Multicultural Marketing

Reaching different cultural groups

Multicultural Marketing


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.


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.


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.


Geoffrey Precourt, Event Reports, ARF Industry Leader Forum, October 2014

This event report explores the social media habits of America's Hispanic population, and sets out which brands are best engaging this group, as discovered by analytics company Shareablee.


Hannah Wright, International Journal of Market Research, Vol. 57, No. 1, 2015
This paper aims to explore the importance of religious identity amongst young second- and third-generation British Muslims. It further seeks to understand the influence, if any, religious identity has on their consumer behaviour, examining the global rise of an Islamic consumer against a more localised set of needs and preferences.

Geoffrey Precourt, Event Reports, ARF Industry Leader Forum, October 2014

This event report addresses how General Mills, the packaged-food group, is focusing on multicultural and millennial audiences.

WARC RECOMMENDS


ARTICLE FOCUS

Hispanic Marketing

An overview from the Advertising Research Foundation


MARKET LEADER

Cultural Innovation

A focus on cultural innovation for the Q1 2012 issue


ARTICLE FOCUS

Effective Multicultural Marketing

Secrets to success in the wake of the 2010 US Census


ARTICLE FOCUS

The Cross-Cultural Report

Ogilvy & Mather analyses campaigns aimed at minorities