Daisy Expósito-Ulla d expósito & Partners: Being recognized in the inaugural group of honorees receiving the ANA AIMM Multicultural Trailblazer Award is a very special honor

Daisy Expósito-Ulla, Chairman & CEO of d expósito & Partners, is among the first recipients of the 2023 AIMM Trailblazer Award, honoring exceptional individuals who have fearlessly pushed boundaries and revolutionized the world of marketing.“Being recognized in the inaugural group of honorees receiving the ANA AIMM Multicultural Trailblazer Award is a very special honor. We are all inductees to the AAF Hall of Fame for championing multicultural marketing in our industry, so this award also speaks to how we all have left our own marks on Advertising. While, at times, it can seem as though those same naysayers are trying to undo our work by invalidating the best practices in multicultural marketing for their own personal gain, it is impossible to ignore that America is a multicultural nation. This is a demographic reality that affects life, culture and commerce. The fact that this Multicultural Trailblazer Award comes from ANA’s AIMM attaches enormous importance to this reality, doing so in a way that elevates the importance of preserving the specialist skill and expertise we bring to our craft” said Daisy. As an advocate for the importance of multicultural marketing, where studies point to Latinos driving the U.S. economy, Daisy cautions that in today’s inflationary times, consumers are much more discerning when it comes to spending their money.“Hispanics and other MCL communities are known for being value-oriented. That does not mean “cheap,” rather, it means we will pay more when we trust a brand and know we are getting greater value. It bears repeating: research shows dedicated marketing efforts that are insightful and culturally relevant drive brand trust, preference and purchase. So, in a world that is increasingly multicultural with each passing day, multicultural marketing is imperative and requires specialist agencies with expert insight and skill. We Hispanic/multicultural agencies need to ensure we always bring our A-game to always highlight the value of our expertise and creativity”.As multicultural audiences are driving population growth in the U.S., as well as driving business growth across industries and verticals, much attention has been paid to inclusive and multicultural marketing.“While this conversation has expanded beyond “culture” to include more underrepresented groups – like LGTBQ+, Persons with Disabilities, People age 50-plus, etc – research from Nielsen, ANA AIMM, the Hispanic Marketing Council, Pew Research Center and others show that one’s culture is central to individual identity and shapes one’s values, attitudes, beliefs, preferences and behaviors. Much of this same research also proves that brands whose advertising goes beyond diverse casts and superficial cultural cues and strategically leverage culture to connect in a deeper, more meaningful way benefit from greater levels of brand trust, preference and purchase intent”.As multicultural audiences are driving population growth in the U.S., as well as driving business growth across industries and verticals, much attention has been paid to inclusive and multicultural marketing.“As far as how to achieve it, the best practices for crafting effective and compelling multicultural marketing campaigns have been in place for decades. While we have greater access to data and research tools that inform our campaigns and how we go about optimizing engagement, the actual discipline and mechanics of what we do still hold true; at least when placed in the hands of true experts. The magic in what we do has always been about finding powerful insights to create compelling stories that show multicultural consumers that a brand values them, understands them and can help make their lives better. Doing this right means resisting the temptation to take short cuts to save time and money. Brands need to hire real, dedicated multicultural marketing experts because we have a sophisticated understanding of the audience(s) they represent and serve as a bridge that connects a brand to that community”.