True North's new unit aims to reach ethnic households, which have money to spend
Article Abstract:
True North Communications has created a new unit, New America Strategies Group, to develop ad campaigns that target growing numbers of ethnic groups in the US. Chicago-based True North, which is the world's sixth-largest advertising agency with estimated billings of $10.8 billion, will release the results of a study of consumer spending habits by American ethnic groups at an upcoming conference in New York. Industry analysts report that True North is following a trend among ad agencies, such as Young and Rubicom, who already have begun multiethnic marketing campaigns.
Comment:
Has created new unit, New America Strategies Group, to develop ad campaigns that target growing numbers of US ethnic groups
Publication Name: The New York Times
Subject: Business, general
ISSN: 0362-4331
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
Two forecasters see record spending for ads in 1999, barring any unforeseen circumstances
Article Abstract:
Two forecasters, Robert J. Coen, sr. v.p. and forecasting director at McCann-Erickson USA, and John Perriss, chairman and CEO at Zenith Media Worldwide in London, revealed their agreement on the outlook for U.S. advertising in 1999. The outlook is favorable. The second half of the year, they say, will be stronger than the first. Ad spending in 1998 is expected to reach $200.8 billion and $212 billion is predicted for 1999, an increase of 5.5%.
Publication Name: The New York Times
Subject: Business, general
ISSN: 0362-4331
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Ford's net falls 5.9% to $2.38 billion, while core auto business jumps 24%. GM, resisting spinoff pressure, sees Hughes as link to future
- Abstracts: Looming over Northwest talks: other unions. Northwest Air's mechanics pick different union. TWA, pilots union reach agreement on 4-year contract
- Abstracts: Profit at 3M to drop below expectations. Case announces more job cuts as demand falls
- Abstracts: Japan backs a merger, not failure, for LTCB. Japan leans to rescues as solution for banks
- Abstracts: Some SUVs flip on side in crash test. Flights on nearly 75% of major routes take longer than those of decade ago