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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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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.
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.
General Mills seeks to drive diversity in creativity
This event report addresses how General Mills, the fast-moving consumer goods manufacturer, is seeking to drive diversity in the agency space.
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.
The 'next billion' consumers: How brands can engage Muslim millennials
This article, based on research from Ogilvy Noor, outlines why young Muslim women are an overlooked opportunity for marketers and how brands can market to a segment that values faith and modernity.
Barbie's road to multicultural reinvention - and renewed relevance
This event report outlines how Barbie, the iconic doll brand owned by Mattel, has transformed its product range and marketing strategy to reflect its diverse audience around the world.
All eyes on Asia's halal beauty market: What brands need to know
This report investigates the nuances of the halal beauty category in Asia, which is home to more than 60% of the global Muslim population, and offers insight into the psychology of the path to purchase for Muslim women.
Multicultural Beauty: benefiting from diversity
This report examines how brands are segmenting offerings on the basis of ethnic and cultural needs, and asks what are the challenges, and do regional players with an understanding of local market dynamics have an advantage over multinationals.
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