Total Market Creative

November 5, 2013

Executive Summary

The idea of a "total market" creates both excitement and tension in our industry. Yes, the nation is becoming multicultural but the question remains: How will this new reality be expressed creatively? Speakers discussed current trends that are laying the foundation for what the creative product will look and sound like in the total market as well as offered a fresh perspective on the do's and don'ts when creating meaningful transcultural advertising beyond language.

View highlight video below.

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