ANA embraces "total market strategy" at 2014 Multicultural Conference

This event report shows how the Association of National Advertisers (ANA) is seeking to drive forward multicultural communications by embracing a "total-market" strategy.

ANA embraces "total market strategy" at 2014 Multicultural Conference

Geoffrey PrecourtWarc

The Association of National Advertisers (ANA) is "embracing an evolving multicultural strategy called 'Total Market Strategy', and we're thrilled that the industry has come together and figured out how to be able to define this evolving strategy."

With these words, Bob Liodice, the ANA's president/ceo, seemed to draw a line in the sand of the Miami Beach setting of the organization's 2014 Multicultural Marketing and Diversity Conference. But, in doing so, he offered a small amount of wiggle room for the continued practice of what generally have been...

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