Cultural intelligence firm Collage Group rated brands with its proprietary Brand-Cultural Fluency Quotient and named the top 10 brands for Hispanic consumers. Walmart, Netflix and McDonald's reigned under the metric's six dimensions: fit, relevance, recall, values, trust and advocacy.
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Adam&eveDDB New York created an animated spot for Kroger that celebrates holiday traditions and togetherness through multicultural meals. Kroger's "Fresh for Everyone" campaign was inspired from a combination of the diversity at adam&eveDDB NY and of Kroger's customers and employees, says Jason Ashlock, executive creative director at adam&eveDDB New York.
Crystal Foote, executive director and head of multicultural at Digital Remedy, looks at how multiculturalism can fuel mainstream marketing. Foote points to tools for effective campaigns, including audience data, partnerships with multicultural endemic publishers and inclusion lists, while also advising against "overly rigid automation of brand safety measures."
Agency, adtech and brand leaders have begun voicing the need to make sustainability within digital advertising a higher priority but need more incentives and a universal approach to measuring emissions to make significant shifts, say experts. An anonymous media company executive notes, sustainable ads are "yet another thing that publishers are being saddled with the custody and are unilaterally being the responsible party to solve."
Mastering linear & streaming
In the age of media convergence, planning for linear and streaming platforms is paramount. Nielsen's 2024 Upfronts/NewFronts Guide is your key to understanding the audience's traditional and digital viewing habits. This essential guide empowers you to navigate the complexities of today's TV landscape, ensuring your strategies resonate across all channels. Because behind every good decision is great data.
Young Hispanics, ages 18 to 24, are more interested in virtual and augmented reality (48%), second screens (38%) and shoppable TV experiences (28%) compared to their non-Hispanic counterparts, per Altman Solon research. One in four Hispanic consumers also are interested in interactive content and personalized stories, the research found, with those in households with children scoring higher.
You can watch "It's Time: The Role of Identity, Race & Culture" by visiting this link.
Save the date: HMC Annual Summit
Save the date for the 2024 HMC Annual Summit, taking place April 10 and 11 in New York City. The HMC Summit is the only Hispanic-centric conference developed by industry leaders with multicultural expertise.
