Mr. Schreiber, most recently managing partner of True North Cos.' New Americas Strategies Group, has been sounding the alarm for multiculturism in marketing for years.
Why: Marketers need to be concerned with being able to leverage what's happening internally, he said. "We have two objectives: To position yourself as an employer of choice and a preferred brand within those markets."
Philosophy: "To maximize its potential with the new America, a company needs an internal commitment to diversity at all levels of management," he said. "To be an effective organization you need to have representation that looks like the markets you are serving. . .To get a strategic approach to the [multicultural] marketing piece, you need people in other departments who understand what the multicultural people are doing."