Bcom3 Forms Ethnic Marketing Groups

Share this article:
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.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Are You Really Ready for Customer Experience?

Are You Really Ready for Customer Experience?

Marketers can talk a good game about customer centricity, but actions speak louder than words.

Essentials in Content Marketing: Think like a best-selling author

Essentials in Content Marketing: Think like a best-selling ...

Imagine if all the electronic content thrown your way daily was actually printed on paper. To stand out from those piles of worthless pixels, you must offer your audiences intriguing ...

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.