The Death of Black Ad Agencies: Total Market Strategy

As America becomes more multicultural, many corporations have begun taking a total market approach when trying to reach consumers, rather than looking at distinct cultural attributes of multicultural segments. This, according to my guests, is leading to the decline of long-standing black agencies.
This post was published on the now-closed HuffPost Contributor platform. Contributors control their own work and posted freely to our site. If you need to flag this entry as abusive, send us an email.

This week I hosted a roundtable discussion about the state of black-owned and operated advertising agencies. As America becomes more multicultural, many corporations have begun taking a total market approach when trying to reach consumers, rather than looking at distinct cultural attributes of multicultural segments. This, according to my guests, is leading to the decline of long-standing black agencies.

In the following clip, McGhee Williams Osse, co-CEO of Burrell Communications Group, talks about the shortsightedness of the total market strategy and its impact on black advertising agencies.

Be sure to listen to our full conversation airing on The Tavis Smiley Show from PRI at http://www.tavissmileyradio.com.

Popular in the Community

Close

What's Hot