Bank of America - moving forward through research-driven multicultural marketing

A 2008 campaign for Bank of America (BAC) directed to (largely under-banked) Hispanics: `Hacia Adelante’, a continuation of the 2007 campaign.

Moving Forward through Research-driven Multicultural Marketing

The U.S. population is rapidly changing. According to the U.S. Census (2007, 2008 projections), three segments makeup 1/3 of the US:

  • Hispanics = 45million

  • African-Americans = 36million

  • Asians...

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