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“Marketing to the New Majority:” New book from Millward Brown Offers Strategies for a Diverse World

Date: Aug 03, 2011


New Book By Millward Brown’s David Burgos and Ola Mobolade Provides the Definitive Roadmap for Reaching the New Multicultural Consumer Mainstream

New York—August 2, 2011
— Today, diversity is the default, not the exception. “Minorities” are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2045.  In their new book, MARKETING TO THE NEW MAJORITY: Strategies for a Diverse World (Palgrave Macmillan, August 2011), Millward Brown’s David Burgos and Ola Mobolade explore and analyze America’s increasingly diverse consumer population and offer strategies for marketers hoping to connect with the new mainstream and the different segments that comprise it.

Commenting on MARKETING TO THE NEW MAJORITY, Sir Martin Sorrell, Chief Executive of WPP, said, “Through their painstaking analysis of the 2010 U.S. Census data, [Burgos and Mobolade] alert us to the truth of a new and ultra-complex America. And then they guide us through those complexities: putting up danger signs in front of marketing pitfalls and highlighting the new opportunities. From now on, no U.S. marketing strategy should be signed off until the lessons of this conscientious book have been fully absorbed.”

Rick Gomez, VP, Brand Marketing at MillerCoors added, “Burgos and Mobolade tackle some of the misconceptions around today’s multicultural market and offer a glimpse into the future of marketing as the United States become a majority-minority nation.”

Drawing on interviews with dozens of marketing powerhouses and Millward Brown’s vast database of consumer research, MARKETING TO THE NEW MAJORITY shows marketers how to develop integrated campaigns that effectively reach culturally-diverse consumer populations.  Readers will learn:

•    The importance of moving away from “ethnic silo” thinking
•    Detailed insight on the role of the non-Hispanic White segment in the multicultural community
•    What the history of multicultural advertising can teach us about how companies should and should not occupy that space today
•    How the digital revolution has accelerated the blurring of borders in both personal cultural identity and media consumption
•    How to determine whether to take a targeted versus non-targeted communications approach
•    Strategic recommendations based on a company’s life stage in approaching the new majority
•    Learning from other countries around the world who are following similar patterns of multiculturalism
•    Implications of a new segmentation that goes beyond acculturation to identify “diversity within diversity” based on attitudes and lifestyles

According to McGhee Williams Osse, Co-CEO, Burrell Communications Group, “David and Ola have succinctly presented the realities of the data, the limitations of the current go-to-market strategies and most importantly, they’ve given us the tools for honest self-assessment of our own readiness to play and win in this new and exciting era of diversity. This book is mind opening and game changing.”

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“When we all look back at this time in defining and servicing the New General Market, we can all say MARKETING TO THE NEW MAJORITY was the definitive resource that pulled everything together and advanced the conversation. It is a must read!” –Jeffrey Bowman, Practice Lead, OgilvyCULTURE

“Companies who want to accelerate growth need to heed David’s and Ola’s advice.” –Jim Stengel, President / CEO, The Jim Stengel Company, LLC, Global Marketing Officer, Procter & Gamble (2001-2008)

“MARKETING TO THE NEW MAJORITY is a must read for marketers and agencies looking for answers on how to effectively advertise to this important and growing consumer segment.” -Graciela Eleta, SVP Brand Solutions, Univision Network

About the Authors

David Burgos is head of Millward Brown’s Multicul¬tural Practice and Leader of the ARF’s People Forum. He won the ARF’s 2008 Great Mind Award, frequently speaks at conferences and consults with Fortune 500 companies on the changing face of U.S. multicultural markets. Ola Mobolade is a managing director at Firefly, Millward Brown’s qualitative research practice. Her knowledge of multicultural markets, trend-leader segments, and youth demographics allows her to bring exceptional strategic marketing capabilities to Firefly’s clients, which include dozens of industry powerhouses.

About Millward Brown

Millward Brown  is one of the world’s leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research.  Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services.  Millward Brown has more than 78 offices in 54 countries.  Additional practices include Firefly Millward Brown (a global qualitative research consultancy), Millward Brown’s Global Media Practice (media effectiveness unit), The Neuroscience Practice (using neuroscience to enhance traditional research techniques), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments) and Dynamic Logic (the world leader in digital marketing effectiveness). Millward Brown is part of Kantar, WPP’s insight, information and consultancy group.

Michelle Robertson