Arnell, Sharpton Dispute Strategy

NEW YORK-Only a few days out of the starting gate, Arnell Group Brand Consulting’s $10 million police recruitment campaign has run into controversy.
The Rev. Al Sharpton made tabloid headlines last week with complaints that none of New York’s African American or Latino radio stations had been approached to air the spots, which are intended to encourage minorities to join the New York Police Department [Adweek, May 17].
In response, agency chairman Peter Arnell said the campaign’s strategy has three stages: broadcast TV (including Spanish-language spots on Univision), followed by print and outdoor ads, then radio.