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Havas launches multicultural marketing agency

Global advertising and communications services group Havas launched Totality, an integrated multicultural marketing agency, on Oct. 6. The new agency will provide brands with creative and strategic communications services for ethnic and niche customers.

Former Euro RSCG Latino CEO Leo Olper will lead the New York City-based agency as its CEO, and Mauricio Galvan will serve as chief creative officer. Both executives will report directly to Andrew Benett, global chief strategy officer of Havas Worldwide and global CEO of Arnold Worldwide.

Totality will offer a full range of marketing services, including digital, direct and direct response television, Olper said. “Within our core focus group we can do TV, radio, out-of-home, among other things,” he said. “We have a total market approach, including all minorities, and all the services we can offer clients.”

The 25-person agency will serve all niche consumer segments, including the Hispanic, black and the lesbian/gay/bisexual/transgender communities, said Olper.

Olper feels that it’s important for agencies to have multicultural divisions or arms because most clients are setting up multicultural departments. “Multicultural marketing is becoming more and more an important part of the business for a lot of companies,” he said. “Clients are taking advantage of this and they are seeing it in their bottom line.”

Totality will partner with the other agencies in the Havas network, including Arnold Worldwide, Euro RSCG Worldwide and MPG, but it will operate as a separate entity, Olper said.

Totality’s client roster includes GlaxoSmithKline Consumer Healthcare’s Scott’s Emulsion, Chivas Latin America and Reckitt Benckiser’s Veet. Olper would not reveal if the company has signed any other brands.

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