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  • 18 Mar 2011 10:43 AM | Deleted user
    As we approach the Rosoff Awards, we wanted to take a moment to find out what exactly "diversity" means, being that the word is so often thrown around in corporate settings. But rather than define it ourselves, we turned to Joselin Mane of 451 Marketing and, who is fresh off being named to El Planeta's 100 Most Influential Latinos in Massachusetts, to see what diversity means to him.

    The Rosoff Awards Call for Entries remains open until March 31. You can nominate an individual or a company here. All applying organizations will be recognized at the MFA on May 16, just for applying!

    Ad Club: The word diversity gets thrown around a lot. What does "diversity mean to you 1. The word diversity gets thrown around a lot. What does "diversity" mean to you? What do you think it will mean five years from now?

    Joselin Mane: Diversity to me means variety, perspectives, options which are more of an asset than a liability. For the most part diversity bring with it a different point of view which becomes extremely valuable in business and perosnal relationships.

    Being a Dominican American I have been blessed with knowing two different cultures, traditions, languages, etc.

    Five years from now the world will be a different place and diversity will not mean what it means today because diversity will be more like the norm.

    Ad Club: In your opinion, why is having diversity in the workplace important for companies in any field?

    Joselin Mane: Well, because if a company is not diverse they are limited in what the can offer and thus limit their growth potential.

    Ad Club: How specifically does having diverse cultural understanding benefit marketers and marketing agencies?

    Joselin Mane: Essentially a diverse cultural understanding allows brands to communicate with a wider variety of people.  It also allows for successful campaigns to be repurposed in other demographics thus providing more revenue potential for less the expense.

    Ad Club: Many people talk about the importance of a culturally diverse workplace, yet there are many companies who still don't create a diverse working environment. What are some beginning steps that these companies can take to get on the right path?

    Joselin Mane: The first thing that needs to be done is research.  Find out the cultural make up of your industry. A business should ideally reflect the customers they serve.  The next step is to proactively seek out qualified candidates that reflect that cultural makeup.  Once those individuals are hired an organization should also proactivity ensure the happiness of those new hires. This can be done in a variety of ways like quarterly reviews, mentorship programs, company wide sensitively training. Over time organizations should celebrate their diversity by planning cultural events that help everyone gain a better understanding of each other.

    Ad Club: Are there companies - either local or elsewhere - that you believe demonstrate exemplary diversity practices?

    Joselin Mane: Both IBM and Gillette a great organization that I felt thing did well while I was there.

    At Gillette, were I worked as a Northeastern co-op, I was exposed to several examples of culturally diverse employees in various levels of management. This was instrumental in developing my career. I was motivated to work harder and smarter so that I could carry on their efforts and become an example for some one else.

    At IBM there were several internal groups and events that helped cultivate the diverse community within the organization. They also proactivity participated in several external events and recruiting Career fairs. IBM also had variety of membership programs and management development programs to provide a career path and make sure those talented employees were retained.

  • 15 Mar 2011 12:51 AM | Deleted user
    Last week, we had a blast chatting with many influential women about the ups and downs of women re-entering the workplace. This week, we will be wrapping up our Women's Wednesdays Twitter Chat series with the topic of women seeking their final job before retirement. You can join in the conversation by using the Twitter hashtag #WWedschat on Wednesday from 7-8 p.m. ET.

    In this week's chat, we will discuss how women can help each other as mentors, must-have characteristics of a career-culminating job, and how to identify the proper moment for retirement.

    Additionally, we will be joined by a number of fantastic female leaders who will offer their input and expertise:

    Julia Tanen, Managing Director, KCSA Boston

    Trevania Henderson, Founder & CEO, CaringWise

    The Women's Wednesdays Twitter Chat series leads up to The Ad Club's Women's Leadership Forum on March 21, 2011. Check out the full #WWedsChat schedule and follow us @TheAdClub for further updates.

  • 12 Mar 2011 2:07 PM | Deleted user
    Last week we had another fantastic Women's Wednesday Chat with more women leaders, discussing the ups and downs of women attempting to re-enter the workplace. The Women's Wednesdays chat is a four-part, weekly chat leading up to The Ad Club's Women's Leadership Forum on March 21, 2011.

    Highlights from this past week's chat can be found below:

    Follow @TheAdClub on Twitter for more updates surrounding the chats and the Women's Leadership Forum. And join in final conversation by using the hashtag #WWedsChat on March 16, 2011 from 7-8 p.m.

    Again, we'd like to give a big thanks to our special guest chatters, @smarcelo and @momcorpsboston, for lending their expert advise.

  • 06 Mar 2011 4:25 PM | Deleted user
    Last week, we had a great conversation with some influential women about best practices for women entrepreneurs as they maneuver the waters of independent business. This week, we will be continuing our Women's Wednesdays Twitter Chat series with the topic of women in re-entering the workplace. You can join in the conversation by using the Twitter hashtag #WWedschat on Wednesday from 7-8 p.m. ET.

    In this week's chat, we will discuss the difficulties of re-entering the workplace after time off, adapting to changes in the office upon returning to work, best advice for women re-entering the workplace, and more.

    Additionally, we will be joined by a number of successful female business leaders who will offer their input and expertise:

    Nadia McKay, Regional Owner, MomCorps Boston

    The Women's Wednesdays Twitter Chat series leads up to The Ad Club's Women's Leadership Forum on March 21, 2011. Check out the full #WWedsChat schedule and follow us @TheAdClub for further updates.

  • 05 Mar 2011 11:55 AM | Deleted user

    Editor's Note: This post was written by The Ad Club's Laura Kinson.

    We joked around in The Ad Club office that, like Massachusetts health insurance, this CMO breakfast would be mandatory. While it’s obvious that that particular saying is lighthearted in nature, this morning was no joking matter when it came to explaining the complexities behind brand relevance in the health care sector. Robert Mead, Senior Vice President of Marketing, Product, and Communications at Aetna wowed the crowd gathered at Microsoft’s NERD Center with his focus and overwhelmingly thorough overview of Aetna’s brand evolution over the last year. 

    Starting out with a quick company profile, Mead pointed out all the firsts Aetna has managed to accumulate in its marketing and health care tenures: first to roll out a broader set of mobile application features; first national, full-service health insurer to offer plans with health savings accounts; first to launch an integrated strategy to improve racial and ethnic disparities; and first to launch a Personal Health Record with health alerts. Not surprisingly, Aetna’s core strategy includes the words leader, excellence, quality, and empower. 

    Segmenting Aetna’s areas of focus in terms of brand levers, Mead carefully outlined their campaign’s marketing precision, member experience, and advertising areas that each promoted a goal related to their overarching objective of a differentiated brand experience. Defining Aetna as the only health care provider to give users simplified, easily accessible access to their health history, current health options, and future steps, Mead showcased a variety of creative techniques that are putting Aetna on a health care pedestal. (Thanks, we have to humbly say, to Arnold Worldwide, their agency of record and an Ad Club member!) 

    From more personalized and visually appealing welcome letters to web and mobile redesigns, Aetna’s comprehensive campaign delivers on best-in-class products, programs, and services across member touch points. Taking a strong stance on health care transparency, Mead also illustrated how Aetna is taking steps to provide an easy-to-understand version of health care costs. 

    Rather than shy away from a decidedly newsworthy topic, Aetna is embracing the market forces and health reform encircling the health care world to leverage this unprecedented opportunity. Accepting the challenge, Mead pointed out that Aetna has transformed into a lifestyle brand focusing on experience. By studying how their consumers live the product and by putting the power back in the consumers’ hands, Aetna has reinvented and transformed their previously all-buttoned-up persona. It’s definitely easy to say that bacon wasn’t the only star at today’s breakfast!

  • 04 Mar 2011 11:30 AM | Deleted user
    Once again, we had a great turnout to #WWedsChat this week to discuss women in entrepreneurship. When discussing women in the workplace, it is important to consider not only the women who work in corporate settings, but also those who are working independently.

    Be sure to check out next week's Women's Wednesdays chat when we discuss women re-entering the workplace. We'll have two more Women's Wednesdays chats leading up to the Women's Leadership Forum on March 21, 2011.

    Below is a recap of this week's questions and some of the answers:

    Q1: What are three critical characteristics of a successful women entrepreneur?

    @caringwise: 3 critical characteristics of an #entrepreneur: Preferring a life of "oops" to a life of "what ifs." Stubbornness.

    @smarcelo: A1: 3 things that make the entrepreneur? Hard-work, compassion and networking. #wwedschat 

    @ohthatmeg: Brain power, forward thinker & persistence #wwedschat

    Q2: What is the most difficult part of an entrepreneur's lifestyle?

    @AliPowell21: #WWedsChat- Be prepared as a woman to not be liked all the time and you will give up parts of your life that seem strange to others.

    @WendyTroupe: RT @thompsonconsco: Here's a positive - empowerment !!! You control your domain #WWedsChat

    @mrswatchdog: Every problem is really just an opportunity. RT @KatrinaKibben What is the most difficult part of an entrepreneur's lifestyle? #wwedschat

    Q3: Is it harder for women to become entrepreneurs than men? Why or why not? Does it depend on the field of interest?

    @MelissaJTurek: It definitely is harder for women. We have more to prove unfortunately. But stick to your guns, keep your head up & you will persevere! #WWedsChat

    @KatrinaKibben: A3 Considering women get less than 4% of all venture capital available... that speaks for itself #wwedschat

    @AliPowell21: #WWedsChat- Why don't we hear about women in tech? Well might be because not all womenpreneurs are doing scaleable high tech startups?

    Q4: What mentorship possibilities exist for women entrepreneurs? (To help some of those boundaries mentioned)

    @laurenkgray: A4; I think anyone can be a mentor to someone, people just need to ask people to be mentors and to ask for a mentorship. #WWedsChat

    @ashleyllee: A4: As a student at least, I've learned that women are really enthusiastic to help other women - shadowing, networking? #WWedsChat

    @KimberlyACole: You're my mentor @wendytroupe! learning so much @terametric! Thanks #wwedschat

    Q5: In which startup categories are women finding the most success in 2011?

    @WendyTroupe: #WWedsChat It seems that the consumer sector is always hot for women entrepreneurs

    @OhThatMeg: A5: Online ventures & blogging! Believe it or not. It's a great network of women in similar situations learning trial by error. #wwedschat

    @laurenkgray: A5: A lot of my female friends are finding great opportunities acros the board, but definitely in media and journalism too. #WWedsChat

    Q6: Is there a certain time in a woman's career when it makes sense to leave the corporate world and become an entrepreneur? #WWedsChat

    @RSprung: A6: I think if someone feels like they have gotten as much out of a job/industry as possible and wants to be independent #WWedsChat

    @amfunderburk1: Q6- I think if someone is passionate and dedicated anytime is a great time to become an entrepreneur! #wwedschat

    @WendyTroupe: #WWedsChat Women entrepreneurs should leave the corporate world when they've acquired industry expertise - environment is counterintuitive

    Q7: What is the best entrepreneurial advice you have ever received?

    @caringwise: Eat right. Exercise. Make sure your family remembers who you are. #wwedschat

    @AliPowell21: You are built/born with certain natural positive skills. What are the things holding you back that you need to work on? #WWedsChat

    @ksanter: A7: Focus on building/designing a great company, not just a great product (incl. team, capital, culture), get proof points early. #WWedsChat

    Per usual, we would like to show our gratitude to our guest chatters who continue to provide their expert opinions and insight: @caringwise, @smarcelo, @wendytroupe and @katrinakibben.

  • 28 Feb 2011 10:24 PM | Deleted user
    Last week, we had a blast chatting with some influential women about best practices for women graduating college as they enter their job hunts. This week, we will be continuing our Women's Wednesdays Twitter Chat series with the topic of women in entrepreneurship. You can join in the conversation by using the Twitter hashtag #WWedschat on Wednesday from 7-8 p.m. ET.

    In this week's chat, we will discuss what are the most enjoyable and difficult parts about being a female entrepreneur, what the best opportunities are for female entrepreneurs, and other entrepreneurial advice.

    Additionally, we will be joined by a number of successful female entrepreneurs who will offer their input and expertise:

    Julia Tanen, Managing Director, KCSA Boston

    Trevania Henderson, Founder & CEO, CaringWise

    Wendy Troupe, Founder & CEO, Terametric

    The Women's Wednesdays Twitter Chat series leads up to The Ad Club's Women's Leadership Forum on March 21, 2011. Check out the full #WWedsChat schedule and follow us @TheAdClub for further updates.

  • 25 Feb 2011 12:53 PM | Deleted user
    This past Wednesday we had a fantastic Twitter chat about how women graduating from college can find the best jobs out there. It was all part of our Women's Wednesdays Twitter Chat series (#WWedsChat) leading up to our Women's Leadership Forum (#AdClubWLF) in March.

    Before digging into the highlights, we'd like to extend a special thank you to Katrina Kibben of for taking the time to be our guest chatter - providing our Twitter chat with a fantastic dose of her expert knowledge.

    Check out the highlights from #WWedsChat Week 1, below:

    #WWedsChat Week 1 Highlights and Recap

    For further summary, also be sure to head on over to Boston WomenPreneurs to read Alison Powell's recap of the Twitter Chat.
    And lastly, don't forget to join us next Wednesday, March 2 from 7-8 p.m. for another #WWedsChat focusing on women in the workplace.
  • 22 Feb 2011 1:20 AM | Deleted user
    Announced earlier last week, the Women's Wednesdays Twitter Chat series is almost upon us! Leading up to the Women's Leadership Forum, women across the Twitterverse will be using the hashtag #WWedsChat to discuss topics relating to women in the workplace and women in business. 

    We view this not only as a terrific opportunity to exchange thoughts and ideas around this important topic, but also as a great way for working women to network and begin building relationships with other women of similar interests.

    The first session of the #WWedsChat will take place this coming Wednesday, February 23, 2011 from 7-8 p.m. ET. The topic of this first chat will be women graduating from college. We will be discussing the role of social media in a young woman's job search, the value of prior internship experience, and the importance of networking.

    We'd also like to introduce two of our guest chatters for this week's chat. They will bring their years of experience and knowledge to the Twitter chat to lend expert advice to all involved in the chat.

    Think you have something good to contribute? We'd absolutely love to hear from you! Additionally, we will be recapping each week's chat right here on The Ad Club blog, so that the contents from the chat can find a (slightly) more permanent home.

    Happy chatting!

  • 16 Feb 2011 7:40 PM | Deleted user
    We all read the newspapers, magazines and websites that talk about new trends in business, marketing and advertising. We're all aware therefore, that quite often in the business world, things are not always easy for the women who aspire to do great things - things that can change the world. But the fact remains, women have a great deal of power and are constantly performing incredible feats that deserve recognition.

    Therefore, leading up to our Women's Leadership Forum, we will be hosting a weekly Twitter chat series aimed to inspire and connect women interested in business, marketing, advertising, and revolutionary ideas. The premise of these chats will be to discuss trends around women in the workplace, with each night focusing on a different sub-theme.

    So join us! Follow along the hashtag #WWedsChat and add your commentary. Chats will take place each Wednesday night from 7-8 p.m. ET, beginning February 23, 2011. 

    February 23: Women Graduating From College
    March 2: Women Entrepreneurs
    March 9:  Women Re-entering the Workplace
    March 16:  Women Seeking Career Culminating Job

    We'd also like to give a huge thanks to those who are partnering with The Ad Club to make these Twitter chats come to life:
    Don't forget that you can follow along with all updates to the Women's Leadership Forum by checking out the Twitter hashtag, #AdClubWLF.

    And if you're looking for more information on women in tech, be sure to check out Compete's blog post on the topic by Karen Nicole Costa.

© The Ad Club 2014
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