Montemayor y Asociados & Don Coleman … Now GlobalHue.

GlobalHue launched operations from its headquarters in Southfield, Mich., and branch offices in San Antonio, Texas, New York and Miami, GlobalHue provides African-American, Hispanic, Asian and urban market expertise.

Don Coleman, formerly President and CEO of Don Coleman Advertising (DCA), the largest African-American owned advertising agency in the United States, is Chairman and CEO of the new agency. GlobalHue includes African-American, Hispanic, multicultural, entertainment and publishing divisions. All media planning and buying for GlobalHue clients is handled by wholly owned subsidiary New Perspectives Media based in Miami, Fla.

“An America that once was defined as black or white now reflects almost every hue – and cultural group,” said Coleman. “Cultural and multicultural marketing is not a ‘feel-good’ proposition; it’s a business necessity for companies that want to stay competitive in today’s marketplace – the $1 trillion buying power of America’s diverse consumers is testament to that fact. GlobalHue offers clients a one-stop shop for marketing to the New America.”

GlobalHue offers cultural and multicultural marketing expertise in areas ranging from advertising to interactive, creative to community relations, direct marketing to celebrity entertainment to event marketing and research. Through its current association with YankelovichResearch, DCA has pioneered the “Urban Mindset” attitudinal model. This research is one of the effective cornerstones in understanding how urban attitudes influence the broader culture. GlobalHue will continue this association.

GlobalHue’s African-American division, based in Southfield, incorporates the expertise of the former Don Coleman Advertising, the agency’s Hispanic-market division, based in San Antonio, Texas, brings in the experience of the former Montemayor y Asociados, the ninth-largest U.S. Hispanic marketing agency; Carlos R. Montemayor is president of the Hispanic division of GlobalHue. Billings for the agencies that now comprise GlobalHue were $330 million in 2001.

In addition, GlobalHue’s New Day Entertainment division provides multicultural event marketing and entertainment services. GlobalHue Publishing, another division, produces multicultural print materials, including research reports, newsletters, and books. GlobalHue clients also benefit from its affiliations with minority-owned multicultural marketing resources such as NSights Worldwide, a Chicago-based multicultural consumer research company, and Ntouch Communications Group, a Southfield-based marketing communications services/public relations company.

“GlobalHue gives our current and potential clients the best of both worlds: world-class multicultural, African-American, Hispanic, Asian, and urban mindset creative and marketing services from an experienced and diverse creative team, plus one administrative and operational structure,” Coleman explained. “Corporate America is finally waking up to the vast opportunities presented by multicultural consumers. There are opportunists coming to the fore with no credentials who want to capitalize on the urban mindset. GlobalHue offers bona fide market performance to its clients.”