Multicultural Marketing News

Multicultural Marketing News (MMN) is an emailed newsletter, and archived here, with news briefs and mini essays. It also serves to introduce marketing executives to multicultural experts for potential business alliances and journalists with diverse sources. Submit Your News.     Subscribe | Learn More

A Multicultural Perspective on Super Bowl XLVIII Ads

Super Bowl Ads Analysis: A Multicultural Perspective


The highly anticipated ads of Super Bowl XLVIII have, once again, provoked commentary from marketing experts who target Hispanic, Asian American, African American, LGBT, People with Disabilities and other ethnic/niche consumers. MMR asked top experts,from among those listed in our annual directory, The Source Book of Multicultural Experts, to provide their analysis of the Super Bowl ads from a multicultural perspective.
  • The Big G Cereal maker puts up points and affirms its place at the head of the table with continuation of its multiracial family mini-novella: diego osuna, global sojourn  
  • Continuing the trend with multicultural themes: Eduardo Perez, PM Publicidad
  • Not your typical Super Bowl commercial?  That's great: Fernando Poblete, Casanova Pendrill
  • Bravo! Encore! Congratulations to Coca-Cola for taking the high road: Yuriy Boykiv, Gravity Media
  • Advertising  is now noticing disability purchasing power: Tari Hartman Squire, EIN SOF Communications

Multicultural Marketing News January 2014



Successful Direct Marketing Efforts En Espanol

Successful Direct Marketing Efforts En Español.  The Good News: Niche publishers and other marketers find success in Spanish-language direct marketing efforts to US Hispanics, as competitors reduce efforts. The Bad News: The response list universe is shrinking. The short answers: 1) Adaptations, not translations, of English-language promotional efforts. 2) Long-term commitment to build responsive house lists. 3) Quality content that can be shared among family members, such as alternative health information and Spanish-language material for children. 4) The right strategic partner. Daniel Gonzalez has developed the concept and copy for several dozen successful direct mail packages, including the prelaunch package for Latina magazine, 15 four-color packages for Rodale Books, four "bookalogs" for Boardroom Inc. health books (and the translation and design of the full-length books) and several packages for International Masters Publishers, as well as the copy and design of 90 packs of 12 recipe cards for Fáciles y Sabrosas Comida   Read more >>

Advantage Communications

Advantage Communications, Inc., touted as the fastest growing full-service marketing, advertising, and public relations agency in the South, received a national Award for Publication Excellence (APEX) for work with General Motors' Minority Dealer Development (MDD) program, specifically via the initiative's quarterly publication, Inform.   Read more >>

Engage with Ameredia Today

¡Feliz Mes de la Herencia Hispana! How are you kicking off Hispanic Heritage Month? Got a special community or professional event you want to share or promote? Tweet about it and hashtag #EngageAmeredia for increased exposure! Simply tweet using our hashtag and your event will get a highlight in our monthly multicultural newsletter, réd. Trying to engage some of the most valued and diverse consumer markets? Easy. Here at Améredia we specialize in helping clients successfully make such connections. Améredia is a top multicultural advertising, marketing and communications firm focused in reaching diverse groups nationwide through the use of varying nuances and insights. Our experienced cross-cultural team with proven capabilities across traditional and digital platforms will conceptualize your branding and tailor your marketing strategies to desired audiences. As pioneers in diversity and multicultural advertising we can ensure meaningful connections with diverse ethnic groups including those who trace their roots to Spain, Mexico, and the Spanish-speaking nations of Central America, South America, and the Caribbean! ¡Gracias! 415-788-5100 |   Read more >>

Ingenium Research Boutique Your Multicultural Research Partner

With more than 15 years of experience in the U.S. and Latin America, Ingenium Research Boutique is a company that specializes in Multicultural qualitative and quantitative marketing research.  We perform focus groups, ethnographic interviews, in-depth interviews, shop-alongs, and many other qualitative techniques in the U.S. and Latin America (including Brazil). We also offer different quantitative approaches such as mall intercepts, shelf tests, taste tests, product placements, CATI interviews, online surveys, etc.  Since 2012 we started doing online groups and interviews, which is a cost effective alternative for ad testing.    Read more >>

PM Publicidad Presents Eye opening Market Research About Hispanic Millennials

"The integration of tactics and strategies that are focused on the use of third screen devices, such as tablets and smartphones, are crucial when creating marketing campaigns that drive brand preference among Hispanic Millenials," said Eduardo Perez, president of PM Publicidad (PMP) at the 9th Annual Hispanic Retail 360 conference in Las Vegas Nevada. PMP is a multicultural agency based in Atlanta that specializes in the U.S Hispanic Market.  Read more >>

Hispanic Heritage Month

In 1988, President Ronald Reagan enacted a law to authorize the designation of the National Hispanic Heritage Month, officially expanding the previously designated Hispanic Heritage Week. Each year afterwards, Americans observe National Hispanic Heritage Month from September 15 to October 15, by honoring the contributions of Hispanics throughout American history. The day of September 15 is significant because it is the anniversary of independence for Latin American countries Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua. In addition, Mexico and Chile celebrate their independence days on September 16 and September 18, respectively. Also, Columbus Day or Día de la Raza, which is October 12, falls within this 30 day period.  Read more >>

Multi-Cultural Research From The Client Side To The Supplier Side

Garrett McGuire, who has recently joined Quester as our Vice President of Product Marketing, shares his thoughts on understanding culture. Garrett has transitioned from the research client-side to the research supplier-side, and has used multicultural research in the retail sector."As a corporate researcher for a multi-billion dollar retailer, I understood the importance of our localization initiatives. If executed properly, it would be a win for us and a win for our consumers: we would win their love, and they would have a comfortable place to go for their specific needs. The key to a successful execution of a localization strategy is the comprehensive understanding of a culture. Not just demographics, but also their needs, their wants, their motivations and their aspirations. It's not only understanding who they are, but also who they want to be; not only what they currently have, but also what they want. Quester has a unique advantage over other research organizations in that hundreds of interviews can be conducted online or mobile, in a variety of languages, with the expertise of linguists who can expose the true meaning of what people are saying. Most importantly, Quester seeks a well-rounded comprehension of people as people before people as consumers; this simple fact is precisely why I joined this team."Learn about Quester's new mobile capabilities and the impact on multi-cultural market research  Read more >>

MMRNews August 2013 - News from the South Asian Times, AWNY, and DTC Perspectives

Multicultural Marketing News -  August 2013
What's Inside: Featured News Stories...Company Profiles...Expert Resources for Marketing Executives... Diverse Sources and Story Ideas for Journalists

  • The South Asian Times - The Quintessential Newspaper for the South Asian Communities
  • Advertising Women of New York (AWNY) - Multicultural Mix and Mingle 3.0, Sept 26  
  • DTC Perspectives - The Multicultural Health National Conference, Oct 17-18