ICOM Multicultural

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ICOM Multicultural
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The Symmetry Group

• Capabilities Presentation

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The Symmetry Group is a full-service marketing
communications agency that markets,
communicates and connects to the Urban, General
Market and Multi-cultural consumers.
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At TSG, we pride ourselves in taking a
disciplined, thoughtful approach to developing
strategic solutions to your marketing challenges
and transforming them into innovative
opportunities. Our combined years of
experience,coupled with our strong research and
creative development talent, enable us to
aggressively serve our clients.
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offering client services via Marketing
Research Strategy Positioning Initiatives
Consumer Immersion Brand Planning
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creating solutions through Consumer
Promotions Public Relations Event Planning
Execution Advertising Production
Trafficking Graphic Design Television
Production Web Design
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TSG and ViVA are members of the International
Coalition of Marketers (ICOM). ICOM is
worldwide Founded in 1950 as an independent
network Agencies owned and operated locally
Multi-local, not multi-national Total
billings exceed 2 billion Covers 90 of the
worlds markets 70 member agencies 2,300
employees 50 countries Agencies connected
and own the network
www.icomagencies.com
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• What a client wants!!....
• To effectively increase revenues via the
  products services they sell
• To generate economies of scale that provide the
  following
• reducing current operating expenses
• provide out-of-the box thinking creative
• quick turnaround to all needs
• Not a lot of bureaucracy and approval layers
• Create additional ancillary events and
  promotions to increase brand/product visibility
• In order to fulfill these objectives it is
  necessary to have a marketing strategy,
  promotions, and marketing activation plan that
  will allow you to establish a uniformed, under
  one roof platform when communicating, interacting
  and negotiating with potential partners/sponsors
  and or consumers.
• This requires focus, balance and efficiency 365
  days a year to meet its objective. It requires a
  one stop source to make it run like a clock..
  It requires Symmetry!!

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The Draft Pick.

• TSG, is a full service Marketing Communications
  Company, specializing in the Multi-cultural
  consumer marketing category. We specialize in
  making the routine into unforgettable
  experiences.
• We are capable of helping to take your products
  services to the next level via
• Marketing Advertising
• Strategic Planning
• Public Relations
• Promotions Development Execution
• Ancillary Event Development, Mgmt Execution

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Our consumer approach.
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The consumer we know so well!!!.....
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African American Consumers

• TSG defines the African American consumer
  demographically and by sub-segmentation of core
  targets the urban contemporary (25-49), urban
  trendsetter (12-17) and urban trailblazer (12-14)
• Attitudinally, African Americans are highly
  oriented to their sense of community. Regardless
  of socio-economic classifications within the
  segment. This group feels a common bond and
  culturally reinforces the importance of sticking
  together
• AA represents approximately 12 of the US
  population
• 58 of all AAs reside in the SE US
• 4 in 10 AAs are under the age of 24
• The share of AA households that earn between
  25,000 74,999 (44.6 percent) is larger than
  the share that earns less than 25,000 (42.9
  percent)
• AA over index versus the general population in
  the following categories
• Clothing/Apparel boys girls 2 -15 167
• Telephone services 152
• Footwear 144
• TV, radios and sound equipment 125
• The African American consumer represents a
  growing segment that can efficiently be reached
  based on their footprint in the US - of the total
  AA population, 58 live in the Southeastern USA
• By 2007, their spending power will exceed 850
  billion
• 2000 US Census
• American Demographics analysis of Census 2000

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Business Potential

• Opportunity
• Mkt Size 8.1 million people
• African-American buying power gt 645.9 (billion)
  and projected
• to be at 852.8 (billion) by 2007
• Geography AA Urban Contemporary consumers
  predominately live in highly populated markets
  where a larger SOV is easier to attain
• Succinctly target the AA Urban Contemporary which
  will have an halo effect to the entire segment
• Why? They are the trendsetters of lifestyle
  which resonates across the entire general
  multi-cultural populations
• Source Selig Center for Economic Growth,
  Minority Buying Power in the New Century, April
  2002

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Key consumer insight

• PRIMARY AUDIENCE WHO ARE THEY?
• The URBAN CONTEMPORARY
• Age 25 49
• HH Income 50K
• Male Skew
• Content-driven (news, information, entertainment,
  events)
• Heavy utilization of internet and two-way
  messaging for community-building (email)
• proud of professional/entrepreneurial status and
  success
• highly value independence and self-determination,
  are style conscious and enjoy being on the
  cutting edge of new trends after they become
  adopted by the larger population
• Brand conscious savvy!!!
• According to US Census Bureau, there are 3.7
  million HHs with annual incomes gt50,000 and 1.4
  million HHs with annual incomes gt75,000. Also,
  Black-owned firms increased almost 4 times
  faster than all US firms.(SourceThe Selig
  Center 2002)

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Key consumer insight

• PRIMARY AUDIENCE WHO ARE THEY?
• The URBAN TRAILBLAZER
• Age 14 -16
• HH Income skies the limit!
• I am not afraid of wearing something that no one
  else is!
• I LOVE BEING DIFFERENT!!
• I am the epicenter of hip/cool/tight!!!
• I set the pulse and the trends
• define things on their own terms and create their
  own world
• Have part-time jobs and allowances from
  parents!!!

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Key consumer insight

• PRIMARY AUDIENCE WHO ARE THEY?
• The URBAN TRENDSETTER
• Age 12 18
• HH Income My parents wallet/purse!
• I love to hang with my friends.
• I watch to see what my friends wear and listen
  to! I want to fit in with the crowd!!
• Up to speed with all of the trends, lingo,
  fashion, etc.
• I Pay attention to that urban trailblazer!
• Ethnicity is not the defining measure to what I
  wear or listen to
• My peers POV is important to me
• Usually a combination of allowance and
  part-time job!!

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Key consumer insight

• WHY TARGET THE AFRICAN AMERICAN CONSUMER?
• At the vanguard of fashion and trends
• Influencers of other AA and general market
  segments (ahead of the curve/Early Adopters)
• Marketing to the AA trailblazer allows you to to
  reach the broader AA consumer GM consumer via
  the HALO effect
• Relevant messaging and positioning can be a
  credible pillar to invite this consumer into your
  franchise

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African-American/Urban Contemporary Consumers
significantly value their individual circle
of control. (Its All About Me)

• The Buying Power of Black America is 631
  billion and reports
• The top categories are as follows
•  Cars/Trucks - 48.7
•  Clothing - 22.3 billion
• Telephone Services 13.6 billion
• Contributions (church, organizations) 10.3
  billion
• Media (TV Pay TV, CDs DVDs, magazines)
  5.3 billion
• Entertainment and Leisure 2.5 billion

SOCIETY
Economy War Health Issues

ME

• Circle of Individual Control
• Career Entrepreneur
• Community Development
• Fashion Sean Jean RocaWear
• Automobiles Escalades Expeditions, Hummer
• Communication cell phones, two-way pagers
• Entertainment

• The top categories where AA over index versus
  the general market are as follows
• Clothing/Apparel boys girls 2 -15 167
• Telephone services 152
• Personal Care products and services (lifestyle)
  147
• Footwear 144
• TV, radios and sound equipment 125

Source Target Market News and American
Demographics 2002
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• Here are key Tangible AA Passion Points and their
  correlated Experiential/ execution assets to the
  targeted segment

Tangible
MUSIC
Confidence
Experiential
Jazz/Blues Neo Soul Spoken Word Rap Gospel Lounge
Creative
Sense of Pride Talk to me not at
me Independence Respect who I am and What I am!
Trendsetters Fashion Minded Self
Expression Savvy Stylish
AA Urban Contemporary (The Core) Everything
revolves around Me
LIFESTYLE
Entertainment Sports Fashion Film/Movies Concerts
TV Video Games
COMMUNITY
Sensory
Family Church School
Visceral Physical Spiritual
Source Yankelovich Monitor Lifestyle Survey
2002
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Solution Experts
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scott d. robinson president general
manager As the President of The Symmetry
Group, Scott brings leadership and managerial
skills to guide the firm in securing, managing
and sustaining relationships with their clients.
Some of the companies Scott has provided
solutions for over the years are, Coca-Cola North
America, Bank of America, Blue Cross Blue Shield
of GA, 100 Black Men of Atlanta and Fortis.He
has held General Management and Chief Marketing
Officer positions in the financial services
industries with First Union and Fortis. He also
held management positions in brand
multi-cultural marketing, sales and community
affairs with the Coca-Cola Company, Coca-Cola
North America and Lipton, working on key brands
such as Coca-Cola classic, Sprite, Lipton Tea,
Lipton Soup and Lawrys Seasoned Salt.
Currently a member of the 100 Black Men of
Atlanta, Scott serves on the Executive Committee
for the Bank of America Atlanta Football Classic
and is a mentor in the Project Success program.
He is a graduate of Fairfield University and
holds an Executive Education Program certificate
from the Harvard Business School In Competition
and Strategy.
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eugenia harvey evp media relations
communications Eugenia went all the way. A
bachelors degree from the University of Georgia,
her masters in journalism from Columbia
Universitythen off to conquer the media through
hard work, creativity and talent. As an
investigative journalist, she specialized in
medical, legal, and human interest stories on
topics including autism, adult care abuse,
racism, and pharmaceutical companies. The honors
followed an Emmy Award, the Robert F. Kennedy
Memorial Journalism Award, and other prestigious
journalism prizes that reflect her production
skills. Eugenias personal commitments have given
her experience in public relations, media
training and advertising and her award winning
writing style has kept her in demand. In her
capacity as a television executive she has
produced programs with high-profile personalities
such as, Emmitt Smith, Carl Lewis, President Bill
Clinton, Nelson Mandela, Margaret Thatcher, Queen
Noor of Jordan, Chuck D., Coretta Scott King,
Ambassador Andrew Young, Israeli Prime Minister
Shimon Peres and O.J. Simpson. Other clients
and experience include Bank of America, Georgia
Power, Blue Cross Blue Shield, Women.com, CNN
(Charlayne Hunter-Gault), CBS News (Dan Rather
and Ed Bradley), ABC News (Diane Sawyer and Sam
Donaldson), ABC News (Peter Jennings) and PBS.
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michael antoine evp creative IT
director Michael is one of the most creative and
innovative graphic artists in the business. His
flexibility has helped him create successful
campaigns for small start-ups, Fortune 500
companies, and everything in between. His cool
temperament enables him to work comfortably under
tight deadlines and difficult situations. After
years of agency work, he decided to work on his
own before becoming a partner in The Symmetry
Group. Brand and client experience include
Bank of America, Georgia Power, Blue Cross Blue
Shield, Coca Cola, Churchs Chicken, Nations
Bank, And-1 Basketball Clothing, Geross
Records-South Africa, Sports Illustrated-1996
Olympics, McDonalds-General and Black Owner
Operators of Southern California, Gelman and Gray
Public Relations, Toyota-Southern California,
KABC Radio and Television and Ralphs
Supermarkets. He holds a Fine Arts degree from
Loyola Marymount, Los Angeles.
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reiko clark evp creative director A creative
since childhood, Reiko has been visualizing since
she can remember. She entered the industry as a
high profile New York based art director, working
with the design houses of Armani, Chanel, Comme
de Garcon, and magazines such as Mademoiselle and
New York Woman. Production and editorial art
directing credits include everything from print
advertising to television commercials. Reiko
evolved naturally into advertising and marketing,
working with companies such as American Express
and Seagrams.Her ability to assess needs and
develop cutting edge conceptual imagery is her
strength. This highly motivated secret weapon
serves her clients well. Brand and client
experience include Bank of America, Georgia
Power, Blue Cross Blue Shield, Coca Cola,
Churchs Chicken, Nations Bank, And-1 Basketball
Clothing, Atlanta Goodlife Magazine, Ponko
Chicken, and Dominos.
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work
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experience And 1 Basketball Apparel
Atlanta Football Classic Atlanta Goodlife
Magazine Bank of America Blue Cross Blue
Shield Brian Jordan Churchs CNN
Collegetown Coca Cola - Fanta DaDa
Diversapack DKNY Integral Properties Ford
Fortis
Georgia Power Orlando Labor Day Classic
Macauley Properties McDonalds Corporation
NFL Superbowl Gospel Celebration Reebok
Russell Athletic SoSo Def Records The
Coca-Cola Company The Universoul Circus
Timberland Toyota True Colors Theatre Co.
Universal Records First Union (now Wachovia)
100 Black Men of Atlanta
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Blue Cross Blue Shield of Georgia Promotional
Advertising Strategic Development
Radio/Print Collaterals
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McCauley Properties and BOJ, LLC The LeJardin
Community Public Relations, Event Promotions,
Marketing Consultants
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Bank of America Atlanta Football Classic The
100 Black Men of Atlanta Marketing, Brand
Logo Design, Print Campaign, Graphic Design,
Event Management, Public Relations, Radio and TV
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Diversapack Corporate Communications
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ACE lll Publishing Goodlife Magazine Art
Direction, Photography, Graphic Design
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The Coca-Cola Company Fanta Strategic
Planning, National Print Collateral POS System
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Coca-Cola Enterprises Inclusion Division
Logo Development, National Print Collateral
Training System, Website Design
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Coca-Cola Enterprises North America HR
Department Logo Development, National Print
Collateral Training System
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TV Commercial Experience
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Coca-Cola classic Savions Challenge
Sprite Rhyme for Rhyme
Coca-Cola classic Coca-Cola Love
Georgia Power Darius
Bank of America Atlanta Football Classic
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Web Design Experience
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www.diversapack.com
www.atlantafootballclassic.com
www.100blackmen-atlanta.org
www.buyhbcu.com

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www.symmetrygroup.us
www.theeventauthority.com
www.elizabethbaptist.org
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600 W. Peachtree St. no. 510 atlanta, georgia
30308 404.237.2378 o 404.237.2379
f contact_at_symmetrygroup.us www.symmetrygroup.us

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ViVA ViVA
?ViVA is a full service, integrated marketing,
promotions and advertising communications agency
specializing in the U.S. Hispanic and Latin
American consumer markets ?
We do what it takes to grow your business in the
Hispanic market
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The ViVA Story
?We opened our doors in 1997 with one client and
1 very motivated president. Weve come a long
way since then. We now have 25 employees, annual
billings of 32 million, advertising offices in
Miami and Los Angeles, media offices in San
Antonio and promotional offices in Dallas. ?
ViVA is passionate about the Hispanic Market.
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The ViVA Story
?ViVAs team leaders come to ViVA with an average
of 15 years of agency experience and expertise
from great, (and Big) agencies, including
DRM/DDB, Bromley Communications (Publicis),
Global Hue (IPG), Saatchi Saatchi, and Leo
Burnett making it possible for our clients to
work with seasoned, senior-level professionals on
a daily basis.?
ViVA is directed by senior Hispanic marketing
professionals
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The ViVA Story
?ViVA is woman/minority certified. ViVA is not a
publicly-held company and doesnt have to answer
to shareholders, hence keeping costs reasonable
for excellent work ?
ViVA won an EFFIE for its work on a Uniroyal
Hispanic marketing program.
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Client Experience
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Category Experience
CPG Beverage Coca-Cola Jarritos Sunkist Jugos
del Valle CPG - Food Entemans Pillsbury Motts Cl
amato Mission Tortillas Prego Campbells
Soups Yoplait Quaker CPG Household Fabuloso Fab A
riel OTC Dexatrim Pfizer Tylenol
Imodium Lactaid Pepcid AC
Travel Tourism Sectur de Mexico Avianca Sabre Si
x Flags Resorts Advantage Conrad
Hotels Intercontinental Hotels RIU
Hotels Retail Bealls BJs Wholesale Club Fashion
Bug Marshalls TJ Maxx Verizon Wireless Telecommu
nications Verizon Wireless US Robotics MCI ATT
Wireless 1-800 Collect Nokia Cingular B2B Fed
Ex DHL
QSR McDonalds Burger King Taco Cabana Churchs
Fried Chicken Consumer Electronics Sharp Sony Mot
orola Samsung Seiko Automotive Uniroyal Chrysler
Texaco Diamond Shamrock Havoline Motor Oil Chief
Auto Parts PEP Boys General Motors Renault Toyota
Exxon Mobile Technology AMD Iomega Xerox OKI Inte
l Lan Desk
Beer Budweiser Bud Light Michelob Lone Star
Beer Miller Spirits Jose Cuervo Smirnoff Johnny
Walker Black Balentines Kahlua Health
Beauty Nivea Neutragena Oil of Olay Pantene Mennen
Colgate Zest Financial Insurance State
Farm AIG American Express Advance
America Moneygram Vigo
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Location, Location, Location
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The ViVA Point of Difference
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Laying the Groundwork
?We recognize that one size fits all is never
the answer. It never was. Through our different
divisions, were able to solve most any Hispanic
market challenge advertising, media, promotions,
marketing and communications. ?
A one size fits all approach doesn't work in the
Hispanic market.
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Laying the Groundwork
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Finding Relevance
Consumer Response
Brand Response
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Finding Relevance
Traditional Media Approach
Below the Line Activities (Local market
festivals, rec sports, enterainment, promotion,
street teams, etc.)
Below the Line Media (added-value, on-site,
on-air, etc.)
Non-Traditional Media (theater, wall murals,
etc.)
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Finding Relevance
Below the Line Activities (Local market
festivals, rec sports, entertainment, promotion,
street teams, etc.)
Below the Line Media (added-value, on-site,
on-air, etc.)
Non-Traditional Media (theater, wall murals,
etc.)
Product Specific (POS, sampling, experiential,
sales support, playbooks, ASM, etc.)
Traditional Media Activity
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Getting Down To Business

• ?As marketing to Hispanic has changed since its
  beginnings in the early 1970s, so have we. We
  operate from the belief that the traditional
  media first approach is outdated and that three
  heads are better than one ?
• ViVA Integrated Marketing and Communications
• ViVA Media
• ViVA Promotions
• ViVA² - Hispanic Brand Architects

Marketing to Hispanics has changed significantly
in the last several years.
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ViVA Integrated Marketing and Communications
? An integrated, full-service approach to
delivering actionable and relevant marketing
programs aimed at delivering the Hispanic
consumer. Television, radio, outdoor, direct
mail, in-store point of sale, interactive, etc. -
ViVA is capable. ?
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ViVA Media
? Leads the industry in Hispanic media expertise
and understanding. Our strength lies in our
strategic thinking, plan customization, effective
and efficient buying, media stewardship, and
producing and measuring results. ?
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ViVA Promotions
?Comprised of a dedicated team of Hispanic
consumer and retail professionals, ViVA
Promotions provides its clients with programming
that captures the essence of the Hispanic market
as consumers and shoppers. This group
understands Hispanic retail across all channels ?
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ViVA² Hispanic Brand Architects
?At ViVA² we evaluate and recommend. Before ads
are created, media is planned and samples
distributed, we peel back the covers of the U.S.
Hispanic market with an eye on the business
opportunity for a brand, a category or a channel.
We work with marketing teams to bridge the gap
between thinking about marketing to the U.S.
Hispanic market and taking the first step in
doing so . . . or not.?
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The Hispanic ConsumerA Growth Target
Largest Minority Group 42.9 million Hispanics
(and counting) A whopping 66 of Hispanics are
under 35, while some 20 of the population under
the age of five is Hispanic. More of Tomorrows
ConsumersHispanic population growth accounted
for a huge portion of overall population growth
from 1990-2000 and will continue to
grow. Tremendous Spending Power Income has grown
4x faster than U.S. average. Hispanics are
projected to spend 716 billion in 2005. Spend a
greater of disposable income. Younger (median
age is 26.4 vs 37.9 for non-Hispanics) and Larger
households (3.5 Hispanic HH vs 2.4 Total
HH)...acquiring more.
Sources Nielsen 2005 Universe Estimates Global
Insight (DRI) The Hispanic Consumer in 2005
Projections to 2025 (Released March 2005)
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US Population

• In 2004 Hispanics represent 1 out of every 7
  United States residents
• In 2020 it is estimated that Hispanics will
  represent 1 out of every 5 United States
  residents
• The annual growth rate for Hispanics is 5.4 vs.
  1.3 for the Total US Population

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Fastest Growing Hispanic DMAs (Ranked by
increase in Hispanic population 2001-2004)
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Dallas
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Orlando
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Salt Lake City
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Phoenix
37
Ft. Myers
33
Denver
33
Atlanta
Palm Beach
31
30
Houston
27
Las Vegas
Chicago
26
25
Austin
Source Scarborough Multi-Market R2 01, R2 04
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Hispanic Population Growing Faster than the
Non-Hispanic Population
Total Population Percent Growth 1990-2000
Source 2000 U.S. Census, March 2001 Release
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Country of Origin by Hispanic Market
Country of Birth Top 8 Markets
Percent Born in U.S. 26
Mexico 67
Central America 9
Cuba 4
Puerto Rico 9
South America 5
Dominican Republic 3
Others 3
Top 8 Markets include Los Angeles, New York,
Chicago, Miami, Houston, Dallas, San Francisco,
San Antonio
Source Synovate 2004 US Hispanic Market Report,
U.S. Census Bureau
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85 of US Hispanics Reside in Just 10 States
NY
8.4
MA
1.2
IL
CO
4.0
NJ
1.9
3.3
CA 33.5
NM
AZ
2.2
3.5
TX
19.2
FL
7.4
Source Claritas 2003
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U.S. Hispanic Households are Younger and Larger
Median Age
U.S. Hispanic HH
26.4 Non-Hispanic U.S. HH 37.9
Household Size
U.S. Hispanic HH 3.5 Total U.S. HH 2.4
Larger and Younger Households are in the
Acquisition Phase of Life!
Source Nielsen 2005 Universe Estimates
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Hispanic Market Total Spending

• Top Ten Hispanic Markets

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The Hispanic ConsumerAcculturation vs.
Assimilation

• On average, Hispanics in the U.S. acculturate vs.
  assimilate into the U.S. culture.
• Rather than being absorbed into the main cultural
  body (assimilation), U.S. Hispanics borrow traits
  from the U.S. culture (acculturation).
• The Hispanic immigrant today has a complete
  Spanish language infrastructure available to them
  in the U.S., making acculturation a choice versus
  a requirement.

Relatively Unacculturated 25
Mostly Acculturated 9
Partially Acculturated 66
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Language Spoken at Home
40 Spanish Only
23 Spanish Mostly
21 Spanish English Equally
8 English Mostly
4 English Only

• Language used mostly at home indicates the
  language adults are most comfortable with, but
  also serves as an indication of the acculturation
  process for the children in the household.
• Children growing up in households that speak
  Spanish mostly or both equally are likely to
  continue to use Spanish in their adult life.

Source Synovate 2004 US Hispanic Market Report
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A Traditional Culture

• Familismo
• The familys needs take precedent over the
  individual members needs
• Niñismo
• Children are not believed capable of acting
  independently until they reach maturityregardless
  of the physical and emotional development of the
  child
• Machismo
• Refers to the roles men fulfill according to
  societal rules and how they view
• themselves with respect to their environment and
  other people
• Marianismo
• Excessive sense of self-sacrifice among
  traditional and less acculturated
• Hispanic women - the more sacrifice, the better
  mother, the better spouse

Source Santiago Solutions Group, 2004
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Hispanic/Anglo Cultural Differences
Anglo
Hispanic
Source Clorox
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