The Big Tent published “Key Takeaways From the ANA Multicultural Conference” by Walton-Isaacson Chief Hispanic Marketing Strategist Rochelle Newman-Carrasco. The piece presented a few highlights warranting commentary:
• Florida Marlins Director of Multicultural Marketing Juan Martinez is “one of only a handful of multicultural marketers in baseball.” Newman-Carrasco noted the oddity, as baseball features diverse players appealing to diverse audiences. Major League Baseball does boast the standard Diverse Business Partners program. Ironically, the Cleveland Indians also show public support for diversity, including a video starring Cleveland Indians Owner and Chairman Diversity Oversight Committee Larry Dolan hyping the organization’s commitment. Um, you might want to consider finally dumping your racist mascot, Mr. Dolan.
• President and CEO of Ram Truck Brand and CEO of Chrysler de Mexico Fred Diaz is allegedly a staunch defender of diversity. According to Newman-Carrasco, “Diaz denounced ‘tolerating’ diversity, as opposed to embracing it. He is unequivocally proud of his Latino heritage and his bilingualism, a leadership quality that many Hispanics who have gone before him have had to sublimate as they climbed the corporate ladder.” Okay, but will Diaz take an approach like State Farm VP of Marketing Pam El and continue to conspire with White advertising agencies where exclusivity reigns—or will he demand change from his partners?
• President of Kellogg’s North America Bob Davidson “spoke about going to great lengths to spend time with Latino consumers and retailers and experience first-hand what it is to live in their homes, walk in their shoes, shop in their stores and eat in their kitchens. He has made cultural immersion mandatory for his brand managers as well.” Davidson declared, “If you’re not humble, you can’t learn.” Okay, but will Davidson take an approach like State Farm VP of Marketing Pam El and continue to conspire with White advertising agencies where exclusivity reigns—or will he demand change from his partners, including making cultural immersion mandatory for agencies too?
• Newman-Carrasco remarked, “Asian marketing is still getting short shrift in the multicultural marketing arena and at conferences like these.” Um, multicultural marketing gets the short shrift in the marketing arena. So does “getting short shrift in the multicultural marketing arena” essentially translate to receiving the leftover crumb (singular versus plural form deliberate here)?
• Newman-Carrasco also remarked, “Pepper Miller was a standout on the subject of marketing to black consumers.” No surprise. However, did anyone connected with a Black advertising agency or client have anything interesting to share? Seems like little progress is happening in the area of marketing to Blacks—as well as hiring Blacks.