True North's new unit aims to reach ethnic households, which have money to spend

Article Abstract:

True North Communications has created a new unit, New America Strategies Group, to develop ad campaigns that target growing numbers of ethnic groups in the US. Chicago-based True North, which is the world's sixth-largest advertising agency with estimated billings of $10.8 billion, will release the results of a study of consumer spending habits by American ethnic groups at an upcoming conference in New York. Industry analysts report that True North is following a trend among ad agencies, such as Young and Rubicom, who already have begun multiethnic marketing campaigns.

Comment:

Has created new unit, New America Strategies Group, to develop ad campaigns that target growing numbers of US ethnic groups

Account Activity, Demographics, True North Communications Inc., Article

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Two forecasters see record spending for ads in 1999, barring any unforeseen circumstances

Article Abstract:

Two forecasters, Robert J. Coen, sr. v.p. and forecasting director at McCann-Erickson USA, and John Perriss, chairman and CEO at Zenith Media Worldwide in London, revealed their agreement on the outlook for U.S. advertising in 1999. The outlook is favorable. The second half of the year, they say, will be stronger than the first. Ad spending in 1998 is expected to reach $200.8 billion and $212 billion is predicted for 1999, an increase of 5.5%.

United Kingdom, Marketing procedures, Advertising agencies, Global Marketing, Agency Planning/Goals, Forecasts and trends, Abstract, Advertising expenditures, McCann-Erickson USA Inc., Zenith Media Worldwide

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