Phelps Total Market Formed to Answer Needs of Changing Marketplace

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Mar 03, 2011, 08:25 ET

SANTA MONICA, Calif., March 3, 2011 /PRNewswire/ -- The former leaders of Anita Santiago Advertising and several associates from The Phelps Group, a leader in integrated marketing communications, have joined forces to create Phelps Total Market LLC (PTM), a new women- and minority-owned entity (WMBE and MBE) positioned to deliver comprehensive marketing communications that address ethnic groups as a growing majority of consumers of the general market.

In 2000, California became the first large "majority-minority" state according to the U.S. Census. Current estimates show 37% of California's population is Latino, compared to 42% of non-Hispanic white persons.*

Traditionally, campaigns to reach multicultural audiences originate from multiple agencies, where the competition for budgets creates conflict. The minority agency is treated as an add-on to the existing general market agency and the results too often suffer due to the unintegrated campaigns.

PTM is staffed and structured to match the messaging and the media to these culturally rich groups, while executing the media spend according to the buying power of these populations.

"In the new America, where it's perfectly natural to wrap chicken teriyaki in a corn tortilla, we must change the way we're appealing to minorities. That's what PTM is all about," said Francisco Letelier, a creative director and one of the five founding members. "The growth and cultural importance of minority communities has impacted marketing in the U.S., and we are addressing those market changes."

PTM will provide multicultural communication services by drawing on the expertise of veteran minority marketers, as well as the resources of The Phelps Group, one of L.A.'s longest-standing and leading independent agencies. Phelps Total Market leadership is made up of marketing professionals with expertise in reaching the Hispanic, Japanese and broader Asian communities.

"Reaching out to minorities beyond just language in a culturally meaningful way is no longer a secondary priority for most companies," said Sofia Escamilla, former media director at Anita Santiago Advertising and a PTM partner. "We will plan and prioritize ways to reach those most likely to buy the product or service - regardless of ethnicity. We're not incentivized to recommend one target over the other. We just want to deliver the best ROI for our clients."

PTM is organized in self-directed, client-centric teams within a full-feedback environment, as opposed to traditional "departments" that fight for client budget. This absence of conflict allows for true integration. PTM also has access to The Phelps Group's full resources to execute campaigns, including the agency's in-house studio facilities for video production, as well as its digital developers, advertising, PR and social media specialists.

"We're committed to growing our clients' businesses, while helping minority professionals reach their potentials. We're eager to participate in important public and other non-profit initiatives. If we care for our clients and the communities we serve in the most effective way, we'll grow, too," said Escamilla.

*Source: U.S. Census Bureau Population Estimates Program (PEP)

About Phelps Total Market

Phelps Total Market LLC is a women- and minority-owned (WMBE and MBE) integrated marketing communications company. It delivers advertising, public relations and promotional services to clients in the housing, financial, automotive, healthcare and research industries. PTM has a rare capability to deliver an unbiased marketing approach due to its unique operating structure. Like The Phelps Group, one of its founding partners, PTM has no function-based departments. It is organized in client-based, interdisciplinary teams that draw on feedback from the entire organization. For more information, please call Sofia Escamilla at 310.752.4455 or Francisco Letelier at 310.752.1211 or visit http://phelpstotalmarket.com.

About The Phelps Group

Based in Santa Monica, CA, The Phelps Group is one of the largest independent marketing communications agencies on the West Coast and is recognized as one of L.A.'s "Best Places to Work." The firm offers public relations, advertising, interactive, media planning, direct response, promotions, Hispanic marketing, strategic alliance and consulting services. Its clients, most of which are leaders in their industries, include Panasonic, City of Hope, Goodwill Southern California, Dunn-Edwards Paints, Tahiti Tourisme, zpizza, Monrovia Nursery, The Nielsen Company, Panera Bread, Public Storage and Whole Foods Market.