Xavier Turpin asegura que ha visto una evolución de temas en ANA
Xavier Turpin, Multicultural Marketing Director at Dunkin Brands – Dunkin’ Donuts, has attended ANA’s Annual Multicultural Marketing and Diversity Conference for ten years and has seen a constant evolution on several topics, especially in the last three years in which the topic has been total market approach. “The biggest event is that all the Chairman are aligned regarding the concept of total market” he told PRODU.He applauds that initiatives like The Alliance for Inclusive & Multicultural Marketing (AIMM) will allow the inclusion of decision makers in marketing of big brands and thus raise the level of commitment for change. “Aligning that at a high level, will allow us to do what we have suggested ANA, to have some sort of fusion or bridge of what is covered in this multicultural conference and the Masters, where all the people who have biggest decision power in marketing go and unfortunately, they didn’t come to the multicultural conference.”He adds that currently, it is possible to see both things, and “the new bridge will allow to raise the conversation of the total market approach. Beyond clarifying the definition, we are going to generate a template or machote to help companies that want to change their model and start executing through this model, so they know how it should be done. We are going to develop this in companies that are leaders in this initiative.” Most brands don’t activate the total market approach. “Many were defining total market as a cross-cultural execution, where certain consumer insights could be found, and there was only one execution. It is effective, but not as effective as adding individual executions, in which the message has cultural relevance and you are airing the message in the appropriate language.”
