DALLAS-The principals of a small Albuquerque, N.M., ethnic marketing agency are looking to raise their local profile after winning a portion of the federal government's $100 million Census 2000 advertising account this month.
Gray & Gray Advertising, a Native American-owned firm specializing in American Indian marketing, was part of a consortium organized by Young & Rubicam of New York that was awarded the advertising account by the U.S. Census Bureau, part of the U.S. Commerce Department.
Gray & Gray will handle assignments to publicize the 2000 census to the traditionally undercounted Native American population on reservations and in U.S. cities. Although account billings are still being determined, shop executives expect the business to swell the six-employee company's current fee level of $1 million.
"What this does, it puts us on a different playing field now, especially in a market like Albuquerque," said president and co-owner Michael Gray, who is of Blackfeet/Chippewa-Cree ancestry.
Besides targeting Native Amer-ican populations through Indian media, Gray & Gray's work for the census will also utilize mainstream outlets to target Native Americans in urban centers like Denver and Albuquerque.
Gray & Gray provides full-service marketing for a number of Native American educational and business groups and associations, such as the American Indian College Fund, the Tribal College Journal, the National Indian Business Association and Native American Public Telecommunications.
Gray said he would like to see the account aid the shop in gaining a regional reach, especially for non-Indian clients wanting to reach Native American populations concentrated in the Southwest.