Page 4 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
Introducing AIMM’s Cultural Insights Impact Measure
The Association of National Advertisers (ANA)’s signature gathering of the top brand managers and marketing decision-makers, the Masters of Marketing Week, began with a bang. Right from the start, and through the Orlando gathering, the message was clear: the inclusion of effective multicultural practices that ensure sustainability is a main pillar of growth and ROI.
Themes of diversity and inclusion were seen across the conference, both in presentation rooms and across the Rosen Shingle Creek, with more women of color than ever taking seats and notes in twin oversized halls.
It was an exclamation point on a new initiative undertaken from the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM).
Introducing CIIMTM — the Cultural Insights Impact MeasureTM.
Developed by AIMM in partnership with NBCUniversal and AIMM member companies, CIIM evaluates advertising creative in various categories and then identifies the impact and effectiveness of cultural insights in ads and programming on increased brand relevance, ad relevance, purchase intent lift, and loyalty.
"CIIM points at the role that cultural insights play in forming deep consumer-brand connections that lead to significant value creation," said Carlos Santiago, AIMM’s co-founder and President of Santiago Solutions Group, who led the study team. "Genuinely mirroring cultural values, in the eyes of consumers, boosts their recall, interest, net promoter scores and purchase intent. These findings present marketers with a paradigm shift as to how culture can optimize growth opportunities.”
Initial findings from CIIM, which include a survey of 10,000 individuals across demographics including Hispanics, African-Americans, Asians, LGTBQ+, the Disabled community, and Non- Hispanic White consumers, found that culturally relevant ads are a key driver of brand affinity and purchase intent.