Marc Pritchard Busts Multicultural Marketing Myths (with $1 billion in sales growth possible)

November 13, 2017

By Bill Duggan, Group EVP, ANA

P&G's Marc Pritchard at the 2017 ANA Multicultural Marketing & Diversity Conference. ANA

 

Marc Pritchard, chief brand offer at Procter & Gamble, was a keynote speaker at ANA's recent Multicultural Marketing & Diversity Conference, where he addressed some long-running multicultural marketing myths.

 

Myth #1: Multicultural marketing is the job of a separate, specialized group or person.

According to Marc, an annexed approach — a multicultural center of excellence or work assigned to the sole African-American or Hispanic-American on the brand — does not work, at least at P&G. It lets brand teams off the hook and is almost always the first budget to be cut. Rather, P&G has integrated multicultural into every brand's plans and holds brand leaders accountable for results among all groups.

Myth #2: Our brand's general advertising campaign is broadly appealing to every ethnic group.

Multicultural segments are indeed different and want to be recognized and celebrated for their uniqueness. They are proud of their culture and their heritage. And it's not only okay to recognize differences, it's actually preferred if you truly want to engage their hearts and minds.

Myth #3: We'll reach them anyway with our general market media buy.

A broad media buy may mean that people see the ads but it doesn't guarantee effectiveness. When a brand cares enough to show up in a program made uniquely for African-Americans or Latinos and does so with a unique creative expression, it demonstrates recognition and respect, which makes it more engaging. P&G has changed its media mix to specifically reach unique consumer groups. They have doubled investment in black-owned, Spanish-owned and Spanish language media and that is yielding better results as the programs are simply more relevant.

Myth #4: Our agencies know how to market to multicultural consumers.

P&G is insisting on diverse teams working on its brands. Marc noted that his agencies have made great progress on gender diversity and it's now time to make that progress on racial diversity. P&G is hiring more multicultural agencies because they have a deeper understanding of the hearts and minds of people with different cultures. Marc candidly said, "You have to have multicultural people working on your business if you are going to get it right."

Many P&G brands are underdeveloped with multicultural customers versus the national average by as many as two to five share points. P&G estimates that there is the potential to add nearly $1 billion in sales growth to the company by just rising to the same level of share development. The ANA thanks Marc Pritchard, who is also the chair of the ANA board of directors, for his inspiration, passion, and leadership.


You must be logged in to submit a comment.