Six habits of highly effective multicultural marketers

Chuck Kapelke

This article provides the best habits of ANA Multicultural Excellence Award nominees and winners to gain an insight on how to apply multicultural marketing successfully.

Each year, the ANA honors a select group of brand marketers (and their agency partners) for outstanding work in marketing to consumers from across the spectrum of ethnicity and culture, physical ability, and sexual orientation. Sponsored by the ANA Multicultural Marketing and Diversity Committee, the ANA Multicultural Excellence Awards celebrate advertisers for their work in the categories of African-American, Asian-American, Hispanic, LGBT, People with Disabilities, and Total Market advertising.

Multicultural marketing is not easy, but it is imperative for success when brand messaging needs to resonate in a diverse market. To help, the ANA spoke with past ANA Multicultural Excellence...

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