The Cross Cultural Marketing and Communications Association Pioneers a 'Total Market' Industry Solution for the New Marketplace

Ogilvy & Mather, Millward Brown, PepsiCo, Draftfcb and the 4A's come together to be founding members of the association

Aug 29, 2013, 11:13 ET from Cross Cultural Marketing and Communications Association

NEW YORK, Aug. 29, 2013 /PRNewswire/ -- The Cross Cultural Marketing and Communications Association (The CCMCA), a new member-driven organization that makes the business case for the 'total market,' announced plans to launch during the first Total Market Industry Conference to be held September 9-10, 2013, in New York at Ogilvy & Mather Headquarters in the Chocolate Factory.  Brand, marketing, research, technology, media, big data and industry leaders partner with The CCMCA to provide total market awareness, training, education and certification.

Due to the marketplace shift, there are $10-15 trillion dollars up for grabs and The CCMCA was created in response to a demand for a new approach to understanding consumer behaviors, experiences and engagements in the new marketplace. The CCMCA intends to close the education gap and provide total market enterprise(TME) certification.

"As the lead agency for the U.S. Census Bureau and partners in the creation of a microsite with Adweek called 'The New America,' we're keenly aware that a seismic shift is underway for marketers," said Vita Harris, EVP, chief strategy officer of Draftfcb.  "Marketers and the agencies that boost their standing in the marketplace need to understand the total market to communicate authentically and effectively. The CCMCA is poised to share industry smarts to make that happen."

"Our mission is to provide total market enterprise awareness, training and certification for brands," said Jeffrey L. Bowman, The CCMCA founder, Managing Director, Senior Partner, Cross-Cultural Practice Lead at Ogilvy & Mather.  "Given the shift in consumption demographics, where minorities are now the majority consumption population in most U.S. cities, we need to create a model that's reflective of the new marketplace."

Javier Farfan, Senior Director, Brand Engagement, PepsiCo states, "The CCMCA will be instrumental to the industry in changing the way we approach cultural marketing, and we are proud to be a part of it from its inception."

"The CCMCA is a perfect ally to have for our members to help them remain competitive in the rapidly changing marketplace," said Nancy Hill, 4A's President-CEO. "We look forward to a productive partnership that will benefit our entire community."

The CCMCA will act as a brain trust for members focused on building a total market enterprise, awareness, thought leadership and activation with brands business, government and education leaders.

The CCMCA's educational topics will include:

1.    Market Valuation
2.    Organization Design
3.    Experience and Engagement Planning
4.    Technology and Big Data
5.    Measurement and Effectiveness
6.    Total Market Enterprise Certification

Beginning this September, The CCMCA will address these topics and focus on the new business vertical emerging within the marketing and communications industry during the first Total Market Industry Conference, offering 'total market' enterprise certification, boot camps and workshops.

"The total market approach has resulted in an amplification around diverse talent, and incremental revenue for our agency," said Lauren Crampsie, World Wide Chief Marketing Officer Ogilvy & Mather. "This association will help build awareness and bridge the talent gap that still remains in our industry."

"To stay relevant and grow in America today, brands are shifting from traditional business models where multicultural is siloed to a Total Market framework that recognizes the new mainstream as multicultural itself," said David Burgos, VP, Cultural Strategy at Millward Brown. "The CCMCA is poised to become the knowledge hub marketers go to for insights and best practices on how to navigate this new normal."

For more information about The CCMCA and the Total Market Industry Conference in New York City, visit

About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. It was named both the Cannes Lions Network of the Year and the World's Most Effective Agency Network by the Effie Effectiveness Index for two consecutive years, 2012 and 2013. The company is comprised of industry leading units in all of the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit, or follow Ogilvy on Twitter at @Ogilvy and on

About the 4A's
The 4A's is the national trade association of the advertising agency business. Its membership comprises virtually all of the large, multinational agencies and hundreds of small and mid-sized agencies from across the country that employ some 65,000 people. More than 1,200 member agency offices representing some 750 agency brands who offer a wide range of marketing communications services and place 80 percent of all national advertising are served by the 4A's. The management-oriented association, founded in 1917, helps its members build their businesses, and acts as the industry's spokesperson with government, media, and the public sector.  For more information, visit the 4A's Web site at

About PepsiCo
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola -- make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit

About Draftfcb
Draftfcb places equal emphasis on creativity and accountability, science and art.  We are made up of a diverse, passionate group of thinkers, creators, poets, artists & technologists devoted to creating brilliant ideas that change behavior.  With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing. Our worldwide network now spans 151 offices in 90 countries, with nearly 8,600 people, and is part of the Interpublic Group of Companies (NYSE: IPG). For more information, visit

About Millward Brown 
Millward Brown ( is a leading global research agency specializing in effective advertising, strategic communication, media and brand equity research. Millward Brown helps clients grow great brands through a set of comprehensive research-based qualitative and quantitative solutions. We have 82 offices in more than 50 countries and work with 90 percent of the world's largest brands. Specialist practices include Millward Brown Digital, Firefly Millward Brown (a global qualitative network), Millward Brown Optimor (helping clients maximize return on brand and marketing investments) and MaPS (strategic analytics and consulting). Millward Brown is part of Kantar, the insights, information and consultancy division of WPP.

SOURCE Cross Cultural Marketing and Communications Association