What's New In Multicultural Advertising?
One of my jobs on the steering committee for Advertising Week DC is to help coordinate the panel on “What’s New in Multicultural
Advertising.” We have done a lot of work on the panel and have some terr
ific panelists lined up. It should be a terrific conversation.
While working on this project, I got to wondering about what really is new in multicultural advertising. Is there a difference between what’s new in advertising and what’s new in multicultural advertising? With the trend of general market shops getting more multicultural work, particularly in media, many of the new strategies being applied to multicultural advertising are what is being used in the general market. On top of that, agencies like ours work tirelessly to stay ahead of advertising trends and bring new tools and tactics to multicultural advertising. So are there new developments in advertising that inherently apply to the multicultural market?
I have ideas on this, and I have already heard some interesting ideas from our panelists. Now I want to hear your thoughts.
So tell me, what’s new in multicultural advertising? What does the future hold for multicultural advertising? Are these any different from advertising as a whole? How do you differentiate between the two?
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I represent AARP’s multicultural and engagement efforts and am wondering if you need multicultural material, information or a panel speaker for Advertising Week in DC. AARP is based in DC and most likely someone from their department could attend. I can be reached @ 786.347.4754 or calvarez@republica.net. I hope to hear from you. Thanks!
Danny – great topic.
I think what’s new and incredibly interesting is the new horizon ahead of us – the fact that more and more young people are of “mixed backgrounds.” We as business leaders, marketers, advertisers, etc, need to figure out when to dial up or down cultural nuances and determine what “culture” people want to relate to at a particular point in time and context.
A month or so ago there was a very interesting NPR story about Fast and Furious 5 (the movie) where they talked about how race/ethnicity is treated as a point of normalcy. Right now we treat race/ethnicity as a differentiating factor.
Cheers, Favio