Market Segmentation Creates Agency Fragmentation

from Lewis Lazare: Convinced the gay and lesbian market is one of the largest untapped audiences in the communications marketplace, public relations giant Fleishman-Hillard on Monday announced it is launching FH Out Front, a dedicated practice aimed at that community. The lesbian, gay, bisexual and transgendered audience is estimated to encompass as much as 10 percent of the United States population with an estimated buying power of $450 billion annually.

Comments

comments

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.