Vanguard Re-enters Multicultural Fray

NEW YORK Vanguard Communications, a multicultural marketing and communications company founded in 1995, is relaunching this year as an independent firm under the name VanguardComm.

CEO Esther Novak, a native of Peru, founded Vanguard Communications and later merged with Omnicom Group’s Ketchum in 2001 to form Ketchum Vanguard. The merger, completed only five weeks before Sept. 11, did not go as planned and the partners decided to “unmerge” in 2003.

“It was just not the right time,” said Novak, who spent 2004 and part of 2005 to plan her comeback as an independent firm.

VanguardComm, a minority and woman-owned firm, will be based in New York and New Jersey and already has opened an office in Miami.

Novak said the new company would offer marketers a “one-stop shop” for their multicultural efforts, serving Hispanic, African American and Asian markets.

An official announcement is expected Sept. 6.