Engaging variety across Cultures

Since I moved to London in 2010 and think that also before when I was at Uni I was really curious about how advertising organisations could develop communication campaigns for different ethnics.

Generally speaking, advertising aim to connect with Cultures in order to build brands. But targeting multicultural audiences are hard to reach. Brands have to be part of a global and multicultural conversation to be ahead of the game. And this is the challenge itself, being capable to understand different cultures, ethnics; their customs, lifestyles, ideas, trends including their flair, idioms and language; is essential to develop and implement accurate and powerful local and global campaigns for the brand’s clients. How do you expect to understand a culture if you are not aware of their language and customs? How other cultures could benefit of it? How enrich each other? Is it not adding brand's value if well-managed? 

Related to this question I  found an article Tapping into ethnic markets by Gideon Jinadu 

In the meantime,  :]