A group of business owners in the industry have come together to form the first wholly minority-owned holding company in advertising. The new holding company unites commonground, MGSCOMM, The Vidal Partnership, Cunningham Group, SWAY Public Relations, CG Works, Post Master, and Run Wild Productions.
Those companies will offer services in categories such as account planning, advertising, brand strategy, consumer promotion, cultural consulting, content and property development, data and analytics, digital and mobile, event marketing, production services, public affairs and communications, shopper marketing, and social media.
The new entity will be known as Commonground/MGS, with 300 employees and offices in New York, Miami, Chicago, Houston and Los Angeles, and projected revenue of $50 million.
The holding company will be run by Al Garcia-Serra, chairman and co-founder of MGSCOMM, Miami; Ahmad Islam, co-founder and managing partner of commonground, Chicago; Manuel E. Machado, CEO and co-founder of MGSCOMM; Manny Vidal, president and CEO of The Vidal Partnership, New York; and Sherman Wright, co-founder and managing partner of commonground.
"We all realize successfully connecting with diverse audiences and the ability to provide cohesive total market solutions is more than a 'nice to do'—it has become a critical component of any successful organization's strategic imperatives," Islam said in a statement. "Our vision is to create a unique company that lives at the intersection where culture, content, technology and creativity meet."