Article
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Belia E. Jimenez, WARC Best Practice, March 2018
To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.
Article
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Ana Raquel Martin, WARC Best Practice, February 2018
Advises on how marketers can successfully reach Hispanic consumers in the US, a demographic that is seeing significant growth, with broad implications for marketing, marketing research, and consumption patterns generally.
Article
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David Burgos, WARC Best Practice, July 2016
This article describes best practice for marketing effectively in today's multicultural United States, where roughly 40% of the population is non-white, constituting a big demographic shift; at their core, marketer's problems arise from siloing by profile.
Research Paper
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J. P. James and Tyrha M. Lindsey-Warren, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 40-52
Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.
Article
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WARC Best Practice, January 2019
Summarises the insights from a series of key papers on targeting Muslim consumers in South-East Asia, including the importance of faith, modernity and perceptions of beauty.
Article
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Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2018
McDonald’s, the restaurant chain, has doubled down on multicultural marketing as seeks to be more nimble in this area.
News
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14 December 2018
Procter & Gamble, the FMCG giant, has taken a significant step to expand its multicultural personal care business by acquiring Walker & Co., a start-up that specialises in razors, lotions and shampoos targeted at African-Americans.
Research Paper
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MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2018
Nationwide, a British mutual financial institution and building society, uncovered insights around British Muslims by launching a lifelogging study to generate product ideas for the target.
News
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30 November 2018
Representation of black, Asian and minority ethnic (BAME) people in UK advertising has more than doubled in just the last three years, yet many feel ads too often cast BAME characters in supporting roles rather than as the main protagonists.
Opinion
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Geoffrey Precourt, November 2018
Marc Pritchard is the brand chief at the world’s largest advertiser. And he has very personal reasons for using this communications muscle to help drive social change, as Geoffrey Precourt reports.
Article
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Geoffrey Precourt, Event Reports, Advertising Week New York 2018, October 2018
Marc Pritchard, the chief brand officer of consumer goods giant Procter & Gamble, believes that the marketing industry should truly embrace purpose-driven strategies and communications.
News
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17 September 2018
NEW YORK: Digital savvy African American consumers have embraced technology to such an extent that they are having an unprecedented impact on the economy, culture and wider society, a new study suggests.
News
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07 September 2018
SYDNEY: Australian insurance brand CGU discovered the true power of migrant stories when it pivoted toward a direct-to-consumer model, according to a senior marketing executive at the brand.
Article
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Brooke Hemphill, Event Reports, Mumbrella Finance Marketing Summit, July 2018
CGU Insurance, an Australian insurance brand, targeted small businesses and migrants when it pivoted from a B2B model to a direct-to-consumer business model.
News
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31 August 2018
NEW YORK: Technology is transforming Latinx consumer behaviour, from shopping to communication and media consumption, according to a new study from Nielsen.
News
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30 August 2018
JAKARTA: Indonesia’s embrace of Islam is extending into all areas of life, changing how consumers interact with everyday goods and services and with brands and advertisers having to respond accordingly.
News
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28 August 2018
TORONTO: Scotiabank, the financial services provider, has successfully engaged consumers in Central and Latin America through more closely aligning its sponsorship and philanthropic efforts.
News
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04 July 2018
IRVINE, CA: An experimental campaign for prepaid mobile brand Boost that departed from category norms improved sales and brand health metrics with no media budget – and won an effectiveness award at the Cannes Lions Festival.
Article
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Jack Randall, ANA Magazine, Forward, July 2018
A data-fueled look at how US Hispanics are a valuable demographic and what they look for during the online retail path to purchase.
News
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05 June 2018
NEW YORK: Asian Americans are an increasingly influential group, in terms of purchasing power and as a bellwether for digital developments, which a new report suggests marketers would do well to cultivate.
News
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01 June 2018
SAN FRANCISCO: HP, the US tech firm, has spent at least two years putting pressure on its agencies to increase the diversity of teams working on HP accounts, and now it appears the initiative is paying off in terms of commercial results.
News
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16 May 2018
SANTA MONICA: The US may not be sending a team to this summer’s World Cup in Russia, but brands will still be able to tap into plenty of interest among the Latino community, according to a Panini executive.
Research Paper
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Morgan E. Ellithorpe, Michael Hennessy, and Amy Bleakley, Journal of Advertising Research, Digital First, April 2018
Black-oriented media, content with predominantly Black casts or racial themes, is marketed primarily toward Black audiences, but how audiences perceive such targeting is unclear.
Article
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Stephen Whiteside, WARC Exclusive, April 2018
Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.
News
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16 March 2018
WASHINGTON DC: The US Hispanic population is large, growing, young and experiencing economic and social progress – “an incredible opportunity for any brand”, according to an industry figure.
