Multicultural Is the New Mainstream

Hispanic-Specialized Agencies Dispute One-Size-Fits-All Marketing Approach

The U.S. population is becoming increasingly diverse, and while statistics aren’t really necessary to confirm the obvious, the soon-to-be-released 2010 U.S. Census figures likely will support the multicultural boom over the past decade.  Last week, national advertisers and marketers convened at a conference to discuss the implications of today’s broad and progressively more complex marketplace.  Identifying “best practices” for communicating with multicultural consumers, some presenters indicated that a singular insight focused on commonalities between cultural segments should drive marketing strategy; however, the voice of Hispanic-specialized agencies, the Association of Hispanic Advertising Agencies (AHAA), disagrees with this one-size-fits-all approach. Read More »