“Most agencies take a very consumer-focused approach, but they also need to understand the client’s business,” continued Islam.  “We explore the clients business – we ask questions and listen carefully to the answers.  In our exploration, we come to understand our clients’ business environments, and their specific business challenges.”

So What, Exactly, Is commonground?

Let’s start with what commonground isn’t, according to its founders.  commonground is not an ethnic marketing firm, as one might imagine. 

“commonground is a cross-consumer marketing firm,” said Islam.  “We help clients reach out to one or more consumer segments.  Segments that are defined way beyond just ethnicity.”

Wright and Islam point to several social factors when describing their market approach.  The growth of the Hispanic market, and the increased affluence of the African-American market, has caused a significant ripple effect, which, according to the agency’s two founders, serves to redefine the general market.

“The new general market is truly multi-cultural,” explained Wright.  “Hispanics, African-Americans, and Asians Americans are all part of the new general market.”

The reality of America’s changing demographics has influenced how commonground defines itself, and how it views its business challenge.  “Our goal is to affect behavior,” continued Wright.  “And behavior is not solely determined by ethnicity.  It plays a role, obviously, but we don’t operate that way in real life.  We don’t silo ourselves (based on race).”

Acknowledging and embracing America’s ever-expanding diversity seems to be the overriding concept that drives and defines commonground.  According to Islam and Wright, the agency world, by and large, has been slow in responding to changing social factors, and this is where Islam and Wright have decided to stake their claim.

commonground’s refusal to segment purely based on race does not foster a one-size-fits-all approach that ignores the nuances of diverse cultures.  Quite the opposite, much of the agency’s credibility and future rests on its ability to understand cultural differences and affect change in consumers’ behaviors given those differences.

“When it comes to cultural differences, there is a universal truth – we are different, but we also share a great deal in common,” explained Islam.  “The key to success is going to be in leveraging those differences with consistency and effectiveness.  We know that the (old way of doing business at the agency level) is outdated.  We’re taking a new approach, a holistic approach, to the multicultural space.  Right now, there’s a void there.”

“We have taken an organic approach to this from the start – this is our challenge to the industry,” declared Wright.  “We believe in (our agency model), and we have the passion and commitment to make it a success.  It’s not about us – it’s about what we believe.”

Growing the Business

The depth and combined experience of Wright and Islam has enabled commonground to attract an impressive number of potential clients.  While this article was being written, commonground was pursuing potential relationships with eight different Fortune 500 companies, and potential relationships with several established general market agencies looking for quality, competent agency partners. 

“We’re looking at clients who know who we are, who know our work, and have a void (in their marketing efforts) where we can help,” continued Wright.  “Some clients are diving into the multicultural world for the first time, but don’t have the money to hire three or four different agencies.”

While the search for clients continues to gain momentum, Islam and Wright remain focused on building their agency and refining their distinct conceptual approach.  commonground is currently building out a custom space on Chicago’s west loop, an area rich with creative and fast-growing businesses.  The agency’s web site is up and running (www.commongroundmktg.com), and their digital brochure is in circulation.

“Our initial effort was to get our infrastructure in place,” explained Wright.  “We need to have the elements that make up a real organization – like a 401K plan, payroll, and a health care plan.  We didn’t want to do the smoke and mirrors thing.”

Islam and Wright are working together to refine their process and manage their growth and expansion.  Wright explained that commonground is engaged in an organic process of growth and development.  “First, you have to learn to crawl, then you go to a walk, then a rapid walk, then you run.  Eventually, we’ll be running with the bulls.”

Islam is also very confident in what the future holds for commonground, but he is realistic about some of the obstacles that lay ahead.

“We’re selling something new,” explained Islam.  “When you’re (doing something new) in an industry that has done things the same way for a long time, you’re going to have challenges and battles.  But we’re excited about the responses we’ve gotten so far.  We fit a need that clients have, and they’re just getting their hands around that.”

As experienced marketers know, the relationship between the client and the agency is based on more than just capabilities.  It goes back to chemistry, relationship management, and general excitement about the business.  This is where Islam and Wright feel they have a unique advantage.

“We’re (moving forward with) passion and inspiration,” said Wright.  “We have some people who are so excited about what we’re doing, they’re volunteering services.  Everyone else is worried about layoffs, and paying their bills.  We’ve walked away and started something new.”

The End