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 Black Stats  
Frequently requested data on African American consumers

Black Buying Power:
 $836 Billion (2010)

Black U.S. Population:
 41.1 million

Top Five Black Cities
 - New York
 - Chicago
 - Detroit
 - Philadelphia
 - Houston

Top Five Black Metros:
 - New York-New Jersey
 - Washington-Baltimore
 - Chicago-Gary
 - Los Angeles
 - Philadelphia

Top Five Expenditures:
 - Housing $203.8 bil.
 - Food $65.2 bil.
 - Cars/Trucks $29.1 bil.
 - Clothing $29.3 bil.
 - Health Care $23.6 bil.
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OgilvyCULTURE launches as agency practice for 'the new general market'

(July 19, 2011) To help its clients and employees prepare for the "new general market" Ogilvy & Mather has launched OgilvyCULTURE, a new strategic services practice focused on providing insights, strategy, and consulting services to clients as part of a multi-disciplinary communications offering.

Since announcing the development of this practice last November, OgilvyCULTURE has been tapped by such clients as Kodak, IKEA and British Airways to develop strategic initiatives and communications programs that enable clients to communicate across different cultures with more informed targeting, ideas and execution.

"Our job as an agency is to help our clients anticipate and prepare for new ways to market to an ever changing consumer population," noted John Seifert, Chairman and CEO of Ogilvy & Mather North America.  "OgilvyCULTURE is one of a number of new practices that we have created to deliver marketing solutions that meet growing client needs at a time of great change and innovation."

The practice is being led by marketing strategist Jeffrey Bowman, who explained that "Cross cultural marketing is a discipline where we explore values and beliefs of distinct cultures to help translate how brands form connecting tissues with these groups to cross-connect in a more meaningful, relevant and personal way."

To better understand this important new marketplace OgilvyCULTURE hosted the first-ever Cross Cultural Marketing Conference on July 18th.  The conference featured panels and roundtable discussions, featuring speakers from Ogilvy's management as well as industry leaders and influencers, such as Univision, BET.com, Google, Nielsen, CNN, Turner, Vibe Lifestyle Network, CAA, Gay Ad Network and Black Enterprise. There were a variety of topics, all focused on the "new general market," representing Hispanic, Black, Asian and LGBT audiences. Updates from the conference will be posted on the event's twitter feed at www.twitter.com/#ogilvyculture.

"Core to who we are as an organization, and what David Ogilvy stood for, OgilvyCULTURE was created to explore values and beliefs of distinct cultures, and then translate how brands can cross-connect in meaningful and personal ways," said Jeffrey Bowman, OgilvyCULTURE Lead and Partner, Marketing Strategist, Ogilvy & Mather. "At this conference, we explored best practices and how brands can be heard and relevant among the diverse US audiences." 

OgilvyCULTURE also unveiled the findings of its "Cross Cultural Report: Preparing for the New General Market."
Speakers will discuss the evolving consumer landscape and share insights on how media, demographics, consumer behavior and other trends offer new ways for marketers to reach a broader audience.

OgilvyCULTURE aligns a number of new capabilities the agency has developed as part of its commitment to building a diverse and inclusive workforce which has led to a series of strategic partnerships. OgilvyCULTURE includes broad representation from Ogilvy's Professional Networks which include Black Diaspora, LatinRed, RedLotus, OgilvyPride, Doonya, Young Professionals, Working Parents, Women's Leadership, and Administrative Professionals groups. The practice offers a full range of services including marketing strategy, creative strategy, digital strategy, CRM and analytics.

Ogilvy & Mather is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing and digital production. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY).  For more information, visit www.ogilvy.com.


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New "Buying Power" report: Black consumers spend as economy grows
Details $507 billion in expenditures

African-American consumers are cautiously increasing their spending in some key product categories, even as they continue to make adjustments in a slowly growing economy. The finding comes from the 16th annual edition of "The Buying Power of Black America" report published by Target Market News..

In 2009, black households spent an estimated $507 billion in 27 product and services categories. That's an increase of 16.6% over the $435 billion spent in 2008. African-Americans" total earned income for 2009 is estimated at $836 billion...

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