Companies are comfortable with approaching the larger homogenous market segments, but it becomes challenging when they start venturing into culturally diverse segments. Being the first to establish your brand within these communities goes a long way in gaining long-term brand loyalty. Find out how one Fortune50 company effectively communicates to media and consumers from more than 14 different ethnic backgrounds.
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Pawan J. Mehra, co-founder and principal, Améredia, Inc.
Mehra is co-founder and principal of Améredia, Inc., one of the fastest-growing multicultural communications agencies nationwide. Améredia focuses on both larger, well-established ethnic groups such as Hispanics and African-Americans, as well as emerging segments like Asians, Europeans and Middle Easterners.