Thursday, November 12, 2009

Multicultural Insight: Why McD's Is Lovin' It -- and You Should Too

My arrival in Phoenix for the ANA Masters of Marketing Conference started off on the wrong foot for a Hispanic marketer. It was Latin Grammy night and, much to my surprise, my room at the JW Marriot Resort was equipped with a digital television that offered exactly zero Spanish-language options. No Univision. No Latin Grammys. Of course there's always TiVo, YouTube, Twitter and Facebook, but c'mon. No Univision? In Phoenix?

The next morning, Bob Liodice, ANA's CEO, shared the tenets of a new Marketers' Constitution. In doing so, he referenced Point 7, which touched on diversity. Nice. But not new. We all know diversity often makes the list of Corporate America's priorities and then gets filed under Hopeful Resolutions rather than Quantifiable Results. Still, always good to know it's there.

After a few strong but expected presentations from Walmart and others, McDonald's CMO Neil Golden took the stage. In 30 or so minutes, he restored my faith in corporate-kind. In front of an audience of his peers, he made a powerful and pointed presentation in which every single Power Point slide focused sharply on his over-arching premise: "Leading with Ethnic Insights."

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