Del Mar Clark from The Next Chapter: There Is A Shift Of Multicultural Work Going To General Market Agencies

For Del Mar Clark, Founder and CEO at The Next Chapter something is changing in the industry regarding multicultural agencies. “There is a shift of multicultural work going to general market agencies” she wrote in a post at LinkedIn’s Pulse. After spending some time away at an ad agency, she saw that from the client’s perspective, it’s easier to manage one agency, instead of having four and constantly trying to make all of them play nice and work together. “And even better, ideas and creation will be developed as Total Market and not separately. Or most importantly, Hispanic is not an ‘add on’, it’s thought of from the get-go.” For Clark, Hispanic -or multicultural- ad agencies are better prepared to handle Total Market than the general market agencies, because they know how to play in the sandbox with others. “Most times, they have had to learn to swallow their pride, and develop work that is not their own, and are able to take work and make it ownable to a different target. They work with shorter timelines, for creative and production. And their budgets are smaller.” No challenge is too small or too big for these agencies, according to Clark. “When the work has been good, or the idea spot-on, Hispanic agencies have developed GM work. Or rather, Total Market work.” And she added, that they have done this without the need to create a separate GM division within the agency; nor, has GM work ever been handled as an ‘add on’. “It is not in their nature.”