Essay Nine

A recent press release from direct response behemoth Draft opens with the following:

“In early 2004, Draft New York launched the first dedicated multicultural unit in the direct response industry, offering core competencies in both above-the-line and below-the-line disciplines.”

Well, technically, I guess it’s accurate to claim being the first in the industry. But it should be noted that multicultural advertising agencies have been providing dedicated direct response efforts to clients for many years. Just ask anyone at places like GlobalHue, Burrell, Orci & Associates and more. Plus, it’s pretty likely that some agency has charted these waters before (I’ll send a copy of Jackie Robinson’s biography to the first reader who identifies a pre-Draft pioneer).

While it’s terrific to see Draft has discovered minorities, does anyone besides me wonder what the hell took them so long? The direct response industry has been around for generations. Lester Wunderman was practicing the trade back in the 1950s (if Wunderman had applied his Columbia Record Club tactics to Motown, he could have snagged some serious bling). So it’s odd that Draft becomes the visionary in the 21st century.

Equally disturbing is the interview that follows in the Draft press release. Larry Harris—EVP, Director of Integrated and Cross-Cultural Communications—speaks about the challenges and issues surrounding multicultural marketing. Harris essentially regurgitates everything that’s already been said by every multicultural advertising agency in history. What makes it so disturbing is realizing that even today, the argument for targeting ethnic consumers must continue to be presented.

It should be interesting to watch Draft explore the undiscovered country. While the press release communicates the standard viewpoints, there are no case studies or evidence to demonstrate the company has relevant expertise in the field. If Draft ever requires help, they need only contact any multicultural advertising agency in the industry.