Why "total marketing" may be a problem, not a solution
Good news and bad news from Lizette Williams, Multicultural Marketing Leader/North America at Kimberly-Clark Corp.
"Over the past two years, total-market [advertising] has completely taken off," she told an opening-day audience at the Association of National Advertisers' (ANA) 2016 Multicultural Marketing & Diversity Conference.
The bad news: "It has completely been misunderstood."
From her position at the Chicago office of the Irving, Texas-based CPG – and from her status as a thought leader in multicultural marketing (she is a past co-chair of the ANA Multicultural Conference and...