One of the highlights of the MRA conference in Boston was the keynote by Adenia Cooper, of McDonalds, who shared her insights on understanding ethnic diversity. Her point was that you can’t just ‘apply diversity.’ You need to truly understand it. And, once you really understand it, and market to it, the marketing speaks volumes to everyone, not just the group of people you were initially targeting.

Adenia knows how to keep an audience engaged! One of her tricks was having an audience member sing the Big Mac song which was a great way to show the audience just how successful that campaign was.

Whether you missed out on the MRA conference, or couldn’t wake up in time to catch the 9am session, you can watch it now. Enjoy!

And, you can see more pictures of the conference on our facebook page.