Today, the traditional definitions of general market and multi-cultural are obsolete. In fact, the general market is multi-cultural: a diverse mix of individuals and “tribes” connected by similarities, but also defined by specific characteristics that make them unique. CG is at the forefront of connecting brands with this new marketplace. We are uniquely equipped via our broad cross-cultural expertise and deep segment specific experiences to best address and solve these challenges. Understanding brand’s desire for agency partners that not only understand the “new marketplace” but take an innovative approach to connecting with consumers, commonground’s “cross consumer marketing” approach provides a means for the agency to be cross-cultural and multi-channel while not being restricted to or driven by pre-determined media tactics. This flexibility provides our clients with an approach that is nimble, efficient and effective in reaching their target consumers. The ability to strategically leverage a diverse, media-neutral approach is at the core of commonground’s success. We are dedicated to developing new market strategies to address perception of value, brand loyalty, and shopping behavior while helping our clients navigate this complex territory through our various proprietary tools, insights, and interpretive talents.