The DMS philosophy is wrapped into two words: authentic and relevant.
There is a right way and a wrong way to connect with immigrants in Canada. Our parent corporation has been working in the cultural space for 10 years. It is very important for us to get this right. We strive to always be authentic. Our company IS cultural media.
We understand that significant aspects of the immigrant experience are common to all cultural groups which make it necessary and possible to go beyond using just the numbers to justify the target. It denies the value of focusing on ethnicity and goes beyond to something more evocative. Focusing on culture makes it possible to speak to multiple cultural groups in aggregate – even multiple generations of those groups – which helps us achieve economies of scale. This is a key concept for us.
We further understand that, although different groups face similar challenges and celebrate similar achievements as they proceed along the integration continuum, understanding nuance and responding to differences in an authentic way is critical. Succeeding in that goal makes us relevant and leads more members of target cultural communities to adopt our point of view.
It is possible to speak to cultural communities in aggregate for two reasons. First, because immigrants are all trying to do the same thing: integrate; and second, because we understand that language is not culture and it should not stand in the way of messaging across cultural groups.
Culture is a fluid concept, especially when trying to connect with people who are all trying to assimilate into a new culture. Understanding where Canadians are in the integration continuum – where they come from, where they are and knowing when, where and how to best reach them – is how we make our message authentic and therefore, relevant.