Alloy Opens Multicultural Insights Division

In the US, Alloy Media and Marketing has launched a multicultural operation called Alloy Access, which will use customer knowledge to design marketing and media strategies across Hispanic, African American and urban consumers.

Alloy runs a number of consumer panels to generate specific insight and continuous feedback from niche markets such as youth/teen, college, military and multicultural audiences. The firm also runs on and offline focus groups, shopping observations and ethnographic exercises.

The new service has been created from the merger of two businesses – American Multicultural Marketing and AMP Urban – to develop customised marketing and media strategies based on close observation of the target audience.

Alloy Access President and former rap artist Tru Pettigrew positioned the merger as a recognition of the firm's existing capabilities, rather than the creation of an entirely new business, saying: 'We've been doing this under the radar, so to speak, because it wasn't a dedicated business. But we've had a group of people who reflected the audience in a culturally relevant way for some time.'

US based Alloy Media and Marketing creates customised marketing solutions for consumer brands, taking into account the lifestyle, media choices, attitudes, and opinions its target consumers. The agency is online at www.alloymarketing.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.