Multicultural marketing has long been considered a box in which a brand needs to check off, resulting in surface-level attempts at diversifying casting or running commercials on media specifically targeting people of color. With many marketers in recent years favoring a total market approach to advertising, there’s been an increasingly heated debate on whether general market agencies can truly market to multicultural audiences.
Join Jill Kelly, GroupM Global CMO, on Tuesday, October 27 at 11:05 AM EST as she sits down with Kimberly Paige, Executive VP and CMO at BET Networks, to discuss the issues surrounding the current state of the marketplace, how to authentically target these audiences and why it’s so important to get it right.