NEW YORK, Sep 23, 2004 (BUSINESS WIRE) -- A team of Interpublic agencies Campbell-Ewald, Detroit, MI and GlobalHue, Southfield, MI along with Accentmarketing, Coral Gables, FL, were honored today with the AAF's prestigious Mosaic Award in recognition of their work for the United States Navy. The awards, considered the premier honor in multicultural marketing, recognize advertisers, agencies and media organizations that are at the forefront of advertising to the ethnic consumer, as well as those that incorporate the spirit of the AAF Mosaic Principles and Practices into their corporate philosophies.
Designed to address the difficult task of recruiting African American and Hispanic young people to join the Navy, the targeted initiatives are seamless extensions of the broader "Accelerate Your Life" campaign created by agency of record, Campbell-Ewald. Based on consumer insights unique to Hispanics and African Americans, the campaign included broadcast, cable, national radio, print and out-of-home. Specifically, the team found that young African Americans are more likely to place a significant emphasis on achievement-based characteristics, and are interested in obtaining skills essential to leading productive lives and achieving career success. In terms of the Hispanic target, research showed that significantly more Hispanics have a desire to go to college than the general population.
The campaign was very successful with both target groups. African Americans' perceptions of the Navy were enhanced, specifically with regard to job training and preparedness for the future. Similarly, Hispanics' perceptions of the Navy were successfully enhanced as they related to the availability of college courses and its ability to accelerate them toward higher achievements. Since 2003, following this campaign, the Navy has over-achieved on its general enlistment diversity targets.
"We are extraordinarily proud that Interpublic agencies have achieved success in the vital area of multicultural marketing," commented David Bell, CEO and President, Interpublic. "The partnership of these agencies is a wonderful example of collaboration, a key element of our successful turnaround. What's more, it demonstrates our joint effectiveness on behalf of the U.S. Navy on its key issue of diversity."
"The Mosaic Awards celebrate not only the spirit of an inclusive ad industry, but the undeniable corporate success stories of these top advertising industry companies," said Wally Snyder, AAF president & CEO.
Judged by a panel of industry professionals representing agencies, advertisers and trade associations, this year's Mosaic Awards attracted a record number of entries. The awards were presented during "An Inclusive Advertising Industry: Yesterday's Reflection, Tomorrow's Reality" on Wednesday, September 22, at the New York Athletic Club.
Interpublic is one of the world's leading organizations of advertising agencies and marketing services companies. Major global brands include Draft, Foote, Cone & Belding Worldwide, GolinHarris International, Initiative, Lowe & Partners Worldwide, McCann-Erickson, Octagon, Universal McCann and Weber Shandwick Worldwide. Leading domestic brands include Campbell-Ewald, Deutsch and Hill Holliday.
Julie Tu, 212-445-8456
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