ANA celebrates 20 Years of Multicultural and Diversity Conferences
When P&G makes it known that this iconic house of brands stands for both Profits & Growth and Purpose & Good, marketers pay attention. It’s no surprise that this quote by P&G CMO Marc Pritchard is being retweeted, reposted and restated as a validating proof point in support of an industry discipline that has been given short shrift: “If you’re not doing multicultural marketing, you’re not doing marketing.” By Rochelle Newman-Carrasco – EVP, Hispanic Strategy Walton Isaacson
It’s been almost two years since Marc Pritchard, Chief Brand Officer of Procter & Gamble, told the digital advertising industry to clean up its act. The e, currently the world’s second largest CPG company, was tired of what he perceived as massive waste in the digital advertising supply chain. He was referring to the lack of transparency between advertisers and digital agencies and the alphabet soup of ad-tech players that created complexity without always clearly defining value.
Alliance for Inclusive & Multicultural Marketing (AIMM) has already begun to transform into a more inclusive, diverse,and proactive platform. Download the recently released study “Case for Change: Multicultural and Inclusive Marketing” as a Business Imperative for Long-Term Growth to help marketers better understand the importance of prioritizing multicultural and inclusive consumers in order to maximize overall corporate growth. Discover how to implement AIMM’s five point plan into your company’s overall marketing plan.
The Hispanic population in the U.S. continues to grow, especially among the younger cohorts. Over one-quarter of kids 6-11 are Hispanic, with 24% in the 12- 17 and 18-34 cohorts. Hispanics make up 17.6% of the total 6+ population in the United States.
How do we go about adopting healthy client/agency practices and relations to get budget fit? Once you get there, how do you stay budget fit? Let’s explore best practices to make this a successful, sustainable process.
Companies around the world are becoming more proactive in their sustainability approaches and marketing efforts. It’s not just consumers leading the way to sustainability, but companies are using their influence to lead consumers to sustainability as well.
If your company’s employee roster doesn’t reflect the multicultural audience it seeks, does it truly understand that audience, respect it, and want it? That’s the subject of the latest Hispanic Radio Podcast, in which RBR+TVBR Editor-in-Chief Adam R Jacobson tackles “The Case For Change” — and how it could lead your company to not only change the format of a struggling radio station to one of interest to Latinos, but also lead your company to fully embrace the “new American mainstream.”
An extremely efficient way to create effective marketing messages is to segment consumers through targeting the various and distinct cultures. As Kaur & Chawla point out in “Impact of Culture on Marketing”, “Consumers can be attracted [to a product or service] only when product (sic) will fit better according to their customs, traditions, norms, and cultural requirements” (2016). By Bryce Kelley – Florida State University
Hispanic voters are poised to play a potentially pivotal role as to whether the Democrats or the Republicans control the US Congress after the midterm elections. Hispanic voters have grown as a percentage of the electorate, largely as a result of young Hispanic-Americans attaining voting age.
In her latest article in Marketing Week Helen Edwards declares, “Unless you’re ahead of the consumer, you can’t be ahead of the competition.” And she is absolutely right. The problem is that too many marketers seem to have defaulted to blindly following their consumers, rather than trying to stay ahead of them. by Nigel Hollis
Who would want to be at an agency these days? Pitch after pitch after pitch, controversy after controversy, new vendors every time you turn around, competition from (comparatively) new entrants. It’s no life for someone after a quiet life, that’s for sure. And now along comes a new threat: clients taking parts of the media agency role in-house, reducing their reliance on their partners and threatening agency revenue. By Brian Jacobs
Businesses are tasking marketing pros with more responsibilities than ever before. Sales and advertising are now commonly combined with marketing as well as public relations, digital, social media and everything else in that arena. With so many demands, marketing professionals are leaping to opportunities that either match more appropriately with their exact niche or are finding they’re on a hamster wheel and are ready to have more peace with a new organization.
For years, folks in the ad industry have talked wistfully of the day when TV advertising would be bought through automated online interfaces on auction-based bid marketplaces, as search, social and digital display advertising have been bought since the middle 2000s.
Marketers are drowning in information. And they often scrap excess data rather than sift through and make sense of it.
