President Clinton on Oct. 6 issued an executive order that could force federal offices to use minority ad agencies as prime contractors to reach minority consumers. Under the order, each federal department that wants to ''bundle'' ad contracts, letting a prime contractor select its partners, would have to demonstrate the cost benefits. The new order also requires federal offices to ensure ''that all creation, placement and transmission of federal advertising [is] fully a reflection of the nation's diversity.'' The change comes eight months after a U.S. Army review drew an outcry from minority agencies and congressmen.
Copyright October 2000, Crain Communications Inc.