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Key reading

multicultural nation

How brand marketers are connecting with the new 'general market'

This article presents the challenges of marketing to a multicultural nation. It suggests that the US is trending towards a truly diverse society and there is great value for brands in appealing to a diverse range of people.

How to market effectively in a multicultural nation

Best practice for marketing effectively in today's US, where roughly 40% of the population is non-white.

Brand Cross Cultural Index: Reframing brand value in the new marketplace

Ranking brands based on their ability to build meaningful connections across ethnic segments.

The multicultural edge: Rising super consumers

Nielsen research on the African-American, Asian-American and Hispanic communities.

General Mills seeks to engage the new American family

The importance of reflecting modern values when using 'family' as the target audience.
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Latest case studies

du: Digital Fasting

This case study explains how UAE telecoms operator, du, stood out from the advertising clutter of Ramadan, by urging the audience to fast from technology from dawn to sunset, via a series of six online realty TV-style videos, featuring a young Emirati.

Coca-Cola: Remove labels

This case study shows how an online video-led campaign from Coca-Cola in the Middle East sent a message against prejudice during Ramadan, and achieved massive earned media support.

BBC 1Xtra: Black is not the cause, it's the result

This case study demonstrates how BBC 1Xtra, a digital radio station for 15-24-year olds, particularly from ethnic minorities, has found an audience-led strategy to maximise the potential of existing assets on air, online and with ongoing outreach.

Kohl's Oscars Digital Amplification

This case study shows how Kohl's, a department store in the US, created a social media driven campaign in order to engage with a wider audience and increase sales.

Latest articles

Behind Ireland's winning marriage equality campaign

The article examines the winning strategy of Ireland's historic marriage equality campaign, Yes Equality, and how Ireland became the first country to usher in a new era of LGBT rights by public referendum.

The legacy of Coke's purpose-driven marketing

This event report outlines how Coca-Cola, the soft-drinks giant, embeds a focus on "unity and equality" in its marketing.

Using Greimas' semiotics in ethnic consumer research

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

Redefining Generation Y: Ethnic youth in the UK

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.

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Monique Dolbin


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Nicola Tillin
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Asia Pacific

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