Blog

The foundation of great marketing is storytelling and inclusivity is the heart of telling stories authentically. Telling authentic stories matter — now more than ever — because consumers are inundated daily with ads, but only few have lasting impressions.

If your brand is on Facebook and Twitter and Instagram, but not on WeChat, it’s probably time to rethink your marketing strategy. That was one of the clear messages of a fast-paced and informative webinar for ACA members in late September, “Understanding Digital and eCommerce from a Multicultural Perspective.” Multicultural expert and co-founder of Ethnicity […]

Demographic shifts in Canada are having a major impact on the way brands do business. Put simply, if you don’t have a plan in place to serve ethnic and new immigrant populations, you’re missing out on a growth opportunity.

By Howard Lichtman, Partner, Ethnicity Multicultural Marketing & Advertising In the United States, driven by market forces and a desire for increased revenue, American corporations have embraced multicultural marketing with a passion. For years, they have worked with best of breed multicultural agencies—experts in either the Afro-American or Hispanic ethnicities.

by Howard Lichtman, Partner & Co-Founder, Ethnicity Multicultural Marketing + Advertising What is truly remarkable about Canadian marketers is that while corporations have made major efforts to understand “the Quebec connection”, and allocated the resources to reaching out to that market, they have not applied the same rationale, resources or process to ethnic consumers. One […]