Collider's Crossculturalism Preview

Catching up to the new America

crossculturalism

PRESENTED  BY  

Crossculturalism is about a new generation of Americans. A new generation that has a completely different view of what’s cool, who’s cool, and why it’s cool.

percent of 18-24 years olds are multicultural 40

multicultural audiences are key authors

of the new mainstream  so  what  role  do  they  play  in  adver:sing?  

the old model

Asian

AA Hispanic

general market culture

Hispanic campaign

Asian campaign

AA campaign

general market CAMPAIGN

a new model

Asian

AA Hispanic

general market culture

Hispanic insight/ lifestyle

Asian insight/ lifestyle

total market CAMPAIGN

AA insight/ lifestyle

   It’s  not  just  about  targe:ng  mul:cultural  

audiences.  It’s  about  leveraging  them.        

crossculturalism

•  A  fun,  yet  insighHul  look  at  how  culture  is  created  today  

•  Inspira:on  for  brands  to  embrace  mul:culturalism  in  a  total  market  approach  

What this presentation is

What this presentation is not •  A  boring  data  dump  that  will  leave  you  wishing  you  aJended  

another  session  at  SXSW