The 4A's, PepsiCo, Interpublic's Draftfcb and WPP's Ogilvy & Mather Worldwide and Millward Brown are collaborating on a new organization that seeks to grow demographic diversity and advocate for cross-cultural marketing. The Cross Cultural Marketing and Communications Association will push a strategy that focuses on the similarities among diverse groups rather than differences. "The industry says you have to be in the general market box or in the multicultural marketing box. Cross-cultural is inclusive of both boxes," says group founder Jeffrey Bowman of Ogilvy & Mather.

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