CHICAGO – Previously the domain of boutique agencies and specialty divisions. multicultural marketing is now “front and center,” says Mike Solomon, Chief Operating Officer of Omnicom’s PHD US unit in this Beet.TV video hosted by Rita Ferro, President of Disney Advertising Sales for The Walt Disney Company.
This was among the the topics in this wide-ranging conversation about race, diversity and inclusion, and the role of marketers.
Solomon, longtime Chicago-based OMD executive on McDonald’s Clorox, and and other accounts, who moved to his role at PHD six months ago, explains how brands authentically market to diverse communities.
“At PHD we’ve actually pivoted to make multicultural thinking – and really cultural thinking – more of a business imperative, and by that I mean tying to get closer to where clients’ growth is going to come from.” I think that’s a much more interesting conversation as opposed to investments that we’re making against audiences. So … we’re making it bigger and broader .. thinking overall not only about culture and the connection point for clients, but also what it means to the agency, and how that becomes part of everything we do.”
In his journey as a person of color, he cites the value of mentorship in his career. And, he says that more people of color need to be attracted and mentored by the marketing and media industries.
This 5-part series abut diversity and inclusion is made possible by a generous contribution to the Boys and Girls Clubs of Puerto Rico from Disney Advertising Sales.
Editor’s Note: Since 2017, I have been been an advocate for this group. Please find the latest video report from San Juan with the Clubs’ president Olga Ramos. You can make a tax deductible contribution right here.
Thank you Rita and Mike for this very special segment. Gracias!
