UWG was founded in 1969, making them the longest-standing multicultural agency in the country. At UWG, they think about culture daily. There are times when marketing is specific to your literal DNA based on your race or ethnicity and there are times where your race or ethnicity is a part of your Cultural DNA™. This is their proprietary tool which allows them to analyze heritage and culture in identifying the appropriate cultural insights that form the strategic foundation upon which their campaigns are built. One's Cultural DNA™ is so much richer than just one’s race or ethnicity. It's about all of your heritage as well as your cultural influences, which are woven together to create the soul of what makes you.