Page 19 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
HISPANIC THOUGHT LEADERS SPOTLIGHT
The Reality: ‘Marketing is Multicultural Marketing’
John Dillon ● Denny’s
John serves as the SVP and Chief Brand Officer of Denny’s Corporation and is a 2018 Hispanic Thought Leader. He is responsible for the brand and marketing direction of the restaurant company based in Spartanburg, S.C. This includes the development and execution of brand and marketing strategies at all levels, brand positioning, advertising campaigns, broadcast and digital/social media, strategic partnerships, multicultural engagement, consumer insights, guest experience, retail development, social responsibility, customer relationship management, off-premise business and overall product/menu development.
Before joining Denny’s, John held multiple marketing leadership positions within various organizations, including within the National Basketball Association and 10 years with Yum! Brands, working in multiple marketing
leadership positions on the Pizza Hut brand.
HISPANIC THOUGHT LEADERS: Thanks, in part, to your leadership and call to action to the industry, in conjunction with the work being conducted by AIMM, the marketplace is experiencing a renewed attention to the importance of diversity, inclusion and multicultural marketing.
Why is it important for companies and senior executives to prioritize these elements today?
JOHN DILLON: It comes down to one simple word – growth. Any marketer or brand leader looking to grow their business results absolutely needs to put laser focus on multicultural marketing. What used to be considered an option is now a necessity ... and it’s the right thing to do for society.
For many brands the multicultural majority is already here, and to do the best marketing it is important to connect with consumers and guests on a human level, something that’s simply not possible if the work only reflects and represents a one-size-fits-all homogenous demographic. Both in the United States and globally, consumer bases are evolving and becoming more diverse. For example, at Denny’s, we are America’s Diner, which means we serve a naturally diverse family unit that doesn’t fit into any traditional mold. That’s why our latest brand campaign, “See You at Denny’s”, includes dedicated advertising that speaks directly to a