Forms Indie Group for Minority Marketing
ATLANTA–WestWayne has established an independent minority unit called BlackSheep, made up of four African American staffers who tout themselves as “the evolution of cultural marketing.”
“There is a fair amount of tokenism in the [Southeast] market,” said BlackSheep director and brand planner Kendra Hatcher. “People throw money at an African American target without approaching it from a strategic standpoint.”
Based at the agency here, BlackSheep has already produced print work for BellSouth Mobility and Salem cigarettes.
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