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Tania Haigh

Tania Haigh

Marketing executive Tania Haigh, most recently the lead for women and moms marketing initiatives at McDonald’s USA, today announced the launch of Magnolia Insights, Inc., a marketing strategy firm specializing in marketing to women and moms. A 15-year marketing industry veteran with a decade of insight gleaned from various roles at McDonald’s USA, Haigh aims to better position brands by addressing the lag in effective marketing to women and moms.

Haigh, along with her co-presenters Julie Wenger of McDonald’s and Sweta Kannan of DDB, won the Take The Cake Best Speaker award at the 2014 M2W® – The Marketing to Women Conference, for their session “W.O.W. Winning Over Women at McDonald’s”.

Magnolia will have a dynamic offering, focusing on support for brands as well as media and publishing companies, and providing thought leadership in the industry. The firm will cater to consumer brands in the technology, food/beverage, entertainment, health and fashion/home segments. A multi-cultural and multi-lingual woman herself, and with experience in ethnic marketing, Tania Haigh founded Magnolia to elevate cross cultural applications across all of its practices.

“I launched Magnolia with the intention of keeping the woman and mom consumer at the center of marketing planning,” said Haigh. “Women hold major purchasing power but too often brands do not nurture this consumer segment by developing plans that establish a meaningful emotional connection.”

Magnolia Insights’ portfolio of services includes integrated marketing campaign development, brand management and positioning, consumer insights across age/life stage of product, message architecture and mapping, content marketing planning, marketing and PR integration, blogger/publishing brand integration, as well as workshops and public speaking, for both local and national clients.

Magnolia’s current client roster includes Crowdtap, the leading social influence marketing platform, ROWDYDOW bbQ as well as Better Retail and its associated brands.

In 2014, Haigh was named a “Top 40 Under 40 Marketer” in the Midwest by Brand Innovators, an industry trade organization.

“Magnolia Insights is great partner when it comes to providing expertise around the unique habits and behaviors of moms,” said Anna Kassoway, CMO of Crowdtap, The People-Powered Marketing Platform.

Magnolia Insights will be headquartered in Chicago’s West Loop, opening in first quarter 2015.

Pepper Miller, President, The Hunter-Miller Group Pepper Miller, President of The Hunter-Miller Group, co-author of What’s Black About It?, and author of the new Black (Still) Matters In Marketing was voted best speaker by the SRO audience of Fortune 1000 brand marketing executives at the 8th Annual M2W® – The Marketing to Women Conference, April 24 & 25, 2012, Chicago Cultural Center. Miller originally won the award at M2W® 2005.

Miller won the “M2W® 2012- You Take The Cake” best speaker award for her presentation on what it means to be a black woman in America today. Highlights of her presentation included:

■ The definition of the black family is changing: While 73% of all black births are to single moms, this doesn’t mean they are bad moms.

■ A new generation of young, single, accomplished and childless black women are breaking the stereotypes about black women today.

■ Many black women are delaying, or forgoing, childbearing at a higher rate. In 2008, 39.1% of black women 20-34 had no children vs. 34.3%, childless women in 2003.

■ The Internet is not necessarily an equalizer: Although black women are all over the net, they tend to congregate and share their stories in relevant online communities that make up the powerful, yet under the radar, black social network and black blogosphere.

“Once again, Pepper eloquently and compellingly presented insights on black women that could be game changers to anyone charged with creating successful outcomes in any commercial, political or social enterprise,” said Nan McCann, M2W® producer. “As one attendee wrote in an exit survey, “She really brought the message home.” We were so proud to have Pepper in the 2012 program, and we’re thrilled to present her with the best speaker award.”

M2W® is annually attended by Fortune 1000 senior brand marketing executives and their agencies. Registration typically includes companies as diverse as Bayer, Aetna, ESPN, Kraft Foods, GM, J&J, Kellogg, Diageo, Walgreens, Wells Fargo, NBA, WebMD, Burton, L’Oreal, ConAgra and Whirlpool. “They attend,” McCann said, “because they recognize the importance of reaching women – who control 85% of all consumer purchasing in virtually every product category.”

M2W®, part of Women Mean Business Week, was presented by Global Sponsor: Chicago Sister Cities International; Associate Sponsors: Fleishman-Hillard, Hearst Magazines, Carmichael Lynch, Carmichael Lynch Spong, DeVries, Campbell Ewald, PMP, General Growth Properties, Tropicana, GolinHarris, The Hunter-Miller Group, GfK Roper Consulting NA, WebMD, Yahoo!; Workshop Sponsors: YWomen, Anthem!, Redbean Society, SheSpeaks, CraveBox, Social Media Link, The Gate Worldwide, Royal Kingdom PR Agency; Showcase Sponsors: Carolina Pad, BlogHer, Sonos, and Trek Women; Video Content Resource: Snippies; Media Sponsor: Today’s Chicago Woman; Special Event Sponsor: The God Box Project. M2W® 2012 Proudly Supported Habitat for Humanity International.

For complete conference information visit: www.m2w.biz or call 860.724.2649 x13. M2W® is produced by PME® Enterprises LLC, 912 Silas Deane Highway, Suite 101, Wethersfield, CT 06109.

Pepper Miller, author of "Black (Still) Matters In Marketing"  Pepper Miller, author of the soon-to-be released Black (Still) Matters In Marketing and Kathy Oneto, vice president of brand strategy for Anthem Worldwide, the brand development division of Schawk, will be among the marketing to women leaders speaking at The 8th Annual M2W® – the Marketing to Women Conference.

Miller, who is also co-author of What’s Black About It? and President of The Hunter-Miller Group, will speak on “Black (Still) Matters in Marketing – Black Women: Diverse, Strong, Moving Forward and Under the Radar”. She explained, "My session will elevate marketer’s understanding of black women. It will increase their cultural IQ and show them how to connect with this valuable consumer segment in a relevant way. To do that, I’ll present a mosaic picture of black America and offer a deeper and more intimate look at the evolving concept of what it means to be a black woman today."

Kathy Oneto, VP Brand Strategy, Anthem Worldwide Oneto’s presentation, "Marketers Are From Mars, Women Are From Venus: Marketing to The True Motivations of Three Generations of Women", will address how marketers can more powerfully market to women in a way that is consistent with their desire to set their own course and follow their own motivations whether they are Millennials, Generation X, or Baby Boomers. Based on a recently conducted study, Oneto will share the surprising insights that were consistent across these generations.

M2W® takes place April 24 & 25, 2012 in Chicago, and is part of Women Mean Business! Week. Visit the M2W® website to see the full roster of speakers and sponsors.

According to the 2010 US Census, the Latino market is the fastest growing in the US, and the when you couple it with the influence of Latina women, the impact on the marketplace is huge. Jackie Bird, Principal/CEO of Redbean Society, and speaker at the 7th Annual M2W – The Marketing to Women Conference, was interviewed on this topic by Snippies on site at M2W, April 13 & 14, 2011 at the Chicago Cultural Center.

In the clip below, Jackie talks about physical expression in Latino culture, and how culture drives behavior.

We’ll be posting additional video from M2W all week, so be sure to check back for more great interviews!

Here are some of the recent marketing-to-women headlines in the news:

Lauder Launches Idealist With Multi-Ethnic Models: Estée Lauder is launching a new skincare line called Idealist, and to emphasize how well the products work on all types of skin, the company is making a multicultural splash with the marketing campaign. Both TV and print ads will feature models Joan Smalls, Liu Wen and Constance Jablonski, with an "Every Woman Can Be Beautiful" theme (MediaPost Daily, 3/21/11).

Will Social Media Replace Surveys as a Research Tool?: The top research executive of likely the world’s biggest research buyer expects surveys to dramatically decline in importance by 2020 and sees the rise of social media as a big reason why (AdAge, 3/21/11).

Marketing Handbags to Women, One Tire at a Time: One pair of handbag entrepreneurs has found an interesting niche where the environmental movement and high fashion overlap – together with some very interesting distribution strategies that represent great marketing to women (Vibrant Nation, 3/14/11).

Jackie Bird_Headshot “Latina women are the decision makers and influencers of over 80% of all purchases made in U.S. Hispanic households,” according to Jackie Bird, CEO, Redbean Society, LLC, previewing her presentation, “Latina Shoppers Unveiled! The Segmentation of Shopping Behavior Among Latinas” for the 7th annual M2W® – The Marketing to Women Conference, April 13 & 14, 2011 at the Chicago Cultural Center.

“Latina women are a very powerful group as they control the $1.4 Trillion buying power of Hispanic households,” Bird explained. She’ll draw on the findings of the first ever Latina Shopper Study conducted in the US in collaboration between the Redbean Society and New American Dimensions and with the support and sponsorship of top marketers including Pepsico, Sara Lee and VISA.

“The study and my session will help marketers see Latinas in a new light and learn how to strategize and increase their share of Latina purchases. They’ll learn and understand the dynamics of shopping behavior among four distinct Latina shopper archetypes: Exploradoras, Digitalistas, Pragmáticas and Fre$itas. The bottom line is to help marketers improve their targeting criteria and influence more purchases across Hispanic households.”

“M2W® is annually attended by Fortune 1000 senior brand marketing executives who target women. Registration has included companies as diverse as Harley-Davidson, Bayer, Aetna, ESPN, Kraft Foods, Ford, GM, Johnson & Johnson, Kellogg, Diageo, Walgreens, Wells Fargo, NBA, Burton, Ampersand AD, L’Oreal, Kodak, ConAgra and Whirlpool. They attend,” according to Nan McCann, M2W® producer, “because they recognize the importance of reaching women – who control 85 % of all consumer purchasing in virtually every product category.”

Bird will be joined by over 30 other speakers, notably Marti Barletta, President of the TrendSight Group and author of Marketing to Women, Kelley Skoloda, Partner/Director, Global Brand Marketing Practice, Ketchum, and author of Too Busy To Shop: Marketing To Multi-Minding Women, and Wall Street Journal Columnist Jeffery Zaslow, author of The Girls From Ames.

M2W® is presented by Associate Sponsors: Ketchum, PMP, New American Dimensions, Vibrant Nation, General Growth Properties, WE tv, Wedding Central, Passchal and SheSpeaks; Workshop Sponsors: Marketing Drive, Luth Research, Euro RSCG Chicago and Hoffman York; Showcase Sponsors: Carolina Pad, Smudge, Inc., Redbean Society, and Trek Women. Video Journalism Resource: SNiPPiES.

For complete conference information visit: www.m2w.biz or call 860.724.2649 x11. M2W® is produced by PME® Enterprises, LLC, 216 Main Street, Hartford, CT 06106.

During this year’s M2W® “The Latina Goldmine” panel, Ford Motor Company’s Alba Contreras Rodriguez showed us that women are an important part of Ford’s multicultural initiatives—a fact that seems to be apparent in their latest urban marketing campaign for the all-new 2011 Ford Fiesta.  In this campaign, we find the Fiesta gracing the pages of a custom fashion e-zine that is designed to appeal to the interests of consumers—especially women.  “The team really looked at the target consumer and the activities they are engaged in within their daily lives when creating this publication,” said Shawn Lollie, multicultural marketing manager, Ford.  “We knew they were online and we also knew they were predominately female and very interested in fashion.  Inside the publication you really get to see how the Fiesta inspires and what sort of reactions the vehicle generates.”  The custom “Inspired by Color” fashion e-zine, which can be found at www.fordurban.com, was created to highlight the entire program while incorporating key features of the vehicle in a format that is highly interactive.

The “Inspired by Color” e-zine is part of a larger urban marketing campaign that includes a TV spot to air on BET as well as radio and print.

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