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.
Company of the Week
Founded in September 2009, Stirista is an integrated marketing agency that specializes in micro-targeting via traditional and digital channels. Our mission is to help companies, non-profits, and universities alike find new prospects and better understand their existing contacts. We are on the preferred vendor list for a handful of Fortune 500 companies with three of the ten largest companies in the world turning to us for marketing insights. To put it simply, we're young (at least at heart), ambitious, and sometimes impulsive-but always hungry for new ideas.
Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...