• by Phil Leggiere , January 26, 2006

Many U.S. advertisers pride themselves on their ability to adapt to change. When it comes to 21st century multichannel media and technologies, that's often justified. But when it comes to facing the reality of the global multicultural marketplace, many marketers remain stuck in a monocultural mindset.

To help keep them up to date, New York-based Global Advertising Strategies released the "Multicultural Marketing Toolkit," an in-depth resource for marketers to reach 20 underserved and undervalued ethnic markets, including Bosnian, Bulgarian, Czech, Croatian, Egyptian, Hungarian, Israeli, and Turkish Americans.

The kit includes 20 different market profiles, including statistics on each market, potential media opportunities, and case studies of successful campaigns that targeted these groups. The toolkit can be purchased à la carte in individually priced portions, or as a full suite.

Among the data provided for each group are population size, median income, demographic map, major cultural events, media habits, and key advertising competitors in the market.

Clients signed on thus far include Budweiser, Dell, DirecTV, Lufthansa, and Western Union.