GroupM Multicultural will employ segmenting software

04/10/2013 | MediaPost Communications

GroupM has launched a multicultural shop and asked MEC Bravo Managing Director Gonzalo Del Fa to lead it. GroupM Multicultural will incorporate a proprietary multicultural segmentation tool for targeting audiences by such characteristics as "language and level of acculturation, and by predictive factors like attitudes and behaviors," writes Steve McClellan.

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