The ads got particularly bad scores when it comes to ‘cultural relevance,’ especially from Hispanic audiences, according to a new report from the ANA’s diversity arm By Jessica Wohl. Published on February 09, 2021. Despite heightened scrutiny … Read More
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A Letter From ANA and AIMM: We Commit to Do Better
No longer accepting our shortcomings on D&I
By ANA and AIMM
At the Association of National Advertisers (ANA) and the Alliance for Inclusive and Multicultural Marketing (AIMM), we strongly believe that every person—regardless of race, ethnicity, sexual ... Read More
Brands Get a New Metric to Assess Cultural Relevance
March 25, 2020. AdExchange by Sarah Sluis.- When ads positively portray people from a racial or cultural group, or contain cultural insights that resonate with members of that group, they measurably boost brand KPIs such as purchase intent, brand loyalty and brand relevance.
But efforts to measure cultural inclusivity are in their infancy... “Many marketers believed they were doing multicultural marketing but in fact they weren’t using any culture in their outreach to this segment,” said AIMM President Carlos Santiago. Using CIIM addresses this gap. ... Read More
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