New Ad Organization to Promote Cross-Cultural Marketing

Five big names on Madison Avenue are joining forces to start an organization devoted to promoting what is known as cross-cultural marketing: pitches directed at a general market whose demographic makeup is becoming much more diverse.

The organization, called the Cross Cultural Marketing and Communications Association, is being started by the American Association of Advertising Agencies; Draftfcb, part of the Interpublic Group of Companies; PepsiCo; and two divisions of WPP, Ogilvy & Mather Worldwide and the Millward Brown research company.

The new association plans to introduce itself at the Total Market Industry Conference, which is set for Sept. 9 and 10 at the Ogilvy & Mather headquarters on the West Side of Manhattan. Speakers are to discuss subjects like demographic trends, how to engage new kinds of consumers, technological trends and how to attract and keep talented employees.

Cross-cultural marketing tries to reach diverse consumer groups, addressing similarities rather than differences. An example would be a recent commercial for Cheerios cereal, sold by General Mills, which featured an interracial family. That approach diverges from multicultural marketing, which is directed at specific demographic groups like Hispanics or African-Americans.

“The industry says you have to be in the general market box or in the multicultural marketing box,” said Jeffrey L. Bowman, the founder of the new organization. “Cross-cultural is inclusive of both boxes.”

Mr. Bowman’s day job is as the cross-cultural practice lead at Ogilvy & Mather, where he is also a managing director and senior partner. He has long advocated an approach that recognizes a “total market” rather than more narrowly focused marketing messages; before speaking to a reporter, he said this week, he had attended “a total market summit with Kimberly-Clark.”

The new association is “not a commercial for Ogilvy” or its cross-cultural practice, Mr. Bowman said. “We should think of the total market as a new revenue vertical for the industry.”

A member of the advisory board of the new association, Vita Harris, executive vice president and chief global strategy officer at Draftfcb, said one of its goals was “to start to ignite a community of people taking the total market seriously.”

A total market approach requires agencies and advertisers to have their “fingers on the pulse of consumers,” she added, and “a lot of that comes out of hiring people who reflect the consumer base” â€" that is, having a work force that is more diverse.

Ms. Harris and Mr. Bowman acknowledged that the new association joined a lengthy list of industry associations and organizations.

“We want to complement the other associations out there” rather than compete with them for attention and resources, Mr. Bowman said, adding: “If we’re successful, other organizations will adopt the total market approach. If we go away, great, it would mean we’ll have been successful.”