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 international markets. 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. The task is four-fold: to shape and market global brands to ethnic audiences, to customise and launch brands from ethnic markets to newer geographies, to build greater sensitivities and cultural nuances into brand conversations and experiences, to use online and offline behavioural economics to build communities around shared mindsets.