CULTURAL EFFECTIVENESS COUNCIL
The Cultural Effectiveness Council seeks insights that drive business growth among multicultural and generational groups by building on knowledge and exploring approaches that maximize return from advertising to a more culturally diverse population.
Research & Past Event Highlights
Contending with Algorithmic Bias
On March 16, 2022, the ARF Cultural Effectiveness Council hosted a discussion on bias in the algorithms and models used by organizations, particularly those in advertising and marketing, to make selection or recommendation decisions . Speakers from Publicis Media, Twitter, Wunderman Thompson, Cassandra, and the University of Southern California shed light on why this issue arises, what its effects can be and how to contend with it. The session was moderated by Council Co-Chair Janelle James of Ipsos. View Video and Key Takeaways.
Building Brand Loyalty with Todays 21st Century Audience
The Role of Diversity in Creative Communications Working Group, which is part of the ARF Cultural Effectiveness Council, explored fours “ways in” to making new and vital connections with today’s 21st century audience through brands’ creative messages. These are representation, language, music and social causes. The Working Group have now summed up their findings in this new report.
Navigating The Messy Middle: The Great Resignation
On Nov. 9, 2021, the third installment of the ARF Cultural Effectiveness Council’s Navigating the Messy Middle series examined how media, marketing, and research teams are facing capacity issues due to record departures, and how many Diversity, Equity, and Inclusion efforts (DEI) are likely to shift as a result. View Video & Key Takeaways.
Navigating the Messy Middle: Intersectionality in the Workplace
On Feb. 10, 2021, the second installment of the ARF Cultural Effectiveness Council’s Navigating the Messy Middle series — which focused on the workplace experiences and strategies of mid-career professionals from diverse communities — hosted two successful executives who have developed their careers in the advertising and media industries. View Video & Key Takeaways.
Navigating the Messy Middle: Multicultural Conversations on Handling the Hard Stuff
On May 7, 2020 the ARF’s Cultural Effectiveness Council, featured fireside chats with two industry leaders and a lively exchange of ideas among attendees. Download presentation.
Webcast #4 Building Brand Loyalty with Today’s 21st Century Audience –The Pivotal Role of Representation
How do ads avoid shallow tokenism and meaningfully represent cultural values, and identity in the modern world? The ARF Cultural Effectiveness Council will explore this topic to better understand the themes and trends as well examples from today’s top brands to better chart a commercially successful and culturally authentic path forward. We will also touch on representation of communities that are often overlooked, including those within the broader ethnic, LGBTQIA and disabled communities. Find presentation and video here.
Webcast #3: Building Brand Loyalty with Today’s 21st Century Audience: Music as a Cultural Connector
On July 1, 2020 the third installment of the ARF Cultural Effectiveness Council’s webcast series, on Building Brand Loyalty with Today’s 21st Century Audience focused on the power of music as a universal language and connector in advertising. Find presentation and video here.
Webcast #2: Building Brand Loyalty with Today’s 21st Century Audience – Leveraging the Power of Language
The second installment of the ARF Cultural Effectiveness Council’s webcast series on Building Brand Loyalty with Today’s 21st Century Audience focused on an approach identified by the Council for building relationships with the emerging 21st Century audience – leveraging the Power of Language.
Download presentations and view video
Webcast #1: Building Brand Loyalty with Today’s 21st Century Audience through Leveraging Social Causes
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.
Download presentations and view video
Forum: Avoiding Marketing Missteps: Navigating the Cultural Waters of 21st Century America
Responding to the changing demographics of 21st century America, brands are beginning to recognize the need to communicate with an increasingly diverse population. Yet, all too often companies get their advertising messages wrong when trying to appeal to different ethnic groups. Social media then magnifies the negative reaction.
The range of successes and failures associated with multicultural campaigns — from Nike’s partnership with Colin Kaepernick to H&M’s “Coolest Monkey in the Jungle — underscores the industry’s need for guidelines that will facilitate developing meaningful messaging and minimize the odds of a backlash.
To address this need, the ARF Cultural Effectiveness Council welcomed speakers from an array of disciplines to lead a conversation, examine case studies, and offer guidance on how to navigate and successfully develop creative for this new target: Alexander McMichael, (Associate Art Director, Gravity Media), Adriana Waterston (SVP, Insights and Strategy, Horowitz Research), Lia Silkworth (Senior Vice President, Strategy and Insights, Telemundo Network), Paulita David (Corporate Innovation & Multicultural Expert, PD Strategies). The session was moderated by Council Working Group member Janelle James (Qualitative Research Director, Kantar).
Download event summary:
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
Develop panels, presentations and webcasts on best practices in representing all groups and segments in samples, panels, marketing, advertising, 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”. Develop guidelines on tailoring messaging to individual groups and best practices for incorporating multicultural themes and appealing to a diverse 21st century audience.