Starcom MediaVest launches SMG Multicultural to be led by Monica Gadsby

(March 8, 2007) Starcom MediaVest Group announced the formation of a new unit tasked with oversight of multicultural communication throughout the SMG network. SMG Multicultural will be responsible for guiding innovation in SMG's product, driving total holistic integration across platforms and demographics.

With SMG Multicultural comes the simultaneous launch of Forty Two Degrees at MediaVest (MV42), the newest multicultural agency in the network. MV42 will be based in New York to work in close alignment with MediaVest, focusing consumer programs on Hispanic, African American, Asian and emerging market strategies.

SMG Multicultural will be led by Monica Gadsby, a 20-year veteran in multicultural media and trailblazer in the space. As CEO of SMG Multicultural, Gadsby is at the helm of the country's leading multicultural division, which will be comprised of three separate agencies, including a special division of GM Planworks, a newly named New York office, and multicultural agency Tapestry.

“With SMG Multicultural serving as a new focal point in our network, we’re setting the bar higher in establishing important benchmarks for the advertising and media community, while continuing to drive innnovation and captivation with our work,” said Laura Desmond, CEO, SMG the Americas.

"The growth and launch of our agencies is indicative of the incredible growth in the space," said Gadsby. "In particular, the formation of Forty Two Degrees at MediaVest is a product of SMG's long heritage of success in multicultural media as well as an agency structure that serves as the model example for total market integration.

MV42 shares a majority of its client roster with MediaVest, including Kraft, Masterfoods, Ross Laboratories, Sunny Delight and P&G.

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