Best Practices for Effective Multicultural Marketing Campaigns (Half Day) | School of Marketing | ANA

Best Practices for Effective Multicultural Marketing Campaigns (Half Day)

Working with Your Creative Partners to Develop Authentic Campaigns
(Half Day Workshop)

Workshop Description
If you are not doing multicultural marketing, your competitors are. As markets grow more diverse and companies expand across borders, some still struggle to adjust to the dynamics of an evolving marketplace, let alone compete effectively for diverse consumers. Brands that fail to develop winning marketing strategies for diverse audiences miss opportunities to create authentic connections that last – and risk losing credibility and audience share long-term.

In this workshop, we will review a number of best practices for multicultural marketing that render enviable ROI and brand loyalty. We will also discuss when multicultural marketing has gone wrong. Led by a multicultural marketing expert with decades of experience working on multicultural campaigns in the travel, finance, and pharmaceutical industries, this workshop guides you through the entire process of multicultural campaign building, from insights, to briefing, to execution and launch. You will also receive recommendations on how to set up a system of internal and external cultural checks and balances to ensure your campaigns are authentic and drive customer loyalty.

Who is this workshop for?
This workshop is beneficial for any of the following audiences:

  • Brands interested in growing their business by expanding into the multicultural space
  • Marketing organizations looking to streamline their existing process/es when working with their external or internal creative partners AND other internal resources (D&I committees, etc.), to drive truly authentic campaigns that brings results
  • Brands struggling to ascertain where/why their existing multicultural creative is not eliciting the desired or expected results

It is relevant for B to C, B to B, or hybrid audiences, and may include junior/mid-level members of marketing, creative, or strategy teams. It can also act as a great refresher for seasoned professionals looking to streamline or audit their existing multicultural marketing practices.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • Multicultural marketing best practices
  • How to build a best practice multicultural marketing campaign
  • How to implement a system of checks and balances to help ensure campaign authenticity

This workshop helps attendees increase marketing efficiency by teaching them:

  • How to optimize existing multicultural marketing campaigns
  • How to ‘reset’ your campaign to avoid a multicultural blunder

This workshop helps attendees maximize marketing ROI by:

  • Providing tools and strategies to increase brand loyalty and drive customer lifetime value

Download the full agenda here


  • Olena Kushch

    Olena Kushch is the founder and principal of CultureSpace, consulting and training organizations on multicultural marketing and cross-cultural competencies. Olena teaches Best Practices for Effective Multicultural Marketing: Working with Your Creative Partners to Develop Authentic Campaigns.