Zach Rosenberg: “Multicultural consumers definitely impact general consumers. They are trendsetters and highly influential.”
Zach Rosenberg, EVP Chief Growth Officer at Horizon is one of the most experienced U.S. Advertising executives. Having previously had senior positions at JWT, DDB and Chiat/Day, in 2000 Zach joined Horizon Media as General Manager. In 2012 he became EVP-Chief Growth Officer. Zach will be one of the major speakers at our upcoming Portada Evolving America Summit on Tuesday October 21 in the Ritz Carlton, Marina del Rey, CA. We interviewed Zach on his views on Multicultural audiences, their impact on the general consumer and more.
Portada: How important is the multicultural consumer in the offerings of Horizon Media for brand marketers?
Zach Rosenberg, EVP Chief Growth Officer at Horizon Media: "Nearly half of adult Millennials are multicultural. Given this demographic shift, it is paramount that communications planning continues to evolve to reflect this cultural diversity. Horizon Media’s multicultural practice is seamlessly integrated across all facets of the agency and provides informed strategies for the agency’s clients. Powered by Horizon’s proprietary tools and processes and combining traditional and digital expertise, the practice harnesses the latest consumer insights with market nuances to drive the most relevant and effective campaigns."
Nearly half of adult Millennials are multicultural. Given this demographic shift, it is paramount that communications planning continues to evolve to reflect this cultural diversity.
How do you think does the Multicultural Consumer impact the behaviour of the overall consumer in the U.S.?
Z.R.: "The multicultural consumer definitely has an impact on general consumers. They are trendsetters and highly influential. They over- index in mobile and video usage and are early adopters of technologies. Their influence spans music, fashion, food and other areas of culture. These sensibilities permeate into the general population."
What are Horizon Media's broader strategic goals as we go into 2015?
Z.R.:Our goal is to continue to inject our expertise into our clients’ overall communication plans. We are developing new research and tools to find ways to better connect with this multicultural target. The more we understand their habits, language usage, channel consumption, their differences as well as their similarities will greatly impact our plans and give us the opportunity to speak to them in a more culturally, relevant way.
Meet Zach Rosenberg at Portada's Evolving America Summit at Digital Hollywood on Tuesday October 21 in the Ritz Carlton, Marina del Rey, Ca. Rosenberg, Starcom's Monica Gadsby, Glam Media's Jill Byron, Tribune Publishing, Joseph Schiltz, NuvoTV's Michael Schwimmer and the Agencia de Orci's Roberto Orci, will be analyzing the relentless “multiculturalization” of the U.S. and debate whether it is indispensable for marketing and entertainment decision makers to incorporate a Multicultural lens to be successful in U.S. Media, Entertainment and Advertising.