Weber Shandwick has specialist teams worldwide that focus solely on reaching out to growing ethnic markets.
Multicultural Communications, U.S.
The multicultural market’s spending power is nearly $2 trillion, yet they are the most overlooked market in America. They live the American dream at rates that far outpace Anglo-America. The Hispanic, African and Asian American populations made up over 50 percent of the nation’s population growth over the last ten years. Today, multicultural markets represent over 30 percent of the U.S. population.
As shifting demographics continue to change the economic landscape, companies and organizations find themselves increasingly in need of specialized communications programs to reach diverse populations. Understanding these strategic and cultural challenges is the key to an effective multicultural marketing campaign.
The Axis Agency, Weber Shandwick's U.S. multicultural agency partner, is an expert at developing and implementing integrated communications programs for a range of audiences. Its award-winning multicultural work helps companies expand their reach through thoughtful marketing that connects lifestyle, culture and language with company brands.
Multi-Cultural Communications (MCC), Europe
MCC is a specialist practice within Weber Shandwick that advises clients on reaching ethnic groups in the UK via media and public relations strategies. With unmatched relationships in the media, political and commercial worlds, MCC has the versatility to work across both public and private sector business from FTSE 25 companies to smaller, more targeted government campaigns.
In the UK, MCC provides consultation and PR expertise to brands or services to an often ignored ethnic minority population of approximately 6 million people, with an estimated combined disposable income expected to reach £300bn by 2011.
It is no secret that today the UK has a broader range of diverse cultures, races, faiths and nationalities than ever before, and this increasing, positive trend is set to continue. To ensure we are at the forefront of the these changes, MCC assists clients in understanding the opportunity and potential risks that currently exist in communicating with specific ethnic groups in the UK.
Whether it is raising the profile of a brand or product, working within communities on a grassroots level or managing an issue that relates to ethnic groups, the team ensures that all communications programs engage the diverse audiences that are so influential in European countries today.