February 10, 2022: Achieving Authenticity In A Multi-Cultural Marketplace – A Research-Based Marketing Journey


Join us on Thursday, February 10, 2022 at 12:30pm ET for the Market Research Council’s next virtual event with Carlos Santiago, Santiago Solutions Group and partners at Sequent Partners, Alice Sylvester and Jim Spaeth as they discuss achieving a multi-cultural marketplace. RSVP details can be found below.

As the American consumer marketplace becomes increasingly diverse, advertisers struggle to be relevant to all consumers.  Cultural relevance cannot be taken for granted.  It can’t be achieved by talent casting in commercials alone.  All the elements of an ad must resonate in a culturally-relevant way if the brand’s message is to be accepted as authentic and motivating.

AIMM, the Alliance for Inclusive and Multi-Cultural Marketing (an initiative of the ANA), has as a key goal, empowering marketers to accurately portray cultural diversity and richness in today’s marketing efforts.

To that end, AIMM has developed CIIM™ (Cultural Insights Impact Measure™) – a new research study and metric that identifies the impact and effectiveness of cultural insights in ads and programming and how these have the potential to affect sales lift.

Carlos, Alice and Jim will share the story of CIIM’s origins, development, validation and insights.  Currently CIIM is proving both advertising and program selection insights about African-Americans, Asian-Americans, Hispanic-Americans, Americans with Disabilities and LGBTQ-Americans.  It is in use at over 100 brands spanning six industry sectors.

About our Speakers:

Carlos Santiago is a recognized strategist who has been guiding growth strategies backed by innovative insights, data and econometrics to optimize and solve challenges in implementing Multicultural and Inclusive & Generational segment efforts within a Modern Marketing and Total Market context.  Since 2000, Carlos has led Santiago Solutions Group (SSG) guiding insights discovery, opportunity models, analytics, and marketing strategies for fortune 500 clients such as AARP, AT&T, CVS Health, Elli Lilly, Feeding America, Walgreen’s, Walmart among others.

In 2016, Carlos co-founded AIMM – the Alliance for Inclusive and Multicultural Marketing, an arm of the Association of National Advertisers (ANA), evolving the multicultural and diverse marketing discipline for the 21st century alongside CMOs from Nestle, Wells Fargo, Walmart, Denny’s, USAA, P&G and 140+ leading advertisers. Carlos leads efforts around multicultural data quality and transparency and the Cultural Insights Impact Measure™ (CIIM™). CIIM is the new industry gold-standard measure gauging the incremental value of cultural relevance in ads and content. With more than 300,000 evaluations across 500+ brands/200+ shows, CIIM has opened a path to create more authentic portrayals, deeper consumer connections, and greater sales lift for brands.

Alice Sylvester is a partner at Sequent Partners, the leading consultancy in media, advertising and brand metrics and analytics.  Prior to joining Sequent Partners, Alice held senior research roles at J. Walter Thompson,, Leo Burnett, FCB, Y&R and was Chairman of the Board of the Advertising Research Foundation.  She serves on the Editorial Review Board of the Journal of Advertising Research. Alice chaired the ARF’s “David Ogilvy Awards for Research Excellence” and the “Emotional Response to Advertising” initiative and Co-author, Advertising and the Mind of the Consumer, published by Allen & Unwin and Kogan Page. Alice is a member of the Market Research Hall of Fame and a winner of ARF’s Erwin Ephron Demystification Award.  She recently completed an executive program in Artificial Intelligence for Business Strategy at MIT.

Jim Spaeth is a partner at Sequent Partners.  Prior to co-founding Sequent Partners, Jim served as President of ARF, The Advertising Research Foundation.  Earlier in his career Jim held senior research roles at Y&R, General Foods, BASES and ASI.  He has served on the boards of a number of industry associations.  Jim holds a B.A. in Mathematics, an M.S. in Econometrics and a Ph.D. in Economics.  A member of the Market Research Hall of Fame and a winner of the ARF’s Erwin Ephron Demystification Award and a Co-author of Market Research Matters and numerous articles.

Be sure to RSVP and invite a guest today to reserve your space at this next MRC virtual event.

MRC gratefully thanks GEOPATH for providing the technology, Zoom