On Monday (11/7) in a Keynote Address delivered at the 2018 ANA Multicultural & Diversity Conference in Miami Beach, “inclusive marketing” was the focal point of comments delivered by Procter & Gamble Co. Chief Brand Officer Marc Pritchard.
How marketers and advertising agencies seek to connect with a changed America — one that is multicultural — is a major talking point, one that radio and TV broadcasters must soon consider in a different way. For Pritchard and members of the Association of National Advertisers’ Alliance for Inclusive and Multicultural Marketing (AIMM), seeking multiethnic consumers in addition to LGBT audiences and even women requires diversity from within.
Simply put: If your organization doesn’t reflect the multicultural audience you seek, do you truly understand that audience, respect it, and want it?
That’s the subject of the latest Hispanic Radio Podcast, in which Radio + Television Business Report Editor-in-Chief Adam R Jacobson tackles “The Case For Change” — and how it could lead your company to not only change the format of a struggling radio station to one of interest to Latinos, but also lead your company to fully embrace the “new American mainstream.”
Jacobson served as one of two writers of “The Case for Change” through his Hispanic market consultancy, established in 2010.
Here, he discusses what “The Case for Change” might mean for radio (and TV) companies with co-author Lisette Arsuaga, co-president and partner at DMI (Davila Multicultural Insights) of Encino, Calif., and Carlos Santiago, President and Chief Strategist for Santiago Solutions Group.
“The Case for Change” is tied to a newly released ANA publication distributed at its Masters of Marketing Conference and at the Multicultural & Diversity Conference. To download a digital copy at no cost, please click here:
THE CASE FOR CHANGE Digital Book
