Huge kudos to the Association of National Advertisers SeeALL Marketing Alliance
By zekeerabelton · September 20, 2026 · Curated by George's Blog
Huge kudos to the Association of National Advertisers SeeALL Marketing Alliance team (Bob Liodice, Carlos Santiago, Karen Vega-Porcelli, Yatisha Forde) and The Coca-Cola Company's Stephanie Eaddy for hosting an incredible Fall Forum. The session tackled a critical challenge: bridging the persistent gap between the growth potential of America's Growth Audiences and the organizational structures required to realize it.
It was an absolute pleasure co-presenting with Stephanie on how Coca-Cola partnered with Collage Group to transform cultural intelligence from a marketing discipline into an enterprise growth capability across strategy, insights, creative, media, and measurement.
Through a Cultural Fluency Playbook and hands-on workshops, we established a replicable system to break down silos, move beyond broad audience assumptions, and build cultural fluency at scale.
Why does this matter? The data speaks for itself:
The Rule: Collage analyzed thousands of brands and found that a 1-point increase in Cultural Resonance drives a 0.79% lift in Purchase Intent. Moving culture from awareness to consideration drives real business.
The Result: Our data shows that over two years, Coca-Cola increased cultural resonance among Hispanic consumers by 7.15 points (+5.65% purchase intent). That translates to roughly $356 million in new customer revenue opportunity created through cultural work.
The question for Coke was clear: If cultural resonance drives growth, how do we scale it? Stephanie and the Coke team have been at the absolute forefront of solving this, and we were thrilled to be along for the ride.
Looking forward, Collage will be working closely with the ANA to help leading brands leverage #CulturalIntelligence to resonate with today's consumers and drive measurable growth.
BIG kudos again to Stephanie Eaddy and Sylvia F. for leading the charge at Coke! 👏 Great job to Collage's own Shawna Gooding and Victor Paredes who lead the Cultural Fluency Playbook and workshop development and execution!
#MulticulturalMarketing #GrowthAudiences #MarketingStrategy #CulturalFluency #BrandGrowth