• by Steve McClellan , July 13, 2015

MEC Bravo, the multicultural media buying and planning arm of WPP’s MEC, is changing its name to MEC Multicultural to reflect the agency’s expansion into broader consumer segments that comprise the “new general market.” 

The “Bravo” part of the shop’s name referred to the agency’s legacy as an Hispanic specialist. The shop, formed in 2006, said the rebranding was designed to connote the agency’s focus on additional segments including African America and Asian audiences and other consumer targets. 

The specialist operation has been led by Vilma Vale-Brennan for nearly two years. She commented that, “the new America has a different face.  We have Kaleidoscope families – one in three African American households is headed by single women, nearly half of households are multi-generational, and empty-nesters comprise the largest type of family in the US. We believe that this is one of the most fundamental trends shaping the broader media industry, and we are investing considerable resources into strategies that serve the needs of a new general market.”

MEC Multicultural has crafted campaigns for clients such as AT&T, Marriott, KFC, Citi and Campbell’s.