Creates New Unit, Signs Deal With African-American Media Agency

By Published on .

NEW YORK (AdAge.com) -- Bcom3 announced today that it was creating a multicultural media agency called Tapestry that will come under the umbrella of its new multicultural group Pangea.

Nick Brien, president of U.S. business development at Starcom MediaVest Group, will be chairman of Tapestry. The new media shop will also come under the umbrella of Starcom MediaVest Group and will be a joint venture between the Bcom3 media giant and Bromley Communications, which is a partner in Aegia.

African-American partnership
Also, Tapestry has formed an exclusive, non-equity affiliation with Unity Media, an African-American media agency, which previously had been involved with Omnicom Group's multicultural group SR Alliance.

"We had to

Related Story:
Deal Gobbles Up Largest Asian-American Network
move from Omnicom," said Bob Tassie, president of Unity. "I had given them a period of time in which to perform, and that expired."

Mr. Tassie said Bcom3 has a "financial investment" in Unity, but would not elaborate on the terms of the investment other than to say that the agency has "a period of time that gives them the right to use my services."

Mr. Tassie pointed out that his agency still could work for SR Alliance on business that did not compete with Tapestry accounts.

Gay and Asian shops
Tapestry also will work with Double Platinum, a gay and lesbian agency, in which Bcom3 purchased a 20% equity, and with New-A, a consortium of Asian-American companies. These companies fall under the Pangea umbrella.

"Bcom3 really stepped up to the plate and put together an organization that has a solid foundation," Mr. Tassie said, "rather than just claiming they have multicultural capabilities but not putting anything behind that claim."

Most Popular
In this article: