AACM POV - Reaching Black Consumers

OLA MOBOLADE, MANAGING DIRECTOROla is a master at turning street-level social trends into insights and implications for marketers.Her knowledge of multicultural markets, trend-leader segments, and youth demographics allowsher to bring exceptional strategic marketing capabilities to Firefly’s clients. Prior to working atFirefly, Ola was a senior account planner at a marketing communications agency, where shespearheaded qualitative research efforts for brands including Oldsmobile, Walmart, NestléPurina, Hefty, and Shore Bank.Since moving to qualitative research, Ola has developed, consulted on, and conducted studies forleading brands with focuses on brand/product positioning, national/local marketing assessment,new product launch testing, new product development, market segmentation, target lifestyles,and motivations. Her experience spans a wide range of categories, including fast food, packagedgoods, alcohol, telecommunications, financial services, retail, cosmetics, across a wide range oftargets.Ola has extensive experience across all age and lifestyle segments of the African-American,Hispanic, and Urban Mindset audiences. She has developed a proprietary urban market modelthat identifies trends and tracks their trajectories across the culture's sub-segments. Ola hasworked with clients such as McDonald's, Proctor & Gamble, Colgate, Avon, Jim Beam Brands, VFCorporation, and Black Opal.In addition her work with clients, Ola has also been a featured speaker at conferences sponsoredby the Advertising Research Foundation, Brandweek, and the Association of National Advertisers,on issues related to the evolving multicultural market. Also, she has written Marketing to theNew Majority, a book on the changing demographic landscape of America and implications tomarketers.Ola holds a B.A. from Harvard University in Psychology and Afro-American Studies.16