Essay 4805

From Target Market News…

-------------------------

NAMD calls on GM to reconsider its restructuring plans for black ad agencies

In a statement issued by the National Alliance of Market Developers, Inc., the organization says it is “appalled” at General Motors’ recently announced plan to restructure its relationship with African American ad agencies.

GM executives sparked controversy when they announced that advertising accounts with two black ad agencies were being re-assigned as part of a restructuring plan. In an interview, GM vice president Mark LeNeve said that it was possible that African American ad assignments might be given to agencies that were not majority-owned by African Americans.

NAMD, the nation’s oldest advocacy organization for African American professionals in marketing, advertising public relations and corporate communications, said in a statement that it is “appalled at the recent announcement by General Motors that it is dropping or demoting several advertising agencies that create advertisements aimed at Black and Hispanic consumers and assigning much of that work to mainstream agencies.”

“Historically, African American advertising agencies have played a key role in creating and placing effective advertising and developing campaigns that have generated tremendous business results,” the statement continued. “As the world today moves more towards an increased multi-racial, multicultural and diverse mix, the efforts of African American owned advertising agencies are more vital than ever. Their unique understanding and sensitivity to this special market segment cannot be duplicated, substituted or replaced by mainstream agencies.”

NAMD said it urges GM to revisit its restructuring plan and “reconsider its position, while continuing to use African American advertising agencies as an integral part of their efforts to reach and sell African American consumers GM products today and in the future.”

Formed in 1953 by such African American marketing pioneers as Moss Kendrix and Naylor Fitzhugh, the NAMD claims a national member and local chapters in Atlanta, Chicago, Cleveland, Kansas City, Los Angeles, New York, Philadelphia and Washington.