GlobalHue to handle 2010 Census’ African-American and Hispanic accounts

(September 7, 2007) The Census Bureau has announced that it has awarded its 2010 Census communications contract and that GlobalHue, the nation’s largest multicultural advertising agency will handle communications for the African-American and Hispanic segments.

The lead agency on the account, Draftfcb of New York, will oversee the Census account worth an estimated $200 million. Draftfcb is a full-service marketing communications agency that is part of the Interpublic Group of communications companies.

“It’s absolutely vital that everyone participate in the census, and as our nation becomes more diverse, the challenge of reaching everyone becomes greater,” said Census Bureau Director Louis Kincannon. “This requires a large, complex, behavior-change campaign, especially one that reaches historically hard-to-count populations.”

Also working with Draftfcb will be a team of partner agencies that specialize in reaching minority audiences, including IW Group (Asian and Native Hawaiian and Pacific Islander audiences), G&G (American Indian and Alaska Native audiences) and Allied Media (other emerging audiences). Information on the specific budgets for the ethnic accounts was not provided.

The contractor’s efforts will support the 2010 Census goals of increasing mail response, enhancing cooperation with enumerators, improving overall accuracy and reducing the differential undercount.

The contractor’s first assignment will be to work with the Census Bureau and its stakeholders to develop a plan for an integrated communications campaign encompassing advertising, partnerships and media relations.

The one-year contract has up to three option years, ending Sept. 30, 2011. Work on the contract begins immediately.

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