How Acura makes use of popular culture to succeed in youthful, numerous U.S. shoppers


Humphrey, a Pontiac, Mich., native who’s of Puerto Rican descent, has been with American Honda for 18 years — the final seven to eight of them in advertising. She mentioned her private expertise and profession background are vastly instrumental in informing her function at present.

“Rising up in a various metropolis like Pontiac with a big, prolonged household spending each vacation and celebration collectively, performed an enormous function in my understanding of the significance of tradition and household,” she mentioned. “Puerto Rican tradition, music, meals, had been a part of the whole lot our household did rising up, and with the ability to share these experiences with mates and find out about different cultures and traditions whereas residing in Pontiac significantly formed my understanding of numerous cultures.

“My first alternative to be in promoting with a background of market analysis, was really in Honda’s multicultural advertising division,” she mentioned. “That was the place I had the chance to work in multicultural advertising. And I felt like for me personally, it is coming full circle with my profession, or simply my private life.”

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