The former leaders of Anita Santiago Advertising and several associates from The Phelps Group, a leader in integrated marketing communications, have joined forces to create Phelps Total Market LLC (PTM), a new women- and minority-owned entity (WMBE and MBE) positioned to deliver comprehensive marketing communications that address ethnic groups as a growing majority of consumers of the general market.
In 2000, California became the first large “majority-minority†state according to the U.S. Census. Current estimates show 37% of California’s population is Latino, compared to 42% of non-Hispanic white persons.*
Traditionally, campaigns to reach multicultural audiences originate from a multiple agencies, where the competition for budgets creates conflict. The minority agency is treated as an add-on to the existing general market agency and the results too often suffer due to the un-integrated campaigns.
PTM is staffed and structured to match the messaging and the media to these culturally rich groups, while executing the media spend according to the buying power of these populations.
*Source U.S. Census Bureau Population Estimates Program (PEP)
For more information, see http://phelpstotalmarket.com/.
