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multicultural

CMO Briefs: How to Adapt Global Campaigns to Local Contexts

Building a brand across multiple countries is challenging. Generic messages are less likely to reach consumers across the globe today. What’s more, recent neuro studies suggest consumers in different countries process creatives differently. On another front, the business environment is unique in each market, meaning a different strategy is needed to position the brand and take on the competition.

Neglecting differences between markets can mean missed marketing and business opportunities. Consumer privacy laws differ too, adding an additional challenge. Global insights research finds that similarities between consumers and universal emotions can serve as meaningful themes for a global campaign. This recent Knowledge Center report, turned Knowledge at Hand and CMO Brief, covers best practices in localizing global messaging.  Read more. 

 

KaH: How to Adapt Global Campaigns to Local Contexts

Building a brand across multiple countries is challenging. Generic messages are less likely to reach consumers across the globe today. What’s more, recent neuro studies suggest consumers in different countries process creatives differently. On another front, the business environment is unique in each market, meaning a different strategy is needed to position the brand and take on the competition.

Read more »

NYCU: AUDIENCExSCIENCE 2020 – Keynotes & Interviews on Today’s Most Challenging Issues

AudienceXScience: Keynote – Collecting Data During a Global Pandemic (Monday – 9/21/20)

With the arrival of the COVID-19 pandemic, the US Census Bureau’s leadership had to think outside the box. Learn how the agency modified its work, all while maintaining operations, releasing data products and continuing to serve the data-user community during this unprecedented time.

Dr. Ron Jarmin – Deputy Director and COO, U.S. Census Bureau
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ARF Event January 18, 2017 – Leading with Multicultural

The ARF held an event on Multicultural in Advertising in Los Angeles on January 18, 2017 at Nestle’s offices. Here are some key insights and takeaways from some of the speakers:

  • We collect inputs at the DMA level, which allows for modeling of multicultural efforts and comparison of performance. Overall, the Hispanic efforts have done as well as general market efforts. – Robert Reyes, Nestle
  • A Total Market Approach should start with an agnostic assessment of total market from a business opportunity standpoint, mine the data through different lenses, then determine who to hone in on. Ana Crandell, OMD Latino
  • 57 million Hispanics in USA and growing; 85% of that population are online. Thus, the importance of in-language content. Mia Phillips, Toyota
  • Multicultural shoppers consume mobile content at a higher rate than the general population, so mobile-friendly content is key. Fernanda Alcantara, Facebook
  • Hispanics have always been on the leading edge of adopting new platforms and technologies. Adriana Waterston, Horowitz
  • Diversity in the workforce is needed; all marketing staff should to be well-informed on multicultural marketing. Gilbert Davita, Davita Multicultural Insights

You can access the slides and videos from this event, by clicking here and using your myARF login and password.

Editor’s Note: A snapshot of the multicultural nature of the USA today. US Minority Groups Grow to 38% Of The Population – Via Center of Media Research (MediaPost)

Asian-Americans were the fastest-growing minority group in the US last year, with a growth rate of 3.4% reaching 21 million (6.5% of the population) as of July 2015.

The Hispanic population grew by 2.2% and total 56.6 million, representing 17.6% of the population.

African-Americans comprise (46.3 million) 14.4% of the US.

The non-Hispanic white population was essentially unchanged, and totaled 198 million.

The relative youth of the minority population means that just over half of American children under 5 belong to a multicultural group.

Access full article from MediaPost

The Opportunity in Multicultural Programming

The right content, and a little buzz, can generate mass appeal.

Today, we are entering a brave new world where the trade-off between the mission of creating content that connects with culturally unique groups and margin (advertising dollars) might well be broken. That means we may have an entirely new paradigm at play. Well-crafted programming that addresses culturally relevant issues can win a broader audience, and open entirely new pockets of profit potential.

Join us to hear industry experts from Nielsen, The Cambridge Group, NBCU Telemundo, IW Group and the National Association of Independent Latino Producers for a dynamic discussion of this brave new world, and the challenges and opportunities it presents for programmers and advertisers alike.

Speakers
Moderator: Don Johnson – Principal, The Cambridge Group, a Nielsen company
Rosa Alonso – Director, National Association of Independent Latino Producers Board and CEO, Rosa Alonso Media
Bill Amada – Chairman and Chief Connectivity Officer, IW Group
Reny Diaz – Insights and Strategy, NBCU Telemundo Enterprises
Chris Fosdick – Principal, The Cambridge Group, a Nielsen company
 

 

 

Agenda
8:30-9:00 AM ET: Networking Breakfast
9:00-10:15AM ET: Program