Nielsen Named a PRSA-NY 2018 Big Apple Award Winner
Nielsen Wins the Big Apple Award for the Targeted Marketing Multicultural PR Category
Andrew McCaskill, Senior Vice President of Global Communications & Multicultural Marketing at Nielsen was interviewed by Carolina Osma, Senior Marketing Associate at D S Simon Media. They spoke about Nielsen’s winning campaign, The Power of She, lessons learned and tips for an award-winning campaign.
About the Campaign
“We did The Power of She and it was a study on the impact on the U.S. economy and U.S. popular culture by multicultural women, African-Americans, Latinas, and Asian American women. It was directed to consumers and we had a real integrated marketing mix. We did everything from experience to engaging with women of color to also leveraging our research, our diverse intelligence series, to talk about the impact of women of color in the marketplace.”
Tips for an Award-Winning Campaign
“You have to look at these communities not just because it’s an interesting thing to do or because it’s a nice thing to do, but you really have to look at these communities and be intentional about them because that is where future growth is. If you do not have a multicultural marketing strategy, you don’t have a growth strategy in the United States because 92 percent of the population growth in the United States has come from communities of color.”