NEW YORK Jo Muse expected a few hours of venting at the launch meeting of Project MC, an initiative designed to define the role and importance of agencies that specialize in marketing to African-Americans, Asians and Hispanics. Instead, said Muse, lead organizer of the initiative, he got a full day's worth of gripes related to such shops feeling marginalized by clients and general-marketing agencies.
Also, opinions varied among the 23 participants at the spring meeting on key issues such as whether minority shops should regularly compete for general-market assignments. To weigh issues and opinions -- and foster a greater sense of community within the group -- Project MC is turning to social networking for help. In mid-July, it will start a social-networking group on Ning.com that will feature a blog and enable executives from minority shops to share knowledge, find talent and debate hot-button issues.
"This community that we're creating is going to be an opportunity for the founders [of Project MC] to articulate points of view, [identify] resources and opportunities and [open things up] to a broader view of people," said Muse, CEO of Muse Communications, a multicultural shop in Hollywood, Calif.
Social networking "is a good idea," said Vicky Wong, president of Dae Advertising, an Asian-American shop in San Francisco and a Project MC participant. "How much time people have to engage in that, we'll have to see."
In addition, Project MC hopes to meet with executives from the Association of National Advertisers soon to express ongoing concerns about clients cutting back on minority-targeted efforts and general-market shops treading on speciality shop turf.
Project MC includes CEOs from African-American agencies such as UniWorld Group, Carol H. Williams Advertising and Burrell Communications Group; Hispanic shops like The Vidal Partnership and La Agencia de Orci & Asociados; and Asian-American shops such as PanCom International. The group also includes leaders from the American Association of Advertising Agencies and general-market shops Wieden + Kennedy and Butler, Shine, Stern & Partners.
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