Dia Simms of Combs Enterprises: Brands Need To Be Bolder in Their Multicultural Efforts

Dia Simms, president of Combs Enterprises, was among the speakers on the closing agenda of the 2018 ANA Multicultural Marketing & Diversity Conference. In her presentation, Simms spoke of the impact and purchasing power of African-American consumers as portrayed in the CÎROC Ultra Premium Vodka commercials entitled Smooth Off and Luck Be a Lady by Combs Enterprises’ Blue Flame agency and the promotional partnership with spirits and beer giant Diageo. The initiative was promoted in multicultural audiences by illustrating the importance of hip-hop to boost audience affinity with the brand and create a precedent for its future campaigns. “The African-American brand is a star among luxury goods targeting this market, though it represents a fairly small percentage of the total market” Simms said. The executive said that African Americans as well as other minorities are pleased to be addressed directly. “When we target them with the right image and an adequate amount of time, this community rewards us” she said. As executive creative director of the campaign, Simms advised the conference audience to be bolder in their multicultural efforts so their marketing pays off all the more.