GlobalHue
Encyclopedia
GlobalHue is a privately owned advertising agency specializing in a culture based approach to marketing with offices in New York City and Southfield, Michigan (Detroit). The agency provides companies with an integrated approach to marketing to ethnic-specific audiences and a culture-based approach for reaching an increasingly mainstream multicultural American consumer population.
The agency offers full-service marketing, advertising, media planning and buying, digital, events and promotions, and public relations for blue-chip clients including Verizon Wireless, Walmart, Chrysler Group LLC
, U.S. Navy, Jeep
, and OneMain Financial.
In 1999, True North Communications acquired a 49% stake in Don Coleman Advertising. Interpublic Group’s purchase of True North in 2001 brought along the minority interest in Don Coleman Advertising.
In 2002, the firm acquired Hispanic agency Montemayor y Asociados and Asian American agency Innovasia Communications to became GlobalHue, covering the three main U.S. ethnic segments.
In 2003, GlobalHue CEO Don Coleman initiated a buy back from IPG to become the independent multicultural agency GlobalHue.
In 2009, GlobalHue’s capitalized billings were $833.7 million. In 2009, GlobalHue was named “Multicultural Advertising Agency of the Decade” by Advertising Week magazine
. and in 2010, Black Enterprise magazine named GlobalHue the BE 100 Advertising Agency of the Year, which was also awarded in 1998 and 2003.
In 2009 for “Touch the Lion”, a total market advertising campaign for MGM Grand Detroit casino
, GlobalHue created billboards depicting golden female eyes flashing devilishly against a dark background and the casino lion logo. The “demon” eyes drew considerable protest from the Detroit religious community, which in turn attracted media attention. Nevertheless the casino posted the biggest single-day “coin-in” in the property’s history -- $25.9 million – following the campaign. The golden eye theme was reprised in print advertising and continued to be successful. In 2010, the casino was the most profitable within the 12-casino MGM group and the largest Detroit area casino in gross revenue with 41.2 percent of the total gaming revenue.
Bermuda Department of Tourism
For the Bermuda Department of Tourism’s “Feel the Love” campaign for the total market, GlobalHue rebranded the island vacation destination as a weekend and short vacation option for a youthful, upscale “urbane traveler” from major East coast cities, rather than day trippers on cruises. Prior to GlobalHue’s campaign, the average number of visitors per year between 1990 and 2005 was 531,988. For the three successive years during which GlobalHue managed the Department’s marketing efforts, the number of visitors averaged 620,215, representing a 16.6% increase over the previous 15 years.
Chrysler 300C sedan
The 2008 Chrysler 300C sedan campaign titled “The Artist Inside You” was a 360-degree campaign targeted at African American business people and entrepreneurs encompassing TV, print, radio and digital, featuring 300C cars as customized works of art.
The campaign aired in January and February, the very worst period in the automotive sales year. It was also challenged by poor public perceptions of American car quality and high regard for imports. In spite of that, the 300C had 1,100 dealer orders in nine days and sold out in record time.
The strategy behind that success was to place the vehicle at the center of custom car culture and at its intersection with urban influencers. Through a strategic partnership with Dub magazine, a hip hop car culture brand, GlobalHue aligned the 300C with urban recording artists including Snoop Dogg
and Sean Paul
and sports stars such as Steve Smith and Corey Maggette
, placing the vehicle in music videos, magazines, custom wheel ads, MTV Cribs, custom car shows and everywhere urban culture and custom cars came together. A key moment of the campaign occurred when the rapper 50 Cent
called the Chairman of Chrysler to place an order and the recording of the call was leaked. The result: the 300C as an urban icon, superseding overall Chrysler brand awareness.
Late in the model lifecycle, GlobalHue produced a more public and traditional campaign that acknowledged the car’s urban icon status. The “Spin It Your Way” online customization contest had 1,500 subscribers, 70 video entries, 349,555 channel views, 1.7 million video views in total, and 1.2 million impressions in about three weeks. The Chrysler 300 Channel on YouTube was the second most viewed sponsor channel in the month of January, the 24th most subscribed of all time, and the 44th most viewed of all time.
Verizon Wireless
GlobalHue helped Verizon connect with African-Americans through a grassroots Gospel competition for print and television titled “How Sweet the Sound”. The campaign drew on the community’s deep and authentic affinity for church participation.
Walmart
Walmart’s celebration of Black History month in 2009 for TV, radio and digital with “Grandma’s Hands” drove positive momentum for the brand among African Americans, so much so that corporate sponsorship of year long Black History initiatives is now permanently part of the brand’s marketing.
Chrysler Jeep(R)
In one of the most significant advertising industry pitches of 2009 GlobalHue was awarded general market and multicultural assignments for the global Jeep(R) brand account by Chrysler Group. For this Agency of Record assignment GlobalHue created a three-part phased campaign titled “I live. I ride. I am. Jeep.” which redefined Jeep as a new way of working, playing and living always on your own terms. Campaign elements included outdoor and transit, broadcast, print, digital and retail. The campaign successfully expanded the appeal of the world's most iconic SUV brand to reach a younger, more diverse and urban customer base, supporting Jeep's marketing objective to grow sales and market share. In the year of the campaign, Jeep posted double digit sales growth and became the Chrysler Group's top selling brand.
Jeep Compass
In February, 2011, the 2011 Jeep Compass campaign crafted by GlobalHue, titled "Bloodline", was launched. It celebrated youthful individuality and a path to a modern American dream, while reflecting the core Jeep brand values: freedom, adventure, 4X4 capability and iconic beauty. "Bloodline" showcases the Jeep Compass as it masters both urban and off-road adventures - staying true to its legendary heritage. The campaign also features the illustrious bloodlines of father-daughter athletes, Muhammad and Laila Ali and father-son actors, James and Scott Caan, all of whom have ascended to greatness in their own right.
US Census 2010
For the 2010 US Census, GlobalHue was tasked with the information campaign for Americans of Hispanic, Portuguese, African, African-Caribbean and African American ethnicity. Census’ goal of 90 percent compliance encountered the challenge of skepticism and distrust within these populations. With a strong community empowerment message, relevant content, use of untraditional formats (such as lunch trucks, local restaurant menus, Webisodes mimicking the popular telenovela) and a focus on clarifying the government commitment to confidentiality, GlobalHue’s strategy for the campaign “It’s In Your Hands” helped this Census become one of the most successful ever conducted.
A key feature of the Hispanic campaign was an actual mural painted in Spanish Harlem, which was then used as the basis of print and television ads, referring to the historic means of communication in Hispanic societies. One TV spot originally created for the Hispanic market, “Communidad,” tested so well that it was entered into the general audience market. Midway through the campaign, 95 percent of Hispanics stated that their families intended to be counted.
Black Enterprise 100 Company of the Year Award
BE 100 Advertising Agency of the Year, which was also awarded in 1998 and 2003
The agency offers full-service marketing, advertising, media planning and buying, digital, events and promotions, and public relations for blue-chip clients including Verizon Wireless, Walmart, Chrysler Group LLC
Chrysler
Chrysler Group LLC is a multinational automaker headquartered in Auburn Hills, Michigan, USA. Chrysler was first organized as the Chrysler Corporation in 1925....
, U.S. Navy, Jeep
Jeep
Jeep is an automobile marque of Chrysler . The first Willys Jeeps were produced in 1941 with the first civilian models in 1945, making it the oldest off-road vehicle and sport utility vehicle brand. It inspired a number of other light utility vehicles, such as the Land Rover which is the second...
, and OneMain Financial.
History
GlobalHue was founded in 1988 by Donald A. Coleman as Don Coleman Associates in Southfield, Michigan. In 1997, the firm transitioned to become Don Coleman Advertising, a firm specializing in marketing to African Americans.In 1999, True North Communications acquired a 49% stake in Don Coleman Advertising. Interpublic Group’s purchase of True North in 2001 brought along the minority interest in Don Coleman Advertising.
In 2002, the firm acquired Hispanic agency Montemayor y Asociados and Asian American agency Innovasia Communications to became GlobalHue, covering the three main U.S. ethnic segments.
In 2003, GlobalHue CEO Don Coleman initiated a buy back from IPG to become the independent multicultural agency GlobalHue.
In 2009, GlobalHue’s capitalized billings were $833.7 million. In 2009, GlobalHue was named “Multicultural Advertising Agency of the Decade” by Advertising Week magazine
Adweek
Adweek is a weekly American advertising trade publication that was first published in 1978....
. and in 2010, Black Enterprise magazine named GlobalHue the BE 100 Advertising Agency of the Year, which was also awarded in 1998 and 2003.
Total Market
In 2009 as multicultural marketing was becoming increasingly mainstream, GlobalHue enlarged its focus to a category it calls “total market,” encompassing population segments of mixed ethnicities that are united on the basis of affinities, values and culture. Its ad campaigns for Chrysler Jeep, MGM Grand Detroit and the Bermuda Department of Tourism took this “total market” approach.Research
In 2009 GlobalHue conducted a large survey of U.S. consumers and created a report on the findings. “Multicultural Nation: Convergence and Divergence in the New America” presented insights for marketing to a complex ethnic and cultural consumer population. The report confirmed that prevalent assumptions about segments, both Non-Hispanic Whites and ethnic, are becoming irrelevant and even risky for brand success in the diversified consumer market.Campaigns
MGM Grand Detroit casinoIn 2009 for “Touch the Lion”, a total market advertising campaign for MGM Grand Detroit casino
MGM Grand Detroit
The MGM Grand Detroit in Detroit, Michigan is one of three casino resort hotels in the city, and one of four in the Detroit–Windsor area. The luxury resort hotel opened on October 3, 2007 with a grand event which included models and celebrities including Ashanti, Kid Rock, male model Cameron...
, GlobalHue created billboards depicting golden female eyes flashing devilishly against a dark background and the casino lion logo. The “demon” eyes drew considerable protest from the Detroit religious community, which in turn attracted media attention. Nevertheless the casino posted the biggest single-day “coin-in” in the property’s history -- $25.9 million – following the campaign. The golden eye theme was reprised in print advertising and continued to be successful. In 2010, the casino was the most profitable within the 12-casino MGM group and the largest Detroit area casino in gross revenue with 41.2 percent of the total gaming revenue.
Bermuda Department of Tourism
For the Bermuda Department of Tourism’s “Feel the Love” campaign for the total market, GlobalHue rebranded the island vacation destination as a weekend and short vacation option for a youthful, upscale “urbane traveler” from major East coast cities, rather than day trippers on cruises. Prior to GlobalHue’s campaign, the average number of visitors per year between 1990 and 2005 was 531,988. For the three successive years during which GlobalHue managed the Department’s marketing efforts, the number of visitors averaged 620,215, representing a 16.6% increase over the previous 15 years.
Chrysler 300C sedan
The 2008 Chrysler 300C sedan campaign titled “The Artist Inside You” was a 360-degree campaign targeted at African American business people and entrepreneurs encompassing TV, print, radio and digital, featuring 300C cars as customized works of art.
The campaign aired in January and February, the very worst period in the automotive sales year. It was also challenged by poor public perceptions of American car quality and high regard for imports. In spite of that, the 300C had 1,100 dealer orders in nine days and sold out in record time.
The strategy behind that success was to place the vehicle at the center of custom car culture and at its intersection with urban influencers. Through a strategic partnership with Dub magazine, a hip hop car culture brand, GlobalHue aligned the 300C with urban recording artists including Snoop Dogg
Snoop Dogg
Calvin Cordozar Broadus, Jr. , better known by his stage name Snoop Dogg, is an American rapper, record producer, and actor. Snoop is best known as a rapper in the West Coast hip hop scene, and for being one of Dr. Dre's most notable protégés. Snoop Dogg was a Crip gang member while in high school...
and Sean Paul
Sean Paul
Sean Paul Ryan Francis Henriques , who performs under stage name Sean Paul, is a Jamaican pop rap and reggae singer.-1973–1996: Early life:...
and sports stars such as Steve Smith and Corey Maggette
Corey Maggette
Corey Antoine Maggette is an American professional basketball player in the National Basketball Association, for the Charlotte Bobcats. He excelled at Fenwick High School in Oak Park, Illinois, where he was an All-American in basketball and also an Illinois high school state track finalist in long...
, placing the vehicle in music videos, magazines, custom wheel ads, MTV Cribs, custom car shows and everywhere urban culture and custom cars came together. A key moment of the campaign occurred when the rapper 50 Cent
50 Cent
Curtis James Jackson III , better known by his stage name 50 Cent, is an American rapper, entrepreneur, investor, record producer, and actor. He rose to fame with the release of his albums Get Rich or Die Tryin and The Massacre . Get Rich or Die Tryin has been certified eight times platinum by...
called the Chairman of Chrysler to place an order and the recording of the call was leaked. The result: the 300C as an urban icon, superseding overall Chrysler brand awareness.
Late in the model lifecycle, GlobalHue produced a more public and traditional campaign that acknowledged the car’s urban icon status. The “Spin It Your Way” online customization contest had 1,500 subscribers, 70 video entries, 349,555 channel views, 1.7 million video views in total, and 1.2 million impressions in about three weeks. The Chrysler 300 Channel on YouTube was the second most viewed sponsor channel in the month of January, the 24th most subscribed of all time, and the 44th most viewed of all time.
Verizon Wireless
GlobalHue helped Verizon connect with African-Americans through a grassroots Gospel competition for print and television titled “How Sweet the Sound”. The campaign drew on the community’s deep and authentic affinity for church participation.
Walmart
Walmart’s celebration of Black History month in 2009 for TV, radio and digital with “Grandma’s Hands” drove positive momentum for the brand among African Americans, so much so that corporate sponsorship of year long Black History initiatives is now permanently part of the brand’s marketing.
Chrysler Jeep(R)
In one of the most significant advertising industry pitches of 2009 GlobalHue was awarded general market and multicultural assignments for the global Jeep(R) brand account by Chrysler Group. For this Agency of Record assignment GlobalHue created a three-part phased campaign titled “I live. I ride. I am. Jeep.” which redefined Jeep as a new way of working, playing and living always on your own terms. Campaign elements included outdoor and transit, broadcast, print, digital and retail. The campaign successfully expanded the appeal of the world's most iconic SUV brand to reach a younger, more diverse and urban customer base, supporting Jeep's marketing objective to grow sales and market share. In the year of the campaign, Jeep posted double digit sales growth and became the Chrysler Group's top selling brand.
Jeep Compass
In February, 2011, the 2011 Jeep Compass campaign crafted by GlobalHue, titled "Bloodline", was launched. It celebrated youthful individuality and a path to a modern American dream, while reflecting the core Jeep brand values: freedom, adventure, 4X4 capability and iconic beauty. "Bloodline" showcases the Jeep Compass as it masters both urban and off-road adventures - staying true to its legendary heritage. The campaign also features the illustrious bloodlines of father-daughter athletes, Muhammad and Laila Ali and father-son actors, James and Scott Caan, all of whom have ascended to greatness in their own right.
US Census 2010
For the 2010 US Census, GlobalHue was tasked with the information campaign for Americans of Hispanic, Portuguese, African, African-Caribbean and African American ethnicity. Census’ goal of 90 percent compliance encountered the challenge of skepticism and distrust within these populations. With a strong community empowerment message, relevant content, use of untraditional formats (such as lunch trucks, local restaurant menus, Webisodes mimicking the popular telenovela) and a focus on clarifying the government commitment to confidentiality, GlobalHue’s strategy for the campaign “It’s In Your Hands” helped this Census become one of the most successful ever conducted.
A key feature of the Hispanic campaign was an actual mural painted in Spanish Harlem, which was then used as the basis of print and television ads, referring to the historic means of communication in Hispanic societies. One TV spot originally created for the Hispanic market, “Communidad,” tested so well that it was entered into the general audience market. Midway through the campaign, 95 percent of Hispanics stated that their families intended to be counted.
Honors
2010 AdWeekMedia Multicultural Agency of the DecadeBlack Enterprise 100 Company of the Year Award
BE 100 Advertising Agency of the Year, which was also awarded in 1998 and 2003