ad*itive – Urban & Youth Culture Agency Launches.

Joining the multicultural advertising arena is the ad*itive, a full service marketing communications firm whose expertise lies in connecting brands to individuals within increasingly diverse, elusive markets like Teens, Young Adult, Urban, African American and Multicultural markets. The ad*itive is based in New York City.

Already a number of prominent clients are benefiting from the ad*itive’s unique approach to marketing. The roster includes: the truth Campaign, Ultra Sheen for Wella, Timberland, and Nicorette / Nicoderm CQ for GlaxoSmithKline. For truth, the ad*itive designed a campaign that involves distributing “truth Kits” to highly influential performers like Busta Rhymes and Q-Tip, athletes like Allen Iverson, and others to spread the knowledge to the Generation Y community about the adverse effects of tobacco. Their efforts produced an over 80% awareness of the truth brand.

“The partnership between Ultra Sheen Hair Care and the ad*itive has truly been a formula for success. The ad*itive has allowed us to reach deeper into the consumers’ emotional, psychographic, cultural and buying behaviors, resulting in an innovative advertising and marketing campaign that will allow a classic brand to reconnect with today’s urban culture,” says Ms. LeRon McKendrick, Director of Marketing – Johnson Products Division at Wella Personal Care of North America.

Mac Tillman, Brand Manager – Boots at Timberland notes that “Timberland has enjoyed an expanding relationship with the ad*itive, who has served as an expert cultural guide helping Timberland understand the important subtleties within the urban market. Our partnership with ad*itive, which spans across a variety of functional areas including grassroots marketing, product development, sales tool creation, media relations and product seeding, has helped Timberland better serve our customers in a relevant and respectful manner.”