Reshmi P’s Post

As promised, I'm showcasing ongoing #AsianHeritageMonth content until the end of May! Today, I want to share the "15th Annual Asian Marketing Summit" happening in next week hosted by the 3AF: Asian American Advertising Federation. Why is this so important? I'll let the folks at Cold Tea Collective summarize: "People of Asian descent are the fastest growing population in the United States, representing more than than 23 million people. According to Nielsen, the collective purchasing power of Asian Americans is more than $1.6 trillion, growing 314% between 2000 and 2019, far exceeding the increase in purchasing power of all other racial and ethnic groups over the same period. For comparison, the total U.S. buying power grew 119% during the same period." For more on the event and a special promo code, visit this link: https://lnkd.in/gMe8Jrgh #JEDI #EDI #DEIA #InclusiveMarketing #InclusiveBrands #InclusiveCommunications #MulticulturalMarketing

I must admit to deliberately avoiding the bad-news stories and surrounding vitriol - which more often than not have their own agenda - in favour of positivity and a feel-good attitude. It's not that I have my head in the sand, it's simply because I'm sick of it (to quote Stephen Merchant!) So I loved this piece by Emily Pinto in Katie Couric Media on chief brand officer at Procter & Gamble, Marc Pritchard, recently inducted into the Advertising Hall of Fame, which celebrates industry legends who’ve "distinguished themselves with outstanding globally recognized achievements, remarkable innovations, and exceptional philanthropic work - both within the advertising industry and in their communities." Marc was instrumental in creating "a shift in P&G’s advertising - toward purpose-driven content. These are those ads that make you think, make you cry, and might even inspire you to go out and do some acts of good yourself. In fact, Pritchard’s reimagining of P&G’s advertising strategy can be summed up in two words: growth and good. The company’s approach serves a dual benefit: Promoting inclusivity through advertising is good for both business and society. As Pritchard explained to the WFA: “If you think about your brands as being a force for good, and a way to meet the needs of the people you’re serving, that’s also a force for growth.” Thanks Emily! #purposedriven #customerexperience #employeeexperience #feelgoodmoments #sickofit

Fueled by advancements in digital, the Out-of-Home landscape has undergone a significant transformation in the past decade. Kantar's Lexi Cappalli will be joining a panel of experts to discuss how #OOH has changed, how to optimize your creative, and how to measure impact of the medium. Learn more and register: https://lnkd.in/gvWT3n-V

Fueled by advancements in digital, the Out-of-Home landscape has undergone a significant transformation in the past decade. Kantar's Lexi Cappalli will be joining a panel of experts to discuss how #OOH has changed, how to optimize your creative, and how to measure impact of the medium. Learn more and register: https://lnkd.in/g_fvcX3K

Fueled by advancements in digital, the Out-of-Home landscape has undergone a significant transformation in the past decade. Kantar's Lexi Cappalli will be joining a panel of experts to discuss how #OOH has changed, how to optimize your creative, and how to measure impact of the medium. Learn more and register: https://lnkd.in/e_NJYpq3

TIME TO STOP ‘LATINO COATING’ & PRIORITISE HISPANIC MARKET THROUGH AUTHENTIC ENGAGEMENT 🚫 Stop ‘Latino Coating’ or kiss your career goodbye, warns the Hispanic Marketing Council (HMC). It has launched a bold campaign –#STOPLATINOCOATING – urging US marketing & advertising chiefs to prioritise the Hispanic market and engage with the community authentically. With a value of $3.2 trillion, this market deserves more than superficial gestures. 💬 "To us, Latino Coating is a form of cultural appropriation that seeks to capitalise on Latino identity for marketing purposes without genuinely valuing or respecting the culture. It’s akin to whitewashing, greenwashing, or rainbow washing, but it preys on Latino identity, offering a mere illusion of inclusivity by adding Latino elements on the surface. It’s activating during Hispanic Heritage Month and patting yourself on the back,” explained Luis Miguel Messianu, Founder, President and Chief Creative Officer of MEL & creative director of this campaign. 👁️🗨️ "It’s time for CMOs to wake up, treat us as we are: the fifth largest global economy,” adds HMC’s Chair & Zubi's Isabella Sanchez. #FairPlayTalks #StopLatinoCoating #HispanicMarket #Inclusion #AuthenticityMatters #AuthenticEngagement #ChiefMarketingOfficers https://lnkd.in/e4fHqcJk

Fueled by advancements in digital, the Out-of-Home landscape has undergone a significant transformation in the past decade. Kantar's Lexi Cappalli will be joining a panel of experts to discuss how #OOH has changed, how to optimize your creative, and how to measure impact of the medium. Learn more and register: https://lnkd.in/gRvN7ncT

According to Roy Morgan there are 10,175,000 people in Australia who have either one parent or both born overseas. That represents 45.8% of the Australian population aged 14+ years. There are 5,601,000 (25.2%) people in Australia who were born overseas. And there are 4,973,000 (22.4%) who speak a language other than English in their home. Australia is a culturally diverse and rich community, particularly when you then add in 741,000 (3.3%) people who identify as Aboriginal or Torres Strait Islander. Then why does it appear that many advertisers get it wrong when it comes to their marketing? And would it surprise you if I told you that it is the large retailers that people say get it most right in their marketing, with Kmart Australia Limited topping the list, followed closely behind by Woolworths, Nike, Coles Group and McDonald's. You can read more in our latest research on the Australian CALD community #research #diversity #mediaagency #independentagency #advertising #marketing #CALD

In the past, diversity in advertising was a neglected topic for most companies.  At that time, organizations created one message to a specific community leaving aside a huge number of potential clients. Today: 👋🌍 🚀 We are part of a global connectivity. Thus, reaching diverse audiences is not just an organization’s preference, but an absolute strategic imperative! Do you want to have a forward-thinking and relevant brand? Focus on resonating with a multitude of voices, cultures, and perspectives that form the rich mosaic of our global society. 🔊 Why? Multicultural advertising represents a profound commitment to understanding and respecting the unique perspectives, values, and traditions interwoven into different communities. Companies can establish connections with consumers on a profound, emotional level, contributing to the creation of a more inclusive and understanding society. Obviously, this commitment goes beyond mere rhetoric—it is a conscious and constant effort to bridge gaps and foster unity through our advertising initiatives. The key to this approach lies in recognizing that diversity is not just a checkbox on a list of corporate responsibilities; it is a guiding principle that propels us toward innovation and relevance in an ever-evolving marketplace. Tip! Create campaigns that break down barriers, celebrate differences, and amplify the voices of those whose stories have often been overlooked or marginalized. Let’s work on creating a narrative that reflects the positive change we can collectively bring about through inclusive and culturally resonant campaigns. 🌐✨ #DiversityInAdvertising #MulticulturalMarketing #InclusiveCampaigns