ANA Launches Multicultural Marketing Group

The Association of National Advertisers has created a new organization to promote multicultural marketing and come up with some best practices.

The group, dubbed the Alliance for Inclusive & Multicultural Marketing (AIMM), will bring together members of the African-American, Hispanic, Asian, LGBT communities with other thought leaders to talk about next steps for expanding the multicultural and "diverse-segment" marketing.

The alliance will be co-chaired by ANA president Bob Liodice and Michael Lacorazza at Wells Fargo. Among its goals are to:

• Share multicultural marketing examples through unique and distinctive forums

• Drive ROI, primarily through marketing effectiveness and segment relevance

• Provide leadership alignment and collaboration

• Develop unique, growth-focused insights through collaborative research and through the creation of the multicultural marketing knowledge center

• Create alternative and distinguished approaches to addressing industry diversity

• Disseminate best practices of multicultural and diverse demographic segments through a robust communications program

• Create unique marketplace experiences that provide compelling insights into the multicultural arena

Among those advertisers committed to the alliance are Anheuser-Busch, Burrell, Coca-Cola, Dunkin' Donuts, IW Group, Kaiser Permanent, Kellogg, NBCUniversal, Procter & Gamble, Univision and Wells Fargo.

The announcement came at ANA's 18th annual Multicultural Marketing & Diversity Conference in Los Angeles Oct. 9-11.

John Eggerton

Contributing editor John Eggerton has been an editor and/or writer on media regulation, legislation and policy for over four decades, including covering the FCC, FTC, Congress, the major media trade associations, and the federal courts. In addition to Multichannel News and Broadcasting + Cable, his work has appeared in Radio World, TV Technology, TV Fax, This Week in Consumer Electronics, Variety and the Encyclopedia Britannica.