Ogilvy & Mather’s Cross-Cultural Report

NOVEMBER 5, 2012

An advertising industry first, Ogilvy & Mather’s Cross-Cultural Report: Findings provide new model to help brands build value and relevancy for “The New General Market”.

Through the development of Ogilvy & Mather’s Cross-Cultural Report, we identified a major shift in the way we perceive and market to our clients’ customers. In the report we explain this shift and the manner in which we need to respond to it. The stakes are high. It’s no exaggeration to say that this is a change-or-die moment for many players in our industry. We believe that with this blueprint we are poised to prosper rather than perish. And we believe that David Ogilvy, who had great respect for the consumer and a deeply held belief in constant adaptation, would have approved.

We interviewed key clients and stakeholders over the last year in both the current general market and multicultural spaces and augmented those findings with desk research on the different ways brands are now targeting the general market and multicultural audiences. We found our research complicated by the shifting boundaries between the general and the multicultural markets. The clients we interviewed found it difficult to pinpoint a transition point between their efforts to serve the two audiences. We analyzed the ways in which more than 100 brands were marketed to Hispanic, Black, Asian American and LGBT audiences separately.

After reading the Cross-Cultural Report you should understand the following:

The business case as to why brand and marketing leaders should shift their planning and investment approach for “The New General Market.”

The cross-cultural disciplined approach versus the current general market and multicultural marketing approach.

How the application of the Ogilvy & Mather Cross-Cultural Strategic Territories helps builds brands for The New General Market.

How the Ogilvy & Mather Cross-Cultural Matrix helps brands assess their current cross-cultural position and our approach for building brand value.