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The New Majority shift today impacts everyone and everything. Brands need help in accelerating their organization to become a Total Market Enterprise.
— Excerpt from REFRAME: The Marketplace
 

The Book

REFRAME: THE MARKETPLACE

Sometime around 2020, ethnic minorities will become the majority. Brands and businesses are not prepared. REFRAME: The Marketplace is the first guide for businesses eager to take advantage of the New Majority opportunity. In this forward-looking and invaluable resource, Bowman shows you how to recognize this huge, underserved market. He then teaches you how to reorganize your enterprise to reap the rewards of this burgeoning segment.

 

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About Jeffrey L. Bowman

Jeffrey is an author, founder and chairman of the REFRAME: The Brand™, an organization dedicated to preparing executives for the New Majority. The organization provides Total Market Enterprise™ advisory, education and training through a SaaS platform. Launched in 2003, Bowman has grown the organization from 61 members to over 200 members.

As a former senior partner and managing director at Ogilvy & Mather, one of the world’s largest advertising and communications agencies, it was there where Bowman pioneered a new communications model that bridged the general market and multicultural marketing communications approach. Today, he leads the industry charge in transforming brands and businesses for the New Majority.

Author of the highly acclaimed The Cross-Cultural Report and the Brand Cross-Cultural Index, two firsts for the industry, Bowman has become advertising’s most recognized pioneering thought leader and practitioner on the Total Market approach. This new industry category challenges the antiquated approach to marketing and advertising developed in the 1950s and taps into all the new and emerging consumer segments that are currently transforming the world’s population.

Bowman’s highly anticipated book “REFRAME The Brand: The Total Market Approach to Reaching the New Majority” is scheduled to be released this fall and will serve as the first industry guide for businesses eager to take advantage of the New Majority opportunity using the Total Market approach. The guide highlights ways brands and businesses are able to systematize the Total Market Enterprise™ process and shares best practices required for teaching organizations, marketers, and education leaders how to connect with and profit from the New Majority.

A true strategist and pioneer, Bowman is known for change management and marketing effectiveness work with global brands British Petroleum (BP), British Airways, Coca-Cola, Campbell’s, GAP, IKEA, Kimberly-Clark, S.C. Johnson, Mass Mutual, MetLife, PepsiCo, Unilever, United Airlines, Verizon, and Wyndham, among others. His pioneering work in reframing the marketplace has been covered in The New York Times, Advertising Age, and The Economist.

Bowman lives in New York City with his wife and two daughters.

Videos – Thought Leadership in Action

Brand Influence


Non-Profit and Social Impact
Ford Foundation

Associations
Advertising Research Federation (ARF)
Executive Leadership Council (ELC)
American Advertising Federation
American Marketing Association – Cincinnati and Atlanta
National Association of Minorities in Communications
Management Leadership for Tomorrow (MLT)
Brand Activation Association (BAA)
National Association of African Americans In Human Resources
 

Industry Conferences
SXSWi
CYNOPSIS MEDIA
ProMax BDA
Digital Hollywood – Hispanic Summit
Advertising Week

Education
University of Mississippi
Clark Atlanta University
UCLA Alumni Association
Lehigh University
Howard University CEA

Press


 

ANA Multicultural Conference
"It gives us the capability to have a single voice to the consumer," said Jeffrey Bowman, director of OgilvyCulture...read more

 
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One message, or many?
“The ethnic ad model has not changed since the 1960s,” says Jeffrey Bowman, head of OgilvyCulture...read more

 

Telling Stories for a Cross-Cultural Marketplace
The cross-cultural point of view uses insights from both the general and multicultural markets, celebrating the similarities and as well as the differences...read more

 

Mosaic Marketing Takes a Fresh Look at Changing Society
OgilvyCulture “represents an effort to build on” the work of those internal organizations “and take it out of the agency as an external-facing agenda,” said Jeffrey Bowman, who heads OgilvyCulture...read more

 

WPP Endorses Cross Cultural Marketing
Cross-cultural marketing aims to target the general market, which currently has a diverse demographic mix. Rather than targeting any individual sector or industry exclusively...read more

 
 
 

Awards

Grand Prix - Strategy

Gold - National

Special Prize - Best Use of Data/Measurement

Most Creative and Effective

Beacon Award

 

How May I Help You?

Use the form on the right to get in touch so I can help your business capture its share of the New Majority and get Total Market ready. You can expect a response within 24 hours. I look forward to collaborating with you.

Or if you prefer to email me directly...
jeffrey.bowman@reframethebrand.com

 
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