The Cultural Effectiveness Council seeks insights that drive business growth among multicultural and generational groups by building on knowledge and explain approaches that maximize return from advertising to a more culturally diverse population.
Working Group Missions
Measuring Audience Composition and Effectiveness
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. Develop presentations and webcasts on best practices in representing all groups and segments in samples and panels.
The Role of Diversity in Creative Communications
Compile and analyze information about culturally targeted ads, including those with a “Total Marketing Approach”, and how all consumer segments can be included in the development process. Develop guidelines on when it would be helpful to tailor messaging to individual groups and best practices for incorporating multicultural themes in advertising.