Essay 4802

Random drive-by shots regarding the GM mess:

The Target Market News interview with GM North America Vice President Mark LaNeve (see Essay 4778 and Essay 4787) offered intriguing answers while posing new questions.

Give LaNeve credit for his willingness to step forward and speak out.

Yet one can’t help but wonder about the alleged miscommunications. Target Market News and Black Enterprise have not printed retractions to their articles. The stories—including the revised AdAge.com report—still contain GM executives’ comments later contradicted by LaNeve via his contention that all GM brands will ultimately receive representation from multicultural agencies.

LaNeve stated that he isn’t concerned with the minority-ownership status of multicultural agencies. But he appears to be swayed by the majority ownership, as Publicis’ (and Leo Burnett’s) multicultural units have benefited from the account shifts; plus, if Translation ousts Carol H. Williams, IPG (which owns Translation and Campbell-Ewald) will also win. Sorry to overreact, but the association with White agencies seems to make multicultural shops more attractive.

LaNeve argued he’s only interested in hiring the best talent. Then again, he consistently used a term not often seen: Diversity Agency. The term semi-implies that multicultural shops are selected to partly satisfy corporate diversity initiatives. Insiders know this is the case with many advertisers. Which means that LaNeve may need to reconsider his position on matters. Fortunately, he’ll be happy to discover most of the best multicultural experts reside in the established minority-owned shops.

Translation versus Carol H. Williams ignites potential controversy. Minority ownership aside, it’s hard to determine Translation’s credentials. Translation honcho Steve Stoute is definitely a savvy businessman. His company’s role on advertising projects, however, is unclear. Translation takes credit for being involved with the McDonald’s-Justin Timberlake pairing and Reebok’s Terry Tate series, but general-market agencies are recognized as the creators of the work. At first blush, Stoute appears to be a talent broker. The Translation website displays no evidence of advertising experience. Would general-market agencies not howl if placed in a similar competition?

Regular visitors to MultiCultClassics are aware that multicultural advertising is criticized here. The stereotypical clichés are too much. But clients are just as responsible for the nonsense as the agencies. It has always been this blog’s belief that multicultural advertising must evolve. So does Translation (partnered with Campbell-Ewald) symbolize progress? Or is it another example of old-school, sneaky politics engineered by the industry’s majority rulers?

LaNeve requested that everyone “let this thing play itself out.” OK, but don’t expect anyone to quietly observe the proceedings.