Page 4 - AIMM_BookDesign2_Body_021719_v8.indd

ORGANIZATIONAL STRUCTURE 3

the bottom line. Multicultural audiences are signifi cantly younger than the overall population
and have the potential to outspend White Non-Hispanic households over the course of their
lifetimes. Based on this premise alone, connecting brands with diverse communities is
essential to achieving short and long-term goals.

II. EXECUTIVE SUMMARY

Background

The focus of this AIMM Playbook is Organizational Structure, an essential ingredient in
forming a solid foundation for Multicultural marketing strengths and successes. As marketers
consider or reformulate their go-to-market strategies and budget allocations, they are often
challenged by the need to be both effi cient and effective. With the right structure, both are
possible. But what’s right for one company may not be right for another. To explore a spectrum
of structural options, as well as to provide clarity on the role structure plays in strengthening
Inclusive and Multicultural efforts, AIMM formed a committee dedicated to organizational
structure analysis. More than 20 marketing leaders came together from diverse industries
including health care, telecommunications, fi nance, automotive, and packaged goods. The
committee also included specialists from agencies, media outlets, and research fi rms.

Methodology

The committee’s analysis included identifying best practices, examining structural models,
and exploring the impact and infl uence of organizational structure on effi ciencies and
effectiveness within corporations. A variety of research techniques were utilized, including
a preliminary survey of AIMM members followed by a quantitative benchmark study fi elded
across all ANA members to ensure optimal representation and diverse perspectives. The
committee also fi elded in-depth interviews with over 30 AIMM respondents who were involved
in Multicultural marketing and were able to discuss their current structures and their
effectiveness over time.

Two hundred ANA members responded to the benchmark study, and provided insight into their
approaches to Multicultural marketing and the organizational structures they did or did not
have in place. The research also explored budget authority, reporting systems, and the role
of the CMO and senior leaders in supporting Multicultural marketing initiatives. Additional
areas of focus included the diversity of teams and the professional expertise of specifi c team
members who leveraged cultural fl uency in marketing to diverse communities.