I’ll let you in on the not-so-secret trick to advertising: it’s all about getting an audience to identify with a product. If you want to appeal to a few different audiences, you’re going to have to come up with a few different ways to do it. That’s where multicultural marketing comes in.
I recently had the pleasure of interviewing Yuriy Boykiv of Gravity, a New York-based ad agency that targets cultural and ethnic groups with messaging that is language- and culture-specific. Very interesting stuff, especially in a city as diverse as New York. He and I talked about his experience as an immigrant entrepreneur, the differences between small and large agencies, and the role of technology in advertising.
Here’s what I learned from our conversation: [Read more…]