independent entity and will look to form cooperative ventures with various WPP companies when beneficial to clients. When appropriate, UniWorld will work with WPP’s existing marketing units, such as Mendoza Dillon and Asociados, a leading Hispanic agency, as well as the Market Segment Group, brand consultants specializing in multicultural and segmented markets. Management does not expect any staff reductions among UniWorld’s 150 employees.
In examining the impact of mergers between ethnic advertising agencies and mainstream shops, Heide Gardner, vice president of diversity and strategic programs at the American Advertising Federation Foundation in Washington, D.C., says, “In theory these alliances should result in more advertising dollars going to ethnic agencies and ethnically owned media. However, the downside is the potential loss of important institutions in the African American economy and the decline in African American entrepreneurship.”