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As agencies try to understand the modern consumer, a key area seems to rely on categories and definitions from a bygone era.
With the U.S. population diversifying even faster than predicted, traditional marketing categorizations of “general market” and “multicultural” seem increasingly outdated. Progress is especially slow when it comes to media plans designed around effectively reaching diverse audiences.
Kamran Asghar, founder and CEO of media agency Crossmedia, and John Gallegos, founder, president and CEO of independent creative and strategic agency Gallegos United, have teamed up to launch United-X, a full-service media agency designed to connect the increasingly culturally, ethnically and racially diverse U.S.
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