Making Cultural Connections

With its bold strategic vision, GlobalHue produces a powerful and profitable campaigns for clients seeking to reach a multicultural world.

Through strategic planning, technology, and diversification, Coleman has not only weathered the worst economic conditions in a generation, he has leveraged opportunities to set a progressive business agenda for the future. For the creative leadership that has established GlobalHue as an innovative stalwart of industry, Black Enterprise has named GlobalHue our 2010 Advertising Agency of the Year. Coleman is the only advertising chief to receive such an honor three times: Don Coleman Advertising and GlobalHue were named agency of the year in 1998 and 2003, respectively.

READY FOR COMBAT
After close to two years of recessive business, 2010 shows promise for the industry. According to a survey conducted by Robert W. Baird & Co., first quarter revenue growth “was modestly ahead of expectations” (2.9% vs. 2.8%), and 2010 growth is expected to exceed expectations (5.6% vs. 5.3%). Moreover, another 69% of respondents noted that “the trend in their business is improving.” The analysis also indicates trends and opportunities for those best positioned to take advantage of growth, including an improved return on investment for clients; a continued focus on cost containment; bundling and creating new services; and increased use of interactive and social media. GlobalHue is solidly invested in every key area cited by the study. Among its employees, it has an array of senior-level talent in areas such as engagement and digital creative strategy, including social media tactics.

“I offer greater efficiencies,” Coleman says of his firm’s multicultural focus. “[Because] clients’ internal rosters are shrinking, they don’t have the ability to manage a number of agencies. We [also] always quantify what we do. We’re not afraid of measurement; we’re not afraid of research. We’re always looking to show the client how we can grow and have grown their business. So we’re very performance-based.”

Stephen Quinn, executive vice president and chief marketing officer for Wal-Mart Stores Inc., says the retailing giant selected GlobalHue in 2006 because of its proven track record and an approach to customer engagement that incorporated a full arsenal of media strategies. “I remember them showing us case study after case study where they had driven sales and made a difference in the organizations they had worked with.” Since then, he says his company has learned critical information about how to better

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