SSG is a co-founder (along with DMI Consulting) of the ANA’s (Association of National Advertisers) Alliance for Inclusive and Multicultural Marketing initiative (AIMM) and most specifically for creating the Cultural Insights Impact Measure (CIIM) in partnership with NBC-U and AIMM member companies.

AIMM creates a powerful marketing movement that accurately depicts multicultural and inclusive segments in order to promote business growth.

CIIM is an algorithm that identifies metrics to assess the impact and effectiveness of cultural insights in ads and programming and how these have the potential to affect sales lift and Corporate ROI.

SSG is well known for its innovation in measuring cultural relevance and its impact on sales. Cultural relevance (CIIM) combined with persuasiveness accounts for 40% of the sales variations in campaigns.

Experts in Bringing Culture To The Forefront

We created CIIM™ model as a path for brand growth through a standardized industry measure gauging the level of cultural relevance in ads and content


Attain Deep Cultural Connections that Enhance Impact

Beyond Representation

Lead with Cultural Authenticity

SSG, in partnership with DMI, can facilitate CIIM to our clients. This testing of your communication materials will tell you how you’re doing with the cultural effectiveness of your communications and what knowledge gaps you need to close to put into the next set of creative briefs in order to perform better.

SSG can: 

  • Put into context the work you do and provide suggestions for areas for improvement in order to better connect with segments including: Hispanic (in Spanish and in English), African American/Black, White Non-Hispanic, LGBTQ+, and People with Disabilities
  • Can work with your agencies and creative teams throughout the process to ensure culturally aligned communications executions
  • Can set realistic expectations for where your scores should be as you become more adept at targeting these groups, and how you can move up from one quartile to another

The more ads tested, the more insights SSG can provide as we can use the full creative spectrum as a frame of reference. SSG can then provide insights into your overall Multicultural strategy through a comprehensive plan that takes into consideration CIIM learnings and organizational learnings.

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