ANA 'embraces' total-market strategy

12 November 2014

MIAMI: The Association of National Advertisers (ANA), the industry body, is "embracing" total-market communications, a strategy that has rapidly gained ground on more traditional forms of multicultural marketing.

Bob Liodice, the ANA's president/ceo, discussed this subject while giving his keynote speech at the trade group's 2014 Multicultural Marketing and Diversity Conference in Miami, Florida.

And he revealed the organization was far from alone in "embracing" this model, which is also supported by the Association of Hispanic Advertising Agencies (AHAA) and Asian American Advertising Federation (AAAF).

To bring further clarity to this concept, Liodice defined it as: "A marketing approach followed by corporations and their trusted internal and external partners that proactively integrates diverse segment considerations." (For more, including three challenges facing multicultural marketers, read Warc's exclusive report: ANA embraces "total market strategy" at 2014 Multicultural Conference.)

He continued, "This is done from inception (with rigorous purchase drivers and insights of each segment) through the entire strategic process and execution with the goal of enhancing value and growth effectiveness."

While this technique is typically seen as being more all-encompassing than the previous multicultural tactics employed by brands, the notion outlined by the ANA, AHAA and AAAF did leave some room for flexibility.

Specifically, it incorporated three "potential total market approaches" that, together, offer a degree of malleability in how brands seek to engage with America's increasingly diverse populace.

The first member of this triumvirate involves adopting "one, fully-integrated 'new mainstream' approach," Liodice told the conference audience.

Additionally, brands may consider "individual Hispanic, African American, Asian or White Non-Hispanic segment approaches," he further ventured.

Finally, the ANA's chief executive suggested that "in most cases" marketers might be expected to combine these two formulations for their multicultural campaigns.

And, according to Liodice, each of these models necessarily comes with the caveat that they must always be aligned "under one overarching strategy".

Data sourced from Warc