"The business case has been demonstrated quite thoroughly. Whether Latino, African American, Asian – regardless of the group – it is hard to form a brand relationship unless you have people that come from those cultures and ethnicities that can connect.”

Don KnaussDon Knauss,
Chairman and CEO
The Clorox Company

Multicultural marketing

Diverse communities are the fastest-growing part of retail buying power – and an opportunity too big to ignore. At the NEW Diversity Forum you will learn where the opportunities are, how to reach these growing communities and how to acquire the cultural competencies necessary to communicate (and sell) to them effectively.

MULTICULTURAL MARKETING TRACK

Special interest to marketing and sales executives.

Dinner Dialogue
Getting the Conversation Started

Sue Dodsworth, Vice President, Global Diversity Officer, Kimberly-Clark Corporation
Grant LaMontagne, SVP, Chief Customer Officer, The Clorox Company
Debra Sandler, President, Mars Chocolate North America

A panel of top consumer products industry executives share their thoughts on diversity and the role it plays in their organizations.

Tuesday, March 6 | 8:00 pm - 8:50 pm

Briefing
The New Consumer

Cheryl Pearson-McNeil, SVP Public Affairs and Government Relations, The Nielsen Company

Get a tour of today’s changing consumer landscape from one of the world’s top consumer research firms.

Wednesday, March 7 | 9:00 am - 9:45 am

Super Session
Marketplace: Building Bridges to Diverse Consumers

Steve Garcia, Founder and President, Lynx Marketing
Jacqueline Reynolds, Executive Vice President, Chief Development Officer, Lambesis
Linda Singh, Senior Marketing Director, Fragrances, Coty Inc.

Multicultural markets are one of the fastest-growing segments of the consumer products and retail industry and a rich opportunity. But one approach does not fit all. In this session, a multicultural marketing expert will use new U.S. Census data to help you identify and target consumers in profitable multicultural market segments while an industry marketer explains how she builds authentic relationships with customers.

Wednesday, March 7 | 10:15 am -12:15 pm (repeats at 2:30 pm)

Featured remarks
The Digital Edge: Using New Media to Connect with Multicultural Consumers

Lynn Fantom, Chairman and CEO, ID Media

Fast-growing digital platforms, including social, mobile and interactive media, provide powerful tools to connect with consumers. These tools can be especially important in reaching multicultural consumers, who may be underserved by traditional mass media. Lynn Fantom, CEO of Interpublic Group’s ID Media, will share how her agency has leveraged diversity and inclusion to build business for her firm’s clients, which include Johnson & Johnson, American Express and the U.S. Postal Service. She’ll share how best-in-class companies are using digital media to create new relationships with multicultural consumers, and help you benchmark your organization’s multicultural marketing efforts and see how well they serve your consumers.

Thursday, March 8 | 8:20 am - 9:10 am