Is Cross-Cultural an Industry Breakthrough or Threat to Ethnic Shops?
While Some Praise Concept of a Unified Message, Others Argue General-Market Agencies Are Using it to Move in on Others’ Turf
One of the latest buzz words to enter the marketing lexicon is “cross-cultural.” It paints an idealistic picture of a color-blind society, one in which consumers’ similarities outweigh their differences regardless of ethnic groups. Whereas multicultural means multiple executions — often from multiple shops — wouldn’t it be simpler to find one truth that reaches across culture?
Read the entire article at Ad Age.