by Dan Perkins

As diversity becomes an increasingly prominent aspect of business in America, a growing number of organizations are establishing units to address issues of multicultural marketing.  No where is the trend more evident than in the marketing and communications (marcom) industry. 

Starcom MediaVest Group (SMG), a subsidiary of Paris-based marketing giant Publicis Groupe, is one of several global marketing organizations to aggressively embrace multicultural marketing. 

SMG is comprised of a network of consumer contact companies that have a combined workforce of nearly 3,500 employees.  These employees specialize in a variety of fields, including media management, response media, internet and digital communications, entertainment, sports sponsorship, event marketing, media - and multicultural marketing. 

Ranked as one of the largest brand communications groups in the world, SMG has taken impressive steps to understand multicultural marketing.  In 2001, SMG established a multicultural division, called Tapestry, to assist clients in reaching African Americans, Asian-Americans, Hispanics and emerging market consumers. Tapestry is billed as the first and largest multicultural contact agency in the United States, and reportedly places nearly 20-percent of the industry's multicultural media spend.

Although Tapestry is focused on helping its clients grow brands across a variety of categories, it recently formed an advisory council comprised of influential members of the African American media to help it tap into the Black market.  The council, which is known as Tapestry African American Advisory Council, was formed in April 2003.  Council members share insight, explore trends and develop strategies to enhance Tapestry's ability to reach African American consumers. 

The council is only part of a much larger Tapestry initiative, which agency insiders call "Tap Into the Black."  The initiative consists of a multifaceted plan that aims to keep the African American community an integral part of SMG's marketing efforts.

In 2004, Tapestry plans to organize an executive lecture series; conduct research programs; publish newsletters; establish links with historically Black universities; organize think-tanks; and host a variety of recognition-events including A Day in the Life, Blackstar Awards, and Tapestry's own annual Living Beyond the Boundaries Day.

Tapestry's initiative is a clear acknowledgement, on the part of SMG, of the growing power and influence of African American consumers.  Spending by African Americans is projected to rise from its current level of $632 billion to $852.8 billion in 2007.

SMG believes Tapestry's initiative will contribute to a distinct understanding of buying behaviors and preferences among African Americans.  With that understanding, SMG intends to craft relevant and innovative approaches to capturing the attention of Black consumers.

Tapestry's African American marketing efforts are led by two senior professionals, L. Renee Richardson and Camellia Ware.  Each oversees Tapestry's support of clients that have expressed interest in reaching African Americans consumers.

Ware joined Tapestry as media supervisor in October 2002, and now is Tapestry's Associate Media Director.  In 2003, she played a critical role in expanding Tapestry's African American portfolio.  She continues to relish opportunities to leverage her vast knowledge on behalf of clients.

"I want to provide African American expertise to maximize psychographic and consumer insights and enable clients to not only reach African-Americans but engage them in meaningful ways," said Ware.

"The African American market provides enormous growth potential for advertisers. Tapestry formed the African American Advisory Council to strengthen our efforts and provide partners with innovative and cutting edge insights into the African American consumer lifestyle."

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