Multicultural Excellence Award winners showcase insight and learning from the brands taking the strategic steps to ensure their engagement with multicultural consumer segments is relevant, creative and compelling.

I’ve been working in multicultural market research for over twenty years. I remember, in 2000, when Hispanics overtook African Americans as the largest minority group in the United States. I remember the Language Wars, when we all argued about what the right language was to reach LatinX people (Hell, we certainly didn’t see the term LatinX coming in 2000!), a population that was becoming increasingly U.S. born. I chimed in during the whole Total Market debate, the "we can reach everybody" phase; it never seemed right to me.  By David R.Morse - New American Dimensions

The famous “Got Milk?” campaign started with a deprivation experiment. You can find the history here, but, in essence, participants in a focus group were asked not to consume milk for a week prior to the research. It occurs to me that the Great Lockdown has forced many of us to give up our normal behaviour and brands. The question is: what happens when lockdown ends?  By Nigel Hollis

​The expansive role of the chief marketing officer is filled with possibility, but many CMOs lack the confidence to truly engage with the C-suite. How can CMOs build confidence to elevate their influence and fully realize their role’s potential?

Every day we are thinking about how to drive growth by conditioning demand in the market for our brand(s) over the other brands that we compete with.  By Bill Pink - Head of Global Analytic Leads / Kantar

Marketers, looking for increased productivity and transparency in their media investments, are calling for sweeping changes and improvements in the media ecosystem. This includes transformative changes to the upfront marketplace.

Throughout the Covid-19 pandemic, consumers have been highly attentive to companies’ concrete actions, especially regarding health protocols, reliability and pricing. When choosing vendors and products, people care about what companies do, not just what they say. Advertising and social media messaging thus should tightly align with the material steps a company takes in the marketplace.

To become more inclusive and LGBTQ+-friendly, brands need to lead with actions rather than just words. Making statements isn't enough anymore. Instead, culture needs to change from within a brand, not just within its creative copy.  How can this happen?

As the coronavirus continues to spread across the U.S., brands are looking for ways to stay connected to consumers and to understand the impact of the virus on their lives in real-time, especially among multicultural groups who have been hit disproportionately.

BOTTOM LINE: While its likely not totally shocking at this point, we think that April increasingly feels like the bottom, and the linearity of the quarter appears to be much better in May, with expectations for continued rebound into June. Our and the Street’s 2Q20 estimates are largely in the range of where the companies indicated they were pacing for the quarter in April/early May, and our expectations are that there is likely upside to revenue numbers of at least 4-7%. We will be waiting to see how June shapes up, as well as color around 2H outlook before refining our estimates, but numbers are likely going higher.

What brands are doing to attract the talent they need to help them lead in the new economy

Personalization remains a tall order. Its possibility does not mean that every company is equipped or mature enough to realize its promise. All the data in the world isn't terribly useful if marketers can't put it to work — and putting it to work requires organizational capability at multiple levels of the marketing enterprise.

Whether we are happy or sad, animated or tired, relaxed or anxious, in a group or alone – alcohol can enhance almost any emotion. But how can marketers best connect with their audience?  By Renita Jude / Global Consultant, Media, Insights Division

In this interview, coincidentally recorded the morning of George Floyd's murder, Derek Walker of brown and browner Advertising, offers his candid view of  multicultural marketing, race, and racism in America.  

Bilingual and bicultural, most second-generation Hispanics (and those who immigrated early in life) must navigate the nuances of both American and Latino ways of life. Often the only English speaking members of their families, they are the interface of their family’s online purchasing decisions and digital transactions.

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