Many advertisers are missing a major revenue opportunity by not cultivating the African-American population – especially black women – who often feel invisible to marketers.
So says Sarah Lattimer, president and CEO of Lattimer Communications, whose Atlanta-based firm helps clients effectively target the African-American market, and now joins the ranks of the Marketing & Advertising Global Network (MAGNET) of leading independent advertising agencies (www.magnetglobal.org).
MAGNET, comprised of nearly 40 member agencies, collectively serves some 800 clients worldwide, billing more than $2.7 billion dollars annually from offices in all major U.S. markets and around the world from Barcelona, Copenhagen, Dubai, Hong Kong, London and Melbourne to Munich, Paris, Sao Paulo, Seoul and Tokyo.
Lattimer Communications, an award-winning firm founded in 1998 by Sarah Lattimer, is a full-service advertising agency specializing in crafting and implementing marketing communications programs for the African-American market, with a focus on black women. “African-Americans are often consumer trendsetters, with more than a trillion dollars in buying power,” says Lattimer. “It’s the women who are the ‘gatekeepers’ – the influencers or decision makers in most black households. Yet our nationwide study, A Profile of Today’s Black Woman, showed that many companies have yet to understand what dictates her spending.” Lattimer uses her insights into this key target market to help clients connect with African-American women in a meaningful way, by developing and maintaining relationships with this highly profitable, but underserved population.
MAGNET President Dan Nelson, Jr., said Lattimer Communications possesses a true competitive differentiator for the agency and for all MAGNET members to utilize. “By adding Lattimer’s expertise to the Network, we’ll enable members to identify new ways to help their clients tap this important market segment. I can see a lot of possibilities for collaboration between agencies in this area, so we’re truly delighted to welcome Sarah to the Network.”
Lattimer’s staff provides a full array of communication services from market research, strategic planning, creative development and production to event planning and management, media planning and buying and public and media relations. Industry expertise covers areas such as energy, banking, health care, tourism, education and consumer products, with a client list that includes The Coca Cola Company, Visit Orlando, Brand Atlanta, DeKalb Medical Hillandale, Southern Company, Georgia Power, SunTrust and Arkansas Health Connector, among others.
Before joining MAGNET, Lattimer had the opportunity to collaborate with a number of members on a new business opportunity and immediately felt a strong connection. “I appreciate working with a group of like-minded professionals where I can openly discuss issues and solve problems. I also believe our firm’s unique expertise will be of value to my MAGNET colleagues, and hope to partner with them to create new opportunities for all of us.”Advertising agency Atlanta GA Lattimer Communications Magnet Global Network marketing Sarah Lattimer