Shattering the myths of multicultural marketing: B-to-B campaigns that challenged conventional thinking about diverse audiences

This article challenges conventional ideas about multicultural marketing by providing examples of successful B-to-B campaigns from UDN, Prudential and Aon.

As multicultural marketing becomes synonymous with mainstream marketing, B-to-B companies not only have an opportunity to attract new customers and build more diverse relationships but dramatically change their creative mindset. "B-to-B marketers foc'. "But with multicultural marketing fundamentally changing a growing number of business sectors, B-to-B marketers need to shed traditional approaches and get more creative about how they engage audiences."

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