By Louis Maldonado – partner, managing director / d exposito & Partners
The article from Andrés Ordoñez regarding NBC’s “The Voice” provided a helpful analogy to help illustrate the importance of cultural relevance regardless of language. It prompted me to offer another example from those same blind auditions, which I believe is a truly compelling example on the impact of cross-cultural influence and the increasingly global mindset that exists in today’s new America.
The fact that they proactively sought to engage in a conversation with Shakira in Spanish, even though they opted to work with another judge, is rather telling. Many times, clients express a degree of apprehension or concern over prominently using ethnic insights, language or cultural cues in total market communications. Although just one example, Midas Whale can be used as an analogy to illustrate just how much America is changing in its mindset and behavior. Even those that are non-ethnic are showing a greater tendency to be open-minded and to embrace other cultures, including languages, trends and traditions. And the fact that the duo is from Idaho shows that is happening even in the most unexpected places!
As often expressed in our industry circles, the seismic shifts we see happening in our new America and across the globe not only present a multitude of new growth opportunities, but realizing them requires new ways of thinking, planning and operating. Some leading advertisers have acted boldly to seize them. Hopefully, these analogies provide more ammunition for us to continue encouraging other clients to do the same.
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