by Carl Settles, Sergio Alcocer, Kelli Coleman and Leslie Wingo
With ethnic minorities now representing the largest and fastest growing segments of the consumer economy, the very definition of the general market is being challenged. Multi-cultural agency heads such as Translation’s Steve Stoute are eschewing their parent agencies (Mr. Stoute bought back a majority stake in his agency from Interpublic) in order to compete for a larger share of the marketing pie. In his book, The Tanning of America, Mr. Stoute lays out a compelling case for why he and many other multi-cultural agencies may be better suited to influence general market consumers than their largely mono-cultural counterparts.This panel explores the unprecedented opportunities for minority owned agencies and talent to move to the forefront of the advertising landscape. We’ll hear from key executives from GlobalHue, LatinWorks and Sanders\Wingo ad agencies as they lay out their visions for advertising in the 21st Century and the defining role minority media makers are playing in it.
Baratunde Thurston signs his book ‘How To Be Black’ at the SXSW bookstore.
9th–13th March 2012