SMG Realigns Multicultural Operations

CHICAGO Publicis Groupe media unit Starcom MediaVest has realigned its multicultural communications divisions, giving each of its two units—Starcom and MediaVest—its own multicultural marketing specialties, the agency confirmed.

Tapestry, the company’s previous multicultural marketing unit, will be aligned with Starcom in Chicago, while MediaVest will get a new division, called Forty-Two Degrees. Tapestry and Forty Two Degrees will be separate operating units of SMG Multicultural, a new division.

“SMG has the longest legacy of anyone in our industry in addressing and valuing diverse populations, starting in 1987 with the formation of what eventually became the most successful multicultural agency of its kind,” said Laura Desmond, CEO, SMG the Americas, in a statement. “With SMG Multicultural serving as a new focal point in our network, we’re again setting the bar higher in establishing important benchmarks for the advertising and media community, while continuing to drive innovation and captivation with our work.”

Former Tapestry head Monica Gadsby becomes CEO of SMG Multicultural, which will also have oversight of a special division within General Motors’ media agency GM Planworks, as well as Tapestry and Forty Two.

Forty Two Degrees, a reference to the angle that sunlight is reflected in a prism to create a color spectrum, will be led by Caleb Windover, former managing director of Tapestry’s New York office. Managing directors Danielle Gonzalez in Chicago and Isabella Sanchez in Miami will now lead Tapestry.

Tapestry’s media billings last year were approximately $750 million, according to sources. The agency handles multicultural planning and buying for clients such as Procter & Gamble, Kraft and Coca-Cola.