Evoke Group Opens Multicultural Insight Agency Fabric

In New York, health marketing group Evoke has launched a multicultural insight agency called Fabric, which will help clients use insights to help create more 'culturally inspired' brands, and will be led by Managing Director Roger Salazar.

Itself a subsidiary of holding company Huntsworth Health, the Evoke Group already includes Evoke Health, FIRSTHAND and Traverse HealthStrategy. Fabric promises to focus on uncovering emotional insights and 'cultural truths' relevant to core targets; while reaching and understanding diverse audiences across cultures, languages, generations and channels. It will also help create brands by tapping in to nuances in media and technology behaviour.

Salazar (pictured) joins with a multi-cultural marketing background including positions at Procter & Gamble, ConAgra Foods, Dermalogica, health products business Natrica, multicultural marketing agency Axis, and cultural intelligence specialist CIEN+. More recently, he was a Principal at Riveter Marketing Consulting, working for CPG companies with a focus on the health and beauty, wellness and supplements categories.

Evoke Group CEO Reid Connolly comments: 'While the diverse groups that make up the multicultural space include Hispanic, African American, Asian American and LGBTQ - how each segment, or overlap of segments, is defined or understood becomes more and more complex as the very fabric of our society changes around us. Every single multicultural segment - from smartphone ownership and time spent online to social media voyeurship and contribution - requires a dedicated plan'.

Web sites: www.evokegroup.com and www.fabricmc.com .