Paradigm Shift Winner:  Esther "E.T." Franklin

April 6, 2009

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When Esther "E.T." Franklin looks at the nation’s future, she sees a dramatic shift in demographics.  “All indicators are clear that multicultured populations will be driving growth in both consumer and business audiences,” says Franklin. “So it makes good sense for marketing firms to engage with multicultured people for their future health and viability.”

Nicknamed the “Data Diva,” Franklin pays close attention to ethnic audiences’ cultural identities and global media consumption habits. She directed Starcom MediaVest Group’s 2007 study, “Beyond Demographics,” which led to a new dimension of understanding of the $850 billion African American market by outlining 12 different archetypes in the population. “We found that there is significant opportunity for brands to strengthen connections with African Americans by developing more relevant strategies,” she says.

Even before the economic recession, marketers failed to offer enough content and program options for multicultured audiences, according to Franklin. “Without those media choice options, there are fewer opportunities for African Americans to engage deeply with brands, express who they are and how they want to live their lives. That means fewer options for advertisers and brands to make meaningful connections.”  Growing up in a large and opinionated Chicago family, Franklin often found herself on the sidelines, observing behaviors and wondering what makes people tick. The result was a lifelong fascination with research and a personal credo: “Stay real and be true to  yourself.”

Franklin, who was named an Innovation Award finalist by the Advertising Research Federation, recently launched a new identity study focused on the $670 billion Chinese American market. She is also developing “Conversations with America,” a series of intimate, provocative discussions with African Americans in a new political era. As Franklin says, “President Obama’s election has made the whole world aware of the many facets of the nation’s African American community.”


For more Changing the Game Awards Winners:
Paradigm Shift Winner: Tina Sharkey
Paradigm Shift Winner: Tina Brown
Paradigm Shift Winner: Anne Bologna
Quantum Leap Winner: Nancy Smith
Brainwave Winner: Sue Bostrom
No Apologies Winner: Dr. Jane McGonigal