Zenith Basecamp 2024: Mapping an Inclusive Journey

Mapping an Inclusive Journey Workbook

Today’s Adventure

Mapping an Inclusive Journey

Trailblazing Together 10:45am

Setting the Coordinates 9:00am

10 9

6 5

Break 10:30am Lunch 12:00pm

2 3 Breakfast & Check-In 8:00am

Fueling Your Climb 2:05pm 8

Navigating New Paths 1:00pm

4

1

Cocktail Reception 3:30pm

7 Break 1:50pm

Setting The Coordinates 1

Mapping an Inclusive Journey: Your Values are Your North Star

2

Unlocking The Power of Diversity and Culture

Emerson Sosa Ponce, Lisa Torres, Dr. Veronica Appleton 9:10am Sonia Villalba, Gabriela Harper, Toby Feakins 9:40am

3

Walmart: Growing Lasting Relationships Through People, Communities, and Products Sabrina Cabrera, Arinn Cooley, Dee Charlemagne 10:00am

Trailblazing Together 4

Navigating and Investing in a Diverse Marketplace Molly Finnerty, Stephen Paez, Chloe Pastore, Tony Chen, Paul Figueiredo 10:45am

5

Verizon: Scaling Diversity and Culture Via Organizational Readiness Diana Steblai, Thomas Hawing, Rachel Chan, Rich Garcia 11:20am

Navigating New Paths 6

Content as a Cultural Lever Heather Sparks, John Elliott, KJ Wade, Brittany Doyle, Latarria Coy 1:00pm

7

Winning and Appealing to the Most Diverse Generation: A Conversation with Coty Lauren Hanrahan, Kevin Shapiro 1:30pm

Fueling Your Climb 8

Right-Sizing Your Measurement Framework Chelsey Kilzer, Jen García 2:05pm

9

Holding the Industry Accountable Krit Pethkongkathon, Hui Wang, Jen García, Abhi Gupta, Ben Crawford 2:20pm

10 Aligning AI with Cultural Evolution Kathleen Dundas, Maya Kulycky 2:55pm

Setting the Coordinates Emerson Sosa Ponce

Lisa Torres

Dr. Veronica Appleton

EVP, Cultural Convergence Zenith

President, Publicis Media Cultural Quotient

SVP, U.S. Talent, Diversity, Equity, Inclusion Publicis Media

Sonia Villalba

Gabriela Harper

Toby Feakins

SVP, Multicultural Zenith

VP, Multicultural Zenith

EVP, Strategy Zenith

Sabrina Cabrera

Arinn Cooley

Dee Charlemagne

Director, Multicultural PubW

Senior Manager, Multicultural Partnerships & Paid Media Walmart

Director, Cultural Strategy Walmart

Mapping an Inclusive Journey: Your Values are Your North Star

How does your organization’s core values guide your marketing efforts?

Identify an example where your values helped navigate a challenging situation. How did it impact your strategy?

Mapping an Inclusive Journey: Your Values are Your North Star

Cultural Convergence: Our Approach to DEI & Cultural Marketing

Multicultural Marketing Nuanced brand purpose for all clients with universal insight

Inclusive Marketing

Cultural Convergence

DEI Marketing

Audience’s ethnicity, language, religion, traditions, & celebrations

Diverseowned investment strategies & measurement solutions

Mapping an Inclusive Journey: Your Values are Your North Star

Our Philosophy from Workplace to Marketplace

Workplace

People and Organizational Structure

Marketplace

Identity-Based Business Solutions Anchored by Data Science

Comm Strategy and Creative Driven by Data & Cultural Expertise

Engagement/ Experience and Industry Influence

Unlocking The Power of Diversity and Culture

What are the biggest challenges you face in actioning DEI and culture in your marketing strategies?

Walmart: Growing Lasting Relationships Through People, Communities, and Products

What is a DEI initiative in your organization that has strengthened community relationships?

How do you ensure that your marketing strategies reflect an inclusive mindset?

Trailblazing Together Molly Finnerty

Stephen Paez

Chloe Pastore

Chief Investment Officer Zenith

EVP, Cultural Investment & Innovation PMX

President, PMX Investment PMX

Tony Chen

Paul Figueiredo

Diana Steblai

CEO and Founder Channel Factory

Director, Multicultural & Inclusion Sales Disney Ad Sales

EVP, Strategy VM1

Thomas Hawing

Rachel Chan

Rich Garcia

VP, Strategy VM1

Director, Brand Media Strategy & Activation Verizon

SVP, Group Account Director The Community

Navigating and Investing in a Diverse Marketplace

Discuss the progress your organization has made in DEI since 2020.

What are the successful DEI and cultural partnerships that your brand has invested in and cultivated?

Navigating and Investing in a Diverse Marketplace

Established Definitions of Ownership and Targeting Diverse owned, mass targeted

Diverse owned and diverse targeted

Diverse targeted, not owned

Mass platforms directed to community

A platform that is majority diverse owned, however, content is not created targeting a diverse community.

A platform that has majority diverse ownership and is targeted to diverse audiences.

A platform that is created for and targeted towards diverse audiences, however, it is not diverse owned.

Mass platforms that have created unique content for diverse audiences or have targeting opportunities to reach diverse audiences with relevant creative

Navigating and Investing in a Diverse Marketplace

Three Categories to Drive Diverse Investment 1

2

3

Diverse Owned and Non-Targeted

Diverse Owned and Diverse Targeted

Diverse Targeted and Non-Diverse Ownership

No Commitment

Diverse Owned Commitment

Diverse Targeted Strategy/Commitment

Diverse Owned and Targeted Strategy/Commitment

Verizon: Scaling Diversity and Culture Via Organizational Readiness

What steps has your organization taken to prepare for scaling DEI and culture?

Verizon: Scaling Diversity and Culture Via Organizational Readiness

How do you measure the success of your DEI initiatives?

Navigating New Paths Heather Sparks

John Elliott

EVP, Head of Content Zenith

SVP, Commerce Zenith

KJ Wade

Brittany Doyle

Latarria Coy

Director, Content & Influencer PubW

VP, Content Zenith

Head of Ethical Media Influential

Lauren Hanrahan

Kevin Shapiro

CEO, Zenith US

SVP, US Consumer Beauty Brands Coty

Content as a Cultural Lever

How does your organization use content to engage with diverse audiences?

Share an example of a co-creator partnership that enabled authentic & culturally-led engagement.

Content as a Cultural Lever

A Clear Co-Creator Strategy Can Help Brands Find The Right Place To Play Building The Best Consumer Experiences Requires Connecting 3 Things: 1.

2.

3.

Culture Born out of audience insights to drive relevancy & build brand love

Audience Understanding Brand Understanding Cultural Connectivity

Audience This is the cultural trend/moment/platform that connects with the audience & provides relevant opportunity for the brand.

Who are they and what resonates with them?

Brand + Product Creates value for consumers

Winning and Appealing to the Most Diverse Generation: A Conversation with Coty

How do you adapt your marketing strategies to resonate with the diversity of Gen-Z and Gen-Alpha?

What are the challenges you face in maintaining brand loyalty while appealing to new diverse audiences?

Fueling Your Climb Chelsey Kilzer

Jen García

Krit Pethkongkathon

Senior Vice President, Analytics VM1

SVP, Multicultural Data & Research Strategy Publicis Media Cultural Quotient

EVP, Data & Analytics Zenith

Hui Wang

Abhi Gupta

Ben Crawford

SVP, Global Data Intelligence – Analytics Service Publicis Media

Senior Agency Analytical Lead (Ads) Google

Account Director, Agency & Advertiser Services Nielsen

Kathleen Dundas

Maya Kulycky

President, Data Strategy & Analytics Zenith

Research VP of Strategy & Operations Google

Right-Sizing Your Measurement Framework

How do you account for DEI and culture in your brand’s measurement journey?

What industry research and measurement partners do you supplement with for diverse and cultural insights?

Right-Sizing Your Measurement Framework

Industry Research Solutions Available Today

Local data for multicultural and diverse audiences

Category/Brand

Media

Demographic

Psychographic

Insights into video and streaming content, including onscreen and behind-thecamera representation

Deep, panel based, multicultural and diverse psychographic data

Right-Sizing Your Measurement Framework

Industry Measurement Solutions Available Today Media and Engagement Measurement Partners

Attention metrics for targeted and diverse owned media

Brand Equity and Attitudinal Measurement Partners

Brand health tracker for all audiences

Commercial Outcomes & Closed Loop Measurement Partners

DISQO and Neustar both include multilingual surveys to ensure holistic multicultural measurement

Holding the Industry Accountable

What are the main challenges your organization faces in obtaining accurate and comprehensive DEI data?

How do you address these challenges and ensure ongoing progress?

Aligning AI with Cultural Evolution

What steps can you take to ensure AI tools are inclusive and unbiased?

How do you ensure accountability for AI and machine learning equity within your teams?