embracing
diversity with multicultural media
Multicultural advertising centers on the audience rather than the media channel. The objective is to organize a media campaign that will more effectively get your message in front of the appropriate segments of the population. We take the time to form a deep understanding of the audiences we are targeting and learn their culture, language, interests, and preferred channels for information and entertainment to meet them where they are in meaningful and culturally relevant ways.
We’ve been helping brands connect with diverse audience targets for forty years.
Our approach
Our leadership in multicultural advertising spans the decades and focuses on reaching specific audience segments - whether African-American, Hispanic/Latino, Asian, or other ethnic groups - in ways that align with their unique needs and preferences. Within cultural segments, distinct subgroups exist based on generation, level of assimilation, language dependence, and many other characteristics. We tailor our media campaigns to connect with these audiences effectively, utilizing various media channels that resonate with them on a cultural level.
The Ward Group’s deep understanding of how different ethnic groups consume and connect with media ensures your message reaches the intended audience in a relatable way.
A History of Success
Our track record for multicultural advertising clients speaks for itself.
We elevate the standard of advertising in multicultural media. Our campaigns involve:
Analysis of reach among ethnic targets through general market advertising efforts
Determining language dependence to inform creative needs and platform selections
Influencer partnerships for cultural connection and authenticity
Geotargeting to intercept the target consumers as they go about their daily lives
Culturally relevant event opportunities and partnerships to connect on a personal level
Genre, program, and platform selections based on unique audience preferences
“Their experience, dedication, quick response, and flexibility are what makes The Ward Group stand out among the other media partners I’ve worked with in the past."
VP of Marketing | Pollo Campero
Ready to elevate your next multicultural marketing campaign? Contact The Ward Group today, and let's dish out innovative and effective media strategies that will keep your customers coming back for more.
