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Multicultural marketing (US)

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Article

This article describes best practice for marketing effectively in today's multicultural United States, where roughly 40% of the population is non-white, constituting a big demographic shift; at their core, marketer's problems arise from siloing by profile.

News

ATLANTA: While brands can see there are profits to be made in appealing to the fast-growing Hispanic community in the US, marketers and research firms have been slow to implement effective, research-based targeting, according to an industry figure.

Article

Advises on how marketers can successfully reach Hispanic consumers by looking at how the significant growth of the Hispanic population in the United States has broad implications for marketing, marketing research, and consumption patterns generally.

News

NEW YORK: Brands and agencies are not doing enough to tap the lucrative African-American market and, in part, that is because they haven’t recruited or retained sufficiently diverse talent, according to a new report.

Article

Prudential, the financial-services provider, has leveraged an influencer strategy as it seeks to engage consumers in new ways.
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Article

USAA, the financial services company focused on members of the military and their families, increased diversity at its agencies through implementing a clear plan of action.

Article

The Muslim marketplace is huge and growing: there are 1.6 billion Muslims in the world, and two thirds of them are aged under 30 years old.

Article

Minor League Baseball (MiLB), the sports league, has established an ambitious growth agenda as it seeks to build fan numbers and engagement for 160 professional teams.

Case Study

Pride in London, an annual LGBT pride festival in the UK, decorated blue heritage plaques with LGBT+ flags to introduce influential community members who had championed the cause of diversity and acceptance.

Case Study

Royal National Theatre, a publicly funded performing arts venue in the UK, attracted young ethnic minority audiences to its theatre by introducing a new play and using targeted door-to-door and OOH campaigns to reach them.

News

SAN FRANCISCO: Facebook has announced that it will temporarily stop advertisers from excluding ethnic or racial groups when they buy ads on the social network.

Case Study

Du, a local telecommunications provider operating in the UAE only, increased its market share by targeting the expat Filipino community with an exclusive bundle.

News

MIAMI BEACH, FL: Ford, the automaker, is tapping into areas like music and food in order to connect its multicultural marketing efforts with consumer passion points.

Article

Ford, the automaker, has successfully retooled its approach to reaching audiences that have not always been the focus of the industry’s marketing efforts.

News

MIAMI BEACH, FL: Tide, the laundry detergent owned by Procter & Gamble, has become a best-in-class example of how the consumer packaged goods giant can successfully reach multicultural consumers and drive growth.

Article

Tide laundry detergent is a leading product in Procter & Gamble’s portfolio, and enjoys particular strength among multicultural audiences.

News

MIAMI BEACH, FL: Procter & Gamble, the consumer-packaged goods manufacturer, has progressed its multicultural marketing efforts by moving beyond several “myths” that are often applied to this discipline.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, believes that shattering "myths" about multicultural marketing is vital to moving brands in the right direction.

Article

Procter & Gamble, the consumer packaged goods manufacturer, is actively seeking to tackle racial inequality with its marketing.

News

MIAMI, FL: “Restroom for All”, a campaign created by McCann New York for Mastercard, claimed best-in-show honours at the Association of National Advertisers’ (ANA) 2017 Multicultural Excellence Awards.

Case Study

Xfinity/Comcast, a US cable communications company, turned its business around and achieved a level of growth not seen before in the company's 53-year history with its Language Choice campaign in the US.

Case Study

L'Oréal Paris, a cosmetics brand, tackled the lack of diversity within foundation shades by turning its harshest critics into its biggest advocates in the UK and Ireland.

News

NEW YORK: Japanese carmaker Toyota has been advertising its new Camry model in the US around the theme of “Sensations”, but some viewers may have missed that there are at least four versions with each one aimed at different ethnicities.

Case Study

NHS Blood and Transplant, a British blood and organ donation brand, partnered with the MOBOs, a brand that champions Music Of Black Origin, to transform the way it approached the young BAME community and address the worrying lack of black and Asian blood donors in the UK.

Case Study

Tate Britain, a British art museum, used the stories behind its paintings to make art accessible to everyone, particularly those who otherwise felt alienated by art and its associated culture.