Just a few months ago, through AHAA’s TM Benchmark Study, many respondents viewed the industry in distress the concept of Total Market appeared to have multiple personality disorder. This deck summarizes the Total Market Approach (TMA) consensus definition and two important additions –What is TMA and What is Not TMA. deliverable of the AHAA’s Client Roundtable in collaboration with the ANA. It shares a Kimberly Clark case study on the criteria for when to apply it, it covers 3 Client-Agencies working models and concludes with priorities for the continuation of this critical marketing approach initiative. Carlos Santiago, Chief Strategist at Santiago Solutions Group, leads this initiative in his role as Chair of AHAA’s Research Thought Leadership Committee together with Gilbert Davila, Chair of ANA Multicultural, President of Davila Multicultural Insights.