Marketers to Ethnic Shops: Play Nice While Your Business Dwindles to Nothing
Is ‘Cross-Cultural’ Marketing a Death Knell for Ethnic Shops?
I am appreciative of Judann Pollack’s update from the ANA Conference provided in the story, ANA Multicultural Conference: Agencies Must Learn to Play Nice. However, a few hairs on the back of my neck are bristling a bit.
It’s interesting that the conversation is about getting along (and we do need to), but there is a shaky past here. It wasn’t that long ago, but ethnic and multicultural marketing were lepers for most general-market agencies. Today, general-market agencies have all the power — the budgets, the media buys, the strategy and now even the ethnic segments. And they wonder why ethnic agencies are angry? Please.
Read the entire article at AdAge.com.