A breakthrough new study that proves the incremental value of genuinely reflecting culture in marketing creative was unveiled today by The Association of National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM). The Cultural Insights Impact Measure (CIIM) was developed by AIMM in partnership with NBCUniversal and AIMM member companies. CIIM evaluates advertising creative in various categories and identifies the impact and effectiveness of cultural insights in ads and programming on increased brand relevance, ad relevance, purchase intent lift, and loyalty. “CIIM points at the role that cultural insights play in forming deep consumer-brand connections that lead to significant value creation” said Carlos Santiago, Co-Founder, AIMM and President, Santiago Solutions Group, who led the study team. Released today, initial findings from CIIM – which included a survey of 10,000 individuals across demographics including Hispanics, African-Americans, Asians, LGTBQ+, the Disabled community, and Non-Hispanic White – found that culturally-relevant ads are a key driver of brand affinity and purchase intent.Bob Liodice, CEO, Association of National Advertisers, said, “ANA is extremely proud of AIMM and NBCU for the rollout of CIIM. One of the cornerstones of ANA’s growth mission is measurement. The utilization of CIIM provides marketers and the industry with a powerful measurement tool that will enhance culturally relevant creative to engineer incremental brand and business growth.”
