• Ad Age, Tuesday, July 7, 2009 10:32 AM

Coca-Cola re-established a dedicated African-American marketing group in 2006 that is headed by Yolanda White, assistant vp of African-American marketing. Among other things, Natalie Zmuda asks her if general-market shops can adequately speak to the African-American demographic, and White takes it a step further.

"If you look at society today, there really is no general market," she responds. "The market is really multicultural. It's really important for all agencies to have a pulse on the total population as it exists and on what's happening. If they don't, it really prohibits the agency's ability to be at the forefront of pop culture and to tap into relevant trends, which could have an impact on the long-term growth of a company."

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