By some accounts, and rightfully so, multicultural advertising is going the way of the leisure suit. And except for my Uncle Bo, most are fine with the disappearance of the built-in belted bell-bottomed one-piece for grown folks. However, the wealth of culture that is the ethnic experience in America should not so quickly be put aside and the accounts thrust into the hands of inexperienced and under-equipped shops just for the sake of easier brand management. It’s becoming increasingly apparent that brand management no longer feels that way. I feel the onus is completely on multicultural agencies to prove they’re not to be reduced to sardonic footnotes in the annals of advertising history. Here are some suggestions on how to avoid becoming Black history.
Read the entire article at AdAge.