Multicultural marketing

With a rich background of cross-geography experience, Tigress Tigress focuses on a new and emerging target segment that marketers can no longer ignore. As a start point, Tigress Tigress will cater to the ethnic minority groups in the UK. This specialisation recognises the potential of a significant and ever-increasing diaspora, one that is growing not just in numbers but in purchasing power and advocacy. With a greater sensitivity to cultural nuances and ethnic consumer mindsets, this vertical plays to strengths in community building and online and offline behavioural economics. The task is two-fold: to shape and market global brands to ethnic audiences in the UK and to customise and launch brands from ethnic markets to all of the UK.