The future of advertising will be more diverse than ever: John Dillon of Denny’s
02 de enero de 2021
For John Dillon, CBO and EVP of Denny’s and ANA's AIMM co-chair, the future of advertising will be more diverse than ever. He was referring to the approach that the Alliance for Inclusive and Multicultural Marketing has now taken in aligning with the CMO Growth Council's four pillars of success: brand experience, creativity and media; data, technology and measurement; talent and marketing organization; and society and sustainability.
“And there is an important change as we enter 2021. Previously, the work of AIMM was basically confined to the Growth Agenda pillar of society and sustainability, but we soon realized that our work involves all four pillars, because today all marketing is multicultural and it impacts all of us. It is important that as we move forward as a team we make those connections even more apparent,” he said during the ANA Multicultural Marketing & Diversity Conference.
In addition to expanding the #SeeAll movement, he said that one of his goals for 2021 is to increase the number of advertisements and programs that are measured through the CIIM (Cultural Insight Impact Manager) tool and that this becomes the gold standard for measurement in the industry “that we so desperately need” to help advertisers and brands make decisions that drive successful business results.