The firm’s gazelle-like growth has come largely from its ability to offer clients integrated marketing services under one roof targeted to multiple consumer segments–including African Americans, Hispanics, and the general market–to provide a total market approach. Services include advertising, brand strategy, event marketing, and digital solutions. Capitalizing on 41 years of combined experience between its founders–Islam was previously employed at Leo Burnett, Nike, and Campbell Mithun, while Wright worked at Upshot and FKM–commonground’s client portfolio includes Coca-Cola, MillerCoors, Bacardi USA, Nike, Jordan Brand, Wrigley, Baxter, and Unilever.
Ken Smikle, president of Target Market News in Chicago, says Wright and Islam have brought to the table an agency culture that is rooted in a digital environment. A lot of advertisers require their agencies to have expertise in this space, notes Smikle. Commonground has a creative team that has a particular skill in connecting with technically savvy 18- to 39-year-old African Americans.
Uniworld Group Inc.
CEO: Monique Nelson
Monique Nelson is ambitious to carry forward the legacy laid by her predecessor, advertising icon Byron Lewis Sr., who is the former CEO of UniWorld Group Inc. the New York-based multicultural advertising and marketing communications agency. The newly crowned CEO acquired UniWorld in May, assuming 51% majority ownership of the agency. Founded by Lewis 43 years ago, UniWorld is the nation’s longest standing black-owned agency, ranking No. 5 on the BE Advertising Agencies list with $19 million in revenues for 2011.
The 37-year-old Nelson is eager to combine more digital, online, mobile, and social media disciplines with traditional media to help UWG’s clients grab a larger share of the $2 trillion spending power of multicultural consumers. “I want us to be as close to the consumer as humanly possible and to touch them in every way that we can,†says the brand marketer. “Digital is a huge part of that because African Americans and Hispanic Americans over-index in digital and mobile.â€
Nelson joined UWG in 2007 after a successful marketing career, both in the U.S. and internationally, at Motorola. As UWG’s senior vice president of brand integration, she helped the agency increase its digital presence with clients such as Ford Motor Co. and Colgate-Palmolive. As UWG’s new CEO, Nelson will oversee the day-to-day operations of the agency as well as lead its expansion. Throughout the years, UWG has created award-winning and impactful campaigns for clients such as Home Depot and the U.S. Marine Corps. Smikle of Target Market News says Nelson will have the benefit of lengthy experience to take the agency forward.