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The Death of Black Ad Agencies: Total Market Strategy

05/30/2014 02:42 pm ET | Updated Jul 30, 2014
  • Tavis Smiley PBS talk show host, PRI radio host, NYT bestselling author

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.