Over the last couple of years, mainstream ad agencies have tried to create specialty Hispanic or multicultural hybrids, division within division and /or attempted to put together people within to say they have the multicultural capabilities to serve a client.
Just to name a few Richards/Lerma (Hispanic practice), Ogilvy “Multicultural” (I cannot remember the name) and now Havas with its Totality announcement of their new multicultural concept.
These are concepts in practice. But do these concepts in motion really work?
Are these just an add-on to a conversation with a client or do they drive the conversation?
Some have a client, others do not and are in search of a client.
Are they designed to handle major multicultural or Hispanic initiatives or just to suffice?
Some have known and vetted Hispanic advertising executives and others do not.
Just to nit pick, maybe Havas should have called it Havas Total only, since it means the same to define the services for Hispanic Marketing, African American Marketing, Asian Marketing and LGBT Marketing.
Havas TOTALLY does not mean much in Hispanic Marketing and by the way Hispanic Marketing is the majority of the ad spend in the Multicultural Bucket.
What’s your opinion.