The Colors of America. Mosaic Marketing Takes a Fresh Look at Changing Society.

YOU may not need a weatherman to know which way the wind blows, as Bob Dylan put it, but it seems that Madison Avenue needed a census taker.

Jeffrey Schifman

Principal members of the OgilvyCulture team are, from left, Willow Gross, Robert Henzi, Aaron Finegold, Sacha Xavier, Enrique Urquiola, Erin Goldson and Jeffrey Bowman.

As results from the 2010 census continue to be released, the changing demographic makeup of the American consumer market is increasingly a topic for discussion — and action — among advertisers and agencies. One trend to emerge is known as cross-cultural marketing, aimed at a general market that may be more of a mosaic than a melting pot.

Cross-cultural marketing is, as the term suggests, aimed across demographic groups to appeal to consumer similarities rather than differences. By contrast, traditional multicultural marketing is directed at specific demographic groups like Hispanics, African-Americans, Asian-Americans, women or gay and lesbian consumers.

One of the largest global agencies, Ogilvy & Mather Worldwide, has formed a unit, OgilvyCulture, that specializes in cross-cultural marketing. British Airways and Ikea are among the initial clients of the unit, which has also provided consulting services to advertisers like Eastman Kodak, Kimberly-Clark and Unilever. Read more here


About Ivan Cevallos

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