Mapping an Inclusive Journey Workbook
Setting The Coordinates
1 2 3 Mapping an Inclusive Journey: Your Values are Your North Star
Emerson Sosa Ponce, Lisa Torres, Dr. Veronica Appleton 9:10am
Unlocking The Power of Diversity and Culture
Sonia Villalba, Gabriela Harper, Toby Feakins 9:40am
Walmart: Growing Lasting Relationships Through People, Communities, and Products
Sabrina Cabrera, Arinn Cooley, Dee Charlemagne 10:00am
Trailblazing Together
4 5 Navigating and Investing in a Diverse Marketplace
Molly Finnerty, Stephen Paez, Chloe Pastore, Tony Chen, Paul Figueiredo 10:45am
Verizon: Scaling Diversity and Culture Via Organizational Readiness
Diana Steblai, Thomas Hawing, Rachel Chan, Rich Garcia 11:20am
Navigating New Paths
6 7 Content as a Cultural Lever
Heather Sparks, John Elliott, KJ Wade, Brittany Doyle, Latarria Coy 1:00pm
Winning and Appealing to the Most Diverse Generation: A Conversation with Coty Lauren Hanrahan, Kevin Shapiro 1:30pm
Fueling Your Climb
8 9 10 Right-Sizing Your Measurement Framework
Chelsey Kilzer, Jen García 2:05pm
Holding the Industry Accountable
Krit Pethkongkathon, Hui Wang, Jen García, Abhi Gupta, Ben Crawford 2:20pm
Aligning AI with Cultural Evolution
Kathleen Dundas, Maya Kulycky 2:55pm
Setting the Coordinates
Emerson Sosa Ponce
EVP, Cultural Convergence Zenith
Sonia Villalba
SVP, Multicultural Zenith
Sabrina Cabrera Director, Multicultural PubW
Lisa Torres President, Publicis Media Cultural Quotient Dr. Veronica Appleton
SVP, U.S. Talent, Diversity, Equity, Inclusion Publicis Media
Gabriela Harper VP, Multicultural Zenith
Arinn Cooley Senior Manager, Multicultural Partnerships & Paid Media Walmart
Toby Feakins EVP, Strategy Zenith
Dee Charlemagne 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
Nuanced brand purpose for all clients with universal insight Multicultural
Audience’s ethnicity, language, religion, traditions, & celebrations
Diverseowned investment strategies & measurement solutions
Workplace
Mapping an Inclusive Journey: Your Values are Your North Star
Engagement/ Experience and Industry Influence Comm Strategy and Creative Driven by Data & Cultural Expertise Identity-Based Business Solutions Anchored by Data Science People and Organizational Structure
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 Chief Investment
Tony Chen
Paul Figueiredo
Thomas
Diana
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?
Diverse owned, mass targeted
A platform that is majority diverse owned, however, content is not created targeting a diverse community.
Navigating and
Investing
in a Diverse Marketplace
Established Definitions of Ownership and Targeting
Diverse owned and diverse targeted
A platform that has majority diverse ownership and is targeted to diverse audiences.
Diverse targeted, not owned
A platform that is created for and targeted towards diverse audiences, however, it is not diverse owned.
Mass platforms directed to community
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
Diverse Owned and Non-Targeted 1 2 3 No Commitment Diverse Owned Commitment Diverse Targeted Strategy/Commitment Diverse Owned and Targeted Strategy/Commitment
Diverse Owned and Diverse Targeted
Diverse Targeted and Non-Diverse Ownership
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
Navigating New Paths
Heather Sparks
EVP, Head of Content Zenith
KJ Wade Director, Content & Influencer PubW
Lauren Hanrahan CEO, Zenith US
John Elliott SVP, Commerce Zenith
Brittany Doyle VP, Content Zenith
Kevin Shapiro SVP, US Consumer Beauty Brands Coty
Latarria Coy Head of Ethical Media Influential
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. Audience Understanding
2. Brand Understanding
3. Cultural Connectivity
Culture
Born out of audience insights to drive relevancy & build brand love
This is the cultural trend/moment/platform that connects with the audience & provides relevant opportunity for the brand.
Audience
Who are they and what resonates with them?
+
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
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
Category/Brand
Demographic
Local data for multicultural and diverse audiences
Media
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
Brand Equity and Attitudinal Measurement
Partners
Commercial Outcomes & Closed
Loop Measurement
Partners
Attention metrics for targeted and diverse owned media
Brand health tracker for all audiences
DISQO and Neustar both include multilingual surveys to ensure holistic multicultural measurement
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?