Hasta La Creative!

At the ANA Multicultural Marketing and Diversity Conference in Miami last week, a line-up of marketing leaders took the stage to both present and represent. These masters of marketing channeled the authenticity of businessman-rapper Master P, while delivering a multicultural marketing mix based on a new formulation of the venerable 4 P’s: Purpose, Pride, Profit and Pritchard.

ANA CEO Bob Liodice opened the conference with straight talk about an industry in decline. He shared a twelve-point growth plan developed by the ANA Masters Circle in which “inclusiveness, diversity and multicultural marketing” play an essential role. Calling courage “the foundation of creativity and innovation,” Liodice set the stage for some of the boldest statements of commitment to diverse consumers that the industry has seen.

Fierce and fearless aren’t the first words that come to mind when describing Procter & Gamble, the 180-year-old CPG company. But Marc Pritchard’s keynote was transformational. So much so that over 700 attendees were moved to give him a standing ovation. The creative he shared for leading brands like Pantene, Tide, Always and others, addressed hair bias, body shaming and racial bias. It was courageous work in the true sense of the word — “cor,” Latin for heart, and “rage,” a passionate response to injustice.

Continue reading at AdAge.com