As Mardi Gras Approaches, MultiConnexions Launches Diversity Testing Service For MarComs Agencies

As Mardi Gras Approaches, MultiConnexions Launches Diversity Testing Service For MarComs Agencies
B&T Magazine
Edited by B&T Magazine

Multicultural and diversity marketing agency MultiConnexions Group has launched a new entity to provide tailored services for agencies that help them develop more inclusive communications that resonate with multicultural audiences.

The entity, Diversity & Cultural Testing, promises to help agencies better understand if a proposed campaign or communication is likely to work with diverse marketing audiences.

Sheba Nandkeolyar, CEO at MultiConnexions Group, said: “In the aftermath of recent global movements, MultiConnexions Group has witnessed a surge in the popularity and demand of our Diversity and Cultural Testing services, which is why we have launched and strengthened as a standalone entity ‘Diversity and Cultural Testing’.

“Marketers—especially those who may not have standalone multicultural and diversity marketing resources or specialist agencies—are increasingly realising the importance of inclusivity as well as the risks involved with alienating minorities with clumsy one-size-fits-all marketing communications.”

Katrina Hall, head of diversity and inclusion, PR and social media at MultiConnexions Group, has been tasked with leading the entity, which is being launched to coincide with Mardi Gras 2021—a festival celebrating diversity and inclusion.

“The financial implications of inadvertent prejudice or lack of understanding of highly nuanced diverse audiences can be astronomical, especially as Australia is among the most multicultural and diverse societies in the world,” Hall said.

“Diversity testing is an important step to ensure a campaign or creative is inclusive and respectful to all audiences.”

The service checks how an agency’s ‘mainstream’ creative—including digital, social, radio, TV, outdoor, PR and print—resonates with a particular audience segment.

This could be a sample of multicultural and diverse Australia or a specific audience or group of audiences grouped by commonalities such as language, religion, culture and more.

Answers are analysed on a scorecard summarising how the creative has fared on key attributes including images, word choice and creative direction, MultiConnexions said.

To access the service for yourself, click here.

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