Once upon a time, multicultural agencies were employed by clients to reach a specific audience, such as African-Americans, Asians and Pacific Islanders, Hispanics and Latinos, or Native Americans. While many agencies where able to thrive within this industry, it was clear that multicultural agencies would need to evolve and adapt to persevere in the marketplace.
A factor that has contributed to the continued success of multicultural agencies is the changing demographics. Markets such as Los Angeles provide multicultural agencies an advantage over a general market agency because of their ability to reach the dominant Hispanic population through strong community relationships, in addition to media outreach targeting bilingual and Spanish-language media outlets. To read the full story from PR Week click here.