Deidre Smalls-Landau from Identity Mediabrands: In 2017 We Hope To Provide Works That Can Cross Cultures

For Deidre Smalls-Landau, EVP, Business Director at Identity Mediabrands her agency goes beyond of giving service to one segment, and it does not seek to be multicultural, but cross-cultural. “I like to think about us as a cross-cultural agency, one that solves client challenges based on understanding cultural insights that can impact all.” When you say to someone “multicultural” that is target focused -she said-, but it’s not an approach nor a philosophy. “While cross-cultural is a philosophy, a belief, is an approach that is bigger than the silo that they want to put us in” she said to PRODU. For Small-Landau, next year is an opportunity to really be a great agency. “We don’t want to be an agency where we say that we do Hispanic very well, because I think is bigger than that. And with the population growing, I think we should just really focus on doing great work that is insight driven -most agencies will say they do insight driven work-, but that can cross cultures, and next year we hope to provide more of that.”