The economic recession did not affect attendance at the ANA Multicultural Conference in Boca Raton, FL, this year, as the number of attendees was the same or larger compared to prior iterations of the conference, which celebrated its 10th Anniversary this year.
Industry leaders are confident that this is the reflection of the increased interest of Corporate America in Multicultural Advertising and Marketing. Gilbert Davila, VP Global Diversity and Multicultural Market Development The Walt Disney Company and Chair of the ANA Multicultural Committee, noted that the first Conference in 1998 was attended by 100 persons while the count has steadily increased to more than 400 this year.
Edgar A. Sandoval, General Manager, Marketing and Multicultural Business, NA The Procter & Gamble Company, noted during his presentations about P&G’s Approach to Multicultural Marketing that the number of P&G brands that sell more than $1 billion a year jumped from 10 to 24 between 1998 and 2008. In addition, P&G currently has another 20 brands that sell between $500 million and $1 billion a year. Sandoval emphasized that P&G development of a Multicultural Marketing expertise and practice has a lot to with its large growth.
Sandoval said that multicultural marketing is an important part of Procter & Gamble's North American business strategy. He cited the following points among P&G’s multicultural strategy and execution:
- Consumer comes first
- Embrace Similarities, Celebrate Differences
- Seek Inspiration from others
- Don’t stop leading and delivering results