CMOExecutive

Forum

How Cultural Relevance Can Be Measured to Drive Business

January 13, 2021

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The Global CMO Community

ANAMastersCircle.com

The ANA Masters Circle

1,400 CMOs leading the industry

Growth Agenda

The Global CMO Growth Council

CMOs from around the world

transforming marketing into a force

for growth and good

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CMO GROWTH COUNCIL EXCHANGE

⮚ Over 100 CMOs have joined⮚ Private peer network for CMOs

⮚ Contact ana-masters-circle@ana.net to join⮚ Managed by Global Growth Council

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SPEAKER INTROS

Carlos SantiagoChief Strategist, SSG &

Co-founder, AIMM

Lisette ArsuagaCOO, DMI Consulting &

Co-Founder, AIMM

Gail HorwoodChief Marketing Officer, Kellogg North America

#SeeALL ThroughCIIM™

(Cultural Insights Impact Measure™)

01.13.2021

CMO GROWTH COUNCIL

AIMM: The Leading Voice in Multicultural and Inclusive Marketing

To create a powerful voice that elevates

multicultural and inclusive marketing to

promote business growth in an

increasingly diverse marketplace.

MISSION

We are changing the way that

everyone can drive growth by helping

CMOs and their teams rise above the

most pressing challenges blocking

them from realizing their full potential.

IMPACT

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AIMM Member Companies AIMM represents 130 member companies and almost 2,000 member brands

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CMO Advisory Board

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#SeeALL Movement

AIMM’s #SeeALL is an industry-wide movement

to drive increased accurate representation of

Multicultural and Inclusive segments in ads and

programming by prioritizing the use of cultural

insights in the content in order to connect with

consumers at the heart, thus maximizing

corporate growth

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Times Square Launch

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Open Letter To the Industry Calling for Greater Inclusivity and Representation

September 23, 2019

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In 2021, at a time when Americans are

fighting for equity, social justice and even

their lives, AIMM has a responsibility to

rally the industry together and get people

out of their comfort zones, in order to

foster a world of holistic cultural

representation and equity for all

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Letter to the Entertainment Industry: Hollywood Reporter

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#SeeALL Emmy’s Spot 2020

AIMM Manifesto Video 2020

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CIIM™Cultural Insights Impact Measure™

A PATH FOR BRAND GROWTH THROUGH A STANDARDIZED

INDUSTRY MEASURE GAUGING THE LEVEL OF CULTURAL

RELEVANCE IN ADS AND CONTENT16

Increasing Base of CIIM™ Brands Scaling Up Fast80K Ad Evaluations Across All Segments among 125+ Brands

Automotive

Alc. Beverages

Restaurants

ServicesPersonal Care

OTC/Remedies

Non-Profits Retailers

HouseholdFood

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Beverages

Consumers Connect More Deeply with Ads & Content that

Genuinely Reflect Their Culture

CIIM™ Proved

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P&G, Old Spice, Time Out (GM spot

scoring low across all segments)

Kellogg’s, Pop Tarts, JVN Infomercial

(GM ad scoring low across all

segments)

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Kellogg’s, Rice Krispies, Sensory Love

(GM ad scoring top Q with White Non-

Hispanic)

P&G, H&S, Respect for the Crown (AA

ad scoring top Q with AA)

Opportunity Spots Best-In-Culture

Cultural Relevance > Inclusion Connections start with representation but require rich authentic cultural portrayals to achieve Best-In-Culture level

The Start

Inclusion

Cultural Attributes

Respect CultureCultural Values

Authentic PortrayalsGood Role Models

Positive ReflectionsCelebrations of Culture

Cultural Pride

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Best-In-Culture

Walmart, Mother’s Day

(GM ad scoring top Q for all segments)

Cultural Relevance Increases Ad

Effectiveness KPIs

3-5X

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Cultural Relevance Boosts

Growth*

3x

*Cultural relevance impacts sales lift in Digital and Broadcast ads equally.

1.5x1.0

21%

14%

Best-In-CultureNeeds Improvement Below Average Good Performance

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Cultural relevance

(CIIM) combined with

persuasiveness

accounts for 40% of

the sales variations in

campaigns.

Validated CIIM™ Attribution Cultural Relevance Is A Major Contributor To Ad’s Sales Performance

Other

campaign

effectiveness

factors

60%

91% Confidence Level

R2 = 0.40 23

CIIM™Behind the Curtain

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Segments Tested

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Forced Exposure

Cross-Segment Exposure

Outputs

2020 CIIM™ Ads Sampling DesignDictated by brand’s established Primary Target

Ads are shown to online

panelists in a forced

exposure format without any

context influencing

perception.

Each respondent reviews ads

aligned with their identity as

well as ads targeted to other

segments.

CIIM scores generated for the top 3 segments (WNH, AA, HE) plus properly weighed Total Market;

other segments scores available upon request of augment.

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Any Stage Any Type Any Time

Advertisers have submitted pre-test and final ads.

Testing on a rolling basis based on demand and

groupings of 3+ ads.Turnaround is 2-4 weeks depending on primary target and augments.

MEDIA AGNOSTIC

Broadcast/Digital Video

Digital

Audio

Print

Outdoor

Social Media

Advertisers have been testing video for broadcast and digital and have expressed plans to

submit SM, print and audio ads.

Flexibility in Testing

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Primary Target: General Market Creative Category: Diverse casting with MC cultural nuances

Primary Target Quartile: 1st QuartileTotal Market CIIM™ Score: 163

2001000

Not

Relevant or

Offensive

Indifferent:

Neither

Offensive nor

Relevant

Highly

Culturally

Relevant

125 150 175

CIIM Score Example

Quartile Legend

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How Marketers are Incorporating CIIM™

-Incorporating CIIM™

cultural relevance

scores with Reach and

ROI planning/media optimizers

-Understanding

urgency to develop

characters and

storylines that

authentically depict

MC & diverse

audiences

-Setting brand

performance

benchmarks by

segment

-Applying cultural

insights to final executions

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Advertisers

-Discovering segment

insights that drive

cultural relevance in

ways that align with

brands

-Testing concepts to

maximize impact for

advertisers in

developing final executions

Creative Agencies

Media PlanningAgencies

Media Networks & Content

Developers

We are excited to provide your brands with the guidance to assess the

cultural relevance and ad effectiveness of your Big Game creative OR ANY

OTHER CREATIVE, at a one-time promotional cost of $3,850 per ad (40% off

regular base price).

We will accept 3 ads per company and honor this price until January 29th.

CIIM™ ‘Trial’ Promotional Offering Until 01.29.21

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CIIM™ Background

CIIM™ Materials will be

distributed to all attendees of

this presentation

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Connect with CIIM™ Team

If you are interested in

learning more, please

contact CIIM™ Team to set

up a call and learn how

you can adapt CIIM™ to

your organization’s needs

Carlos Santiagocarlos@santiagosolutionsgroup.com

Ariel Sternariel@dmi-consulting.com

How To Get Started

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Learn More About AIMM

Lisette Arsuaga

Co-President and Co-CEO at DMI-

Consultinglisette@dmi-consulting.com

Join us in our effort to

#SeeALL through our work

at AIMM and testing your

ads through CIIM.

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ANA CMO Growth Council: CIIM Deployment & Learnings

Gail Horwood, CMO

January 2021

DIVERSITY & INCLUSION MARKETING GOALS

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Fully embed Diversity, Equity and Inclusion across all marketing, unified efforts to achieve Kellogg’s talent and retention goals, evolve our go-to-market strategy to reflect today’s diverse consumers to unlock growth and foster and inspire an inclusive mindset

within our internal teams.

People Go-to-Market Industry & Partner

Leadership

GO-TO-MARKET

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D&I Marketing Steer Co

Diversity &

Inclusion

Brand & Integrated Marketing

HR

Insights & Analytics

Agency Partners

BERGs

D&I Media Composition Benchmarking

Evolution of our Brand & Safety guidelines

Meeting the Moment Webinar

KELLOGG CIIM DEPLOYMENT

• Part of CIIM Pilot: 2 ads

2019 2020 Q1 2020 Q2 2020 Q3 2020 Q4 2021

• Submitted 13 ads across various target segments/total market + COVID related

• CIIM in field • Insights & Analytics/Mktg validating results with MMM

• Deployment of CIIM metric across all of marketing, D&I Steer Co and I&A

• Individual brand workshops to review specific results, learnings and plans for 2021

• Building 2021 quarterly testing plan for pre/post, MMM

• Results Shared @ ANA Multicultural Conference

• Results Shared @ Q1 AIMM Session

3 Month Deployment for Communication, Education and

Implementation

CIIM DEPLOYMENT LEARNINGS1. Involve a cross-functional team – Marketing and/or Brand, Insights & Analytics,

ED&I

1. Build a strong communication and education roll-out plan: ✔ Drive understanding of what the metric is and that we are on a journey✔ Create workgroups for application into creative briefing and brand strategies

1. Identify the core cultural metrics to focus on based on each specific audience segment vs every single cultural lever

1. Learn from what performed well AND what didn’t

1. Create an action plan for consistent testing to build benchmarks and on-going learning using both pre- and post- testing opportunities

WHAT WE HAVE LEARNED THROUGH CIIM • Opportunity to look at pre-testing methodologies inclusive of CIIM

• CIIM supports our efforts in optimizing Cultural Effectiveness of our Creative• 40% of Ad Effectiveness can be explained by Overall CIMM Score & Persuasion

• Similar finding to previous research for ad effectiveness drivers (~47% driven by creative)

• Understanding we are on the journey with our brands, but we now have a starting point

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Discussion/Q&A