CultureConnect
Advertising Research Foundation
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This podcasts curated by the ARF Cultural Effectiveness Council will feature interviews and panels with marketing and research thought leaders on how to build brand loyalty with the diverse U.S. audiences of the 21st Century. Topics covered include: How Americans define their identities in the 21st Century. The role and value of music in reaching and persuading diverse audiences. How to increase engagement with communities of color on healthcare campaigns. The importance of representation in advertising creative and the language(s) of the 21st Century US consumer.
Available episodes
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6 days ago
CULTURECONNECT: Update on the Future of Qual
The landscape for qualitative research has undergone significant transformations in recent years. “Qual” is evolving and overcoming pitfalls related to diversity and cultural understanding. We discuss these issues and best practices in qual for organizations moving forward. * *
A conversation with, Janelle A. James, SVP, IUU, Tony D’andrea, Multicultural Marketing Manager at General Mills, Danielle Hemsley, Director Of Research Strategy at Cassandra, Tristan Marra, VP Research, GLAAD, Kendra Clarke, Former Senior Dirctor, Head of Experience Research and Design Core technologies, Twitter
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Oct 26, 2023
CULTURECONNECT: DEI BACKLASH
Over the years organizations saw making progress in diversity, equity and inclusion as good for business. However, after a period of reinvigorated commitment to DEI, there’s now concern that may be diminishing. We examine how the current environment is changing the state of DEI in media, marketing and advertising, and how to navigate it.
A conversation with, Koen Pauwels, Distinguished Professor of Marketing, Northeastern University’s D’amore-Mckim School of Business, Jane Etheridge, Strategy Director, Hunter Design and Carla Eboli, EVP, Multicultural Market, D,E & I Lead, Energy BBDO
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Sep 29, 2023
CULTURECONNECT: BREAKING BARRIERS & BUILDING BUSINESSES IN SPORTS
The increasing popularity of women’s sports and the increasing presence of women in the business of sports is without a doubt an inspiration. It’s also an incredible case study on diversity, equity, and inclusion touching on topics from pay equity to representation in media. How are teams at all levels driving inclusion and eliminating disparities? What roles do brands, media, and fans play? How are women not only breaking barriers in women’s sports, but also in men’s sports? In this episode, we explore the impact and influence women are having in sports from the field to the boardroom and everything in between.
A conversation with Janelle A. James (host), SVP, Ipsos, Anya Dawkins Johnson, Vice President of NBA Marketing and Commercial Strategy, Warner Brothers Discovery, Katlyn Gao, Ceo and Co-Founder At League One Volleyball (LOVB) and Katie O’Mealia, Vice President of Programming, Warner Bros. Discovery Sports
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Aug 30, 2023
CULTURECONNECT: FROM ADS TO ALLIES PART 2
Inclusive advertising is an opportunity to reflect society and promote social change while expanding market reach. In our last episode of CultureConnect, we looked at the ongoing efforts of agencies and brands to navigate the complexities of DEI in advertising. In this episode, we continue that conversation with new research from two prominent organizations at the forefront of promoting inclusion in advertising.
A conversation with Janelle A, James, Senior Vice President, IUU - Ipsos, Rachel Rogers, Senior Vice President Of Creative Excellence, Ipsos, Meghan Bartley, Director of Agencies Brands And Engagement, GLAAD, Anna Wilgan, Vice President of Product Marketing, Kantar and Latha Sarathy Chief Research Officer, Association of National Advertisers and EVP, Insights & Analytics & Measurement, SEEHER.
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Jul 25, 2023
CULTURECONNECT: FROM ADS TO ALLIES
More and more marketing professionals see DEI in advertising presents an opportunity to expand market reach and increase brand relevance in addition to promoting social change. So how are agencies and brands doing when it comes to navigating the complexities of inclusive advertising? We discuss the ways in which marketers can find success in the future by embracing and influencing changes in society and culture.
A conversation with Janelle A. James, SVP, Ipsos IUU, Angel Bellon, Senior Director Of Insights & Cultural Intelligence, Paramount , Victoria Ekwenuke, Marketing Inclusion Lead, Meta
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Jun 29, 2023
CULTURECONNECT: FROM BEATS TO BELONGING
Music has always been a powerful instrument for connection and cultural advancement. It’s a tool for self-expression and self-determination. Music plays a big role in June celebrations of Pride Month, Juneteenth, Caribbean Heritage Month, and Black Music Month. On this episode, we discuss how music shares culture, challenges stereotypes, and advances different communities.
A conversation with Janelle A. James, SVP, Ipsos IUU, Natalya Davis, COO, the Shalizi Group , Gerren Keith Gaynor, White House Correspondent and Managing Editor of Politics, theGrio and Julie Duhen, Marketing Executive, Vevo
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May 25, 2023
CULTURECONNECT: IMMIGRANT PORTRAYALS IN MEDIA / ASIAN HERITAGE MONTH
Immigration is a significant part of the American story, shaping our country's history and cultural identity. However, immigrant portrayals in the media haven’t always been fair, kind or accurate. This episode focuses on diversity, equity, and inclusion in the media when it comes to immigrants, with a focus on the Asian-American experience.
A conversation with Janelle A. James, SVP, Ipsos, IUU (Council Co-Chair), Erum Chaudhry, VP, Marketing, Parfums, Christian Dior , Patricia Ratulangi, VP, Global Communications, Diversity, & Inclusion/Corporate Social Responsibility, Nielsen and Adriana Waterston, Executive VP, Horowitz Research, part of M/A/R/C
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May 2, 2023
CULTURECONNECT: CONTENDING WITH ALGORITHMIC BIAS PART 3
You may have heard about ChatGPT. It’s the fastest growing AI powered technology with over 100 million monthly active users. It’s disrupting the workplace and the marketplace. But as new applications for artificial intelligence continue to materialize, we'll discuss how it's helpful and/or hurtful to our society. This is CultureConnect's third episode looking at how we contend with algorithmic bias.
A conversation with Adam Buhler, Head of Creative Technology at Digitas North America , Greg Kahn, CEO of GK Digital Ventures & CEO of Emerging Technology Exchange and Kalinda Ukanwa, Assistant Professor of Marketing at USC’s Marshall School of Business.
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Mar 29, 2023
CULTURECONNECT: WOMEN & INTERSECTIONALITY
Marketers often look to target customers, though few people fit into just one category. For example, women are multifaceted, and womanhood is complex. Race, ethnicity, sexuality, class, nationality, age, and even ability impact how women navigate life, work, and society at large. On this Women’s History Month episode of CultureConnect, we explore womanhood and intersectionality.
A conversation with Brandi Rand, VP Group Account Director For Digitas North America and Amber Coleman-Mortley, Senior Director of Community and Culture at The Female Quotient
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Mar 1, 2023
CULTURECONNECT: HEALTH EQUITY
The CDC defines health equity as the state in which “every person has the opportunity to attain his or her full health potential and no one is disadvantaged from achieving this potential because of social position or other socially determined circumstances.” Yet disparities in our healthcare system persist.* *We’re going to discuss how diversity, equity and inclusion initiatives can impact and improve health equity. As well as what all brands should know about wellness in minority communities.
A conversation with, Peter Rodney, VP of Nursing and Patient Care Services at Langone Orthopedic Hospital at NYU Langone Health and Miriam Browning Nance, VP at Horizon Media
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Jan 30, 2023
CULTURECONNECT: Making DEI Efforts Stick
Over the years, organizations have increasingly engaged in diversity, equity and inclusion initiatives. But efforts only go so far unless there’s a long-term commitment and continuing efforts to make DEI stick. We discuss insights and strategies for organizations to continually improve operational inclusion*.*
A conversation with, Nyasia Sarfo, Global Diversity and Inclusion Program Lead at Microsoft , Singleton Beato, Chief Diversity Equity & Inclusion Officer at Mccann Worldgroup
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Dec 20, 2022
CULTURECONNECT: Year in Review
Over the last year, CultureConnect has addressed how diversity, equity and inclusion are driving growth in businesses and marketing companies. These discussions have sometimes led us down surprising paths and given us food for thought. As 2022 draws to a close, some members of the ARF Cultural Effectiveness Council join moderator Janelle James, Co-Chair of the CEC and Senior Vice President at Ipsos UU, to reflect on and celebrate our podcast.
A conversation with, Barbara Leflein Founder of Leflein Associates and Cochair Of the Cultural Effectiveness Council, Dana Sparber, Vice President of Insights and Research at NBC Universal and Kiko Restrepo, Lead of Inclusive Ad Sales Strategy at Warner Brothers Discovery
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Nov 18, 2022
CULTURECONNECT: Leading with Inclusive Insights
Whether you're building a company or sustaining the power of a legacy brand, understanding demographic shifts is vital. Moderator Janelle James, Co-Chair of the ARF Cultural Effectiveness Council and Senior Vice President at Ipsos UU, leads a discussion on ways brands have gained an edge by focusing their insights and subsequent marketing on what perhaps used to be considered niche markets.
A conversation with, Isaac Mizrahi, CEO of Alma , Aneessa Steilen, VP of Media And Distribution At Vevo , Kimberley Mcarthur, Brand Experience Manager, Multicultural, At General Mills
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Oct 28, 2022
CULTURECONNECT: Using More Inclusive Terminology in Research
As media and brands seek to learn more about their audiences, the language that members of those audiences use to identify themselves needs to be reflected in research questionnaires. Moderator Janelle James, Co-Chair of the ARF Cultural Effectiveness Council and Senior Vice President at Ipsos UU, leads a discussion on the challenges of inclusive identity terminology with experts in multicultural market research.
A conversation with, Adriana Waterston, Chief Revenue Officer and the Strategy and Insights Lead at Horowitz Research and Bryan Miller, a Senior Director of Product and Content at The Collage Group
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Sep 28, 2022
CULTURECONNECT: The Future of Qual
Qualitative research alone or with other forms of research has proven valuable to marketers and businesses who want to better understand their customers and target audience. The Cultural Effectiveness Council has been working on original research on today and tomorrow’s qualitative approaches. Moderator Janelle James, Co-Chair of the ARF Cultural Effectiveness Council and Senior Vice President at Ipsos UU, speaks to her council colleagues on this initiative.
A conversation with, Alexa Blechman, Senior Director of Cultural Insights at A&E Networks, Tony D’andrea, Multicultural Marketing Manager at General Mills, Danielle Hemsley, Director Of Research Strategy at Cassandra
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Jun 16, 2022
CULTURECONNECT: Contending with Algorithmic Bias pt 2
Technology is an essential part of our everyday life. We rely on it to help us navigate our finance, employment, housing, health care and purchases, among other things. But, perhaps unknowingly, we may be impacted by algorithmic bias, in which systematic repeatable errors in AI treat members of some groups differently than others. In part two of our look at algorithmic bias, we delve further into what consumers and companies can do about it.
A conversation with, Kalinda Ukanwa, an Assistant Professor of Marketing at USC’s Marshall School of Business. and Amanda Bower, a machine learning researcher at Twitter.
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May 5, 2022
CULTURECONNECT: Contending with Algorithmic Bias
We’re increasingly dependent on algorithms in a variety of areas. This has led to problems with algorithmic bias, in which statistical and econometric models or a programmed set of instructions systematically treats members of some groups differently than others. This can be due to the unconscious biases of engineers who build the models, biases in the data they are trained on, biases inherent in the models themselves or algorithms’ treatment of human attributes as single, isolated components rather than intersectional identities. We look at the ways in which models, programs, and algorithms in the media, marketing, and advertising industries can unintentionally favor majority populations and ignore or even discriminate against minority segments and how to overcome this problem.
A conversation with, Janelle James, SVP, Ipsos IUU (Council Co-Chair), Kalinda Ukanwa, Assistant Professor of Marketing at USC’s Marshall School of Business. Amanda Bower, Machine Learning Researcher at…
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Apr 5, 2022
CULTURECONNECT: THE GREAT RESIGNATION
The ARF Cultural Effectiveness Council Co-Chair’s Janelle James led an examination of the media, marketing, and research industry’s effort to face capacity issues due to record departures, and how many Diversity, Equity, and Inclusion strategies (DEI) are likely to shift as a result. This dynamic discussion ultimately highlighted the industry’s opportunity to implement inclusive hiring practices by bringing in a more diverse talent pool in response to a once in a generation shake up in the world of work.
A conversation with, Janelle James, SVP, Ipsos IUU (Council Co-Chair), Pepper Miller, Founder & President of Hunter Miller Group, Joanna Lara, US Multicultural Brand Partner & Strategy Lead at Google and Co-Founder of Latinos in Tech, and Carla Ebola, EVP, DEI Lead at Energy BBDO
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Feb 11, 2022
CULTURECONNECT: HOW BRANDS CAN LEVERAGE THE CULTURAL RELEVANCE OF MUSIC VIDEOS WITH VEVO
If you’ve watched music videos from artists like the Weeknd, Shakira, Justin Bieber or Olivia Rodrigo, chances are you watched it on Vevo, the world’s leading music video network. Vevo reaches over one billion daily viewers globally, and 150 million US viewers monthly. Music videos represent a unique form of premium content. More than entertainment, they’re very much the soundtrack to our lives. This episode looks at how Vevo provides opportunities for brands to connect with hard-to-reach, diverse groups in authentic ways and how corporate engagement can go beyond ads.
A conversation with Laura Vanison, Director of Consumer & Artist Insights and Robert Velez, Senior Director of Multicultural Ad Sales at Vevo. Hosted by, Barbara Leflein of Leflein Associates (Co-Chair, Cultural Council) and Moderated by Janelle James, SVP, IUU Ipsos (Co-Chair, Cultural Council)
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Feb 11, 2022
CULTURECONNECT: DECONSTRUCTING DIVERSITY TODAY WITH NBCU, MAGNA AND IDENTITY
We’re living in a time when the way people identify themselves is constantly evolving. Not only do Americans live in a multicultural society, but many embrace communities that go beyond their own heritage. So, if marketers want to connect with consumers and stand out from the competition, they need to reflect this cultural reality. This episode features a discussion surrounding a recent study by NBCU and two ad agencies (Magna and Identity) which identifies steps marketers can take to reach a polycultural society, including having a culture first mindset.
A Conversation with Dana Sparber, Vice President of Insights and Research at NBC Universal, Kara Manatt, Senior Vice President of Intelligence Solutions at Magna. and Oscar Allain, Senior Vice President of Cultural Research at Identity and head of International Research at UM. Hosted by, Barbara Leflein of Leflein Associates (Co-Chair, Cultural Council) and Moderated by Janelle James, SVP, IUU Ipsos (Co-Chair, Cultural Council)
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