Understanding and strengthening connections with the Indian-American consumer
What is the face of the Indian community in America, and why should advertisers care?
Even as US marketers continue to focus on the growth potential of Hispanic audience pockets, Esther Franklin, EVP/Head of Americas Experience Strategy at Publicis Media, strongly believes that they risk ignoring another important demographic.
To understand the profound influence of Asian-American consumers, she told an audience at the Asian American Advertising Federation's (3AF) 2016 Asian Marketing Summit in Los Angeles, it's critical to understand the distinct demographic audiences within it.
"And, when we think about...