Multiculturalism: Why It's Important for Advertising Agencies

In today’s day and age, we are a very diverse society that is composed of different cultures around the world. Google has defined multiculturalism as, “the presence of, or support for the presence of, several distinct cultural or ethnic groups within a society.” With our society becoming more unique and distinct, students and professionals alike need to recognize that there is a growing need for different voices to be heard and for individuals to be heard.

 In my opinion, advertising agencies play a big role in spreading change and development throughout modern culture and society. And that’s why multiculturalism is an important concept that advertising agencies should be observing. Some agencies, such as Alma DDB, are already ahead of the game with this and are succeeding in their multicultural marketing strategy. Multiculturalism in advertising recognizes that target markets are diverse in cultures and ethnicities and that gives agencies an opportunity to highlight people or groups that are underrepresented or misrepresented.

 As the multicultural advertising agency within AAF, Pangaea aims to teach students about how important it is to be inclusive and accepting of the differences of individuals in society. This, in turn, will help them to be better advertisers since they can help break barriers for those whose voices need to be heard and represented. In Pangaea, students have the opportunity to work with multicultural clients and peers to come up with advertising solutions to present to a diverse target audience. With this hands-on experience in a full-service agency, they can work with local organizations, departments at the college, and college RSOs to help spread their message of inclusivity and acceptance. Some of our past clients include Prospanica, Illini Boxing, the Office of Inclusion and Intercultural Relations, and many more! So come join our agency where you can have a safe space to be yourself and to work with clients that need their voices to be heard in our community.

 Deadline for AAF registration has been extended, so join Pangaea today! Meetings are at 7 pm every Wednesday, in Gregory Hall Room 311.