Cultural relevance boosts ad effectiveness, says new ANA metric

Marketers looking to improve the inclusivity of their campaigns have a new tool—and new reasons to use it. On Monday, the Association of National Advertisers released the Cultural Insights Impact Measure, a metric that gauges the cultural relevance of an ad and the extent to which it reflects genuine insights that speak to consumers of all backgrounds. An accompanying survey from the ANA’s Alliance for Inclusive and Multicultural Marketing also shows that ads that score well on the CIIM ranked 2.6 times higher on brand relevance, and viewers who saw them were twice as likely to recommend the brand, 2.7 times more likely to try the brand for the first time and 50 percent more likely to repurchase. … Read More

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Holiday Warmth & Smiles for Migrant Children

The Santiago Solutions Group has chosen to celebrate this Holiday Season by donating in honor of our friends and our clients to a special program to help those who really need it: the migrant children and families at the border. The collaborative program, shared and led by the … Read More


Multicultural Segments Growth Surges 58%; White NH Decline Accelerates

Non-Hispanic White Segment Decline Accelerates. Multicultural segments jumped 2.8M from 2016 to 2017 compared to a 1.8M increase from 2015 to 2016. Multicultural segments yielded 100% of the US population growth. Hispanic compromised half of the overall growth. … Read More

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Spanish Dominant Hispanics Are Extremely Confident They Will Participate and Decide The Future Of The Country

According to SSG’s primary survey, 68% of Spanish Dominant Hispanics who can vote in Federal elections feel very to extremely confident that they will go out and vote in the November 2018 mid-term elections. Spanish Dominant Hispanics consider that Immigration, Racism, Homeland Security, Gun Control And Health Care are the top 5 issues facing the country. The ranking of these issues don’t change between Millennials and Xers/Boomers but the level of importance for Immigration and Health Care is significantly higher among Spanish Dominant Xers & Boomers. Interestingly, Racism is identical regardless of Generation. … Read More

Recent News


ANA’s annual meeting begins with major focus on multicultural marketing

ANA CEO Bob Liodice hones in on diversity in opening speech, ignores hot-button issues like media transparency By E.J. Schultz. Published on October 03, 2019. For the past several years, Association of National Advertisers CEO Bob Liodice has kicked off the group’s largest conference of the year by ticking off a laundry list of issues plaguing the industry, including the opaque digital media supply chain, ad fraud and the ANA’s long-running fight with media agencies over transparency in contracts. ... Read More


It’s time to #SeeALL. As marketers, our role is simple: deliver growth. Today’s modern family – our customer – is increasingly multicultural by nature and we must make sure our work reflects that. For this reason, our companies should reach out to consumers in relevant and meaningful ways that ultimately have the ability to connect with our customers while lifting corporate growth. Everyone should feel included and valued. It’s time to celebrate diversity. Highlight what makes us different and what brings us together as a society. ... Read More

Spanish Dominant* Hispanics Financial Optimism Soars in 2018


Now nearly 6 in 10 Spanish Dominant Hispanics have an optimistic view about their finances over the next 12 months, […]

Census Consensus: ‘Citizenship’ Would Be A Headache For Advertising, Media – MediaPost

March 28, 2018. MediaPost by Joe Mandase.- Obvious partisan political implications aside, the Trump White House’s push to add a […]

Las Perspectivas Económicas del Mercado Multicultural Se Ven Muy Poderosas PRODU

Jan 16, 2018. PRODU.- Para Santiago Solutions Group, el panorama es alentador para el segmento multicultural en EE UU. “Los […]

2018 Multicultural Economy Outlook


U.S. Marketers are quickly shifting growth priorities among multicultural (MC) segments, especially since the White Non-Hispanic (WNH) segment has been […]