Agency markets to diverse populations by looking for commonalities

BY: anne marie Sylvester

Many advertising agencies plan diversity campaigns by focusing on what makes that ethnic or racial group different from the mainstream.

Jo Muse thinks that’s short-sighted. The president of Hollywood, Calif.-based Muse Communications, says to effectively market to diverse …

Habla de forma efectiva con los clientes hispanos

BY: LILLIAN LORENZZI

Consider this: With the U.S. Census Bureau reporting a U.S. Hispanic population totaling more than 40 million and New York-based Conference Board forecasting purchasing power among the under-45 age group alone growing from $295 billion to $397 billion …

Culturally savvy marketers connect with diverse Hispanic market

BY: LESLIE WERSTEIN HANN

There really is no single Hispanic market. Certainly common cultural values unify the country’s growing population of Hispanic consumers, but distinctive segments demand different strategies with regard to language, media and messages….