Multicultural Marketing

Reaching different cultural groups

Multicultural Marketing

Nielsen, March 2015

This report focuses on the attitudes and behaviours of multicultural consumers in the US, in particular the African-American, Asian-American and Hispanic communities, who now represent the fastest growing segment of the US population.

Nielsen, March 2015

This article reveals insights from the Nielsen Share of Wallet Study which looked at spending on consumer packaged goods in the lucrative US Hispanic market.

Euromonitor Strategy Briefings, March 2015

This report explores how growth in cultural diversity is changing global consumer markets and explains how these changes affect marketers.

Urey Ohnoha, ANA Magazine, The Best of the Best, 2014

This article explains how Duracell, the battery brand, showed Americans how its products have helped a National Football League (NFL) player work with his disability.

Todd Wilkinson, ANA Magazine, The Best of the Best, 2014

This article demonstrates how Honey Maid, a snack brand, grew sales and relevance in the US by showing it understood the changing face of the American family and supported LGBT parents.

ARF Ogilvy Awards, Gold, Travel & leisure, 2015

This case study explains how the Recreational Boating & Fishing Foundation (RBFF), a not-for-profit organisation whose federal mandate is to preserve and promote recreational boating and fishing in the US, engaged Hispanic Americans.

Brian Carruthers, Event Reports, IAB Research Breakfast, February 2015

This event report looks at ethnic minority youth in the UK as a study from Manning Gottlieb OMD highlights the fact that their numbers are growing and in several areas their behaviour differs significantly from white British youth.

Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report details how Wells Fargo, the financial-services group, is shifting its marketing strategy in line with changing demographics across the US.

Geoffrey Precourt, Event Reports, Festival of Media Latin America, October 2014

This event report explains the development of MiTú Network, an all-digital content network aimed at Latinos.



Hispanic Marketing

An overview from the Advertising Research Foundation


Cultural Innovation

A focus on cultural innovation for the Q1 2012 issue


Effective Multicultural Marketing

Secrets to success in the wake of the 2010 US Census


The Cross-Cultural Report

Ogilvy & Mather analyses campaigns aimed at minorities