GlobalHue to add 100 to its staff in New York and Detroit area offices

By Bill Shea
Crain’s Chicago Business
(December 3, 2007) Southfield-based multicultural advertising and marketing agency GlobalHue expects to hire 100 new staffers as part of a $4 million organizational restructuring to be completed by Jan. 1.

The firm is dividing itself into units aimed specifically at African-American, Hispanic, Asian and multicultural youth segments. The restructuring includes 25 new hires in Southfield with the remainder in New York.

“We want to be more in-depth in each of our cultural areas and delineate those areas to our potential clients,” said GlobalHue chairman and CEO Donald Coleman.

“It allows us to recruit the best talent to run these operations. We think it’s a better structure for the evolution for our company.”

The new units will be called GlobalHue Latino, GlobalHue African-American, GlobalHue Asian and Pacific Islander and GlobalHue Next.

The agency is especially looking to bolster its Hispanic market share, which is mostly handled from the company’s 12,000-square-foot New York office and accounts for 48 percent of the firm’s business.

Those operations are moving to a 40,000-square-foot office in New York’s financial district by the end of this year.

The company recently hired Linda De Jesus-Cutler to run GlobalHue Latino. She comes from the New York-based Hispanic marketing company The Bravo Group, where she was president and COO. She’s a former Crain’s New York Business “40 under 40” honoree.

The reorganization is aimed to position GlobalHue to take better advantage of the $3 trillion that the Selig Center for Economic Growth at the University of Georgia estimates will be the combined buying power of African-American, Hispanic and Asian consumers in the U.S. by 2011.

Marilyn Barnett, president and CEO of Southfield-based Mars Advertising Co. Inc., said she noticed the trend of increased advertising aimed at diverse groups about 10 years ago.

“It’s a prudent thing to do,” she said.

African-American work accounts for about 46 percent of GlobalHue’s business while the remainder is Asian and other groups, Coleman said. GlobalHue Next will attempt to tap into multicultural youth cultural trends and how they affect consumer and corporate behavior.

The company ranks eighth on Crain’s Detroit Business Nov. 19 list of the largest advertising and marketing firms by 2006 revenue with $84 million.

Its focus is advertising, media planning and buying, event marketing and public relations. Its client list includes Chrysler L.L.C., Chrysler Financial, Verizon, Wal-Mart, the U.S. Census Bureau, the U.S. Navy, the Internal Revenue Service and American Airlines.

After the restructuring is complete, GlobalHue will eventually look for more overseas clients, Coleman said.

“We want to capture more share domestically, but everything is global these days,” he said.

The company traces its roots to 2002, when Coleman and Associates Inc. combined a trio of agencies it had purchased into GlobalHue.

Today, the company has about 300 employees and additional offices in New York and Los Angeles.


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