Bcom3 Unifies Its Ethnic Units

Bcom3 Group’s new multicultural brands, Pangea and Tapestry, were formed to tap the U.S. ethnic market but could branch out globally, an executive with the holding company said.

“This concept can work in any country where there’s a significantly diverse population,” said Arthur Selkowitz, vice chairman and chief client officer of Bcom3, who will be an adviser for the unit. Executives have explored the possibility of exporting the concept to London and Paris, Selkowitz said.

The Chicago-based holding company last week unveiled Pangea as the umbrella for its multicultural marketing units, which include Hispanic groups Lapiz, Chicago, and Bromley Communications, San Antonio, and New York-based urban and African-American unit Vigilante.