Global advertising and communications services group Havas launched Totality, an integrated multicultural marketing agency, on Oct. 6. The new agency will provide brands with creative and strategic communications services for ethnic and niche customers.
The question of whether or not to spend money on multicultural marketing budgets no longer holds much weight.
Many marketers are incorporating multichannel marketing campaigns that target specific audiences to help attract consumers based on their cultural framework into their overall marketing plan.
Marketers allocated more of their marketing spend last year than in 2008 to targeting Hispanic consumers. However, that spending failed to reach pre-recession levels, according to the Association of Hispanic Advertising Agencies. The study is the latest indicator of the growing consumer clout of US Hispanics.
Amtrak has launched MyBlackJourney.com, a Web site targeting black consumers. The organization is planning social media outreach to promote the site.
Hispanic marketing research firm Garcia Research and Hispanic marketing consulting group Santiago ROI have launched Latinomics, The Hispanic Market Index. This tracking service monitors consumer sentiment, economic activity, political perspectives and other issues within the US Hispanic community.
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