Bcom3 Groups Ethnic and Multicultural Units | Adweek Bcom3 Groups Ethnic and Multicultural Units | Adweek
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Bcom3 Groups Ethnic and Multicultural Units

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CHICAGO -The Bcom3 Group has grouped its ethnic and multicultural marketing units under one umbrella organization called Pangea.

The Chicago-based holding company has also consolidated its multicultural media units into one group to be known as Tapestry.

Pangea will be comprised of existing multicltural units, including Hispanic units Lapiz, Chicago and Bromley Communications, San Antonio, and New York-based urban and African-American unit Vigilante; the new entity has also formed exclusive affiliations with New-A Inc., which targets Asian Americans. New-A owns full-service shops including Admerasia in New York and Canada, AAAZA in Los Angeles; interactive agency Cyverasia and translation company aLanguageBank.

In addition, Bcom3 is acquiring 20 percent of Double Platinum, a New York based boutique targeted the gay and lesbian market.

Tapestry will work with media executives at all of the Panage units and has also has formed an exclusive affiliation with Unity Media, which targets African-Americans.

All the units will be run as separate and distinct brands, but will share backroom services such as legal, human resources and accounting. Pangea will be run by a board of directors made up of the heads of the companies, as well Christopher Ang, Western Union client manager from D'Arcy Masius Benton & Bowles. He will serve as Pangeas evp and chief integration officer. John Bols, chief financial officer at Bromley will be Pangea's finance director. Bcom3 vice chairman and chief client officer will serve as an advisor to the group.