Our new is more about the consumer than it is about the agency itself.
As America becomes more and more multiracial and pluriethnic, people are less accepting of the labels others may use to define them. This can lead to an assumption that consumers have become “color blind” or the temptation to pursue a uniform strategic approach based on universal insights, which can often yield incomplete, underwhelming or even mediocre results, at best.
This is a great problem to have, though.
Rather than merely talking about the Hispanic Market, the substantive conversation should then be about car buyers, mobile telecom users, ageless-minded 50+ consumers, Millennials who crave a different taste, etc. The critical consideration is that we, as marketers, apply the rigor necessary to understand and act upon the distinct values, beliefs and perspectives that make people tick. Our focus to achieve excellence in marketing and our expertise in culture can help brands lead the way.
