One more agency behemoth is jumping on the Total Market bandwagon. Havas just announced that it is launching Totality, a multicultural- marketing agency devoted to representing the nation’s ethnic and niche consumers, including the Hispanic, African-American and LGBT communities. The integrated agency will offer a full range of creative and strategic communications services, including media planning and buying.
Totality will partner with agencies in the Havas network, including Arnold Worldwide, Euro RSCG and MPG, as well as procure its own clients. Subsequently, all multicultural offerings in the network, such as Euro RSCG Latino and MPG Diversity, will work together to create one integrated offering for multicultural clients. Totality currently works on assignments and projects for GlaxoSmithKline Consumer Healthcare brand, Scott’s Emulsion, Chivas Latin America and Reckitt Benckiser’s Veet, among others.

Leo Olper and Mauricio Galvan Leadership

AdAge reports that the new unit will be headed by CEO Leo Olper and Mauricio Galvan, chief creative officer, who joined Havas in April 2010 to build a Hispanic offering for Havas agencies that have been slow to get off the ground. Eighteen months later, Havas is going for a broader multicultural effort instead.

Total Market
As we predicted it in our 2012 Media and Marketing predictions, the total market approach is continuing to gain ground. This does not mean there is now scope for Hispanic targeted agency work, but as Martin Cerda, Strategic Director of Cheskin Added Value’s Intercultural Practice told us recently “The U.S. Hispanic marketing and advertising industry is quickly moving from a siloed, less integrated approach to a holistic and more synergistic view of the marketplace where Latinos are better recognized for influencing, shaping, and changing the entire U.S. consumer landscape. Consumer insights will provide a better framework for deciding when to use either an inclusive or targeted strategic approach. Cheskin Added Value is well ahead of the curve in their understanding of this process and I am excited and privileged to be a part of their team.”
Many companies including Walmart, as Cesar Sroka, SVP, Connections Director at MediaVest told us in our recent Emerging Hispanic Markets Forum, embed their Hispanic communications strategy in their overall marketing and media buying efforts.

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