Media Planning Diversity, a specialized unit of Media Planning Group (MPG) devoted to the U.S. multicultural marketplace, has formally opened the doors of its NYC-based office. As a full service media agency, Media Planning Diversity offers clients a comprehensive range of resources, including media planning, buying, research and promotion. Barcelona-based MPG is the media division of Havas Advertising.
Among Media Planning Diversity's clients are MCI/Worldcom, the second largest Hispanic advertiser in the U.S., and Reckitt Benckiser's Lysol. Volkswagon is their newest client.
Jorge Percovich heads Media Planning Diversity. As General Manager, he reports to Steve Farella, CEO of NYC-based Media Planning, and oversees a staff comprised of and immersed in the cultures that reflect the interests of their clients.
"General market advertisers are paying serious attention to the growth and diversity of the multicultural marketplace in the U.S., especially in light of the recent U.S. census results. Interest is extending beyond the rapidly growing Hispanic marketplace to a broad range of other ethnic groups within the U.S.," said Mr. Farella. "In the current economy, clients realize there is a genuine need for a more tactical and targeted approach to media and want a one-stop shop for their media planning and buying. Our response has been to establish Media Planning Diversity as a center of excellence for their multicultural needs."
Commenting on its alignment with Media Planning, Mr. Percovich said, "In addition to our expertise in the multicultural arena, Media Planning Diversity can provide clients a seamless integration with general market buying as well as the resources and clout of a larger media agency."