Around the Net

R.I.P. Multicultural Marketing

Bloggers Veronica Manlow and Roger Gonzalez say multicultural marketing, in the traditional sense of the phrase, is dead. "Go to any of the few ethnic ad agencies still left and you'll hear, 'We are evaluating our options,' trying to 'secure client budget approval,' and so on," they write.

They say the collapse of traditional ethnic segments and the emergence of new multicultural identities have changed the game. "We are not 'Hispanic,' we are 'Dominican/Ecuadorian' -- was a key factor," they write. "The 2010 U.S. Census paints a surprising portrait of an America less amenable to classification because of all the layers they bring to the equation."

Read the whole story at AdAge Blogs »

Next story loading loading..