The Cultural Effectiveness Council identifies creative insights with a focus on multicultural and generational groups. Specifically, how best to drive business growth and research approaches that best capture cultural approaches effective and marketing strategies that maximize return from our more culturally diverse world.
Working Group #1
Measuring Audience Composition and Campaign Effectiveness. Working to measure/quantify the impact of cross-cultural campaigns on standard lower-funnel metrics like sales, as well as longer-term branding metrics, such as recognition and favorability. Overall goal is to quantify the value of including multi-cultural consumers in campaign planning, perhaps through analysis of culturally targeted and general market campaigns versus control campaigns.
Working Group #2
Role of diversity in creative communications. Collaborating to compile and analyze information about how copy testing is done and evaluated for ads with a “Total Marketing Approach” (see http://www.ana.net/magazines/show/id/ana-2017-04-making-total-market-mainstream) — specifically, the degree to which diverse voices are considered in development of such ads and how to be more inclusive of all consumer segments (incl. LGBTQ) in the development process. Develop guidelines on when it would be helpful to tailor messaging to individual groups.
Digital & Multicultural Insights Manager
Cultural Effectiveness Council Chair
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