BCom3 Group brings multicultural agencies together into Pangea

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

Antonio, TX.

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.

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