Less than a year after opening its multicultural agency Totality, Havas is closing the agency Adage reports. Havas decided it would be better to integrate multicultural work in operating companies such as Euro RSCG and Arnold rather than add another layer. Totality was led by CEO Leo Olper and Mauricio Galvan, chief creative officer.
Total Market Approach?
When Totality was launched last year we interpreted it as a reflection of the total market approach continuing to gain ground. The U.S. Hispanic marketing and advertising industry are 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.
In a way, Totality’s failure can be interpreted as a validation of the Total Market Approach in its most extreme version: Multicultural work, specially planning and buying, can be integrated into the scope of work of general market agencies. Many companies including Walmart, as Cesar Sroka, SVP, Connections Director at MediaVesttold us in last year’s Emerging Hispanic Markets Forum, embed their Hispanic communications strategy in their overall marketing and media buying efforts.
Surely the lack of new business has contributed to Havas taking the decision of closing the shop. Totality currently only had two local McDonald's assignments in Boston and Washington D.C.