Driving brand growth through cultural effectiveness measures is a key way to measure “cultural relevance,” something marketers and advertising decision-makers are increasingly taking into account when developing creative and, ultimately, choosing the media mix for the resulting campaign.
The subject was the focal point of a November 8 session at the Association of National Advertisers (ANA) Multicultural and Diversity Conference at the Diplomat resort in Hollywood, Fla.
With multicultural marketing and advertising leader Carlos Santiago, co-founder of the ANA’s Alliance for Inclusive and Multicultural Marketing, and AIMM Executive Director Karla Lucia showing attribution analysis that validates that culture is a critical to sales growth, CarMax Asst. VP of Integrated Marketing Strategy and Marketing Operations Clary Leffel shared how the brand has been testing the impact of culture in their total market, Black and Hispanic creative.
How did Leffel apply cultural insights from briefs to executions, and why does this matter to linear media such as broadcast television and radio? Find out in our exclusive RBR+TVBR InFOCUS Podcast, presented by dot.FM, available from 5pm Eastern on November 8.
Listen to “The InFOCUS Podcast: Clary Leffel, CarMax” on Spreaker.
