Reaching underserved audiences: a conversation with Christopher Kenna, of Brand Advance

Christopher Kenna is CEO and Founder at Brand Advance Group, a company whose mission is to "help the worlds largest Brands & Agencies reach underrepresented consumers globally using technology enabled Media (AdTech//CTV) : Creative (CreaTech) & Cultural Insights (InsighTech)." He's also an outspoken advocate for diversity -- inside the advertising industry (where for years diversity has been a hot-button issue) and in society at large.

I wanted to catch up with Chris to get his thoughts on how brand managers should think about reaching diverse audiences and the factors that might be holding them back. These factors include inertia and a lack of diversity among brand managers themselves, which can cause them to fail to understand how to message to diverse audiences. Along the way we discuss Brand Advance Group's origin story, how it goes about creating campaigns to reach diverse communities, and talk about the importance for brands seeking to reach diverse audiences to seek out the services of specialists to serve as "wingpeople."

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