The second installment of the ARF Cultural Effectiveness Council’s webcast series on Building Brand Loyalty with Today’s 21st Century Audience will focus on an approach identified by the Council for building relationships with the emerging 21st Century audience – leveraging the Power of Language.
The goal of this second Webcast is to help marketers identify different ways language can be used to build connections with diverse audiences. Language is often thought of in very binary, pragmatic times and unfortunately can be treated as an after thought, via translation services versus original creative crafted with unique communications for targetd groups. Drawing on research conducted by the Council and some of its individual members, this Webcast will review trends in the linguistic composition of US audiences and present data on responsiveness to ads that approach language in one of the following ways:
Given that US consumer marketplace are increasingly diverse and fluid, companies are looking for strategies to tap the marketplace in ways that help them stand out – this Council believes language is one way to do just that.
Kristin Tolbert – Senior Planner, BBDO
Frances Rubio – Assoc. Director Multicultural Marketing Analytics, GroupM
Diana Rasbot – Director, Univision