specific brand preferences and definitions of loyalty. Latinos are now symbolic of the new realities of marketing.”

The truth is that there are, and will continue to be, many opportunities to connect with multicultural groups in order to, indeed, re-energize our brands. The answer is plain and simple. We must use the general market more effectively and support Latino, African American, and Asian media channels and markets with more of our general media dollars.

According to Tony Hernandez, CEO from Latino Broadcasting Company (LBC) and founder of the Immigrant Archive Project, “our multicultural market currently stands at over 33% of the total US population. Failing to address this market is akin to pulling the advertising from the 5 most populous states in the country.”

As we all know, the census results will be announced shortly. But while we are all certain that further growth among minority groups will be documented, we should still not take the results of this study for granted.

Instead, we must think of the Census as the opportunity to elevate the dialogue about the importance of these rapidly growing markets all the way up to the “C” suites in our own companies. The Census will give us the impetus, energy and ammunition we need to no longer have to haggle over dollars allocated to multicultural marketing efforts. Plain and simple, those who do not follow the growth will stay behind.

The multicultural marketplace is evolving and we must move along with it. We have to be willing to change alongside new trends in order to connect with these growing populations. As Jackie Hernandez, COO at Telemundo, says, the multicultural market is “the new now”.

Yesterday’s minorities have evolved into today’s general market, blurring the lines between where one group ends and the other begins.

Carol H. Williams made it plain and simple for us to understand: “as multicultural has evolved to the mainstream, it has gone from mere terms of compliance to becoming a real engine of growth. The truth is, that multicultural can single handedly change a brand’s fortune.” Her example: “Old spice man, anyone?”

Bill Imada, CEO at IW Group speaks with pride about the Asian market coming of age, having tremendous influence over the General Marketplace…from the Kobi and Num Num truck to the founders of You-tube, Yahoo and Forever 21. All examples of Asian influences, and general market receptiveness. All opportunities for growth and new direction led by multicultural innovation.

In the Hispanic market, we recognize that Spanish language remains the language of the heart and critically important to an effective communications platform. Speaking to Latinos in Spanish still works. As my friend David Lewenda, President of Sales and Marketing at Univision so aptly said: “Ya es hora! After all, according to Nielsen, 100% of the adult 18-49 growth will come from the Hispanic population.”

That being said, as a result of increasing US births, and second and third generation Latinos, media in English has also noticeably begun to impact the Latino population in culturally relevant ways.

According to Michael Schwimmer, CEO at SiTV, “There is an illusion that once you speak English you’re part of the melting pot. Clients who communicate to Hispanic clients only in Spanish do so at their own peril.”

To not address multicultural groups in culturally relevant ways is a huge mistake too many of us make. The African American market continues to be underrepresented and underserved. It is important both understand AND address the segmentation of the market and the cultural cues that can propel African Americans to become a greater significant contributor to corporations’ financial growth. Until now, corporate America’s marketing efforts have failed to speak to African Americans in an effective and targeted way, minimizing economic opportunities for growth, brand loyalty and affiliation.

One of the reasons for the visible underrepresentation of multicultural groups in our marketing efforts is that Corporate America still needs to do a better job at reflecting diversity internally – and all the way up the corporate ladder. In order to effectively market to all groups, we must reflect that diversity internally, for only then will we demonstrate creativity and innovation in a way that speaks to all groups.

If you take nothing else from this conference, please remember that just because you can speak English to a multicultural audience, doesn’t mean that you can include them in your marketing efforts without taking their language, preferences and cultural cues into consideration.

Multicultural groups don’t ask to be included; they expect to be represented.

Monica Lozano, CEO of ImpreMedia stated that “We are experiencing the birth of a New America. Our job is to capture the moment and capture the gems this new marketplace has to offer.”

So, with this in mind, I leave you with these wise words from my colleague Jackie Hernandez’s father: “Don’t be afraid of the wave because it will wipe you out. Dive into it, and ride it out on top.”

Thank you very much.

Gilbert Davila
CEO
Davila Multicultural Insights

ANA Multicultural Chair