Multicultural

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Polarization in the US is fueling a new wave of reliable, authentic influencers

Article • Shawn Francis, WARC Exclusive, Spotlight US, January 2021

Influencers have pivoted to thrive in the polarized United States.

It’s not just political: The cross-currents buffeting US consumers

Article • Victoria Sakal, WARC Exclusive, Spotlight US, January 2021

While there has been much emphasis, especially in the last year, on political divides, the differences in American society go deeper as perceptions and attitudes also vary depending on factors such as age and income – differences which have real implications for the role of corporations in society.

63% of British Muslims feel supermarkets use outdated activations

Data • Rob Clapp, WARC Data Points, January 2021

An overview of how Muslim consumers in the UK feel about supermarket aisles and activations.

What we know about targeting Muslim consumers in South-East Asia

Article • WARC Best Practice, January 2021

Summarises the insights from a series of key papers on targeting Muslim consumers in South-East Asia, including the importance of faith, modernity and perceptions of beauty.

Brands and media are failing Black women

News • 17 December 2020

Marketers and media need to earn the trust of Black women because, compared to women of other races/ethnicities, they are the least likely to consider that initiatives from brands and media will play a key role in advancing women’s equality, a study

Asian Americans represent major growth opportunity

News • 15 December 2020

Asian Americans are a growing audience that brands should heighten their focus on, according to insights from research firm Nielsen.

Perceptions of progress: The state of women’s equality in the US – Advancing equality for Black, Hispanic and Latinx women

Article • Dentsu and SeeHer, Research on WARC, December 2020

Report from Dentsu and SeeHer on gender equality, focusing on Black, Hispanic and Latinx women.

Gushers: #blackvoicescreate

Case Study • Michael Soroosh, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Fruit snack brand Gushers ran a social media campaign in the United States to empower young Black creators on TikTok, drive donations for the NAACP, and ensure Black voices were heard on social media despite biased algorithms.

Cricket Wireless: A Reason To Smile

Case Study • Jason Jahn, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Cricket Wireless, the telecommunications carrier, partnered a popular Spanish-language TV show to raise awareness amongst the important Hispanic audience in the US.

Multicultural Britain

Research Paper • MRS Awards Papers, Finalist, MRS Award for Inclusive Research, 2020

The Multicultural Britain series was launched to provide media and policy makers with insights to accelerate much-needed change.

Independent Age: Lived experience of older age amongst marginalised sub-groups

Research Paper • MRS Awards Papers, Winner, MRS Award for Inclusive Research, 2020

Independent Age, an NGO offering advice and support for older age, challenged the stereotypes of ageing in the UK.

O2: Using data, empathy and out of home to sell international SIMs

Case Study • Hayley White, Jenni Gabbarelli, WARC Media Awards, Gold, Best Use of Data, 2020

UK telco brand O2 increased awareness of and conversion to its new international SIM bundles among relevant expatriate communities via a media-first out-of-home campaign, driven by data and rooted in empathy.

2020 ANA/AIMM annual report on diversity in the marketing industry

Article • ANA & AIMM, Research on WARC, November, 2020

Annual report on gender and ethnic representation in marketing from the Association of National Advertisers and its Alliance for Inclusive and Multicultural Marketing, based on surveys of gender and ethnic diversity among CMO and CMO equivalents, the overall ANA membership, and the US-based marketing departments of 40 ANA board and other member companies.

Dove: The Quest to End Hair Discrimination

Case Study • Lauren Tuchalski, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Beauty brand Dove ran a multi-channel campaign, targeting the Black community, in the United States to attract signatures for a petition against hair discrimination and align itself with anti-racist activism.

Why marketers must correct their historic under-investment in reaching Asian Americans

Article • Stephen Whiteside, Event Reports, 3AF Asian Marketing Summit, October 2020

Analysis by Nielsen, the research firm, has demonstrated why Asian Americans are a critical audience for marketers to include in their strategies.

How to engage Indian Americans in nuanced ways

News • 16 November 2020

Marketers need to take a less “monolithic” view of Indian Americans if they want to make tangible, lasting in-roads with this important audience.

Three ways for brands to reach Indian Americans in a nuanced, relevant way

Article • Stephen Whiteside, Event Reports, Asian American Advertising Federation’s Asian Marketing Summit, October 2020

Datawrkz, a digital-media planning and buying shop, has identified several ways that brands can enhance their marketing efforts targeted at Indian Americans.

Nissan USA: Nissan Ambicultural

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Nissan, an automobile manufacturer, launched its bilingual campaign Nissan Ambicultural to promote four of Nissan's models among Hispanic adults in the USA and to better understand how to target that particular demographic.

ESPN: There's No Place Like Sports

Case Study • ARF Ogilvy Awards (US), Gold, 2020

ESPN, a US sports channel, expanded its audience and built an emotional connection with fans through its platform There's No Place Like Sports.

Courageous Conversation Global Foundation (CCGF): Not A Gun

Case Study • ARF Ogilvy Awards (US), Grand Ogilvy, 2020

Courageous Conversation Global Foundation (CCGF), a non-profit organization, highlighted the implicit racial biases among police officers in the US with its campaign that likened an innocent candy bar to a gun.

Ad Council: No one gets a diploma alone

Case Study • ARF Ogilvy Awards (US), Bronze, 2020

Ad Council, an American non-profit organization, convinced Latino adults without a diploma in the US to get their HSE qualification by launching a series of videos and out-of-home ads.

Riviana Foods: This Rice Unites

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Riviana Foods, a food brand, increased brand awareness among Hispanics, particularly among millennial Hispanics, in the USA with its bilingual campaign This Rice Unites.

Advertisers still aren't talking to Black audiences

News • 04 November 2020

Many major US brands have signalled their intention to step up efforts towards diversity, but a new report from Nielsen reveals many are missing an opportunity when it comes to ad spending with media that have the greatest reach within the African-Am

Hispanics across the Americas: Evolution of Hispanic culture in the US and the global impact of Latin America today

Research Paper • Roberto Ruiz and Rachel Bonsignore, ESOMAR Conference papers, Latin America, 2020

GfK Consumer Life, a consumer trend study, and Univision Communications, an American media company, launched a study into shifts in the mindsets of Hispanic consumers in the US and Latin America.

How to address the new multicultural mainstream

News • 20 October 2020

With demographic changes over the next 30 years expected to deliver a new multicultural mainstream in the US, the only way for brands to be successful is to understand how to impact growth audiences authentically, says the CEO of UWG.

The WARC Guide to brand activism in the Black Lives Matter era

Article • WARC Best Practice, October 2020

A summary of new thinking and best practice on brand activism in the Black Lives Matter era, from the WARC Guide.
How can brands observe Ramadan and celebrate Eid with the Muslim community during a pandemic

Article • Nazirah Ashari, WARC Exclusive, April 2020

TBWA’s Nazirah Ashari looks at the impact of the COVID-19 pandemic on how Muslims around the world will be observing Ramadan and celebrating Eid this year.
Why McDonald’s is listening differently

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article explores some of the steps and techniques that McDonald's and its partners are pursuing in order to understand all groups of consumers.
How Constellation Brands – the owner of Corona beer – is tackling COVID-19

Article • Stephen Whiteside, WARC Exclusive, April 2020

Constellation Brands, the alcoholic-drinks manufacturer, is adapting in various ways to the challenges presented by Coronavirus.
Procter & Gamble steps up to tackle systemic racism with marketing action

Article • Stephen Whiteside, Event Reports, Lions Live, June 2020

Procter & Gamble, the consumer-packaged goods manufacturer, is using the power of marketing to help tackle the systemic racism faced by the Black community in the United States.
How Ford found an audience of female African-American pick-up truck enthusiasts

Article • Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2019

Ford, the auto marque, has identified a valuable opportunity in connecting with Black women, who are helping fuel growth for the company.