MERCADEO

Gail Heimann of Weber Shandwick: Reaching millennials takes digital diversity

Manuela Walfenzao| 5 de octubre de 2015

Gail Heimann, presidenta de Weber Shandwick

One of the most prevalent themes at 2015 Advertising Week was the need for marketers and agencies to focus on diversity. Although millennials now represent the largest and most diverse generation, most marketing decisions are based on non-diverse groups. Gail Heimann president of the PR Weber Shandwick, talked about this picture in a Advertising Week panel. “There’s a paradox, 45% of millennials have a multicultural background. And if digital is the operating system of Millennials, then the digital world — if truly shaped by millennials — should be diverse” Heimann explained. Statistics show that minorities are underrepresented in digital campaigns and messages. According to Sheconomy, just 3% of advertising creative directors are women, although women make up 85% of brand purchases. “With that reality in mind, advertisers need to reshape their digital messaging because digital is the millennial language” she said. “Reaching millennials takes digital diversity.” Although 51% of surveyed marketers in a recent study from Geoscape say they have some sort of multicultural initiative in place, leadership and talent in digital and traditional marketing remains homogenous in its demographics.

Diario de Hoy

miércoles, 9 de octubre de 2024

Image

Pedro el escamoso: más escamoso que nunca de Caracol Televisión y Disney+ será la primera serie 100% colombiana en llegar al primetime de Univisión

Pedro El Escamoso Protagonistas
Image
UNO

Cantando 2024 arrancó por América TV de Argentina con 20,5% de share

Chiquis Sin Filtro stands out as the #1 show on ViX in the U.S.

El hormiguero arranca su temporada 19 por Antena 3 Internacional

El señor de los cielos 9 llegará a México y LatAm por ViX el 20 de septiembre

PERSONAJE DE LA SEMANA

Conductor Mario Kreutzberger Don Francisco

Premios PRODU Don Francisco
Image
UNO
Image
Image
Image
Image