ABSTRACT
While the discussion of equality is becoming more relevant across America, several multicultural ad agencies still feel that clients treat them differently than non-multicultural agencies. This chapter explores how clients can bring equality to their multicultural agencies by interviewing four ad agency executives with a strong reputation in the industry, who cover topics like resources, timing, creative, and production limitations, lack of testing and research, compensation, and the myth of media spillover as an effective way to connect with multicultural consumers.
