ABSTRACT
Chapter 35 focuses on how the search process for hiring a multicultural ad agency may differ from a process to finding a general market one. In the chapter, the author proposes a few areas of focus to complement what marketers already do when looking for an agency, like “Thought Leadership,” “Business Consulting,” “Cultural Upbringing,” and “Creative Excellence,” suggesting a few questions under each area of focus marketers should ask their multicultural agencies when running a search process.
