It's time to take multicultural marketing to the next level: Marc Pritchard of P&G
01 de enero de 2021
During the first day of the 22nd ANA Multicultural Marketing & Diversity Conference, P&G Chief Brand Officer Marc Pritchard said that "now is really the time to take multicultural marketing to the next level. But it must be built into the business, not added on." He went on to stress that "if you’re not doing multicultural marketing in the U.S., you’re not doing marketing."
“It’s clear that we need to represent the people at every link of the distribution chain, from brands and agencies to production teams and media companies,” he said. “We must take a step forward and eliminate any investment in inequality while turning our attention instead to multicultural marketing and companies owned by African Americans, Latinos and Asians, which implies broadcasters and suppliers - because one, you’ll become more efficient, and two, you’ll be investing in the community, and both are good things.”
For Pritchard, advertisers must make sure to get relevant insights about multicultural audiences in a way that generates interest. A mere mention is not enough: the message must be accurate and absolutely connected with that audience in an authentic way. All of that will boost business. "For us this is equivalent to between $ 500 million and $1 billion, and that’s good for business and for society," he said.