Targeting America's new mainstream: Multicultural strategies from Chrysler, Verizon, AT&T and Ogilvy
Geoffrey Precourt Warc
A wide range of brand owners gathered for the 14th-annual meeting of the Association of National Advertisers' (ANA) Multicultural and Diversity Conference, where they revealed their strategies for what many are now calling America's new mainstream majority. Among those reported on individually by Warc are Walmart's use of a local approach to reach regional clusters of ethnic consumers, Kellogg's development of an Hispanic-American strategy and how Johnson & Johnson and Allstate Insurance have reached out to the LGBT community.
What follows...