Multicultural Super Council
Upcoming Meetings
TUESDAY, SEPTEMBER 28
During Advertising Week
Emotion Marketing
Registration
To attend in person or virtually, register via My ARF »
If you have any questions, please contact Zena Pagan at councils@thearf.org.
Please check back for more details.
Previous Meetings
JUNE 22, 2010
At Audience Measurement 5.0: Multicultural is Mainstream
Download Presentation – The American Landscape: The Changing Mainstream
Dr. Robert Groves – Director of the U.S. Census Bureau
Guy Garcia – CEO, Mentametrix Inc., Author of The New Mainstream, Moderator.
APRIL 15, 2010
The Role of Multicultural Women in the New Mainstream
The truth is that women are the most important consumers. Multicultural women are “the new mainstream”. African-American. Latina. Asian. What are their perceptions of the world around them and their role in it? Are brands making a deep and lasting connection with Multicultural Moms? What are the stereotypes about multicultural women that must be debunked? This vital and influential consumer segment represents a tantalizing opportunity for contemporary advertisers to target. Advertisers must increase their understanding of the increasing role of multicultural women in the purchase decision making process. More importantly, multicultural women are influencers and trendsetters in the new mainstream. Attend this meeting to learn about the role of multicultural women in the new mainstream and the impact of their buying power.
PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF
MARCH 22, 2010
At Re:think 2010: Multicultural Workshop Track #4
Multicultural Merchandising Opportunities Within CPG
Frank Piotrowski – SVP, Measurement Science, The Nielsen Company
Michelle Zweig – VP, Product Leadership, The Nielsen Company
Dimensions of the new normal: Leveraging multicultural opportunities
MODERATOR: Loida Rosario – Faculty/Co-founder Multicultural Marketing Program, DePaul University
Daniel J. Bloom – Senior Vice President, Consumer Research and Analysis, Bank of America
Rudy Rodriguez – Director, Multicultural Marketing, General Mills
Porfirio Rodriguez – Senior Marketing Manager, Hispanic Initiatives, Walmart
SEPTEMBER 22, 2009 – SPECIAL ADVERTISING WEEK SESSION
The Time is Right: On the Path to Multicultural Business Growth
This session presented an expansive new direction for supporting and enhancing multicultural business growth. A three year ARF plan was unveiled to replenish, rejuvenate and reinvigorate multicultural marketing. Multicultural business success stories were framed by the presentation of a powerful new segmentation program developed by the US Census Bureau to market the 2010 Census.
Three Powerful Case Studies: Hispanic, African American and Asian American.
PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF
Combined Presentations and Minutes
JANUARY 15, 2009
The Multicultural Healthcare Market – What's the right prescription for sales success?
Healthcare is a challenging business today, one featuring an aging population, a shortage of doctors, and a new administration coming into the White House looking to make systemic change. But certain conditions – diabetes, high blood pressure, heart disease, stroke, obesity, asthma, HIV and AIDS – have higher incidence rates in ethnic communities than in the general population, representing profitable growth opportunities. Marketing healthcare to ethnic audiences brings with it distinct barriers and unique mindsets that call for savvy communication strategies.
PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF
Overcoming Linguistic, Multigenerational and Budgetary Challenges in Hispanic Market Research
Healthcare Communications: Effective Strategies for Reaching Asian Americans
SEPTEMBER 19, 2008
Marketing to Multicultural Men – How They Differ and How To Reach Them
You've heard it before: "Men are from Mars, Women are from Venus". But men also shop differently and, as Madison Avenue knows all too well, men are engaged by different advertising (and different programming) than women are. Multicultural men – especially those located in urban areas – are often cultural "weather vanes," pointing out which trends and new products will become "the next big thing." The council discussed how to hunt for these heat seekers by better understanding their nuances.
PRESENTATIONS
The Psyche of the African-American Male and Implications for Marketers (PDF, 759kb)
Black America Today: Marketing to Black and African-American Men (PDF, 3mb)
JULY 1, 2008
But Aren't They All The Same?" Smart Approaches to Marketing to Different Customer Segments Within Each Multicultural Market
In Chicago
Would you market to Hispanics of Mexican origin the same way you would to those of Cuban descent?
Savvy marketers realize that multicultural marketing is no longer a game of "one size fits all": not only must you market differently to Asians than you would to Hispanics and African Americans, but there are also unique customer segments within the Asian market. And the same holds true for customers within the African American and Hispanic markets.
PRESENTATIONS
Diversity Within the Asian American Market (PDF, 332kb )
Beyond Demographics (PDF, 2.5mb)
Latino Identity: The New Language of Hispanic Marketing (PDF, 2.7mb)
FEBRUARY 7, 2008
How the Multicultural Market is Influencing the Mainstream?
Download Meeting Notes (PDF, 34kb)
How is the growing multicultural consumer market influencing the U.S. mainstream? And as those multicultural consumers become more affluent and move into predominantly Caucasian suburbs, how is the "Mainstream" creating shifts in how those multicultural consumers look at the world around them? What segmentations and metrics are useful in understanding how America is changing?
PRESENTATIONS
Multicultural America: Redefining the “Mainstream” (PDF, 3.2mb)
Understanding the Urban Consumer (PDF, 1.9mb)
MARCH 28, 2007
Multi-Cultural Marketing Segmentation Project
Multicultural Council chairs explain plans for the Multi-Cultural Marketing Segmentation Project and how to get involved. The project’s goal is to understand current multicultural segmentation strategies, develop conclusions on optimal segmentation strategies and identify further areas for improvements. Participating in the project will be an incredible opportunity to develop expertise in multicultural marketing by working with the leaders in the field.
Focus: MCM segmentation across African-American, Hispanic and Asian-American segments
Roles: One lead for each segment team. Ensure that each lead comes from organization that focuses on research within the segment.
Scope: Focus on defining a MCM segment approach using a current GM segmentation model as a starting point. We felt that adapting a successful segmentation approach would be the most time efficient. (Irma Gonzalez Clark, the co-chair of the council, graciously has allowed us to leverage a Millward Brown model as a more stable platform from which to develop three unique MCM segment approaches.)
NOVEMBER 6, 2007
Phase 1 of Multicultural Segmentation Review
Presentations from segmentation committees.
Chaired by
Phyllis Woolley-Roy, Genentech
Speakers
Segmentation Committee Chairs
JULY 17, 2006
Segmentation Strategies for Multicultural Marketing
Over the next 12 months, council members will form committees and work with experts in the field to understand current multicultural segmentation strategies. Each committee will present their conclusions on optimal segmentation strategies and identify further areas for improvements. An incredible opportunity to develop expertise in multicultural marketing by working with the leaders in the field.
Chaired by
Phyllis Woolley-Roy, Genentech
Speakers
Juan Faura, Cultura
Saul Gitlin, Kang & Lee
Lorraine M. Miller, Carol H Williams
J Moncada, Bromley
Navin Narayanan, IW Group
Stephen Palacios, Cheskin
Michele Valdovinos, Phoenix Cultural Access Group
Laurence Velcoff, Uniworld Group
Council Chairs
David Burgos – Millward Brown
David Burgos is a key member of Millward Brown's Multicultural Practice, responsible for R&D and knowledge management. With more than 12 years experience in the marketing research arena, David's expertise encompasses market segmentation, new product development, branding and communications research. He has conducted extensive qualitative and quantitative research across different industries, both in the US and in Latin America. Aside from his research career, David was a professor of Strategic Marketing Research at Centrum - Business School of the Pontificia Universidad Catolica del Peru. He holds an M.B.A. with a concentration in marketing from ESAN University in Peru. In 2004, David co-authored a book that analyzes the evolution of consumers after migrating from rural areas and small cities to capital cities in Latin America ("Ciudad de los Reyes ... los Chavez y los Quispe").
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Ron Franklin –Global Hue & NSights Worldwide LLC
Ronald E. Franklin is President and Executive Producer of NSightsWorldwide, LLC., a multicultural research and planning company. A graduate of the University of California at Los Angeles (UCLA) with a major in Mathematics and a minor in Economics, and of the UCLA Graduate School of Management where he received his M.S. in Management, Franklin has nearly 30 years in Marketing and Marketing Research. He recently retired as Vice-Chairman of Research and Planning for GlobalHue, the largest multicultural marketing and advertising agency dedicated to strategically address the needs of African Americans, Hispanic and Asian-Pacific consumer audiences.
Franklin began his career at the Quaker Oats Company in Chicago, Illinois, as the Research Analyst for Aunt Jemima Pancake Mix and Syrup. While there, he was on the development team for Aunt Jemima Lite products.
Franklin then joined the Chicago-based Burrell Advertising. As Vice President, Director of Research Services, he established a full-service research department and developed a complete information center.
Moving on to Don Coleman & Associates, now GlobalHue, he directed Research Services and introduced Account Planning (for African Americans, Hispanics and Asians) at the agency. From 1999 to 2002 he partnered with Yankelovich Partner to explore the trendsetting urban mindset attitudes, its possibilities and opportunities in a dynamic marketplace.
In 2006 Target Market News selected Franklin as the recipient of “Research Executive of the Year” marketing to African-Americans with Excellence (MAAX) Awards®. The MAAX Awards are presented annually to recognize the contributions, innovations and exceptional performance of African-American professionals in the fields of marketing, advertising, media and consumer research.
Also in 2006, Franklin was sent to Accra, Ghana by the United States Trade Department to participate in a workshop to help Sub-Saharan Africans expand their export opportunities to African-Americans in the United States.
In 2008, Franklin was elected to the Board of Directors of the Advertising Research Foundation (ARF). He is also a member of the AdCraft Club of Detroit, the American Advertising Federation (AAF), Nielsen Media Research African American Advisory Council, The UCLA Alumni Association, and the Minority Development Council (MMBDC). NSightsWorldwide is registered with Central Contractor Registration (www.ccr.gov).
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ARF COUNCILS SPONSOR
NOTE: ARF Council sessions are closed, member only sessions and cannot be covered by the press without prior approval from the ARF President & CEO.
Multicultural Super Council’s Mission
To grapple with the issues and definitions of multicultural groups; to evaluate existing multicultural research; to assess whether "ethnic" groups are properly represented in general market and media studies; and to consider ways to improve the credibility of ethnic research.
Meeting/registration notes
Council meetings are open to ARF members only. Learn more about the benefits of ARF membership.
Meetings are listed in Eastern Time and held in our New York City office unless otherwise noted.
The Advertising Research Foundation
432 Park Avenue South
6th Floor
New York, NY 10016-8013