Multicultural marketing’s coming of age

Ethnic audiences are no longer niche. They are edging toward levels of critical mass and marketers like Kruger’s Susan Irving ...

Ethnic audiences are no longer niche. They are edging toward levels of critical mass and marketers like Kruger’s Susan Irving recognize that multicultural marketing should therefore be equally – if not more – compelling than campaigns for the rest of Canada. In this session, Irving and Ethnicity Matters’s Bobby Sahni discuss how brands are investing in authentic marketing that doesn’t cut corners and which isn’t just an add-on.

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