Why the need for EMEA-MENA agency?
The need for tailored messages
- Culture decoding ≠ Language translation
- Among the 1st generation and new arrivals, native language is strong, especially among ethnic women. Dependence on their own media is significant.
- Most of the people from the multicultural origins are religiously sensitive and culturally conscious. Therefore, they react/ respond differently to generic communication messages.
- Total assimilation is a myth. Someone who seems completely assimilated into mainstream culture may do or think otherwise privately.
