CLINTON: GIVE MINORITIES FAIR PLAY ON AD CONTRACTS

By: Wendy Melillo and Kathleen Sampey President Says Federal Ads Should Run In Ethnic Media



WASHINGTON, D.C. - (Adweek) Federal

advertising contracts must fairly represent minority ad agencies, and "special attention" should

be given to placing ads in ethnic media, according to an executive order signed by President

Clinton last week.

Clinton's directive, which will also require federal departments to compensate minority agencies

for their work based on fair market rates, marks the first time a president has issued an

executive order that addresses advertising.

The order was signed at a White House ceremony on Friday, where the American Advertising

Federation voluntarily adopted principles urging advertisers and agencies to increase diversity

in the workforce.

The AAF suggested buying and selling media on ethnic-owned and operated outlets as another

way to promote fairness.

Clinton's order in part directs "federal departments and agencies to ensure that all creation,

placement, and transmission of federal advertising are fully reflective of the nation's

diversity," and "each federal department and agency to aggressively seek to ensure [that] small

and disadvantaged busi-nesses participate in procurement for information technology and

telecommunications in-dustry."

Government agencies were given 90 days to develop and submit to the Office of Management

and Budget a long-term strategic plan for complying with the order.

Advertising lobby groups said they were pleased with the effort. "The federal government as a

client is establishing some very aggressive rules to play by," said Heide Gardner, the AAF's

senior vice president of diversity and strategic programs.

Clinton's order and the AAF's principles grew out of a Federal Communications Commission

report that questioned advertisers' minority media-buying practices.

"I think it is incumbent on the federal government to increase the access and procurement

opportunities ... so more minority businesses can be strengthened," said Rep. Carolyn
Kilpatrick, D-Mich.

Adonis Hoffman, a senior vice president at the American Association of Advertising Agencies,

said the order will "encourage inclusion, and when you have an inclusive market, it only leads
to greater profitability."

While the President's executive order is mandatory, the AAF's principles are voluntary.

Hoffman said that by endorsing the AAF's guidelines, advertising lobby groups are showing a

willingness to reach out to the multicultural marketplace.

"I think the industry is stepping up to the plate," Hoffman said.




Copyright 2000, Editor & Publisher.