Multicultural Marketing

Multicultural advertising agencies, especially those targeting the African American market, must constantly reinvent themselves in order to stay relevant in today's changing world. It's always been difficult to educate clients and get them to see the business opportunities for their brands in the African American market, even in the best of times. In this economy it's that much more difficult as multicultural budgets are often some of the first to be cut. Admittedly the new business opportunities are even fewer and farther between as a result. But those agencies who are smart and have strategy at the heart of everything they do will be the ones to survive. And those agencies who understand the multicultural market is now really the general market, and who continue to produce smart, inclusive yet carefully targeted work as a result, will thrive and prosper.