Too often, multicultural marketing begins with looking for differences between people rather than their similarities.  

At RPA we start by looking at our audience as a whole: Who are they? What motivates them? What media do they consume?    

We’re looking for similarities. Looking for what connects all the different people in that audience.  

Sure, there are unique differences within that larger audience. And you can group people by culture or age or income. But the more impactful brand ideas come from the similarities, not the differences.  

Think of a mosaic. All these different pieces and shapes coming together to make a larger image. That’s how we think of the “general” market audience. Ever increasing in size, multicultural audiences are part of, not apart from, the general market.  

We develop brand platforms with multicultural audiences in mind from the outset because they are the market.  

We’re in LA, as is the vast majority of our associates. That means they’re diverse individuals who represent a diverse range of cultures. And all those diverse thinkers are the folks who develop brand platforms for the mosaic market. 

Check out some of work that looks at multicultural marketing as a mosaic.  

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