The 4A’s Form Two New Media Committees

NEW YORK The American Association of Advertising Agencies has formed two new committees, with one focusing on issues related to multicultural media buying and planning and the other concentrating on interactive television.

The committees were announced Wednesday at the 4A’s media conference and trade show being held in New Orleans.

The Multicultural Media Committee was created to serve as a forum for agencies handling multicultural media assignments and will act as an advocate and oversight board, looking at agencies’ work in the areas of research, representation and ethical standards. It will be chaired by Laura Marella, vp of media services for Interpublic Group’s Casanova Pendrill Publicidad, Irvine, Ca.

The ITV committee’s mission is to keep the needs of advertisers at the “forefront of consideration” as interactive TV evolves, a 4A’s representative said. The committee is also working to create a system that will track TV viewing habits through digital set top boxes, while promising to balance privacy concerns. Other issues the committee plans to tackle: a push to reverse the trend toward subscription-based revenue on cable, and the threat to advertising posed by personal video recorders, a representative said. The committee will be chaired by Mark McLaughlin, president of FCBi, New York, the digital and direct advertising arm of IPG’s Foote Cone Belding.