The advertising industry is often at the center of conversations regarding diversity and inclusion. Marketers, brands and agencies are held to the high standard of ensuring their communication and branding speak to customers in ways that are reflective of the broad spectrum of backgrounds and perspectives. The industry has long relied on a multicultural approach to reach audiences that lived outside of so-called “general market.” Hiring specialists or agencies whose sole focus was to reach African-Americans, Latinos, Asians, etc. was the norm. In recent years, the total market approach has picked up adherents and gained momentum in the advertising world. As a result, it is becoming increasingly relevant in how marketers choose to speak to multicultural audiences. Facing the dual challenge of the desire on behalf of marketers to ensure they are reaching multicultural audiences and shifts in messaging and resources, how does one craft a winning strategy? Stephen Paez (pictured above), Senior Vice President/Multicultural Lead, Spark Foundry, is well positioned to offer a unique perspective on how these strategies evolve and weigh in on multicultural versus total market strategy philosophy.
Growing Opportunity of the Total Market Approach
