A Market With Open Arms

Although many believe New England’s advertising industry has a long road ahead in its effort to diversify, Eric Roberts of Arnold Communications is more optimistic.
Client sensitivity and a growing awareness of the need for integration have helped make the New England region a “very welcoming market” for minorities trying to beak into the ad industry, said Roberts, senior vice president and diversity account director at Arnold.
“Who wouldn’t want to get into diversity marketing at this point? People are becoming aware of the disposable income [of minority groups] and saying, ‘Hey, there’s opportunity there,'” Roberts said.
“You have to have a sensitivity, and it needs to come from the clients as well. Some clients don’t understand why you would market to a specific group, but I think we’re moving away from that. This country truly is a melting pot of just about everything,” said Roberts, who is based in the agency’s office in Wayne, Pa.
Roberts, who went to school in Boston and owns a home in the area, oversees African American and Hispanic marketing for regional McDonald’s co-op accounts in Detroit, Philadelphia, Baltimore and Washington, D.C.
–Sarah Jones