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Culture. First.
In the new multicultural America, we celebrate culture. A culture of authenticity, personalization and self-expression. One that can no longer be categorized demographically or divided ethnically. One that doesn't fit into a predefined box and refuses to be labeled as a total market melting pot. One where identity and culture have trumped language and ethnicity.
Values and emotions are the new cultural currency.
Consumer loyalties in the New America are to their communities, connections and causes. They are drawn to an inherent sense of purpose and align with brands that share their unique values and transform their lives with memorable experiences.
This reality opens exciting opportunities for brands to build meaningful relationships with this new multicultural consumer.
At Axis, we help brands arrive at culturally-inspired ideas that make consumers feel alive, awaken their spirit and leave them wanting more.
Axis believes in culture … without labels and without boundaries.
Culture, It's the first and the last thing we look at.
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Axis is part of The Interpublic Group of Companies (NYSE: IPG). © Copyright 2015, Axis. All Rights Reserved.