Are Multicultural Agencies The New Segregationists?
In a society that’s more diverse, more cultured and more dynamic than ever before, it’s fundamentally important to be inclusive of all perspectives. But I wonder who in the advertising industry helps or hurts the cause.
Ask any 1st or 2nd generation immigrant in the States how they connect with their ethnic culture – Mexicans, Koreans, Romanians will say that they watch telenovelas from the “home” country. Ancestral countries still strongly define and influence perceptions. And I bet the most popular shows on Telemundo or AZN are not original programming… they’re imported from Mexico or Brazil, Korea or China.
My question then, Are American-based multicultural agencies the best qualified to produce “in-language” advertising for each respective ethnic group – if ethnicity is the most important criterion?
I think not.
1. Global agency networks with best-in-class multicultural offices/talent abroad are better suited and more authentic.
2. Import international campaigns for non-English speaking American consumers a la “Betty la fea.”
3. General agencies have a greater responsibility and role to create inclusive, respectful messages to reach acculturated minorities who speak English and consume English-language media. Simply, ethnic stereotypes perpetuated is not creative for a creative business.
P.S. Maybe GM should harness the full power of its general market agencies with global networks and drop its multicultural [in-language] agencies as was mistakenly reported before. multicultclassics.blogspot.com
To the start of a healthy conversation.
UPDATE: A complementary p.o.v. on how Theme Magazine is pushing culture forward, ludlowandgrand.com/2007/12/14/beyond-race-theme-magazine
07/12/2007 at 5:06 am Permalink
Well, not sure it’s possible to start a healthy conversation with an argument based on ignorant and flawed thinking.
It’s a bit insane to refer to multicultural shops as the new segregationists. Most of these agencies have been relegated to their segregated, oppressed states by an industry whose failure to embrace diversity inspired minorities to launch the separate ventures. Where are these general market shops with best-in-class multicultural units you reference? Remember, the major multicultural shops have already been purchased by holding companies (e.g., Publicis has Burrell, IPG has Globalhue, etc.). Do you believe for a second that Vigilante or Lapiz are best-in-class organizations? Tell it to shops like Grupo Gallegos. Or any major Black shop.
Would love to continue the conversation, but your cultural cluelessness on the topic rivals the arrogance of your White bosses running McCann. Spend some time working in a multicultural shop, dude. To be honest, you probably wouldn’t last a week.
07/01/2008 at 7:43 pm Permalink
The difference is understanding the multicultural backgrounds and how they reflect in the U.S. You can’t import a Mexico spot and expect to reach the entire US Hispanic population because it’s only 65% mexican. Same thing goes with African American.
With that being said, GM can’t be used without having those stereotypes. You truly need to understand the culture and background of the diverse audiences you’re trying to reach. Being relevant, both via culture and language, is vital to connecting. It’s the same as youth marketing- without speaking their language in a way they can connect to, you’ll never build those relationships.
13/02/2008 at 9:23 pm Permalink
You really should work with a multicultural agency first. Thats where I was prior to moving to the client side. The only frustrating part about multicultural is that it is the LAST bit of investment from the client and it tends to just have a translation/talent adaptation for print campaigns. TV is rarely done. Definitely is not a utilized part of a marketing mix.
Most GMs actually don’t know much about targeting a market that prefers to communicate in its own language. (worked with Leo, Grey, Y&R) It’s different family and cultural values than the general American public. rather, different emotional strings to pull.
And now, I involve myself with allowing people to feel insecure unless they spend $ on a product that has been marked up 80% of its true cost of goods–ultimately convincing them that they aren’t worthy unless they smell designer. love this industry.
19/04/2008 at 4:08 pm Permalink
Thank you. This has been a very interesting read. And it was also enlightening to read the previous comments.
I’m North American and have worked in multiculturals sales and marketing for over 25 years.
I haven’t worked in an advertising agency. I do have a strong marketing and sales background though.
My ears have picked up all of the “cultural marketing” buzz currently going on in North American.
What I read here, leaves me a little bit perplexe.
Good multicultural skills only come once you have done some work on your own personal attitudes, hangups, prejudices etc…and become quietly confident of where you stand in any cultural melting pot.
Thank you for the insights.
Cindy King
http://www.getinternationalclients.com