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Buying Power report: Blacks spend as economy grows
New 16th edition shows $507 bil in spending



The finding comes from the 16th annual edition of "The Buying Power of Black America" report. In 2009, black households spent an estimated $507 billion in 27 product and services categories. ...

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Black ad agencies maintain accounts after reshuffling in auto marketing

(March 27, 2013) As the automotive industry drives beyond the final days of the economy's financial difficulties, attention has turned to re-vitalizing marketing strategies. So far, African-American advertising agencies have been given a vote of confidence to continue with their creative assignments as two of the industry's leaders reshuffle their accounts.

American Honda announced that following a comprehensive review of its advertising and media accounts it's selected a team structure and more collaborative creative approach. Muse Communications will continue to handle that African-American targeted creative, as well as work for the Asian consumer market. Muse will be teamed with the RPA, Mullen, Orci and MediaVest under the new framework.

General Motors has re-assigned two of its brands. Goodby, Silverstein & Partners is out as lead agency for Chevy, replaced by Interpublic's McCann Worldgroup.  Cadillac, GM's luxury brand, is under review. Industry watchers expect the brand to be assigned to Campbell-Ewald, Chevy's former agency.

The Carol H. Williams Advertising agency will continue its creative work on the Buick and GMC brands.

It's not clear how these strategy changes will impact media buying decisions by the automakers with black media. According to the latest Buying Power of Black America report, auto companies had $97.9 million in ad expenditures in black media in 2011. General Motors spent $19.2 in measured black media, and Honda had $4.3 million in ads.

The total spent in 2011 by Bblack households on new cars was $11.0 billion


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