04.02.24
Not just anyone can be an expert on specific cultural segments, according to Aaron Walton, CEO of Walton Isaacson, which works with clients such as McDonald’s, American Airlines and Lexus. “You can’t just create a title, create a department and not have the history, the passion or the depth of understanding for that particular culture,” Walton said.
After working with American Airlines as its multicultural agency, Walton Isaacson was brought on as the carrier’s creative AOR in 2022 and launched its first spot for the brand the following year. The spot featured diverse travelers utilizing the airline’s different services.
“Whether it’s segment-specific work or a broader work order, the segments are included in the broader work,” Walton said. “Whether it’s American Airlines or whomever we’re working with, we make sure we are accurately reflecting a culture and not playing into stereotypes or a perceived understanding of who they are based on a notion that people that aren’t in the segment have about the segment.”
Read more from Ad Age HERE.
