What Procter & Gamble has learned about multicultural marketing

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By Elaine Wong

Hell yes, multicultural marketing matters! And if you were at Monday's "Making Multicultural Matter" Advertising Week session, presented by Procter & Gamble and Wing (the latter being a multicultural marketing agency owned by Grey Group, part of WPP), you'd surely think so, too.
  Alexandra Vegas (pictured here), multicultural business development organization director at P&G, shared a few case studies—and compelling reasons—for why advertisers should pay attention to ethnic minorities. Vegas, who hails from Venezuela and has worked as a beauty-care marketing director in P&G's Latin America and China markets, discussed how multicultural marketing insights helped drive growth on brands like Charmin.

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