December 18, 1998
New York, NY — A historic collaboration of advertising agencies, corporations and community organizations will convene at the first ever Invitational Summit on Multicultural Markets and Media on Monday, January 18, 1999, Dr. Martin Luther King, Jr.'s birthday at The Waldorf-Astoria in New York City. More than 200 specially invited industry leaders—including corporate presidents, senior marketing directors, media executives and agency heads— will be attending this landmark event.
The Summit is being assembled by the National Action Network and the National Hispanic Caucus of State Legislators (NHCSL), in collaboration with the American Association of Advertising Agencies Federation, and Advertising Age.
An exclusive program for advertising's senior-most decision makers, the Summit will provide a unique learning opportunity for the executive who must chart strategic courses to grow brands and profits in a dramatically changing demographic environment.
Expert presenters will share the latest demographic data and psychographic profiles of African-American, Hispanic-American and Asian-American consumer groups. Media sources to reach each of these groups also will be presented. And, most importantly, attendees will be provided with action steps that will help them executive effective marketing strategies in the future.
"We are pleased to be a participant in this event, and look forward to sharing and exchanging ideas as we head into 2000," says New York State Senator Efrain González, who is president of the National Hispanic Caucus of State Legislators. "This is an ideal opportunity for the advertising industry to recognize and understand how to better market to a nation made up of many diverse groups."
In an effort to help build such an awareness, members of the ethnic media community recently reached out to the Rev. Al Sharpton, president of the National Action Network. As a result, the NHCSL and National Action Network formed a coalition of some 50 executives from New York's minority-owned radio and TV stations, magazines, and newspapers, who, together, put a strategy in place to encourage a more diverse approach to media planning and buying.
"It makes good business sense to seek out audiences who are growing, instead of shrinking. All statistics indicate that the African-American, Hispanic-American and Asian-American populations are increasing, and so is their buying power," says Sharpton. "Collectively we form a trillion dollar consumer base. But, some advertisers still do not know this information and should."
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