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
“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.
“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 Multicultural
Partnering to
meet your needs
Customizable campaign elements that deliver 96% of the Multicultural Marketplace in one stop
On Air
- Access to leading Spanish Language and Urban radio stations.
- Complete marketplace planning and targeting strategies.
- Certified translation and adaptation of copy through Katz Creative Labs.
Influencer Campaigns
- Live Endorsements
- Brand Advocacy
- Social Amplification
- Video Integration
Event Marketing
- Turnkey program activation across stations and platforms.
- Access to leading culturally relevant events across key markets.
Custom Audio Solutions
- 96% coverage in the top 25 Black and Hispanic DMAs.
- Offering both Black and Spanish language audio solutions in one stop.
- Customizable options to heavy-up in key Black and Hispanic markets.
Digital
- The largest Multicultural Digital Audio offering with Unidos and Katz United.
- Delivering 77% of Hispanic and 75% of Black consumers.
Sports Marketing
- Access to Spanish language broadcasts from 25 MLB, NFL, NBA and MLS professional sports teams.
- Leading international Soccer leagues and World Cup coverage.
Let’s Work Together
National Reach. Local Execution.
