Steve James of CMPB: Gallegos United Possessed The “Multicultural Intelligence Quotient”

The cultural, ethnical, linguistic and demographic diversity of Californians is both a challenge and a blessing, said Steve James, Executive Director of the California Milk Processor Board (CMPB) regarding consumers in today’s Golden State. “The United States was a “Melting Pot” where different cultures assimilated; but I think of California more as a stew where you can taste each ingredient very distinctly”. He added that that diversity, together with today’s fragmented media consumption habits and hyper-customization. “That diversity, coupled with today’s fragmented media consumption habits and hyper-customization, make it even harder for us to reach consumers when they’re in the mood for our message”. According to James, there were two key factors that led the CMPB board to choose GALLEGOS United as its Agency of Record. First, given the inflation of advertising and costs in general, it became clear the company could no longer afford the luxury of two world-class agencies handling its business. And second, “given the choice, we believed Gallegos United possessed the “multicultural intelligence quotient” – or MIQ – that would allow us to communicate with the diverse consumer base that really defines California”. GALLEGOS United, he said, has distinguished itself as passionate, creative, innovative, and sincerely committed to the success of the California Milk Processor Board. “They are constantly bringing new and exciting ideas to the table, always with solid reasoning behind them. Once it gets to the execution stage on any campaign, they are meticulous in their efforts to land every detail. In other words: they’re a joy to work with”.