“We launched AIMM (now SAMA) in 2016, when the industry didn’t have a full understanding of the power of culture – hence, Total Market was the go-to strategy on inclusivity. Since then, and thank’s to CIA’s CIIM™, we’ve learned that culture alone is responsible for 55-67% of a campaign’s success. Simply put, getting culture right is intrinsic to any successful campaign. SAMA helps marketers get it right – all under the auspices of inclusive growth. ”