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.
Research & Past Event Highlights
The first installment of the ARF Cultural Effectiveness Council’s webcast series on Building Brand Loyalty with Today’s 21st Century Audience focused on building relationships with the emerging 21st Century audience through – leveraging social causes.
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Research: Presentation at ARF CONSUMERxSCIENCE Conference
Custom research, conducted by the ARF Cultural Effectiveness Council using Google Consumer Surveys and Instapanel and supplemented by proprietary research from Leflein Research, revealed insights regarding brand advertising that incorporates social cause messages, so that marketers can better communicate with multicultural Millennials.
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, panels and the creative process.
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 tailoring messaging to individual groups and best practices for incorporating multicultural themes in advertising.