Multicultural Marketing

Reaching different cultural groups

Multicultural Marketing

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.

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.

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.

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.



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