MERCADEO Versión en español
Marc Pritchard From Procter & Gamble: If You Don’t Advertise To A Multicultural Audience, You’re Not Advertising At All
Liz Unamo| 6 de noviembre de 2017
Pritchard se paseó por los cuatro mitos más comunes sobre el mercado multicultural
With a talk that won a standing ovation, Marc Pritchard, Brand Director at Procter & Gamble, opened the second day of the 17th ANA Multicultural & Diversity Conference with the presentation Building Brands as a Force for Good and Growth. Pritchard explained how to achieve growth through multicultural segments, considered the fastest growing part of the population, and showed how brands can address wider social issues that have strong appeal among their target audiences, and so become a force for well-being and growth. For Pritchard, 18 of the 22 main P&G’s brands are ranked tops or in second position in market share among African Americans and Latinos, as well as among Millennials and boomers. “Our job is to communicate the multicultural and inclusive message in a way that promotes a conversation that changes attitudes which in turn will change behavior” he said. He also referred to the industry’s four most common myths about the multicultural market and how to address them. “Those who claim that through the general market you’re bound to reach the multicultural market anyway are wrong. At P&G we think otherwise, and that’s why we hire more multicultural agencies every day” he added. He invited the audience to come together in order to make a difference. “Let’s build inclusive and multicultural brands for the good and growth of all.”
