Multicultural Marketing

Reaching different cultural groups

Multicultural Marketing

Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how US TV channels Hulu and Hulu+ addressed the problem of teenage pregnancies in the Latino demographic in its series East Los High.

Mollie Bauer, Warc Prize for Social Strategy, Entrant, 2015

This case study describes how First 5, a non-profit organisation in California, US, promoted brain-boosting interaction with young children by using carefully selected content and media to reach and inspire less advantaged parents.

Nielsen, May 2015

This article summarises research into the Hispanic market in the US, where the Hispanic population is expected to grow from 17% of the current total population to almost 30% by 2060.

Manuel Garcia-Garcia, Roberto Ruiz and Esther Franklin, ESOMAR, Latin America, April 2015

This paper shows how Spanish language ads help brands to connect with bilingual young Hispanic consumers, as evidenced by a research study in Latin America and the US.

Geoffrey Precourt, Event Reports, ARF Re:think, March 2015

This event report demonstrates how Wells Fargo, the financial services group, has sought to become a trusted source of advice for lesbian, gay, bisexual and transgender (LGBT) customers.

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.

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.

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.

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.



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