The Cross-Cultural Report

This report from Ogilvy & Mather makes the case for a new definition of the "new general market" which challenges accepted ways of marketing to both mainstream and multicultural or minority audiences in North America.
It combines client interviews with analysis of the ways in which more than 100 brands have been marketed to Hispanic, Black, Asian American and LGBT (lesbian, gay, bisexual and transgender) audiences, and explains the business case for brands to apply cross-cultural strategies to appeal to consumers in a changed market environment. The report includes an explanation of how the Ogilvy & Mather Cross-Cultural Matrix can be used to help brands assess their cross-cultural position and develop a new approach towards building brand value and relevance....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

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