- The Washington Times - Monday, July 30, 2001

Advertising & Marketing

The American Advertising Federation has formed the Center on Multiculturalism to address the growing need for diversity in the advertising industry from personnel and management to advertisers' messages.
One of the center's biggest missions is to help increase the number of minorities working in the advertising industry, says Heide Gardner, AAF's vice president of diversity and strategic programs.
Ms. Gardner, who's heading the center, says minorities make up 4 percent of the entire advertising industry's work force, which includes agencies, company marketing departments and media.
"We want to increase that 4 percent," she says.
Advertising isn't necessarily the industry that minorities are talking about, Ms. Gardner says.
"Advertising executives are not as prominent not just in a multicultural community but in the overall community like doctors, attorneys and bankers are," she says. "People just don't know we're here."
The center will help promote and educate the industry on the Principles and Recommended Practices for Effective Advertising in the American Multicultural Marketplace a set of guidelines developed by the AAF that address issues involving multiculturalism.
One of the center's first events is the Mosaic Awards which will recognize extraordinary achievements in diversity and multicultural advertising.
The AAF, which is based in Washington, has been working for several years to educate the advertising industry on issues relating to multiculturalism.
"This center is taking what we've been doing for a while to the next level," Ms. Gardner says.

Calling tax delinquents

Maryland's Comptroller's office is kicking off a two-month tax amnesty program with heavy advertising and public relations set to begin running in mid-August.
The state agency's $1 million advertising budget, awarded to MGH Advertising, will be geared to those Marylanders who owe taxes. The tax amnesty program, which starts Sept. 1, gives those delinquent on their taxes a chance to pay them without any penalties.
The agency did a similar program 14 years ago and spent about one-third the amount of advertising dollars, says Louise Hayman, director of communications for the comptroller's office.
The campaign will include television and radio spots, print and outdoor advertising as well as public relations efforts like training state employees so they can spread the word about the program.

On a quest

Qwest Communications International is dabbling in the publishing business with a new magazine aimed at increasing awareness of Qwest's Internet and broadband products and services.
The Denver-based broadband communications firm has distributed 200,000 Qwest LightSpeed magazines to senior-level executives or potential customers including those in Washington.
The 72-page, quarterly corporate magazine, which is advertiser-supported, is full of articles about new technologies and methods that can be used in running a business in today's technology-savvy business environment.
"We're trying to inform and entertain," says George Burnett, Qwest's chief marketing officer.
In addition to the magazine, Qwest has also started running national television ads on networks like TNT and CNN. Print ads will follow later this summer in such publications as Fortune, Internet Week, Business 2.0 and Network World.

New wins

Hill & Knowlton's Technology Practice has won $1.8 million in new business with the addition of seven new clients to its roster. Some of the D.C.-based agency's new clients include Motient, a nationwide provider of wireless e-mail and data services, eLawForum, a business-to-business exchange for legal services, and American Society for Training and Development, a resource on workplace learning and performance issues.
Crawford Public Relations International, based in Reston, has won a contract to provide North American public relations services to WorldPay Plc., a Cambridge, U.K.-based e-commerce financial services company.
The Martin Agency of Richmond has been awarded the advertising account for Hanes and Hanes Her Way, part of Sara Lee Branded Apparel. The incumbent agency, Mullen/LHC, withdrew from the review last month.
Donna De Marco can be reached at 202/636-4884. Advertising & Marketing runs every other week.

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