NEW YORK, Dec. 19, 2013 /PRNewswire/ -- On the heels of a successful launch of the marketing and communications industry first Total Market industry association in September, The Cross-Cultural Marketing and Communications Association (The CCMCA), is partnering with founding members Millward Brown and Ogilvy & Mather to raise awareness and engagement for the Brand Cross-Cultural Index (BCCI), Powered by BrandZ by hosting a webinar on January 22 nd, 2014.
With more than 80 members, The CCMCA's Total Market Summit was the first industry event to provide clarity about the new emerging industry vertical. Millward Brown shared initial findings of the Brand Cross-Cultural Index Powered by BrandZ™ at the inaugural September launch event. "Our membership base represents a broad section of the marketing and communications industry leaders. When the BCCI was shared at the September Total Market Summit, it was met with open arms as it demonstrates the value of the new marketplace and the implications of a brand's value by not fully investing and connecting with the new marketplace," said Jeffrey Bowman, Founder and Chairman of the CCMCA and Senior Partner, Managing Director at Ogilvy & Mather.
"Historically CEOs and CFOs gave quarterly and annual earnings reports based on how their regions performed. Given the growth of the multicultural audience within the US where 80% of all population growth will come from the multicultural consumer segment, should brands with a significant presence in the US also report how well they are penetrating the hyper growth consumer segments? It begs the question. The Brand Cross-Cultural Index, Powered by BrandZ™ helps me understand the amount of shareholder value being left on the table, said James Dix, Vice President, Equity Research, Wedbush Securities, Inc. who spoke at the CCMCA Total Market Summit.
The Cross-Cultural Marketing and Communications Association (The CCMCA) mission is to provide Total Market Enterprise™ (TME) awareness, training, education and certification for brands, enterprise organization and education and government institutions. During their launch event, the Association introduced the framework for which brands are assessed, enterprise gap analysis and TME certification criteria. "Because the Total Market industry vertical is emerging, there is a lot of confusion in the terminology, enterprise governance, education and standards, I joined the CCMCA as an advisor with the ambition of providing clarity and consistency for the industry. The total market industry vertical is a refreshing way of viewing our industry and it is reflective of the total marketplace, said Thomas Bartley, Head of Retail, Google.""Kimberly-Clark is on the forefront of this new reality with multicultural babies accounting for nearly 50% of that population. We became a founding member of The CCMCA because of their mission and innovative approach to Total Market Enterprise™ (TME) alignment. The Brand Cross-Cultural Index Powered by BrandZ™ will help us understand our brand value and assess how we continue to build value across the Kimberly – Clark enterprise. There is a lot of momentum with the Total Market approach and The CCMCA is a resource for embedding the approach for our enterprise, said, Lizette Williams, Sr. Brand Manager, Huggies Multicultural Strategy.
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