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EQUITY PRACTICE

We employ some of the best and brightest marketing minds in the industry and provide the very highest level of service to our client partners.

 

We are an agency that thrives at the convergence of creativity, strategy and technology.

 

Our approach allows us to have a different outlook on how to transform passive consumers into passionate brand advocates.

 

Our eclectic mix of marketing professionals allows us to provide our clients with a unique lens through which we view the world and connect with the consumers they desire to reach.

 

Far too often, clients and brands attempt to take a “one size fits all” approach to connecting with diverse audiences, ignoring the unique insights and nuances that are often the difference between a particular audience “hearing” your message versus establishing a true emotional connection with them

 

The key to winning with diverse audiences is the combination of segment-specific insights, as well as an understanding of the impact these diverse groups have on the behavior of the masses.

 

The term “mainstream,” which is still often used to refer to the general market and, in many cases white consumers, is in many ways an irrelevant term in today’s marketplace.

 

At the same time consumer mindset and the make-up of the mainstream is shifting, media consumption habits are also evolving. We live in a world of immediate access to information, content and selective two-way engagement where brands no longer control the dialogue.

 

The trick is to develop a mix of media that lets the brand leverage the strengths of each medium that allows them to engage consumers in meaningful, engaging and sustained dialogue. Dialogue that they no longer completely control, but must effectively navigate to win with their consumers.

 

If properly executed, advertising that leverages multicultural insights to reach a specific audience will also deliver strong relevance with a broader group of consumers.

 

The key is in insights and execution. A piece of creative can be partially anchored in a broad reaching insight that will resonate with various diverse consumer groups, but also tap a specific cultural insight that will enhance the work’s ability to connect with the appropriate diverse audience.