This is very exciting news for those of us who are strong believers and supporters of Crosscultural Marketing. Ogilvy is the most recent advertising agency to embrace the Crosscultural Model within the last several months, which is helping to pioneer the paradigm shift that will transform the U.S. advertising industry.
Contrary to what the detractors of the model might say, we are not talking about Anglo marketers experimenting with multicultural audiences. Rather, all these shops (Draftfcb, Richards/Lerma, Crispin Porter, 22squared, etc) have recruited truly multicultural experts with years of solid experience in ethnic markets to manage the multicultural business of their clients.
It seems like it is just a matter of time for the entire U.S. advertising landscape to evolve into a multicultural industry, which would be a true reflection of today's U.S. society. And to be fair, the evolution should include Hispanic agencies managing the Anglo business of their clients as well. I'm personally hoping to see that happen soon.
Stay tuned because this process has just begun, and like many of you, I can't wait to see which advertising agency will be next.
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