MINNEAPOLIS: Target Corp. has tapped Fleishman-Hillard as its African-American AOR, according to multiple sources.
Fleishman declined to comment and directed all media inquires to Target. The retail giant did not return any calls to its media line.
In January, PRWeek reported that the retailer was searching for an African-American AOR.
Howard Buford, founder and CEO of Prime Access, a multicultural marketing and advertising agency that did not pitch for the business, acknowledged that this was a smart move by Target because the African-American market skews younger than the general population, and "they're especially interested in brand-name products, and the population tends to have larger families, so they are certainly very good prospects."
He added, "Effective marketing communications means leveraging the infrastructure of a community, and that means PR, advertising, community events, and [having an] understanding of those consumers and speaking directly to their needs."
Fleishman's multicultural practice boasts nearly 40 employees - more than a dozen geared toward African-American marketing. The division has handled African-American-focused initiatives for Harley-Davidson, McDonald's, SBC, the Office of National Drug Control Policy, and Dairy Marketing Institute, as well as serving as Procter & Gamble's Hispanic and African-American AOR.