Rapidly changing demographics in the U.S. market, as reflected in census data, are causing ad agencies to rethink their appeals, with some electing to move from multicultural marketing aimed at specific segments to cross-cultural ways of targeting elements that bridge across all groups. "Instead of thinking of discrete segments in a multicultural world, we're saying the new reality is that it's more of a cross-cultural world, a mashup of cultures," said John Seifert, chairman and CEO of Ogilvy & Mather North America.

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