Don Coleman, CEO of the Southfield, Mich.-based agency, said the timing of the reorganization and Chrysler's review were "just coincidendental." He told AdAge.com: "We didn't do this specifically for Chrysler."
Had been holding company
The new agency takes the name of what had been a holding company for mutlicultural shops that included Coleman Advertising and Montemayor y Asociados, San Antonio, as its two major units. Those two agency names will now disappear.
Interpublic Group of Cos., which owned 49% of the holding company GlobalHue, will now have a the same stake in the new agency.
Billings for the agencies that now comprise GlobalHue were $330 million in 2001. That includes media planner-buyer New Perspectives Media, Miami, a wholly owned subsidiary.
Chrysler said the review reflects its new strategy to move from specific multicultural targeting by segment to more general urban marketing. The bulk of Chrysler's account is handled by two shops: Don Coleman Advertising, which has had the automaker's account for eight years, and Montemayor, a 14-year
Interpublic agencies have major accounts with General Motors Corp. Mr. Coleman declined to comment on whether the car conflicts may have sparked Chrysler's review.
GlobalHue, which will be based in Southfield, will offer multicultural entertainment, media planning, buying, interactive, direct, community relations, public relations and publishing.
Mr. Coleman said GlobalHue will offer one-stop shopping for multicultural, African-American, Hispanic, Asian and urban mindset creative and marketing services.
Mr. Coleman becomes chairman-CEO of the new agency, while Carlos Montemayor, CEO of Montemayor y Asociados, becomes its vice chairman and president of its Hispanic division. His agency's San Antonio office becomes GlobalHue West.
GlobalHue Asian arm sought
Mr. Coleman said he is negotiating with an Asian agency whose name he wouldn't disclose to add to GlobalHue.
Another Asian shop -- Imada Wong Communications Group, Los Angeles -- did its first Chrysler work on a project basis earlier this year.
Don Coleman, Montemayor and Imada Wong had been under True North Communications' New America Strategies Group. That unit disappeared, as did Imada Wong's formal ties to the other two shops, after Interpublic acquired True North. Bill Imada, chairman of Imada Wong, said he has non-car conflicts with Don Coleman Advertising and Montemayor.
Don Coleman Advertising, in association with Yankelovich Research, pioneered the "Urban Mindset" attitudinal model, which Mr. Coleman said helps to understand how urban attitudes influence the broader culture. GlobalHue will continue this association.
In addition to Chrysler, GlobalHue's clients include American Airlines, Hilton Hotels, Johnson & Johnson, Kmart, Miller Brewing Co., Solomon Smith Barney, Verizon Wireless, Blue Cross/Blue Shield of California, Blue Shield of Florida and Mary Kay.