The 2009 ANA Masters of Marketing Conference took place in early November in Phoenix, Arizona, and was headlined with the theme “Growth—Defying the Recession.” Marketers from around the nation gathered to discuss, brainstorm and debate marketing tactics to bring success to their companies and the industry as a whole.
Neil Golden, CMO for McDonald’s, offered his perspective on the future of the business using the over-arching idea of “Leading with Ethnic Insights.” Golden stated that the most effective universal campaigns represented a cross-cultural approach—by combining marketing ideas specific for the African American, Asian American and Hispanic markets, a fusion was created to resonate across all cultures.
Golden even went as far to remark that these minorities groups are the trend setters, and their preferences set the tone of the general marketplace campaigns.
Rochelle Newman-Carrasco wrote an article commending Golden. Though I find Newman-Carrasco’s points valid, she fails to address the point that we still have a ways to go in terms of the ethnic market perspective and efforts. For example, the growing number of Arab Americans in the metropolitan areas or the large amount of dollars accrued by Russian Americans.
Some government agencies, such as the U.S. Army and the FBI, have begun a broader outreach because of staffing language requirements. Even fewer corporate companies are acknowledging such ethnic groups by using advertising dollars.
Golden’s speech is definitely a step in the right direction, but more steps must be taken to recognize the rest of those contributing and residing in the U.S. Branching out to these new waters can advance a brand or company and be part of the boost the industry needs to “defy the recession.”