WaMu Names New Minority Agencies

SAN FRANCISCO Financial services provider Washington Mutual today added two advertising agencies to reach specific ethnicities, the company said.

The Seattle-based client named independent Carol H. Williams Advertising, Oakland, Calif., as its first African American agency and Omnicom’s Dieste, Harmel & Partners, Dallas, as its Hispanic shop.

The client said it will continue to use independent IW Group, Los Angeles, for Asian marketing.

Dave King, senior vice president of advertising and brand management, stated that at Washington Mutual multicultural markets are more than just a segment. “In many cases they are the market,” he said.

The three shops’ duties include creating multicultural marketing strategies and programs, and supporting and providing counsel when Washington Mutual develops mainstream advertising campaigns with its lead agency, Interpublic Group’s Sedgwick Rd., Seattle.

The client could not be immediately reached for further details.

The value of the minority marketing accounts was not disclosed. Washington Mutual spent $110 million on all advertising through October 2003, per TNS Media Intelligence/CMR.