Harnessing the Potential of Global Marketing: The Power and the Pitfalls of Reaching Asian, African-American, Hispanic and Other Ethnic Markets

March 9, 2004
11:30 - 12:15 PM
San Diego, California

Yellow Pages Integrated Media Association's 2004 Destination IMAgination Annual Conference and Exhibition

With the buying power of minority and ethnic groups expected to reach into the hundreds of billions by 2007 — Hispanics ($900 billion), African-Americans ($850 billion) and Asian-Americans ($455 billion) — understanding, harnessing and leveraging the power of multi-cultural marketing is more important than ever. This panel will examine successful approaches in advertising, public relations and grass-roots community events that have been used for understanding language, culture and research in order to promote brands, communicate with ethnic groups, and develop culturally relevant advertising and marketing communications programs.

Moderator: Bill Imada, chairman and CEO, IW Group, Inc.

José Lema Abreu, regional vice president, sales, Verizon Information Services

Frank Bolaños, director of Hispanic marketing, BellSouth Corp.

Sandra Wills Hannon, Ph.D., founder of The Hannon Group, LLC

Maggie LeBeau, senior vice president, marketing, Dex Media Inc.

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