Mill Square Group CEO is Moderator at ANA Multicultural Marketing Conference
New York (PRWEB) November 10, 2005
The Association of National Advertisers (ANA) held its seventh annual Multicultural Marketing Conference November 6-8, 2005, the industry's premier multicultural event.
Margaret J. Young, President and CEO of Mill Square Group, along with Jacqueline Jones, Vice President Strategic Planning/Market Research of Cable & Wireless, moderated a panel of senior multicultural executives from Cendant, Land Rover and Burger King. The panel discussed challenges and current best practices in developing compelling business cases and hard metrics for multicultural marketing efforts. Members of the panel shared both corporate and business unit level strategies for aligning and integrating multicultural marketing into the strategic vision of the organization.
Panelists spoke about how they counteract the under-allocation of marketing funds based on current and projected multicultural market potential. “Despite the fact that the multicultural market is the leading US growth market, companies often designate multicultural marketing as a niche initiative and are not developing the holistic business growth market plans typically done for general market segments ”, says Young. The panel urged attendees to implement a “Multicultural Business Framework (MBR)” so that companies could gauge their cross-functional business needs and measure their progress. The session provided an opportunity for panelists to share leading edge strategies, best practices, and performance benchmarks for building the business case for multicultural marketing.
About Mill Square Group
Mill Square Group (MSG) is a leading marketing resource recognized for helping large companies develop pragmatic, measurable multi-channel growth strategies. The firm focuses on developing signature customer experiences to establish market leadership and differentiation in under-leveraged growth markets - most notably multicultural and small and medium business. MSG leverages a triad of marketing services: Market Insights, Strategy Development and Program Execution to help businesses identify and gain traction in growth markets. The firm’s clients include High Technology, Travel & Hospitality, Financial Services, Healthcare and Telecommunication companies. Headquarters are located at 1333 A North Avenue, Suite 234, New Rochelle, New York 10804 with offices in Boston, Stamford, and Tampa. MSG can be reached at 914-667-2283, or on the web at www. millsquare. com.
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