Do you think that it’s more cost effective to have a so-called “General Market” agency handle both that work, and minority-targeted work, or to separate it between two agencies? I mean a GM agency and a multicultural one. On the one hand, short-term savings, but on the other, are you missing out on deeper insight into (and returns on) minority markets by peeling off part of the budget and allocating it towards a specialty agency?

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From a purely cost effective perspective, and a safer bet, is just having one general handling it. The potential returns are there, but can be a lot harder to make the case for an unsure metric. Now I would love to see more agencies involved to make the best of the best, but that isn’t how a lot of those decisions are made.

From a cost perspective as your question asks, it’s probably better to stick with a “general” firm but if you’re looking for effectiveness I’d go with a firm that is specialized in multicultural marketing, especially if the demographics of their team reflects that.

TBH, I think it would be more cost effective to have just an MC agency run a campaign, particularly if the target has a sizable mc audience. MC agencies and their staff are more likely better at developing inclusive campaigns than general market, but you know that rarely happens.

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