NEW YORK: Bcom3 Group has launched a multicultural marketing
communications group called Pangea.
The group involves several agencies within the network, and its PR arm
will be a Manning Selvage & Lee company. The central operations within
the new group will be agencies Bromley and Lapiz, which specialize in
the Latin market, and Vigilante, which caters to the African-American
market. New-A, a company specializing in the Asian-American market, is
also joining the group through an affiliation with Bcom3. Offices will
be located in New York and Texas. Bromley, Lapiz, Vigilante, and New-A
generated total billings of more than $330 million in 2000.
Pangea will establish PR teams within the different organizations. There
is already a five-member PR team within the Bromley agency, based in San
The PR teams will be based with the marketing agencies so they can work
closely with brand advertising accounts and be included in meetings and
brainstorming sessions. The PR team will be given MS&L training, and
will be able to tap MS&L's resources.
Pangea PR will be overseen by managing director Jeremy Jacob, an SVP at
MS&L. "It's a changing marketplace," he said, "and the area of
multicultural communications is only going to grow. You just have to
look at Census 2000 data to see that."
The census showed that one in five Americans don't speak English at
home, and that 77% of Americans under 18 classify themselves as
Bcom3 Group has also formed Tapestry, a buyer of multicultural media.