Allison+Partners Launches 'M365' Multicultural Offer

Marketing and communications agency Allison+Partners has launched a multicultural marketing offering called M365, comprising a team with expertise in 'ensuring diverse consumer groups are seen, heard and valued every day of the year'.

Owned by marcoms group Stagwell, Allison+Partners operates in 50 markets worldwide and includes a Marketing Innovation Team which combines brand strategy, integrated marketing, creative, research and measurement expertise into one offering. In January the firm launched a Performance+Intelligence Group, offering cross-channel analytics and insights, data science, measurement and research.

The firm says M365 will 'explore audience engagement' through three distinct multicultural dimensions: cultural heritage, cultural status and cultural integration. The offer includes research, data science, cross-channel insights, media relationships and measurement reporting, all geared to helping clients create and implement successful local and global multicultural campaigns. Research elements include quick pulse surveys, focus groups and analytics to help clients understand motivations, aspirations and key purchase drivers.

Ro Hawthorne assumes the title of Vice president of M365, and comments: 'Many brands approach multicultural marketing as an afterthought and treat diverse consumer groups as a single monolithic entity instead of recognizing and understanding the unique nuances and cultural differences within each group. This is because they fail to research and understand the target audience, which often leads to cultural insensitivities and less engagement. Our team of specialists help clients anticipate cultural and economic shifts to create more diversity-forward and inclusive campaigns. This ensures we're good stewards, cultural anthropologists and continue to ingrain ethnographic studies throughout the creative process'.

The company is on the web at www.allisonpr.com .