Katz Multicultural

Representing the new majority

Multicultural Marketing is the future of your business

“Katz Media has had a long and strong commitment to Multicultural. For over 30 years we have dedicated our resources to the Multicultural marketplace by providing our expertise to customers and clients in support of growth. The Multicultural population is key to the future success of all businesses and our industry. We are extremely proud of our Katz Multicultural efforts and the amazing and positive potential it represents.”
Mark Gray, CEO Katz Media Group

It starts today

People of color are the fastest growing segment of the U.S. population. It can be argued, that without the multicultural marketplace, there would be no growth in the U.S. today.

This growth is expected to continue, and in fact, over the next 40 years, the BIPOC population is projected to surpass the non-Hispanic white population in the U.S.

The 2060 BIPOC Population is expected to be

205M

56% of the Total
US Population

In order to prepare for this shift, business strategies need to change now. Not as a line-item, but as if your business depends on it.

If you are not doing Multicultural Marketing…
you are not marketing

It’s not a moment, it’s a movement

Brands and agencies alike are already addressing the changing marketplace

“Supplier diversity is a proactive business practice which encourages the use of women-owned, ethnic/minority-owned, veteran-owned, LGBTQ-owned, disability-owned, and small businesses as suppliers.”

– Alliance for Inclusion and Multicultural Marketing

“Coca-Cola Plans to Nearly Double it’s Ad Spend on Minority-Owned Media”

– AdAge

“Ford Targets Diverse Audience for F-150”

– MediaPost: Marketing Daily

“IPG MediaBrands Commits to Spend 5% in Black Owned Media by 2023”

– AdAge

“Mondelez: Empathy is the New Personalization”

– MediaPost: Media Daily News

“Marketers Evaluate Shifting Media Spend to BIPOC Outlets in the Upfronts”

-AdAge

“Our goal is to improve the quality of content where we advertise for the long term. We will work collaboratively and directly to achieve this goal… We are holding ourselves and all providers to high standard of quality and civility in order to eliminate bias and promote equality… These steps represent systemic changes we are making to achieve racial equality.”

Mark Pritchard
Chief Brand Officer, P&G

“Your [media] efforts have to be native from the beginning. We’ve taken on initiatives that have been publicly talked about. Where we spend matters. The next part goes back to working with ad partners, where they think about expressing their messages, the audiences they speak to. While we’re not mandating anything, we are making sure [clients] aren’t missing opportunities.”

Kirk McDonald
CEO, GroupM North America

The 4A’s Five-Point Media Commitment to supporting BIPOC-owned and targeted media owners.

Anti-racism

A commitment to use their influence and resources to eradicate bias of all kinds.

Eliminate General Market planning

BIPOC-owned and targeted media that accurately reflects the national and local marketplace alongside appropriate media investment.

Planning to a standard

Require impact beyond reach to ensure a broader, holistic approach to targeting discrete audiences.

Making the work count

Call for media professionals to shift investment to BIPOC-owned media companies.

Measuring progress

A commitment to work with buyers and sellers of BIPOC media to monitor progress.

Uniquely positioned to deliver, at scale, and in one stop, both Hispanic and Black audiences.

A complete Multicultural
Marketing experience

Reach & Scale

Adaptation of Culture

Engagement

Execution

R.O.A.S.

Access to hundreds of audio assets dedicated to targeting multicultural:

Minority Ownership solutions

Multicultural Targeted Audio solutions

Unidos and United Digital Audio offerings

Culturally relevant, grass-roots marketing

Delivering beyond reach

Multicultural Expertise –
complete and total campaign support

With over 30 years of experience in executing effective multicultural campaigns, Katz Multicultural has the resources to get you from RFP to recap.

Strategy & Insights

Access to an array of data to reinforce the benefits and impact of radio and to formulate actionable insights. Strategic selection of market, daypart, and format to meet objectives.

Campaign Brainstorming
and Ideation

Customized ideas developed to strategically address advertiser objectives and KPIs.

Creative Activation
and Execution

Ideas brought to life through full-service, turn-key activation, from audio creative to on-site experiences across stations and platforms.

Attribution, Measurement
and Recap

Campaign monitoring in order to quickly adjust performance and impact. Measure performance to provide full analysis and results of campaign.

Customer Testimonials

Radio has a relationship built with the consumer that is extremely hard to find in any other space. If you really want to be authentic, and relevant, there’s no better space than radio…Your brand is going to have a whole different perception by consumers if you surround that brand with content that is created by that community, for that community. That is done by endemic partners like Katz Multicultural. It’s a matter of authenticity…Radio does it.

Gonzalo del Fa
President, GroupM Multicultural

Katz Media Group is a company that strives and succeeds at connecting and engaging brands and marketers with multicultural audiences. As someone who has held leadership positions in the Multicultural space, my experience with Katz Media Group has always been as a media partner that has come in with outcome-based solutions putting the business and audience goals at the forefront of the process.

Oswald Mendez
CEO & Co-Founder New Majority Ready