Why marketers are dropping diversity as a niche strategy

Many major marketers are following Wal-Mart's lead by dropping a multicultural-marketing approach in favor of a "total market" strategy that adds the tenants of a multicultural effort into all marketing operations. The strategy involves finding cultural insights for larger groups, instead of relying on stereotypes or old tropes. "In this plan, everyone is included. Everyone is represented. Every single time," said Gilbert Davila, CEO of Davila Multicultural Insights.

View Full Article in:

Advertising Age (free access for SmartBrief readers)

Published in Briefs:

SmartBrief Job Listings for Media

Job Title Company Location
Affiliate Solutions Consultant
Santa Barbara, CA
Yield Manager
new York, NY
Senior Sales Manager
OnProcess Technology
Full(ish) Stack Engineer (PHP)
Advertising Age
New York, NY
Ad Operations Manager, The Atlantic
Atlantic Media
Washington, DC