Adweek reported Real Hip-Hop Network chose Berlin
Cameron United as its AOR. Granted, the client is not worth a lot of revenue,
but one has to wonder if the review included obvious candidates like Translation,
Amusement Park Entertainment, will.i.am, Latinworks or any number of Black agencies. Damn,
the minority shops can’t even pitch for hip-hop accounts.
Real Hip-Hop Network Finds Agency
Account media spending estimated at $15 million
By Andrew McMains
Berlin Cameron United’s grasp of youth culture—as illustrated in past work for
Boost Mobile and VitaminWater—made Atonn Muhammad confident that the shop could
tackle advertising for his Real Hip-Hop Network.
To date, the four-year-old network has lived online. Next month, however, RHN
will extend its reach through satellite TV providers DirecTV and Dish. Those expansion
plans sparked Muhammad’s search for an ad agency that led to the hiring of
Berlin Cameron.
Media spending behind the creative assignment is projected at $15 million. The
New York agency’s work will take the form of TV, print, outdoor, radio, and online
ads. RHN’s programming represents a mixture of news, documentaries, concerts,
videos, and perspective, including a show hosted by rapper KRS-One that's
called “Analyze This." Its core target is the 18- to 34-year-old
demographic.
Berlin Cameron’s ads will aim to appeal to viewers as well as advertisers and
regional cable operators. The shop’s first campaign will likely break in
December, according to CEO Ewen Cameron.
3 comments:
Does even make sense to exist as a black agency?
You cant even pitch for AOR for a hiphop oriented account. Damn. Their existence is becoming meaningless as time passes by. Basically its saying u cant even run your own shit so we might as well give it to the white boys.
Damn. If even a hiphop account prefers a white agency to run the show, why would Fortune 500 brands trust a black shop?
In a word, NOPE.
APE was not contacted.
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