Bcom3 Forms Ethnic Marketing Groups

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Bcom3 Group Inc., an agency holding company, has spun off Lapiz, a Chicago Hispanic agency, and Vigilante, a New York shop for urban and African-American consumers, from Leo Burnett USA to form Pangea.


The new multicultural communications company also will include Bromley Communications, a San Antonio agency specializing in the Hispanic market.


Pangea also will have a nonequity affiliation with New-A Inc., a New York agency targeting Asian-Americans. New-A's constituents include Admerasia, Admerasia Canada, AAAZA Inc., Cyverasia and aLanguageBank.


As part of this new alignment, Bcom3 has bought 20 percent in Double Platinum LLC, a New York agency targeting the U.S. gay and lesbian market.


Pangea will offer relationship marketing, promotions, public relations and interactive services.


In a concurrent move, Bcom3 is launching Tapestry, a full-service media communications firm. The agency is a joint venture of the media operations of Bromley and Starcom Hispanic.


Using the resources of Bcom3 shop Admerasia, Tapestry also will form an exclusive nonequity alliance with Unity Media, the country's largest independent media buying agency aimed at the African-American market.


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