Multinational vs. Multicultural
Thursday, January 10th, 2008Over at The Big Tent at AdAge.com, Bill Imada thinks that when it comes to multicultural media buying, focused multicultural ad agencies are better than big multinational ad agencies. Read the whole thing for yourself here, but here’s the gist of his argument:
Having worked with a few of these firms, I know first-hand that these large, often multinational media firms don’t offer the same level of strategic thinking, creativity, cultural awareness, or even the promised savings that ethnic media experts offer and often guarantee.
And while most ethnic advertising firms offer a full array of media services as part of their primary business offerings, nearly all of the mass-market firms are simply trying to appear as if they can do it all — when they really can’t.
If I were a marketer searching for an ethnic media expert, I certainly wouldn’t trust the mass-market media firms. But even if I didn’t have a choice, I’d still demand some proof from the mass-market firms to support their claims of being ethnic media experts. And so should you.