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The Axis Agency, which launched in 2005 as Weber Shandwick’s multicultural marketing unit, is now an independent and minority-owned shop, as CEO Armando Azarloza and COO Carmen Lawrence have acquired the brand from Interpublic.
Calling it a proud day for Axis, Azarloza said the firm’s success is driven by its ability “to deliver unique cultural insights and purpose-driven campaigns for our clients.”
The Los Angeles-based firm, which has an office in Miami, has represented GM, Nestle, Clorox, Aldi, GSK, Los Angeles Public Library and Spectrum.
“We are proud of what the Axis team achieved within our family and proud of IPG’s role in catalyzing opportunity and growth for Axis and other firms,” said Gail Heimann, Weber Shandwick CEO. “We look forward to partnering with Axis in their next chapter.”
IPG retains a minority stake in Axis.
Jackeline Stewart-Hawkins has joined BCW as executive VP and leader of its polycultural consulting unit.
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Multicultural audiences account for almost 40 percent of the U.S. population, yet multicultural media buys made up only about five percent of the total ad and marketing revenues in the U.S. last year, according to a report.
Horizon Media and hip-hop artist Pitbull have joined forces to start a marketing agency aimed at the multicultural market.
Inclusive marketing today has moved beyond a differentiating factor and has now become a consumer expectation.
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