Tips for ANA Multicultural Leaders from the Masters of Marketing

Geoffrey Precourt

The audience – 610 registrants at Miami Beach's Fontainebleau Hotel in Miami Beach – was the largest ever for the Association of National Advertisers' (ANA) Multicultural Marketing & Diversity Conference. And, Bob Liodice, ANA president/ceo, kicked off the 11th annual session with the promise that the program would be about "results, results, results", with a specific focus on "how leveraging multicultural marketing can drive growth in the marketplace."

Just four weeks before the multicultural event, the ANA had assembled in Orlando for its 100th anniversary conference. And, Liodice said, messages from that Masters of Marketing meeting had relevance for the Miami audience as well. The themes of recovery (and growth) in a post-recession economy, resiliency, the critical importance of embracing the customer, and the intelligent use of new media to make connections with consumers and build brands all echoed from one convention site to the next.