Alloy Media + Marketing is restructuring its promotion agency AMP and some of its Alloy media business once again, this time putting multicultural marketing expert Tru Pettigrew in charge.
Alloy is merging one segment of AMP, called AMP Urban, with the American Multicultural Marketing division of its media business to form Alloy Access. That new agency will handle lifestyle campaigns, including promotions and media, for Hispanic, African-American and urban audiences.
The shop launches today with a handful of clients: Heineken, Rockport, the National Association of Hispanic Publications, Soft Sheen-Carson, BlockSavvy and MTV3.
Alloy Access will tap Alloy’s own media properties including print, broadcast, interactive and out of home, as well as AMP’s contacts in entertainment, fashion and sports to offer strategic planning, research and experiential marketing and media planning and buying.
Pettigrew, now president of Alloy Access, had been in charge of AMP Urban before the reorganization. Earlier, he ran AMP’s Triple Dot Communications unit and co-founded AMP’s consumer insights division with work for Reebok and Timberland.
AMP Agency continues to function as a full-service promotion agency from its Boston headquarters, under president Gary Colen. That shop ranked No. 36 in the 2006 PROMO 100 with 2005 net revenues of $57.6 million, up 16% from 2003.
The parent company, New York-based Alloy, has gone through a few iterations since 2004, when AMP Agency was named PROMO’s Agency of the Year on the strength of its youth marketing (June 2004 PROMO).
Alloy’s revenues were flat (up a mere 0.4%) at $196 million for 2006, the company reported. Media sales rose 8% to $46.3 million; promotions revenue rose 2% to $96 million, with campus marketing and sampling work up but promotions and sponsorship work down.
Alloy’s media placement business dropped 8% to $53.8 million; Alloy blames that on a decline in its clients’ use of multicultural newspapers and broadcasting.
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