Saturday, March 1, 2008

______ is the new _______

Urban is the New Mainstream is a great first person perspective on what the ad world is largely missing out on: multi-cultural targeting.

"What's most tragic -- beyond the racial implications -- is how out of touch it is with the consumer reality. We are in a business where professionals are paid to be in touch with the target -- unless that runs counter to their usual comfort zone. Brands and agencies have got to get clued in or get left behind."

We're all too comfortable sticking with what we know. I agree that we can be more intuitive about what we personally have experience with, but...coming up with a target that's "mostly" white is mostly old-school thinking. Wake up and smell the urban coffee.

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