is sponsored by 2011/12 - Multicultural Marketing Resources, Inc.

Transcription

THE SOURCE BOOK OF MULTICULTURAL EXPERTS
2011/12
IS SPONSORED BY
THE SOURCE BOOK OF MULTICULTURAL EXPERTS 2011/12
Copyright 2011, Multicultural Marketing Resources, Inc.
All rights reserved.
The Source Book of Multicultural Experts
Editor and Publisher
Lisa Skriloff, President
Multicultural Marketing Resources, Inc. (MMR)
Designer
Harriet R. Goren
Cover Design
Prime Access
Managing Editor/Ad Sales Mgr.
Yartish Bullock-Okeke, MMR
Editor/Account Executive
Agata W. Porter, MMR
Published by:
Multicultural Marketing Resources, Inc.
150 West 28th Street, Ste. 1501
New York, NY 10001
Ph. 212-242-3351
Fx. 212-691-5969
[email protected]
www.multicultural.com
Lisa Skriloff, President
ISSN 1534-357X
ISBN 978-0-9817923-3-0
"Multicultural Marketing Resources," the Multicultural Marketing Resources logo, "The Source
Book of Multicultural Experts," "Multicultural Travel News," "Multicultural Speakers Showcase,"
"Multicultural Marketing News," and "MMRNews" are trademarks and/or service marks of
All information provided in this Source Book of Multicultural Experts ("Source Book") is provided AS IS,
WITHOUT ANY WARRANTY OF ANY KIND, EXPRESS OR IMPLIED, INCLUDING, BUT NOT LIMITED TO, THE IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, OR NON-INFRINGEMENT.
Multicultural Marketing Resources, Inc. ("MMR") makes no claims or representations as to the accuracy, completeness, truth, or non-infringement of any information contained in The Source Book. Under no circumstances shall MMR be liable to you for any special or consequential damages that result from your use of, or
inability to use, the information in The Source Book. In no event shall MMR's liability to any party for all
damages, losses, and causes of action exceed the list price of The Source Book. Note: Applicable law may not
allow the exclusion of implied warranties, or the limitation or exclusion of liability or incidental or consequential damages, so the above exclusions may not apply to you.
C
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About The Source Book of Multicultural Experts and Multicultural
Marketing Resources, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Market and Special Sections
The African American Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
• “On-Site, On-Air, On-Shelf, On-Point: African American Market Activation“
by Lafayette Jones, SMSi- Urban Call Marketing, Inc.
and Sandra Miller Jones, Segmented Marketing Services, Inc. . . . . . . . . . . . . . . . . . 6
• African American Market Experts and Business Leaders
...................8
• Asian American Market Experts and Business Leaders . . . . . . . . . . . . . . . . . . . . . . .8
The Asian American Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
• “The Asian American Market: Looking Ahead from Census 2010”
by Saul Gitlin, Kang & Lee Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
The Hispanic Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
• “Gain Competitive Advantage: Note Distinctions between Hispanic
vs. non-Hispanic Internet Users”
by Liz Sarachek Blacker, Terra USA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
• Hispanic Market Experts and Business Leaders . . . . . . . . . . . . . . . . . . . . . . . . . . .17
• Multicultural Market Experts and Business Leaders . . . . . . . . . . . . . . . . . . . . . . . . .17
The Multicultural Market. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
• “Multiculturalism, at a Crossroads, Needs to Redefine Itself”
by Yuri Radzievsky and Anna Radzievsky, GlobalWorks Group, LLC . . . . . . . . .20
The South Asian Market. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
• “South Asians are the Most Affluent Consumer Group in the Country!”
by Tom Marsillo, Zee TV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24
The Gay and Lesbian Consumer Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26
• “Does This Ad Make Me Look Gay?”
by Andy Bagnall, Prime Access . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
The Disability Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
• “Disability-Inclusive Diversity…Putting the Puzzle Together”
by Tari Hartman Squire, EIN SOF Communications, Inc.. . . . . . . . . . . . . . . . . . 32
Other Market Experts and Business Leaders . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Digital Media and Multicultural Consumers . . . . . . . . . . . . . . . . . . . . . . . . . . 35
• “Mastering Digital Media for Multicultural Marketing”
by Sophy Regelous, Prime Access . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37
Direct Marketing: Multicultural Name Identification . . . . . . . . . . . . . . . . . . . 39
• “Intelligent Multicultural Data Guarantees Successful Campaigns”
by Candace Kennedy, Ethnic Technologies, LLC . . . . . . . . . . . . . . . . . . . . . . . .41
Multicultural Market Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
• “Multicultural Marketing Research: We’re Getting Closer, But We’re Not There Yet”
by Michael Halberstam, Interviewing Service of America . . . . . . . . . . . . . . . . . 45
Listing by Industry Expertise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Alphabetical Listing by Company (with Contact Information & Profiles) . . . . . . . 49
About The Source Book of Multicultural Experts
and Multicultural Marketing Resources, Inc.
locate. Or search under the Market
sections when you want to focus on a
particular ethnic market. Use the
Industry Expertise section to gather
resources specific to your business
category.
For journalists, this guide offers a
wealth of resources for Hispanic
Heritage Month (September 15 October 15), Black History Month
(February), Women's History Month
(March), Asian Pacific American
Heritage Month (May), Gay and
Lesbian Pride Month (June) and
National Disability Employment
Awareness Month (October) as well
as for year-round coverage of a
diverse America.
Marketers will find resources to
reach ethnic consumers, leads to new
clients and contacts for possible business alliances. Human resource and
purchasing executives will find vendors and suppliers that are womenor minority-owned.
About MMR
Established by Lisa Skriloff,
founder and president, in 1994,
Multicultural Marketing Resources,
Inc. is a public relations and
marketing company representing multicultural newsmakers and a
consulting firm for corporations. We
work with the nation's leading
experts in marketing to Hispanic,
Asian American, African American,
Eastern European, Gay/Lesbian, people with disabilities and other niche
markets, corporations with diversity
initiatives, as well as businesses
Now in its 14th
year, The Source Book of
Multicultural Experts provides contact information for companies that
are either owned by
minorities or women or have expertise in reaching them. Journalists find
diverse sources and businesses find
resources and partners to target multicultural consumers within the
pages of The Source Book of Multicultural Experts.
What's Inside?
This handbook of resources lists
experts in a wide range of industries,
business leaders who are minorities and
women and reliable sources of information on multicultural marketing and the
demographics of the new America.
Now, search for experts on our website, www.multicultural.com. Our online
directory allows visitors to search
experts by
ethnic
Marketers will find
market,
resources to reach
industry,
ethnic consumers,
leads to new clients and location,
etc. Need
contacts for possible
more help
business alliances.
locating a
source? Just give us a call at 212-2423351 and we'll be glad to make
connections for you.
How to Use The Source Book
Knowledgeable experts are listed
in several cross-referenced sections.
The Alphabetical listing helps you
find a company or individual you
may have heard about and wish to
Lisa Skriloff,
President,
Multicultural
Marketing
Resources, Inc.
2
owned by women and minorities.
MMR
connects
journalists
with companies with expertise in
reaching various ethnic and niche
groups for possible sources on any
topic they’re reporting. MMR also
provides statistics or background
information on topics relating to multicultural marketing and diversity.
MMR also helps corporations connect with ad agencies and other
experts who target niche makets. We
also work
Visit
with corwww.multicultural.com porations
to search our experts who wish
directory online
to publicize their
diversity initiatives and appointments and multicultural marketing
news. And for corporations new to
multicultural marketing we help
write internal presentations that
make the business case for multicultural marketing.
In addition to the Source Book MMR also
offers:
• MMRNews–Our newswire features
announcements and information
on marketing to multicultural
markets, as well as upcoming
multicultural events and conferences. For a free subscription visit
www.multicultural.com. Companies can send press releases via
MMRNews to our Press List
(1,500) or our list of Multicultural
Industry Influentials (8,500).
• The Multicultural Marketing
Resources Library/Consulting
Services: MMR’s Library is a
resource for new and experienced
marketers whose companies target niche markets and have
diversity initiatives. We supply
information to corporations and
communications firms tailored to
their precise needs, in the form of
reports or presentations.
• Multicultural Speakers Showcase, located on our web site,
www.multicultural.com, features
experts who are available to speak
on a wide range of multicultural
topics at conferences, symposiums and events around the
country.
• Public Relations: MMR represents the top ad agencies,
research firms and ethnic media
companies that target multicultural consumers, and corporations with multicultural and
diversity news.
For More Information
Visit our web site at www.multicultural.com for profiles of companies
featured in past issues of our newsletter, Multicultural Marketing News and
to search for experts. Or call us at
212-242-3351 for a referral to any of
the 8,500 resources in our database.
Lisa G. Skriloff
President
Contact information:
150 West 28th Street, Ste. 1501
New York, NY 10001
Ph. 212-242-3351
Fx: 212-691-5969
[email protected]
3
The African American Market
Market Experts and Business Leaders
This section is sponsored by
SMSi-Urban Call Marketing, Inc.
4
On-Site, On-Air, On-Shelf, On-Point:
African American Market Activation
Lafayette Jones
President and CEO, SMSi-Urban Call Marketing, Inc.
Sandra Miller Jones
Founding Chair of Segmented Marketing Services, Inc.
he “why” of marketing to black
consumers is easy for marketers
to understand. These 40 million multicultural consumers are approaching
14 percent of the U.S. population.
They are concentrated in urban areas
and select states (54 percent in the
South). They will have over a trillion
dollars in buying power in 2014.
(www.terry.uga.edu/selig)
The “how” of marketing to the
black consumer is more challenging.
While traditional black magazines (Essence, Ebony, Upscale),
black
community
newspapers
(www.nnpa.org) and black TV (BET,
TV One) continue to be strong,
media choices (podcasts, Webcasts, eblasts, etc.) have multiplied. Market
activation is achieved through the
best mix of all marketing tools.
Frank Mulhern at Chicago’s
Northwestern University says brand
marketers are making strides:
"Nearly 50% of the overall survey
respondents indicated that multiple
departments—PR, marketing, sales,
advertising, etc.—work together to
implement a marketing campaign.”
(“ROI of Integrated Marketing”)
On-Site:
Free product sampling is a proven
on-site technique that can increase
sales by 40 percent. After Johnson &
Johnson’s
AMBI
skincare expanded
its product line for
women of color, it
launched
in-store
and trade show sampling. A custom
AMBI Urban Call
Health & Beauty Every
Day! portrayed the
new lines. The Custom Content
Council
(www.custompublishingcouncil.com) reports 70 percent of
American consumers say custom
publications make them feel closer to
the sponsoring company and that
“the company cares about its customers.”
The sampling and publication
networks of SMSi-Urban Call
Marketing www.smsiurbancallmarketing.com reach more than 50 percent of black and Latino consumers
in grassroots venues like churches,
beauty salons and barbershops. For
special events like the K&G Fashion
Superstore men’s empowerment initiative (Suit Up to Win: Body, Mind &
Soul) field personnel—“Feet on the
Street”—develop relationships with
key opinion leaders to plan
community promotion events
(http://tinyurl.com/UrbanCall-KG).
T
These 40
million
consumers
are
approaching
14 percent of
the U.S.
population.
6
On-Air:
Black radio reaches “95.1 percent
of African- Americans aged 12 and
older each week, making it the top
medium for this market segment,”
says Pepper Miller quoting the
Arbitron rating company’s Black
Radio Today in her book, “What’s
Black About It?” Atlanta’s 15 black
stations have diverse formats from
Talk to Gospel to African-Caribbean
music, just one example of black
radio’s diversity and prevalence
(www.blackradionetwork.com).
On-Line:
In 2013, eMarketer.com predicts
that 56 percent of black consumers
will be using the Internet. The
Magazine Publishers of America
(www.magazine.org)
says
that
African-Americans purchase more
online tools than the general market.
General Mills launched an on-line
voting campaign for its Feeding
Dreams initiative. More than 260,000
votes were cast in 10 southern cities at
www.feedingdreams.com.
On-Shelf:
Ethnic channel distribution has
grown to include food, drug, mass
chain, dollar stores, OTC beauty
supply stores, club stores (Sam’s
Club, Costco) and the Internet. A
Coca-Cola study, "Grow with
America: Best Practices in Ethnic
Marketing and Merchandising" says
that a marketing plan should “communicate value at all contact points.”
Find attractive channels for the multicultural consumer and execute instore merchandising.
On-Point:
To be on-point means employing
the right moves. Magic Johnson, the
legendary basketball player and
head of Magic Johnson Enterprises
(www.magicjohnsonenterprises.com)
formed an alliance with Aetna insurance and AARP that resulted in the
highly successful Magic@50 Community Health and Fitness Expos
(http://tinyurl.com/UC-Magicat50).
Strategic pathways to success
mean increased market share, sales
and satisfied black customers who
want more. With limited budgets,
test in key cultural markets and use
metrics to support expansion. There
are experts who can help you
employ 360 degree surround (on
site, on air, on line, on shelf, on
point) to effectively penetrate urban
markets.
Lafayette Jones
President and CEO,
Publisher–Urban Call
4265 Brownsboro Rd., Suite 225
Winston-Salem, NC 27105
Ph. 336-759-7477
Fx. 336-759-7212
[email protected]
www.smsiurbancallmarketing.com
www.segmentedmarketing.com
Sandra Miller Jones
Founding Chair,
Segmented Marketing Services, Inc.
7
African American Market Experts and Business Leaders
The following companies have expertise in marketing to African American
consumers, or are headed by an African American business executive.
Advertising Agency
Marketing/Promotions
Advantage Communications, Inc.
E. Morris Communications, Inc.
Footsteps, LLC
GlobalWorks Group, LLC
Interlex
Prime Access
Marketing Werks
Market Research Firm
Campbell-Communications Research &
Consulting
Creative Consumer Research
New American Dimensions
MRSI (Marketing Research Services Inc.)
Phoenix Multicultural
Conferences & Seminars
Aguilar Productions
Custom Publishing
Product Sampling
Direct Mail/Marketing
Professional/Not-for-Profit
Organizations
Ethnic Technologies, LLC
Field Marketing
National Association of Black Journalists
(NABJ)
Marketing/Communications
Inspired Health Strategies
Asian American Market Experts and Business Leaders
The following companies have expertise in marketing to Asian American
consumers, or are headed by an Asian American business executive.
Advertising Agency
Améredia, Inc.
ASB Communications
Dae Advertising
H & Y PLANNING, INC.
Interlex
IW Group, Inc.
Kang & Lee Advertising
Object Design & Communications, Inc.
T.D. Wang Advertising Group, LLC
House of Marketing Research
Interviewing Service of America (ISA)
Opinion Access Corp.
Media Broadcast
Zee Television Networks
Media-Cable
Comcast
Media-Print
Media-Website
Aguilar Productions
Saigon Tex News /Asian SW Media
ChinaGate (wenxuecity.com)
Inquirer Interactive Marketing USA
Professional/Not-for-Profit
Organization
Asian American Advertising Federation
(3AF)
8
The Asian American Market
9
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Leading Asian multicultural agency
in North America.
For the most comprehensive information on Asian Americans, please visit:
www.kanglee.com
The Asian American Market:
Looking Ahead from Census 2010
Saul Gitlin
EVP, Strategic Services
Kang & Lee Advertising, A Young & Rubicam Brands/WPP Company
ased on early data from Census
2010 that has been released in
the
last
few
months,
we
can
With a total
population of certainly say that
17.3 million Asian American
recorded by consumers continCensus 2010, ue to ‘come of age.’
With a total popuAsianlation
of 17.3 milAmericans
lion
recorded
by
now represent
Census
2010,
Asian5.6 percent of
the total U.S. Americans now represent 5.6 percent
of the total U.S.,
and are heavily concentrated in key
regions of the country. For example,
50% of all Asians live in just three
states: California, New York, and
Texas. In California, Asians represent 13 percent of the total state
population. Asians also form critical
double-digit percentages of the local
populations in key metropolitan
areas such as New York, Los Angeles,
and San Francisco, among others.
The Asian-American market
stands out from all other segments as
a market of superlatives. With 43.7%
population growth across the country between 2000 and 2010, Asians
experienced the fastest population
growth rate of all racial groups. In top
states, Asian population growth in
the last ten years remained robust,
with 32% growth in California, 36%
growth in New York, 74% growth in
Texas, and 51% growth in New
Jersey. But outside of these ‘traditional’ Asian markets, Asian population growth rates spiked even more
dramatically: 119% growth in
Nevada, 94% growth in Arizona, and
88% growth in North Carolina, to
cite a few. As of this writing, Census
2010 has not yet released details on
the full range of demographic characteristics including education,
income, and many others which validate the attractiveness and potential
of Asian households and consumers.
Nevertheless, we already know from
Census 2000 and the annual
American Community Survey (ACS)
reports from 2001 through 2009,
that Asians excel on most such measures. For example, Asians enjoy the
highest median household income of all
groups—almost $10,000 ahead of
non-Hispanic White households,
and far in excess of Hispanic and
African—American median income.
One reason that income is so strong
is that Asians also have the highest
level of educational attainment of all
groups in the country, with 44% of
Asians holding a B.A. degree or
higher. Asians also exhibit disproportionately high rates of entrepreneurial activity. Per the last published U.S.
Economic Census survey of minority
businesses in 2007, Asians owned
B
11
American purchasing power in 2009
reached $509 billion, representing
an 89% increase in purchasing
power since 2000, and nearly twice
the purchasing power growth rate
for the total U.S. population during
the same period.
Such an attractive market profile
has spurred a wide range of categories to ‘lock in’ on Asian American
consumers, including a very deep
bench of historical players in the
financial, telecom, automotive, spirits, and retail industries. More
recently in the last five years, firstmover brands have also entered the
Asian market in the pharmaceutical,
travel and leisure, QSR, and CPG
categories, to name just a few.
The decision to implement targeted Asian marketing is no longer a
question of if, but rather of when.
The demographic “writing is on the
wall,” and Asian programming will
sooner or later be viewed by all marketers as essential.
and operated $1.6
million businesses
nationwide, generating $514 billion
in annual sales revenue. By contrast,
our nation’s 2.3
million Hispanicowned businesses
in aggregate generated $345 billion in
annual sales revenue—33% less than
that for Asian businesses.
The above figures demonstrate a
key point that marketers need to
understand about Asians as consumers: while they number less than
many other population segments,
their economic power and corresponding potential bottom-line
impact to many product categories
and brands is disproportionately
large. According to the Selig Center
at the University of Georgia, AsianWith 43.7%
population
growth across
the country
between 2000
and 2010 ,
Asians
experienced
the fastest
population
growth rate of
all racial
groups.
To download comprehensive Asian American market demographic and media profiles, please visit www.kanglee.com and
click on the “Asian American Market” page.
Saul Gitlin
EVP, Strategic Services
285 Madison Avenue, 23rd Fl.
New York, NY 10017
Ph. 212-375-8130
Fx. 212-375-8280
[email protected]
www.kanglee.com
12
The Hispanic Market
Terra Networks USA
13
Gain Competitive Advantage:
Note Distinctions between Hispanic
vs. non-Hispanic Internet Users
Liz Sarachek Blacker
Chief Revenue Officer, Terra USA
self identify as being trendsetters/influencers vs. 35% of nonHispanics. The majority of Terra’s
visitors, 57%, self describe as
trendsetters which keeps us on our
toes, while simultaneously providing a compelling platform for
advertisers to reach them.
This insight is taken further as
Hispanics use online advertising to
keep up to date. Agencies and their
creative teams can rest assured that
their hard work is noticed more
among Latinos online vs. nonHispanic.
As seen in Chart 1, Hispanics
(38%) more so than non-Hispanics
(34%,) expect online banner ads to
have more current and frequently
updated information than other
types of advertising. Additionally,
airing the largest minority,
online, brings unprecedented
opportunity to excel in campaign
execution and gain share among
the Hispanic consumer. Census
2010 population counts are most
effective at generating awareness
toward the US Hispanic population, now 50.5 million strong comprising 16% of US total population. Targeting Latinos online
allows marketers to leverage the
Internet which is the most measurable medium, and a preferred
activity over TV in particular
among youth.1 This brief inquiry
will explore one singular insight
garnered from the Terra Ad Value
Study to gain competitive edge.
Insight: Advertising Helps Latinos
Maintain their Trendsetter Status
Nearly half, 46% of Hispanics
P
Chart 1: Agreement with Statements about Online Advertising2
15
Hispanic vs. non-Hispanic Internet Users. Indeed, 35% of Hispanics keep up with movie releases
through their online campaigns vs.
25% of non-Hispanics who do so,
effectively blurring the distinction
between advertising and content.
Clearly, more space is needed to
explore additional insights. Rest
assured, that a plethora of avenues
are available today to effectively
brand to Latinos online by
contrasting to non-Hispanic.
37% of Hispanics
agree that they
are more likely to
respond to ads
specifically targeted to them,
such as culturally
relevant content
the like found on
Terra.com. Thinking out of the box is highly
encouraged, as online advertising
elements such as overall creativity,
or using newly available technology, are better received at a
statistically significant level among
Agencies and
their creative
teams can rest
assured that
their hard work
is noticed more
among Latinos
online vs. nonHispanic.
1 When asked ‘Which of the following activities do you do
on a regular basis?” among Hispanic Internet Users A13-24:
Watch TV (65%), Browse the Internet (75%). comScore ‘10
2 Terra Ad Value Study by comScore ’10. A B C - Superscript
letters indicate that the referenced group is significantly
higher than the group with the corresponding letter at 95%
confidence level.
Liz Sarachek Blacker
Chief Revenue Officer, Terra USA
Terra Networks (USA)
535 Fifth Avenue, 21st Floor
New York, NY 10017
Ph. 212-354-2700
Fx. 212-354-3385
[email protected]
www.terra.com
16
Hispanic Market Experts and Business Leaders
The following companies have expertise in marketing to Hispanic consumers, or are
headed by a Hispanic business executive.
Advertising Agency
Acento Advertising
Améredia, Inc.
ASB Communications
Casanova Pendrill
Footsteps, LLC
Grupo Gallegos
Interlex
Lopez Negrete
PM Publicidad
Prime Access
RolaKimmerling Associates, Inc.
WING
Aguilar Productions
Consultant
Daniel Gonzalez & Associates
Custom Publishing
Field Marketing
Alma Azua-Cassady Healthcare Marketing Mgmt.
Comunicad, Inc.
Latin2Latin Marketing + Communications LLC
VanguardComm
Marketing Werks
SMSi-Urban Call Marketing Inc.
Valassis
Gfk Custom Research North America
LatinoEyes®, a division of C+R Research
Miami Market Research, Inc.
Qualitative Insights
Media-Print
People en Español
El Eco de Virginia-Weekly
Media-Website
Terra Networks USA
Product Sampling
Professional/Not-for-Profit Organization
Association of Hispanic Advertising Agencies (AHAA)
Multicultural Market Experts and Business Leaders
The following companies have expertise in marketing to multicultural consumers
(more than one ethnic group).
Advertising Agency
Acento Advertising
Améredia, Inc.
ASB Communications
Footsteps, LLC
Grupo Gallegos
Interlex
Kreizen
WING
Consultant
Consulting
Russian-American Media, LLC
Custom Publishing
Diversity Consultant
Field Marketing
17
Comunicad, Inc.
VanguardComm
Factory 360
Campbell-Communications Research & Consulting
Media-Broadcast
MHz Networks
Zee TV Networks
Media-Cable
Comcast
Media-Website
Terra Networks USA
Product Sampling
Professional/Not-for-Profit Organization
MHz Networks
NAMIC Inc.
The Multicultural Market
18
NOTHING IS IMPOSSIBLE
WHEN CREATIVE MINDS
FROM 30 NATIONS
SHARE THEIR COLLECTIVE
FIRE POWER AND
CULTURAL DIVERSITY TO SOLVE
THE MARKETING NEEDS
OF THE HYPERCONNECTED
WORLD.
DIGITAL • MULTICULTURAL • GLOBAL
BRANDS WITHOUT BORDERS™
[email protected]
globalworks.com
212.252.8800
Multiculturalism, at a Crossroads,
Needs to Redefine Itself
Yuri Radzievsky
Anna Radzievsky
Chairman and CEO
EVP and Chief Creative Officer,
GlobalWorks Group
ulticulturalism, admit it
or not, has always pointed
a finger at the minority—
or so it has seemed in advertising.
Thankfully, those days are mostly
over. A new multiculturalism is
arising. How it evolves will change
the face of advertising.
The ad business is notorious for
categorizing everything and anything—most of all, people.
“Multicultural” was a convenient
cubbyhole for markets outside
white, mainstream America. But
today those audiFor many ences, who in our
multicultural minds always tried
audiences, to assimilate while
assimilation we sought to porhas come to tray them as singumean
larly ethnic, are redilution.
claiming their identity. In the process,
they are redefining multiculturalism.
We recently launched a campaign for a leading cable company,
aimed at what might be termed
“the multicultural mainstream”-the Hispano-Anglo neighborhood,
otherwise known as the New York
Metropolitan Area. The centerpiece was a 3D commercial in
English and Spanish, fusing technology and entertainment. An
expansive initiative that treated its
audiences equally, it exemplifies
the new, inclusive multiculturalism.
Remember the early ad days of
multiculturalism? Who can forget
the terribly stereotyped view of
Hispanic advertising? If you didn’t
have an abuela—a grandmother—
in your spot, it wouldn’t seem
authentic, the joke went. Then
things became bi-cultural. Young
Hispanics, with one foot in their
old culture and one foot in the
new, spoke English in public,
Spanish at home. Today, we see
another kind of assimilation—
Anglo culture assimilating styles,
expressions, music and dance of
the Hispanic world.
For many multicultural audiences, assimilation has come to
mean dilution.
An almost
unprecedented pride in multinational patrimony has arisen. It has
made the embrace of multiculturalism more complex than ever.
Rejecting government attempts to
measure and classify races, many
younger Americans are claiming
two, three or four heritages—an
Hispanic mother and an Asian
father, for example, adding to a
proud trifecta of multiculturalism.
What are we to make of all these
M
20
Cultural
differences
should be
celebrated with a
free trade of
creative ideas,
across the entire
advertising
landscape.
changes—these
trends
and
counter-trends?
Perhaps it’s time
to re-examine
our notions of
mainstream and
multicultural,
both as they
apply to markets and to
advertising agencies themselves.
“Multicultural” has long been a
separatist term in the ad business.
America’s Hispanic and Asian
markets exceed, in their buying
power, the GDP of many countries. Their birth rates are much
higher than the general population’s. Why don’t we call them
America’s developing or emerging
economies?
It’s a much more robust growth
concept. To carry the idea further,
every kind of ad agency—multicultural to mainstream—should
have an opportunity to invest the
best of its creative talents in these
economies. Let’s break down the
industry’s traditional definitional
borders. As we have proved in
our own agency, with 40 nationalities under one roof, we can serve
clients in whatever neighborhood
or country they do business.
Has anybody been asked to do
black, yellow, tan or white social
media? The color chart no longer
matters in a self-defining world,
especially not in the multicultural
mainstream, where you are whoever you want to be.
We face challenges of a different, dehumanizing sort. Our personal identities may be at risk of
losing, in the connected world,
their cultural uniqueness. We are
what we search and buy. Such are
the metrics of online commerce.
Cultural differences should be
celebrated with a free trade of creative ideas, across the entire advertising landscape. We should be a
beacon of open minds and markets. Pray we don’t turn audiences
into faceless data points waiting to
be plugged, finally, into the next
big algorithm.
Yuri Radzievsky
Chairman and CEO
GlobalWorks Group
220 Fifth Ave.,11th Fl.
New York, NY 10001
Ph. 212-252-8800
Fx. 212-252-0002
[email protected]
www.globalworks.com
21
The South Asian Market
22
South Asians are the Most Affluent
Consumer Group in the Country!
Tom Marsillo
Senior VP, Zee TV
n many respects, the South Asian
market in the U.S. is a marketer’s dream. After all, what marketer
wouldn’t want to reach a more educated consumer with higher income
and larger families that owns a home
and new cars; all without a major redeployment of marketing dollars?
That marketer’s dream is today’s
U.S. South Asian market!
Here’s why:
South Asians’
South
Asians’
median
median household
household
income is a staggerincome is a ing 76% higher
staggering than the national
76% higher average!i
than the
One in every
national
nine Indians in the
average!
U.S. is a millionaire,
comprising 10% of
all U.S. millionaires!i
South Asian households are 29%
larger than the national average.ii
They are better educated than the
national average as almost 67% of all
Indians have a bachelor’s or higher
degree compared to 28% nationally.
Also, almost 40% of all Indians in the
United States have a master’s, doctorate or other professional degree,
which is five times the national average.iii
Most South Asians are employed
in professional fields. They are engineers and medical doctors, professors and entrepreneurs, venture capitalists and CEOs.
South Asians generally over-index
the U.S. National average in just
about every meaningful consumer
category including Automotive,
Banking and Financial Investments,
Travel, Telecommunications, Technology and Home Ownership.
Whereas most ethnic groups in
the country are pursuing parity with
the General Market, South Asians
have surpassed that standard by a
wide margin.
That is why blue chip mainstream
brands like State Farm, Wells Fargo,
AT&T, Met Life, Lufthansa, HSBC,
Infiniti and Novartis have all seen
the value in investing in the South
Asian consumer.
Beyond the demographic story,
the South Asian segment is also the
fastest growing group in the country.
The South Asian population in the
U.S is projected to have doubled
over the last 10 years, according to
the U.S. Census surpassing the three
million mark.
Add to these facts that this affluent consumer group can be reached
without making an investment in
producing creative since the over-
I
24
whelming majority
(93.6%)
speaks English.ii
Still,
most
mainstream
brands in the
U.S. are not
speaking to this
affluent,
elite
consumer group.
Perhaps it’s the perception that
South Asians are being reached
through their General Market
media campaigns?
This is an absolute misconception
since an overwhelming majority of
South Asians in the U.S. are not
watching the largest mainstream
networks.iv South Asians prefer culturally relevant entertainment that
caters to their priorities and sensitivities.
Zee TV has been the undisputed
leader in the South Asian entertain-
ment space since its inception in
1998. Zee TV is a Nielsen and
Rentrak measured South Asian
Television Network that enjoys the
same dominance amongst their
audience as Univision does in the
Hispanic market.
According to Rentrak, Zee programming dominates the South
Asian TV landscape. In February
2011, 99 of the top 100 S.A. telecasts
were all on Zee TV!v
Beyond top rated shows, Zee is
also an active participant in the
South Asian community across the
country, sponsoring many cultural
and entertainment events that are
important to their audience.
An investment in Zee TV combined with Zee’s extensive off air
marketing support is the key to connecting with America’s most affluent
consumer group!
South Asians
generally overindex the U.S.
National average
in just about
every meaningful
consumer
category.
i Source: Merrill Lynch SA Market Study
ii Source: 2009 American Community Survey
iii Source: US Census: 2000 Demographic Profiles
iv Source: Rentrak TV Essentials: Mar11
v Source: Rentrak TV Essentials: Feb11
Tom Marsillo
Senior VP
One Penn Plaza,
250 West 34th St., Ste. 3501
New York, NY 10119
Ph. 646-745-9020
Fx. 646-745-9062
[email protected]
www.ZeeTVUSA.com
25
The Gay and Lesbian
Consumer Market
Prime Access
26
Does This Ad Make Me Look Gay?
Andy Bagnall
Vice President, Group Account Director, Prime Access
any marketers are aware of the
significant opportunity of the
$743 billion lesbian, gay, bisexual, and transgendered (LGBT or “gay”)
market.* LGBTs over-index in many categories (travel, spirits, automotive,
among others) or have unique, often
underserved needs (financial services
and healthcare, for example) that make
them a prime prospect for brand
growth.
But what is the most effective way
to advertise to LGBTs? Can you simply run your general market creative
or add gay cultural “cues” to an
existing ad? Do
Become BFFs you need to crewith LGBTs.
ate a gay-targeted
ad? The surprising answer is all of the
above...depending on your brand,
category, competition, and what is
relevant and motivating to LGBTs.
An experienced LGBT-targeted
advertising agency can help you
answer these questions, and successfully add LGBTs to your roster of
brand loyalists. At Prime Access,
we’ve been doing that for 21 years.
Here’s some free advice to help you
get started.
Become BFFs with LGBTs
A successful marketing effort
begins with a deep understanding of
the target. Work with an LGBT-
focused agency to identify the right
mix of research and build a solid
strategic base for your LGBT effort.
Find out how LGBTs experience the
category. Discover their needs and
perceptions of your brand and your
competitors. Is your brand’s positioning and strategy relevant to a gay
audience, or are adjustments needed? Answers to these and other questions will start you down the right
path.
Gay for Pay
Now the question of creative. If
you have a perfectly good campaign
in the general market, can you run it
in gay media? If the LGBT insights
identified are the same as or similar
to the general market insights, perhaps. Product-focused ads may work
well in this scenario. If your ad features heterosexual couples or interactions, absolutely not. You might as
well place an ad for your competition. Straight ads in gay media are
disrespectful and noticed by LGBTs.
They will turn off gay consumers
from your brand. Carefully consider
your current campaign and seek
advice from LGBT advertising
experts.
Over the Rainbow
As the gay market began to take
shape 20 years ago, brands used a
simple device to communicate that
M
28
of Prime Access proprietary and
client research has consistently
shown that gay-targeted creative significantly outperforms general market creative among gay audiences in
relevancy and intent to take action.
LGBTs respond better when they see
themselves and their sensibilities
authentically reflected in advertising. If you are going to invest in paid
media, your creative should maximize your investment by generating
the strongest results.
The LGBT market is ripe with
opportunity for brands that engage
consumers in a strategic, authentic
way. The sophistication required to
be successful in this market demands
an experienced, specialized agency.
Prime Access is the leader in gay and
multicultural marketing. Visit us at
www.prime-access.com to get started.
they were gay-friendly—a rainbow. The
rainbow is a symbol
of LGBT pride and,
in the early days of
gay advertising, it
was a quick, simple way to win over
the market. Well, the market has
evolved and hundreds of brands are
courting gay consumers. Today, your
LGBT efforts need to take a more
sophisticated approach to winning
over the market and capturing
brand loyalty. A rainbow can still be
used as a brief symbol of LGBT support, but it is no longer sufficient to
differentiate your advertising or your
brand.
True Colors
The clearest path to a successful
LGBT marketing effort is to use gaytargeted creative. Twenty-one years
Find out how
LGBTs
experience
the category.
* Source: Witeck-Combs Communications, 2010
Andy Bagnall
VP, Group Account Director
Prime Access
345 Seventh Avenue
New York, NY 10001
Ph. 212-868-9408
Fx. 212-868-9495
[email protected]
www.prime-access.com
29
The Disability Market
EIN SOF Communications, Inc.
30
Disability-Inclusive Diversity...
Putting the Puzzle Together
Tari Hartman Squire
CEO, EIN SOF Communications, Inc.
uccessful marketing “with” disability markets (54 million Americans; 20% of population) is
puzzling. Overlapping market segments have $1 trillion aggregate
income, $220 billion purchasing
power, PLUS brand-loyal family,
friends, colleagues and Baby Boomers acquiring age-related disabilities.
That’s more than coveted $189.7
billion teen market.
Business Case:
University of Massachusetts
reported 92% of respondents felt
favorable toward companies hiring
people with disabilities; 87% give
business to those companies. Open
Doors reports travelers with
disabilities spend $13.6 billion/year.
GAO discovered 12% revenue
increase in Hospitality by implementing access provisions of the
Americans with Disabilities Act.
EIN SOF’s Disability Market
Research Initiative with national
organizations reveals tight-knit,
brand-loyal market segments IF
companies
walk-the-walk
with
disability-inclusive diversity employment and marketing practices.
Disability
is
24/7
“open
enrollment.” Anyone can join…
anytime, anyplace. Influx of Baby
Boomers acquiring age-related
disabilities is exploding. Most don’t
self-identify (yet) but are aware
functional limitations impact how
they “do life.”
Tips to successfully connect puzzle pieces
with complex, highly-nuanced segments:
•Contrary to media/majority culture, disability markets are vibrant,
full of potential—IF approached correctly. • Inventory business
practices:
accessible
products/
services; strategic/cause marketing;
employ-ment; Social Responsibility;
philan-thropy. • Bottom line to
increase your bottom line—Weave
accessible welcome mats for
customers and employees with
disabilities!
Preliminary Checklist:
o Accessible products/services: Braille
and picture menus, accessible mobile
devices, consumer electronics, goods
and services.
o “Universal Design” policies in built
and
electronic
environment:
wheelchair accessible restrooms,
dressing rooms, lower counters;
lever-door handles, automatic-doors,
accessible point-of-purchase, Website
accessibility for customers using
assistive technology (screen readers).
o Print/electronic ads employing
actors/models with disabilities;
captioned TV spots.
o Disability-savvy messaging: AP Stylebook, page 74, www.apstylebook.com
o
Disability-owned and servicedisabled veteran-owned certified
S
32
businesses in Supplier Diversity.
o Disability/Aging Advisory Groups
provide key insights: Marketing,
CorpComm, PR, Diversity, HR/
Recruiting, Supplier Diversity, Social
Responsibility, Citizenship/Sustainability.
o Graft disability onto company-wide
Diversity & Inclusion business imperatives.
Employment:
o Recruit interns, college graduates,
and veterans with disabilities. o Post
jobs on COSD Career Gateway™ o
Establish Disability Employee Resource Group, like AT&T’s IDEAL. o
Include leadership/career advancement strategies like UCLA Anderson
School of Management’s Leadership
Institute for Managers with
Disabilities
Hiring people with disabilities
sends clear disability-inclusive and
welcoming messages to customers
with (and without) disabilities.
Connecting Puzzle Pieces:
U.S. Department of Labor
designates every October “National
Disability Employment Awareness
Month,” a great opportunity to raise
awareness internally, and build
strategic alliances externally. 2011
theme: Profit by Investing in Workers
with Disabilities.
Consider an ERG-sponsored
compa-ny-wide disability awareness
event with a celebrity or local leader
with a disability (Robert David Hall of
CSI; RJ Mitte of Breaking Bad).
Encourage Disability ERG to
support grass-roots efforts like
National Disability Institute’s Real
Economic Impact Tour with 100
cities to supporting low-moderate
income people with disabilities
receive free tax prep and build
economic-empowerment skills.
Smart marketers track early
technology adopter with disabilities
trends—vibrating-pagers, text-messaging, talking-mobile devices, voicerecognition software. People with
disabilities creatively move through
life in unconventional ways. Mainstream technology/lifestyle innovations started as disability-related
tools to increase productivity at work,
school and home—now thrive in
mainstream crossover markets.
Disability-Inclusive Diversity…Connecting
Puzzles: EIN SOF Means Business
EIN SOF, leading strategic
marketing, PR, market research and
accessible
events
company
specializing in disability, diversity
and public policy helps connect
disability/aging market puzzle pieces
to build brand loyalty, fortify
workforces and raise bottom lines.
Tari Hartman Squire
Pres./CEO
11601 Wilshire Boulevard, Suite 500
Los Angeles, CA 90025
Ph. 310-473-5954 or 310-650-0595
[email protected]
www.EINSOFcommunications.com
33
Other Market Experts and Business Leaders
The following companies have expertise in marketing to other cultural and
niche consumer groups.
American Muslim Market
Latin American Market
Acento Advertising
Grupo Gallegos
People en Español
Terra Networks USA
WING
Canadian
Translations.CA
Disability Market
EIN SOF Communications
Open Doors Organization
Middle Eastern Market
European Market
Améredia, Inc.
Filipino American Market
Native American Market
ASB Communications
Dae Advertising
Russian/Polish Market
Améredia, Inc.
Gay/Lesbian Market
Senior/50+ Market
Factory 360
Prime Access
Comunicad, Inc.
Valassis
South Asian Market
Améredia, Inc.
ASB Communications
Asian American Advertising Federation (3AF)
Comcast
Dae Advertising
Sulekha.com - Connecting Indians Worldwide
General Market
Acento Advertising
Factory 360
Kreizen
Marketing Werks
Sulekha.com - Connecting Indians Worldwide
Translations.CA
Valassis
VanguardComm
U.S. Emerging African Market
Aguilar Productions
ASB Communications
Women in Business Market
People en Español
Translations.CA
Jewish Market
Kreizen
Youth and Teen Market
34
Factory 360
Digital Media and
Multicultural Consumers This section is sponsored by
Prime Access
35
-
Mastering Digital Media for Multicultural
Marketing
Sophy Regelous
Vice President, Director of Digital Media, Prime Access
s technology progresses and
more digital media channels
become available, it’s tempting to focus on exciting, new, and
sexy platforms. However, depending
on the target market, those cuttingedge applications may not yield the
best results for engaging consumers.
Race and ethnicity are associated
with how advertisements are viewed,
according to the eMarketer report
Blacks Online: Young, Mobile and
Social, a study by Experian Simmons,
as noted in its Spring 2010 National
Consumer Survey.
While 50.9%
Mobile
of white conownership is
sumers typically
proving to be a avoided televicontinued critical sion ads, only
access point for 24.8% of black
the multicultural consumers felt
audience.
the
same.
Similarly, in an
ARAnet Adfusion survey conducted
by
the
Opinion
Research
Corporation, it was discovered that
both Hispanic and black consumers
were more likely to read and take
action after viewing a banner or popup ad than their white counterparts.
Understanding that multicultural
audiences are ready to view and
engage with our marketing messages, we need to ensure that our
messages are available on channels
and vehicles our target group is
using. This begins with connectivity.
Whereas white consumers have
trended toward cable services for inhome broadband access on their
desktop computers, the black and
English-speaking Hispanic communities are turning to wireless connectivity on laptops and mobile phones.
In fact, laptop ownership for black
consumers rose from 34% in 2009 to
54% in 2010, a 20 percentage point
jump, according the Pew Internet &
American Life Project report, compared with a 2 percentage point
increase, from 65% to 67%, for white
consumers.
Mobile ownership is proving to be
a continued critical access point for
the multicultural audience. Utilization of mobile devices for activities
such as texting and accessing the
Internet, email, and social networking sites is far higher for Hispanic
and black mobile phone owners than
white. As found in the Pew report,
51% of Hispanics, 46% of black consumers, and 33% of white consumers
access the Internet via mobile
devices. This “digital divide” is wider
when comparing access to social networking sites, with usage at 36% for
Hispanics, 33% for black consumers
and only 19% for whites.
Understanding the multicultural
audience’s high utilization of social
A
37
networking sites is key to benefiting
from this target group’s response to
marketing messages. Not only are
they open to receiving and responding to messages, but are also eager to
be seen as informed opinion leaders
among their peers. The Pew
Research Center report titled
Millennials: Confident. Connection.
Open to change found that 45% of
black Millennials visited a social networking site several times a day, significantly outpacing 25% of white
Millennials.
With this knowledge, a multicultural media mix must include banners, pop-up ads, text campaigns,
mobile sites, and social media vehicles that allow the target to discover
your message and respond to your
strategy, and enable them to share
their opinions as thought leaders
and conversation starters within
their peer groups.
The marriage of marketing
communications and digital technology has forever changed the commu-
nications landscape in elevating our customers’ expectations, enabling
true customer
relationships,
and multiplying
customer access
points. The consequences
of
elevated expectations are a
more demanding customer who requires increasing sophistication in the channel
mix used to reach them.
Technological mastery and innovation can be a sustainable competitive
advantage for realizing the goal of
market leadership.
Prime Access is the leader in digital multicultural marketing. Call us
to find out how your brand can benefit from our cutting-edge services.
Sophy Regelous
VP, Director of Digital Media
Prime Access
345 Seventh Avenue
New York, NY 10001
Ph. 212-868-9529
Fx. 212-868-9495
[email protected]
Understanding
the multicultural
audience’s high
utilization of
social
networking sites
is key to
benefiting from
this target
group’s response
to marketing
messages.
38
Direct Marketing:
Multicultural Name
Identification
39
Intelligent Multicultural Data
Guarantees Successful Campaigns
Candace Kennedy
Director, Sales and Marketing, Ethnic Technologies, LLC
n 2010, The Census counted
50.4 Million Hispanics, 38.9
Million African Americans and
14.6 Million Asians living in the
USA. If anything, numbers like these
should get your attention and entice
you as a marketer to start building a
brand loyalty among these high
growth segments of our population.
These estimated population numbers should be used as a reference
point for any successful direct marketing campaign targeted towards
these consumers. Remember the
numbers here reflect the estimated
total populations for each group and
for any direct campaign your target
market with be much lower. The use
of highly actionable data, utilizing
intelligent research and market analytics down to the granular levels of
Ethnicity, Language Preference,
Religion, Assimilation and Gender
helps guide any successful multicultural initiative. Adding key intelligence about your consumers, both
current and potential, is the main
ingredient for growth.
The segmentation system that we
habitually use simply divides the
population into the color or racial
categories of Black, Caucasian, Asian
and Hispanic. The better approach
is to see the diversity in America as a
rainbow of colors where each specif-
ic color can be identified. This
method, if used properly applies to
the many ethnicities and different In 2010, The
cultures in our Census counted
nation and each
50.4 Million
can be identified. Hispanics, 38.9
When you take Million African
an in-depth look Americans and
at the Hispan14.6 Million
ic population in Asians living in
the United States
the USA.
they often associate with one or more of the
aforementioned racial groups and
those racial groups can be correlated
to their country of origin or cultural
identity. An individual or family
from Puerto Rico does not exhibit
the same cultural identity or buying
habits as those of a family that has
immigrated to the US from Mexico.
If that is the case then why do most
marketers, researchers and advertising agencies often approach
Hispanics as a whole with the same
exact offers and disregard their
country of origin. Even the dialect
of the Spanish language they speak
differs.
The same issues arise and in
greater depth when attempting to
target the Asian community, the
"One Size Fits All" mentality is often
the method used and low response
I
41
rates and product interests are the
norm. With so many different Asian The time for the “One Size Fits All”
countries of origin and Asian lan- methodology is gone. Embrace the
fast growing multicultural
guages of preference currently
segments
within our population and
residing in the US, it is the smart
build
your
brand loyalty now and
marketer that embraces technology
into
the future.
that allows them to identify all ethnicities, countries of origin and
languages that are available. An offer which many traditional cultural custailored to a Chinese American liv- toms are maintained. Given that the
ing in San Francisco, CA should ethnic diversity in the US is far more
differentiate from one being tailored reflective of a global landscape, it is
to a Korean American living in Fort even more important for marketers
Lee, NJ or a Vietnamese American to fully understand cultural differlanguage
preference,
living in Houston, TX. Now if you ences,
purchasing
habits
and
other
socioeadd into the mix the different levels
of Assimilation and Acculturation, conomic information and integrate
the buying habits and traditional cul- those variations into their everyday
tural customs the individual marketing strategies and tactics. The
time for the “One Size Fits All”
embraces are all over the chart.
Many ethnic and religious groups methodology is gone. Embrace the
in the United States maintain a fast growing multicultural segments
strong cultural identity. They are within our population and build
often attracted to communities with your brand loyalty now and into the
their same ethnicity, communities in future.
Candace Kennedy
Director, Sales and Marketing
600 Huyler St.
S. Hackensack, NJ 07606
Ph. 866-333-8324, ext. 106
Fx. 201-440-2168
[email protected]
www.ethnictechnologies.com
42
Multicultural Market Research
43
Multicultural Marketing Research:
We’re Getting Closer, But We’re Not There Yet
Michael Halberstam
President, Interviewing Service of America
ulticultural marketing research
has always lagged behind general market marketing research.
There are many reasons for this and
they have been hashed and
rehashed. Rarely, until the 1980’s
was any population other than
English speaking residents surveyed
in the USA. African Americans
became marketable to a great extent
during the 1960’s.
As we enter It took almost 20
the next
more years for
decade we Hispanic Amerinow have the cans and 30+ years
tools
for Asian Amerinecessary to cans to be recogconduct
nized as segments
multicultural, worthy
of
the
multilingual expenditure of admarketing
vertising and marresearch with keting dollars. Alincredible
though, still not
speed in any quite equally reprelanguage
sentative in these
necessary. expenditures, most
would agree that
money is being spent, to a much
greater degree, in all segments.
What does this mean for marketing research? Looking back, I
remember conducting mall interviews and focus groups in the TriState NY area in 1978 when nothing
was done electronically. For the most
part, our respondents were Caucasian with a smattering of African
Americans. In the mid-1980’s with
the advent of CATI telephone data
collection as well as the refinement
of RDD high-density sampling, we
were able to conduct bilingual
Spanish data collection in a cost efficient manner. Suddenly, we were
getting requests every week for bilingual marketing research!
The 2010 Census data shows that
the Asian American and Hispanic
populations both grew over 40% in
the past decade. The face of America
is changing rapidly and dramatically
but are marketers and market
researchers keeping up? Already in
place are a slew of excellent multicultural advertising agencies, PR firms,
marketers as well as a small number
of market research firms who had a
passion for the market and the vision
of what it is becoming. The strong
growth of many of these agencies
over the past 25 years is testimony to
that vision.
Again, I ask the question, what
does this mean for marketing
research? As we enter the next
decade we now have the tools necessary to conduct multicultural, multilingual marketing research with
M
45
requests to build and maintain multilingual online panels for use
among our clients base. This is now,
not the future, and continues to grow
rapidly.
Social networking, mobile technology, better online panels with
Flash technology along with the new
Census data will make the future an
exciting time for multicultural market research.
Since 1983 ISA has conducted
multilingual, multicultural research
in 67 languages for a wide array of
industries such as CPG, automobile,
health care, entertainment, media,
political, utilities, colleges and universities and government agencies.
incredible speed in
any language necesiPad
technology sary. Imagine for a
allows us to moment that you
provide real are a company that
time, instore wants to know
survey data. about the shopping
experience of a
group of people
who shop at your stores. And, you
wanted to conduct this in Chinese,
Korean and Vietnamese. Today,
right now, market researchers are
able, via smart phone technology, to
have shoppers take pictures and
send back survey data while still in
the store shopping! iPad technology
allows us to provide real time, instore
survey data. We are getting regular
Michael Halberstam
President
15400 Sherman Way, 4th Fl.
Van Nuys, CA 91406
Ph. 800-289-1044
Fx. 818-756-7489
[email protected]
www.isacorp.com
46
Industry Expertise
In addition to being experts in reaching the Asian American, African
American, Hispanic, Multicultural or other markets, the companies listed in
The Source Book of Multicultural Experts have expertise in a wide variety of
industries. In this section, companies are listed in categories by their
industry area of expertise. Visit www.multicultural.com to search experts by
industry and market.
Apparel
People en Español
Auto
Footsteps, LLC
Gfk Custom Research
North America
Marketing Werks
PM Publicidad
Prime Access
Saigon Tex News /
Asian SW Media
Banking
Acento Advertising
ASB Communications
Dae Advertising
Interviewing Service of America
(ISA)
Kreizen
LatinoEyes®, a division of
C+R Research
Marketing Werks
MRSI (Marketing Research
Services Inc.)
Prime Access
Sulekha.com
Beer & Spirits
Campbell-Communications
Research & Consulting
Inquirer Interactive Marketing
USA
Latin2Latin Marketing +
Factory 360
Communications LLC
Kreizen
C+R Research
C+R Research
Marketing Werks
MHz Networks
Services Inc.)
Object Design &
Communications, Inc.
People en Español
Beverages
EIN SOF Communications, Inc. Russian-American Media, LLC
Sulekha.com
Kreizen
Fast Food
C+R Research
Cause Related Marketing
Comunicad, Inc.
®
EIN SOF Communications, Inc. LatinoEyes , a division of
C+R
Research
Saigon Tex News /
Valassis
Asian SW Media
Census
Financial Services
Aguilar Productions
Améredia, Inc.
Cosmetics & Beauty
ASB Communications
Translations.CA
E.Morris Communications, Inc.
Education
Factory 360
Comunicad, Inc.
Gfk Custom Research
Interlex
North America
Object Design &
Interlex
Entertainment/Music
(ISA)
Aguilar Productions
Communications LLC
47
C+R Research
Marketing Werks
Services Inc.)
PM Publicidad
Prime Access
Government
USA
Interlex
Object Design &
Insurance
Acento Advertising
Aguilar Productions
Alma Azua-Cassady Healthcare
Marketing Mgmt.
ASB Communications
C+R Research
Services Inc.)
T.D. Wang Advertising Group,
LLC
Multiethnic Talent & Casting
Kreizen
New Media
Comcast
Comunicad, Inc.
IW Group, Inc.
NAMIC Inc.
Online Media
USA
Packaged Goods
Acento Advertising
Factory 360
Prime Access
Valassis
VanguardComm
Pharmaceutical/Healthcare
Marketing Mgmt.
Footsteps, LLC
Interlex
IW Group, Inc.
Prime Access
Publishing
Real Estate
Retail
Acento Advertising
Casanova Pendrill
Dae Advertising
Footsteps, LLC
Gfk Custom Research
North America
Grupo Gallegos
C+R Research
Marketing Werks
Services Inc.)
Sulekha.com
T.D. Wang Advertising Group,
LLC
Translations.CA
WING
Social Services
(ISA)
48
Sports
Marketing Werks
Saigon Tex News /
Asian SW Media
Terra Networks USA
Supplier Diversity
NAMIC Inc.
Technology
Gfk Custom Research
North America
Interlex
Marketing Werks
Telecommunications
Advantage Communications
ASB Communications
Comcast
Interlex
IW Group, Inc.
Object Design &
PM Publicidad
Prime Access
Valassis
VanguardComm
Travel
Dae Advertising
Interlex
Multicultural Marketing
Resources, Inc.
Object Design &
Prime Access
Translations
Translations.CA
Alphabetical Listing by Company
Acento Advertising
Advantage Communications, Inc. (ACI) is
the fastest-growing,
multi-cultural, marketing, advertising and
public relations agency in the Mid-South.
Founded by former Coca-Cola Company
Marketing Executive, Michael Steele,
Advantage Communications, Inc. prides
itself in being leading-edge, innovative
thinkers. Advantage Communications, Inc.
was built on the premise of “Creating
Economic Value” for its clients and is an
advocate of sound business strategies combined with superior marketing skills.
2254 S. Sepulveda Blvd.
Ph. 310-943-8326
Fx. 310-943-8310
[email protected]
www.acento.com
70 employees
Steve Roth, Director, Agency
Development
Founded in 1983, Acento
Advertising is an independent
advertising agency specializing
in the Hispanic market. For over
25 years, Acento has been
developing messages that connect with our
clients' U.S. Latino, General Market and
Latin American audiences and influencing
change. Our full-service, in-house capabilities include Strategic Planning and
Research, Creative, Media Planning and
Buying, Digital, Production, Direct
Marketing, PR, Promotions, Shopper
Marketing and Entertainment. Acento
Advertising is the largest Hispanic media
biller on the West Coast, placing over $50
million per year in mass and non-traditional
media, including digital. Our direct branding approach to marketing is based on
measurable, results-oriented creative supported by targeted media. Unlike most
agencies, we have been growing through
the recession with steady organic and new
business growth, and have averaged 30 percent growth each year for the past several
years. Acento Advertising is headquartered
in Los Angeles, with offices in Chicago and
New York.
Aguilar Productions
204 Emerson Ave. E.
St. Paul, MN 55118
Ph. 651-665-0633
Fx. 651-665-0129
[email protected]
www.aguilarproductions.com
2 employees, 100% minority-owned
Rick Aguilar, Pres./CEO
Marketing Mgmt.
408 Tudor Rd.
Collegeville, PA 19426
Ph. 215-962-1964
[email protected]
www.almaazuacassady.com
Alma Azua-Cassady, Pres.
1employee, 100% minority-owned
Améredia, Inc.
101 Howard St., Ste 380
San Francisco, CA 94105
Ph. 415-788-5100 x 102
Fx. 415-449-3411
[email protected]
www.ameredia.com
Pawan Mehra, Partner
San Franciscobased Améredia
Inc. is a full-service multicultural advertising, marketing and
PR firm specializing in reaching diverse
U.S.-based communities. Through culturally-engaging campaigns in over 20 different
500 Broadway, Ste. 402
Little Rock, AR 72201
Ph. 501-374-2220
Fx. 501-374-3643
[email protected]
www.advantageci.com
Michael Steele, Pres./CEO
49
ASB Communications
languages across all tactics, including traditional and new media platforms, the agency
defines truly multicultural marketing.
Améredia enables private and public sector
clients to connect with Hispanics, Asians,
Europeans, Middle Easterners, Pacific
Islanders, Africans and other emerging ethnic groups. Team Améredia comes from all
corners of the world, empowering our multicultural knowledge with agency expertise
gained in international settings. The agency
has won industry-wide awards such as the
American Design, Communicator, Mark,
TELLY and Excellence in Multicultural
Marketing Awards. With additional recognitions such as “Top Business in America” by
DiversityBusiness.com and “Fast 50 Asian
American Business” by the US Pan Asian
American Chamber of Commerce,
Améredia is positioned as one of the fastestgrowing multicultural marketing agencies
nationwide.
108 W. 39th St., Ste. 805
New York, NY 10018
Ph. 212-216-9305 x 102
Fx. 212-216-9306
[email protected]
www.asbcommunications.com
Neeta Bhasin, Pres.& CEO
ASB Communications is a full-service international multicultural advertising and
marketing organization. We provide integrated marketing solutions to companies
looking to target the ethnic market, including the South Asian (India, Pakistan,
Bangladesh, Sri Lanka, and Nepal), Asian
(Chinese, Korean and Filipino), Middle
Eastern, Eastern European, African and
Hispanic markets in USA, UK and Canada.
Some of ASB's clients include ConAgra,
MoneyGram, DISH Network, HSBC, and
Aetna Healthcare.
Association of Hispanic Advertising
Agencies (AHAA)
Asian American Advertising
Federation (3AF)
P.O. Box 69851
West Hollywood, CA 90069
Ph. 510-581-6450
Fx. 510-581-6450
[email protected]
www.3af.org
Genny Hom-Franzen, Exec. Dir.
The 3AF’s mission is to
grow the Asian-Pacific
American advertising
and marketing industries, raise public awareness of the
importance of the Asian community, and
further professionalism in the industry. Each
year, the 3AF sponsors a national Asian marketing conference, which is the only event
of its kind dedicated specifically to the Asian
American consumer. In addition, the 3AF
has commissioned critical marketing
research studies, including a ground-breaking ethnographic study in 2009. The 3AF
serves as a focal point for information on the
U.S. Asian market for corporations, businesses, media organizations, and academia.
For more information, visit www.3af.org.
8400 Westpark Dr., 2nd Fl.
McLean, VA 22102
Ph. 703-610-9014
Fx. 703-610-0227
[email protected]
www.ahaa.org
10 employees
Horacio Gavilan, Exec. Dir.
The Association of Hispanic Advertising
Agencies (AHAA) is the national organization of firms that specialize in marketing to
the nation's more than 46 million Hispanic
consumers -- the most rapidly growing segment of the American population. AHAA
promotes the strength of the Hispanic marketing and advertising industry to the private
and public sectors. AHAA agencies offer a
unique blend of cultural understanding,
market intelligence, proven experience and
professionalism that delivers success for
clients. AHAA agencies help organizations
gain market share, increase revenue and
grow profits by reaching and connecting
with America's Hispanic consumers who
have estimated buying power of nearly $1
trillion.
50
Natalie Rouse, Dir., National Ethnic
Marketing
140 Debs Pl., 17th Fl.
New York, NY 10425
Ph. 718-671-6989
Fx. 718-671-0359
[email protected]
www.campbell-communications.com
100% minority-owned
Ron Campbell, Pres.
Campbell Communications is dedicated to providing
our clients with
insights concerning multicultural audiences
through traditional research and customized
strategic approaches that are delivered professionally and timely. Our services include
focus group moderating, ethnography depth
sessions, onsite/on-premise/environmental
interviews, individual and executive interviews. We believe we are capable of
identifying new opportunities and provide
recommendations that distinguish Campbell
Communications from others.
Comunicad, Inc.
1530 Wilson Blvd., Ste. 860
Arlington, VA 22209
Ph. 703-807-0500
Fx. 703-807-0505
[email protected]
www.comunicad.com
Gloria Rodriguez Pres./CEO
Comunicad is a full
service marketing
communications
agency with expertise in the Hispanic market, headquartered
in Washington, DC with offices in Los
Angeles, Austin and Miami. We have extensive experience with community and
grassroots programs and understand the
importance of developing and delivering a
message that resonates with the U.S. Latino
community, taking into consideration geographic location, country of origin, and
every other nuance that can influence how
a message is received.
Casanova Pendrill
275-A McCormick Ave., Ste. 100
Costa Mesa, CA 92626
Ph. 714-918-8200
Fx. 714-918-8295
[email protected]
www.casanova.com
80 employees
Ingrid Smart, Pres./CEO
3945 Greenbriar Dr.
Stafford, TX 77477
Ph. 281-240-9646
Fx. 281-240-3497
[email protected]
www.ccrsurveys.com
Patricia Pratt, Pres.
With offices located in
Houston and Phoenix, CCR
offers complete field service
covering Texas, Arizona and
the surrounding areas. Large
conference-style focus group rooms with
one-way mirrors and large client viewing
rooms. Taste tests, telephone interviewing,
executive surveys, mall intercepts, door-todoor interviewing, mystery shops, store
audits, and computer capabilities available.
Bilingual interviewing, moderators, and
translators are available. CCR also offers
project management for multiple city projects.
46750 Fremont Blvd., Ste. 110
Fremont, CA 94538
Ph. 408-892-2789
Fx. 408-877-1887
[email protected]
www.wenxuecity.com
Margaret Yip, Dir. of Sales
Comcast
3055 Comcast Place
Livermore, CA 94551
Ph. 925-424-0212
Fx. 925-424-0215
[email protected]
www.comcast.com
51
DAE Advertising
71 Stevenson St., Ste. 750
San Francisco, CA 94105
Ph. 415-341-1280
Fx. 415-296-8378
[email protected]
www.dae.com
20 employees
Vicky Wong, Pres./CEO
DAE was founded twenty
years ago by three young
men who recognized the growing AsianAmerican market wasn’t well served by
advertising and marketing. They had years of
solid success behind them at general market
agencies. And they saw both consumers and
advertisers deserved different, and better,
work. That's the vision that led to the creation of DAE, and it's still our vision today.
Just like our founders, we're still a pretty
small agency led by folks with major brand
experience, in both the US and in Asia. Its
experience and dedication for our craft that
shows in everything we do. And, more than
ever, we make it our business to know and
understand our consumers, our community,
and our culture — the culture we don't just
share in, but help create. We’re the founding
member of Asian American Advertising
Federation. Major clients: Wells Fargo,
Southwest Airlines, Cathay Pacific Airways,
Recology, The Ritz-Carlton Club, Asian Art
Museum, SF Hep B Free.
820 North Orleans St., Ste. 402
Chicago, IL 60610
Ph. 312-943-2900
Fx. 312-943-5856
[email protected]
www.emorris.com
Eugene Morris, CEO
11601 Wilshire Blvd., Ste. 500
Ph. 310-473-5954, 310-650-0595
[email protected]
www.einsofcommunications.com
Tari Hartman Squire, Pres./CEO
Tari Hartman Squire's EIN
SOF Communications,
leading strategic marketing/PR firm specializing in disability,
diversity and public policy, utilizes a customized sector approach. Clients include
AT&T; Bank of America; Microsoft; AOL;
Macy's; Universal Home Entertainment (Ray
DVD with DVS®); Mitsubishi Electric
America Foundation; Career Opportunities
for Students with Disabilities; World Institute
on Disability; NDI's Real Economic Impact
Tour; Nickelodeon; Smithsonian Institution;
Kennedy Center; US Holocaust Memorial
Museum; Mattel/Toys 'R' Us Becky®
(Barbie's wheelchair-user friend); and UCLA
Anderson's Leadership Institute for
Managers with Disabilities. With strategic
partner Nielsen NRGi, its "Disability
Community Market Research Initiative"
builds business cases for employment/marketing with the disability community. Her
My Left Foot promotion launched disability
niche marketing. She assists AP Stylebook
with disability semantics and serves on the
TV Academy's Diversity Committee.
939 8th Ave., Ste. 300
New York, NY 10019
Ph. 212-682-0333
Fx. 212-682-9833
[email protected]
Daniel Gonzalez, Pres.
Strategic, Creative, Copywriting, Graphic
and Editorial Services for US Hispanic and
Latin American markets, specializing in publishing (magazines, books, continuities) and
nonprofits. Original Direct Mail copy and
design (Spanish and bilingual); creative adaptations; collection and fulfillment material; list
analysis. Formats include traditional direct
mail efforts, magalogs, bookalogs, inserts
and TV commercials. Over 35 years of direct
marketing and publishing experience.
101 West Plume St., Ste. 204
Norfolk, VA 23510
Ph. 757-625-1341
Fx. 757-625-1327
[email protected]
www.ecohispanic.com
Augusto Ratti-Angulo, Publisher/Owner
52
Footsteps, LLC
600 Huyler St.
S. Hackensack, NJ 7606
Ph. 866-333-8324
Fx. 201-440-2168
[email protected]
www.ethnictechnologies.com
Candace Kennedy, Dir., Sales and
Marketing
Ethnic Technologies,
LLC is the Global
Leader in Multicultural
Marketing, Research, database enhancements and modeling. The EthniCenter®
from Ethnic Technologies is the result of over
40 years of continuous ethnic, religious and
language preference research. Our software
segments databases by Ethnicity, Religion,
Language Preference, Assimilation Index,
Hispanic Country of Origin and Gender
more accurately and comprehensively than
any other approach. Our analytics and modeling team supports clients with ethnic,
language, assimilation, religion and gender
data appending services, thus providing
marketing professionals with an overview of
emerging and existing opportunities.
Marketing professionals can also acquire
ethnic mailing, telemarketing and email lists
for the United States and Canada. With Our
"Challenge Guarantee" E-TECH is the
Platinum Standard for all Ethnic Marketing
and targeting programs. E-TECH's Premium
Product is Hispanic and Asian Assimilation
Indexes, which distinguishes individuals
based on their level of assimilation within
American culture. E-Tech ® and The
EthniCenter ® are registered trademarks of
Ethnic Technologies, LLC.
200 Varick St., Ste. 610
New York, NY 10014
Ph. 212-924-6432
Fx. 212-924-5669
[email protected]
www.footstepsgroup.com
Verdia Johnson, Pres.
Full-service multicultural communications
agency that specializes in the African
American segment and increases our
clients' market shares by positioning their
brands to grow and by building relationships
with the target audience that provides a
compelling invitation to buy.
Gfk Custom Research North
America
75 Ninth Ave., 5th Fl.
New York, NY 10011
Ph. 212-240-5300
Fx. 212-240-5353
[email protected]
www.gfkamerica.com
700 employees
Angelina Villarreal, VP, GfK Multicultural
Specializing
in
Hispanic, AfricanAmerican, Asian, and
Multiethnic Research. As the face of the US
general market continues to change, GfK is
committed to helping companies understand how the rapid growth of ethnic
consumers impacts market dynamics,
trends, brand and retail decisions, and
media consumption. GfK offers consulting
and market research services to meet a wide
range of business needs, from tactical to
strategic, qualitative or quantitative,
Hispanic only or multiethnic studies including the general market. With outstanding
research methods, experienced bilingual
and bicultural researchers, and solid experience across most industries, GfK delivers
more than just data, we deliver actionable
insights for companies that need to maintain
their competitive edge in the new U.S. multicultural reality. With a dedicated team of
multicultural research experts, and multicultural industry (Automotive, Consumer,
Financial Services, Media and Communi-
Factory 360
29 W. 17th St., 2nd Fl.
New York, NY 10011
Ph. 212-242-2417
Fx. 212-242-2419
[email protected]
www.factory-360.com
100% minority-owned
Gabriela Neves, Co-President
53
stream. With a talent base representing
nearly 30 countries, it embraces not one but
all of America’s multicultural markets—from
Hispanic to African American to Asian and
beyond. The agency has produced campaigns for as many as 15 different cultures in
the U.S. simultaneously and connected
brands to over 100 countries in the connected world. Clients and brands whose success
depends on a clear, cohesive and consistent
voice across multiple markets rely on
GlobalWorks to deliver that edge. The
agency takes a borderless view of branding,
where the best minds—unimpeded by language or culture—apply their best ideas to
create the best solutions. Our mission, then,
is to nurture brands without borders, the
kind needed to win in today’s connected
world.
Grupo Gallegos
300 Pacific Coast Hwy., Ste. 200
Huntington Beach, CA 92648
Ph. 562-256-3600
Fx. 562-256-3620
[email protected]
www.grupogallegos.com
John Gallegos, Pres./CEO
2461 W. 208 St., Ste. 203
Torrance, CA 90501
Ph. 310-320-7132
Fx. 310-320-9560
[email protected]
www.H-Yplanning.com
100% minority-owned
Rin Ueno, Pres.
Established 1986, H&Y Planning has continuously tailored innovative marketing
strategies with cutting edge creative assets
for clients such as Mazda, Ajinomoto, Calpis
and Zojirushi in the Asian American market.
cations, Shopper Insights, and Technology),
and practice (Loyalty, Brand and Communications, Strategic Innovation, Public Affairs,
and Syndicated and Omnibus Studies)
experts, GfK Custom Research North
America delivers outstanding results driven
research. GlobalWorks Group, LLC
220 Fifth Ave., 11th Fl.
New York, NY 10001
Ph. 212-252-8800
Fx. 212-252-0002
[email protected]
www.globalworks.com
70 employees 60% minority-owned
Jose Velez-Silva, Dir., Client Services
GlobalWorks Group stands at
the forefront of brand marketing
that has begun to treat the multicultural minority as the new
face of the multicultural main-
2555 E. Colorado Blvd., Ste. 205
Pasadena, CA 91107
Ph. 626-486-1400
Fx. 626-486-1404
[email protected]
www.hmr-research.com
Amy Siadak, Pres.
We are a full service multicultural research
54
partner serving Los Angeles and national
studies. Quantitative capabilities and our
top rated focus groups facilities deliver focus
groups (traditional/online), bulletin boards,
intercepts, surveys (traditional/online).
that promise to be all things to all people.
We believe the many challenges to patient
adherence demand an urgent, collective
response on the part of the stakeholders
such as patients and their caregivers,
providers, payers, manufacturers, employers, government entities, and communities.
One World Inspired Health’s programs are
designed to harness the strength of these
groups and organizations to help inspire
and support healthy patients.
355 Gellert Blvd., Ste. 255
Daly City, CA 94015
Ph. 650-991-5699
Fx. 650-991-5698
[email protected]
www.inquirer.net
16 employees
Esther Misa Chavez, U.S. Director of
Sales
INQUIRER.net, the
Philippine Daily Inquirer online, is the award winning news
website with the largest Filipino online audience worldwide, averaging 30-million page
views a month from 2.9-million Unique
Visitors, 30% of which are U.S. based.
Updated 24/7 and carries comprehensive
coverage of local and international news.
Features multi-media technologies, geo-targeting, and third party adtracking.
Interlex
4005 Broadway, Ste. B
San Antonio, TX 78209
Ph. 210-930-3339
Fx. 210-930-3383
[email protected]
www.interlexusa.com
Joseph Garcia, Chief Operations Officer
Interlex Communications, Inc., a SBAcertified small disadvantaged business concern, has fifteen (15) years of experience as
a full-service advertising, marketing, and PR
firm with multicultural capabilities. Interlex
has been consistently ranked as a “Top US
Agency Brand Across All Disciplines,” by
the industry trade publication 'Ad Age
Magazine' and “Top 20 Hispanic Agency,”
by 'Hispanic Business Magazine.' Recently,
Interlex has also earned a position on the
2010 500 Inc. magazine’s annual ranking of
the fastest-growing private companies in
America. Our work has received numerous
Telly, Davey and Addy Awards. Employing
more than 30 employees (the majority of
our staff is fully bilingual in English and
Spanish), we draw on a team of highly qualified full-time employees with experiences
specifically in advertisement, strategic planning, creative design, digital, social media,
public relations, partnership development
and integrated marketing. Our experience
ranges from large corporate clients like
American Express, Western Union,
Wyndham Worldwide and Tracfone
Wireless to public sector clients like the
Department of Homeland Security, Texas
Department of State Health Services, Texas
30 Technology Dr.
Warren, NJ 07059
Ph. 908-769-1234 ext. 147
[email protected]
www.patientadherence.com
1 employee, 66% minority-owned
Dyan Bryson, VP, Patient Strategy &
Outcomes
Inspired Health Strategies is a division of One
World DMG, a New
Jersey-based company
focused on patient education and compliance packaging. Inspired
Health Strategies offers measurable and sustainable results by building targeted
programs that address the myriad of lifestyle
and cultural barriers that get in the way of
patients managing their health. Inspired
Health Strategies, under the direction of
Dyan Bryson, takes on the challenge of nonadherence by developing initiatives that
change patient behavior. We reject solutions
55
Economic Development and Tourism board,
Pan American Development Foundation and
National Education Association.
www.iwgroupinc.com
Nita Song, Pres./COO
(ISA)
285 Madison Ave., 23rd Fl.
New York, NY 10017
Ph. 212-375-8130
Fx. 212-375-8280
[email protected]
www.kanglee.com
Saul Gitlin, EVP, Strategic Services
Founded in 1985, Kang
& Lee Advertising is the
leading multicultural
marketing consulting and communications
agency in North America specializing in
reaching the Asian multicultural markets ranked #1 Asian American multicultural
agency by Ad Age Magazine in April of
2011. K&L also has full service capabilities
to target East European and Middle Eastern
multicultural consumers. Headquartered in
New York City, and with an office in Toronto,
the agency’s current client roster includes a
long list of blue-chip brands in diverse
industries. As an early pioneer of Asian multicultural marketing, K&L offers clients a
distinguished track record of ushering new
categories and brands into this discipline.
15400 Sherman Way, 4th Fl.
Van Nuys, CA 91406
Ph. 818-756-7300
Fx. 818-782-1309
[email protected]
www.isacorp.com
750+ employees
Paul Sherman, SVP, Sales and Marketing
ISA is one of America's largest
marketing research data collection and data processing
companies. ISA has 500 CATI
positions in the US, Canada
and off shore. ISA is also the industry leader
in multicultural data collection having conducted interviews in 67 languages. On-line
interviewing, IVR interviewing and complete data processing, including coding,
programming and translations are available
through our QI and Field by Design divisions we also conduct face to face intercept
interviews, qualitative studies and executive
interviewing. We have extensive experience
in reaching hard to reach ethnic groups such
as Hispanics and Asians. QI has two focus
group facilities in Southern California and
nationwide recruiting capabilities. On-line
interviewing, IVR interviewing and complete data processing, including coding,
programming and translations are available
through our QI and Field by Design divisions we also conduct face to face intercept
interviews, qualitative studies and executive
interviewing. We have extensive experience
in reaching hard to reach ethnic groups such
as Hispanics and Asians. QI has two focus
group facilities in Southern California and
nationwide recruiting capabilities.
Kreizen
1160 59th St., Ste. 1F
New York, NY 11219
Ph. 347-907-9615
[email protected]
www.kreizen.com
Sam Tescher, Founder/CEO
Communications LLC
333 N. New River Dr. East, Ste. 1200
Fort Lauderdale, FL 33301
Ph. 954-376-4800
Fx. 954-468-1962
[email protected]
www.latin2latin.com
Arminda Figueroa, Founder/Pres.
IW Group, Inc.
8687 Melrose Ave., Green Bldg., 5th Fl.,
Ste. G540
West Hollywood, CA 90069
Ph. 310-289-5500
Fx. 310-289-5501
[email protected]
56
LatinoEyes® ,
a division of C+R Research
Hispanic, independently owned-and-operated, full-service agency in the United
States. Founded in 1985 by Alex and Cathy
López Negrete, the agency offers thought
leadership and a full range of marketing,
advertising and communications services,
including strategic planning, research and
consumer insights, media planning and buying, creative, brand leadership, digital,
public relations, direct and consumer relationship marketing, and promotions. Award
winning throughout a rich, 25-year history,
Lopez Negrete counts as clients some of the
nation’s largest corporations and their prestigious brands, including Bank of America,
Wal-Mart Stores, Sonic Drive-Ins, Microsoft,
Shell Oil, MillerCoors, NBC Universal
Motion Pictures Group, Dr Pepper Snapple
Group, Kraft Foods, Georgia-Pacific, and
Verizon Communications. With national
headquarters in Houston, Texas, and a second office in Los Angeles, Calif., Lopez
Negrete employs nearly 200 employees,
who keep clients at the forefront of the burgeoning, Hispanic market.
500 N. Michigan Ave., Ste. 1200
Chicago, IL 60611
Ph. 312-828-9200
Fx. 312-527-3113
[email protected]
www.crresearch.com
100+ employees
Juan Ruiz, Sr. Research Analyst
LatinoEyes® is the research
consultancy division of C+R
Research specializing in the
U.S. Hispanic and Latin
American
markets. The
LatinoEyes® team is made up
of knowledgeable researchers with over 20
years of experience who have a deep understanding of both U.S. and Latino cultures,
and advanced quantitative and qualitative
skills. With expertise in a wide variety of
markets spanning from consumer packaged
goods to banking and retail, they offer cutting-edge technologies, as well as the best
methods for researching and gaining insights
into the U.S. Hispanic market. C+R
Research, a full-service market research
company specializes in qualitative and
quantitative research within the B2B and
B2C segments. Its specialized divisions—
KidzEyes®, TeensEyes®, MomsEyes®, LatinoEyes®, BoomerEyes™ and ShopperEyes®—provide expert insights into
specific demographics. C+R also offers
YouthBeat®, which provides a comprehensive, in-depth view of today’s youth and their
parents.
Marketing Werks
130 E. Randolph St., Ste. 2400
Chicago, IL 60601
Ph. 312-228-0800
Fx. 312-228-0801
[email protected]
www.marketingwerks.com
169 employees
Jason Vargas, SVP, Strategy & Integration
MHz Networks
8101 A Lee Hwy.
Falls Church, VA 22042
Ph. 703-770-7100
Fx. 703-770-7112
[email protected]
www.mhznetworks.org
60 employees
Frederick Thomas, CEO/GM
MHz Networks is an independent, non-commercial television
network broadcasting premier
international programming to
U.S. audiences. MHz Networks brings viewers diverse perspectives
through international news, entertainment
and more, via broadcast, cable, satellite,
Lopez Negrete Communications,
Inc.
3336 Richmond Ave., Ste. 200
Houston, TX 77098
Ph. 713-877-8777
Fx. 713-877-8796
[email protected]
www.lopeznegrete.com
51% minority-owned
Alex López Negrete, Pres., CEO, CCO
Lopez Negrete Communications, Inc. specializes in
the Hispanic marketplace
and stands as the largest,
57
telco, broadband and home entertainment.
MHz Worldview, MHz Networks national
channel, delivers international content,
direct-from-the source, in English.
Multicultural Speakers Showcase, bring educational programs to corporations,
universities and conferences.(See overview
on page 2.)
National Association of Black
Journalists (NABJ)
6840 SW 40th St., Ste. 201A
Miami, FL 33155
Ph. 305-666-7010
Fx. 305-666-7960
[email protected]
www.miamimarketresearch.com
Luis Padron, Pres./Owner
1100 Knight Hall, Suite 3100
College Park, MD 20742
Ph. 301-405-0248
Fx. 301-314-1714
[email protected]
www.nabj.org
100% minority-owned
Maurice Foster, JD, CMP, Executive
Director
The role of the
National Association of Black Journalists (NABJ) has never
been more important than it is today. We
sensitize all media to the importance of balanced coverage and fairness in the
workplace, encourage black journalists to
become entrepreneurs, and provide professional development and competitive
training services to benefit members worldwide. Founded in 1975, NABJ provides
empowerment and support to its members
through many services, including:
Professional development forums; Special
interest Committees and Task Forces;
Fellowships, Internships & Scholarships;
Special Honors Awards; an Online job bank;
Annual Convention & Career Fair; NABJ
Journal (a quarterly magazine) & E-newsletters. NABJ provides leadership and
groundbreaking educational opportunities
to keep our members in the vanguard in
today's competitive workplace. NABJ
advances careers, nurtures leaders, and
shapes news.
MRSI (Marketing Research Services
Inc.)
720 E. Pete Rose Way, Ste. 200
Cincinnati, OH 45202
Ph. 513-579-1555, 800-SAY-MRSI
Fx. 513-562-8819
[email protected]
www.mrsi.com
Miguel Martinez-Baco, VP, Hispanic
Services
MRSI helps clients across industries including consumer products, retail, financial
services, and healthcare solve business challenges with insightful product development,
consumer insights and Hispanic research
designed for their specific needs.
Multicultural Marketing Resources,
Inc.
150 West 28th St., Ste. 1501
New York, NY 10001
Ph. 212-242-3351
Fx. 212-691-5969
[email protected]
Lisa Skriloff, Pres.
(MMR) is a public relations
agency,
marketing firm, publishing company and consulting firm. Lisa
Skriloff, President, founded the company in
1994. MMR publishes Multicultural
Marketing News and The Source Book of
Multicultural Experts, both also available
online at www.multicultural.com. We offer
consulting services to start up and advanced
multicultural marketers and, via our
NAMIC (National Association for
Multi-ethnicity in Communications)
320 W. 37th St., 8th Fl.
New York, NY 10018
Ph. 212-594-5985
Fx. 212-594-8391
[email protected]
www.namic.com
Kathy Johnson, Pres.
58
6955 La Tijera Blvd., Ste. B
Ph. 310-670-6800
Fx. 310-670-7158
[email protected]
www.newamericandimensions.com
Leslie Smith, VP, Business Development
& Marketing
2551 N. Clark St., Ste. 301
Chicago, IL 60614
Ph. 773-388-8839
Fx. 413-460-5995
[email protected]
www.opendoorsnfp.org
Eric Lipp, Exec. Dir.
The Open Doors Organization (ODO) was founded
in 2000 for the purpose of
creating a society in which all persons with
disabilities have the same consumer opportunities as those without. We aspire to teach
businesses how to succeed in the disability
market
Object Design & Communications,
Inc.
8212-A Old Courthouse Rd.
Vienna, VA 22182
Ph. 703-917-0023
Fx. 703-917-0022
[email protected]
www.objectdc.com
Nawaf Soliman, Pres.
ObjectDC has the
recipe for effective multicultural marketing: 1.
In-depth understanding of values, languages,
family and community dynamics; 2.
Sophisticated ability to craft relevant messages that go beyond stereotypes and make
a connection with the individual; 3. Wide
network of established contacts within ethnic media and local organizations; 4.
Proven success in reaching Asian, South
Asian, Middle Eastern, Hispanic, Filipino,
Persian, Greek, Turkish communities in
North America. With over 15 years of
expertise, and a diverse team that understands the pulse of this versatile market, we
are an asset for any marketer who aspires to
reach the growing ethnic communities in
North America and abroad. Our clients rave
about ObjectDC’s commitment to providing
a higher level of service by being responsive,
reliable, and results-driven. We offer 360degree marketing services: Market Research,
Creative, Production, Brand Development/Management, In-Language Communications, Media Planning/Buying,
Online/New Media, and Community
Engagement. Opinion Access Corp.
47-10 32nd Pl., 3rd Fl.
Long Island City, NY 11101
Ph. 718-729-2622
Fx. 718-729-2444
[email protected]
www.opinionaccess.com
200+ employees, 100% minority-owned
Joe Rafael, Chariman
Opinion Access Corp. has
been conducting English
and Spanish language-ofchoice interviewing for over
fifteen years with a Hispanic bilingual staff
in excess of 200 people. We serve as a onestop-shop for all of your data collection and
data processing needs, conducting Online
and CATI interviews throughout the
world. With call centers in the United States
and the Dominican Republic, we offer a
robust solution for the efficient and timely
fielding of all of your interviewing
needs. We also interview in over 10 additional languages (other than English and
Spanish) out of our US call center.
People en Español
1271 Avenue of the Americas
New York, NY 10020
Ph. 212-522-7884
Fx. 212-467-0480
[email protected]
www.peopleenespanol.com
Rose-Anne Tifre, Associate Publisher
59
People en Español delivers original editorial
content that is relevant to today’s Hispanics.
The magazine is defined by its incomparable celebrity access, trusted storytelling, and
entertaining exclusives across multiplatform
programs.
our clients’ brands to the dominant purchasing values of our target audiences. Prime
Access and our award-winning campaigns
have been featured on CNBC Business
News and in The New York Times, The Wall
Street Journal, Fortune, Advertising Age,
Black Enterprise and OUT magazine. For
measurable results in multicultural markets,
Prime Access is the way in.®
7745 SW 138th Terrace
Miami, FL 33158
Ph. 305-971-1437
Fx. 305-971-1067
[email protected]
www.phoenixmi.com
Raul Lopez, Pres., Multicultural Practice
15060 Ventura Blvd., Ste. 125
Sherman Oaks, CA 91403
Ph. 818-988-5411
Fx. 818-988-4057
[email protected]
www.q-insights.com
Linda Giniewicz, VP
PM Publicidad
1411 Dutch Valley Place NE/ PO Box
10174
Atlanta, GA 30324
Ph. 404-870-0099
Fx. 404-870-0321
and
P.O. Box 10170
Newport Beach, CA 92658
Ph. 949-715-7911
[email protected]
www.pmpublicidad.com
Eduardo Perez, Pres.
501 Fifth Ave., 3rd Fl.
New York, NY 10017
Ph. 646-367-4815
Fx. 646-367-4901
[email protected]
www.rkadv.com
Pamela Kimmerling-Hoveling /
Fernando Rola, Co-Owners
RolaKimmerling
Associates, Inc.
is a multilingual, multicultural, womenowned, full-service advertising agency,
established in 1987. Dedicated team disciplines include: RK Hispánica, a bilingual,
bicultural division, targeting the U.S.
Hispanic Market, established in 1994; and
newly-launched RK Ethnicare, a multicultural, healthcare marketing division and RK
Interactive, an online, web and social marketing division, all of which are driven by
"Directatics" an analytic engine that fuels all
initiatives, combining solid research and
strategic thinking resulting in breakthrough
creative.
Prime Access
345 Seventh Ave.
New York, NY 10001
Ph. 212-868-6800
Fx. 212-868-9495
[email protected]
Howard Buford, Pres./CEO
We provide clients
with unique, insider
access to the multicultural consumers and
social networks that comprise the new
American marketplace. Prime Access delivers Hispanic, African American and gay
(LGBT) consumers through a strategic mix of
marketing communications management.
This includes creating messaging for traditional media, digital and new media, as well
as direct community outreach. In this way,
we build brand sales and loyalty by linking
Ph. 201-966-9859
[email protected]
Svetlana Ivanova, Pres.
60
Saigon Tex News /Asian SW Media
Multicultural Marketing and Promotion edition link to SMSiUrbanCallMarketing.com;
visit SegmentedMarketing.com.
815 Birdsall St.
Houston, TX 77007
Ph. 713-626-2600
Fx. 281-974-1799
[email protected]
www.saigontexnews.com
Barry Warner, Publisher STN;
President ASM
Sulekha.com - Connecting Indians
Worldwide
13740 Research Blvd., Bldg. C, Unit 4
Austin, TX 78750
Ph. 512-775-4378
Fx. 512-231-0123
[email protected]
www.sulekha.com
500+ employees, 100% minority-owned
Reshma Deshmukh, Head of Business
Development and Operations
4265 Brownsboro Rd., Ste. 225
Winston-Salem, NC 27105
Ph. 336-759-7477
Fx. 336-759-7212
[email protected]
www.smsiurbancallmarketing.com
15+ employees, 62 Field Ambassadors,
100% minority-owned
Lafayette Jones, CEO/Publisher
SMSi-Urban Call Marketing,
Inc. and Segmented Marketing
Services, Inc. (SMSi) are multicultural marketing, sampling,
promotion and publishing companies specializing in Grass-roots product sampling;
Urban Call custom publishing and distribution; Promotion planning and execution;
Urban retail merchandising; Field marketing
executions, Multilingual community ambassadors, Media relations and placements.The
SMSi Community of Networks, founded in
1978, reaches more than 50% of black and
Latino consumers in the top 20 national
urban markets including churches, beauty
salons, barbershops, youth, senior and daycare centers, health centers, entertainment
venues and urban retailers. Urban Call custom publications are distributed in the
proprietary SMSi networks with brand samples, or independently, and at community
venues. Promotion overlays include health
expos, festivals, brand sponsored micro sites
and seminars. Relationships with urban
gatekeepers and opinion leaders provide
access to millions of network constituents.
Community access and relationships are
leveraged for clients including Procter &
Gamble, General Mills, Johnson & Johnson,
Aetna, AARP, Sally Beauty, Walgreens,
Merck, Johnson Publishing, Magic Johnson
Enterprises and McNeil. For the Urban Call
409 Maynard Ave., South, St. 208
Seattle, WA 98104
Ph. 206-623-6888
Fx. 206-623-6889
[email protected]
www.tdwang.com
Tim Wang, Principal
Terra Networks USA
535 Fifth Ave., 21st Fl.
New York, NY 10017
Ph. 212-354-2700
Fx. 212-354-3385
[email protected]
www.terra.com
Liz Saracheck Blacker,
Chief Revenue Officer
Terra (www.terra.com) is a
global digital media company
and content producer with a
presence in 18 countries, including the
United States where it serves the growing
Hispanic community. Focusing on lifestyle,
entertainment, sports and news, Terra creates an interactive user experience for
millions of U.S. Hispanics and provides
comprehensive solutions for advertisers
seeking exposure among this key demographic. In Latin America, Terra is the
region’s leading Internet company, with 89
million unique visitors per month. Terra was
most recently named by Fast Company in
their ranking of list of Most Innovative
Companies in the World as pioneering company in music.
61
Translations.CA
WING
25 Rockcastle Dr.
Toronto, Ontario M9R2V2
Ph. 416-248-5648
[email protected]
www.translations.ca
7 employees
Kim Pines, Pres.
200 Fifth Ave.
New York, NY 10010
Ph. 212-500-9400
Fx. 212-500-9483
[email protected]
www.insidewing.com
55 employees
Daniel Gergely, Business Development
Supervisor
VanguardComm
100 Bayard St., 3rd Fl.
New Brunswick, NJ 08901
Ph. 732-246-0405
Fx. 732-246-0502
[email protected]
www.vanguardcomm.com
Esther Novak, Founder/CEO
VanguardComm is
your single source
for addressing multicultural audiences.
Whether you are assessing opportunity or
want to refresh your existing efforts, we can
help. We have extensive experience helping
corporate and nonprofit organizations assess
the opportunity in the African American,
Hispanic and Asian American markets - one
segment at a time or all segments. When the
assessment is completed, we develop effective and efficient market entry strategies and
tactics. We use multiple channels - grassroots, events and sponsorships, digital and
cause marketing, advertising and public
relations, among others. VanguardComm
offers the Experience of a senior team and
the agility of an independent agency; the
Efficiency of "one stop" shopping for all segments; proven Effectiveness in reaching
these audiences; and the Energy to hit the
ground running and produce results.
One Penn Plaza, 250 W 34th St., Ste.
3501
New York, NY 10119
Ph. 646-745-9020
Fx. 646-745-9062
[email protected]
www.zeetvusa.com
50 employees
Tom Marsillo, Senior Vice-President
Zee TV has become synonymous
with unparalleled quality in
entertainment. An undisputed
leader that reaches more than
167 countries, 500 million viewers globally, Zee reaches more than 2
million viewers in the US. Zee constantly
dominates the South Asian ratings landscape
in the U.S. and helps advertisers reach this
audience through a culturally relevant programming environment. Moreover, Zee TV
dominates the biggest general market networks in monthly average hours per
household watched and is the only South
Asian television network in the USA to subscribe to Nielsen and Rentrak measurement.
Zee TV caters to the fastest growing and
superior ethnic segment in the country that
over-indexes the General Market for
Income, Education, Employment, Household Size and key consumer indices. Today
Zee serves as the ultimate source for all
South Asian entertainment; gripping dramas,
engaging reality shows Bollywood blockbusters and special events! Zee is not only
the undisputed leader but also the key to
reaching this growing, affluent South Asian
segment.
Valassis
19975 Victor Parkway
Livonia, MI 48152
Ph. 734-591-7304
Fx. 734-632-6180
[email protected]
www.valassis.com
Larry Berg, VP Communications & GM,
Newspaper
62

is sponsored by 2011/12 - Multicultural Marketing Resources, Inc.

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