“The Golden Age” is the title of the fifth chapter of Madison Avenue and the Color Line by Jason Chambers. Here Chambers spotlights the Black advertising agencies that launched in the 1960s and 1970s (including Vince Cullers Advertising, which technically opened in 1956), ultimately touching on the key characters, complexities and contradictions created by this section of the ad community.
Once again, the book shows the more things change, the more they stay the same. See the professionals who left the glass ceilings of White agencies to set up their own enterprises, often finding new barriers along the way. Hear how so many never viewed Black-targeted accounts as the endgame, but rather, the entry to general-market assignments that rarely materialized. Touch on topics like professionals’ consistent contention that specializing in minority audiences severely limited growth and profits—as well as the difficulty even minority shops experienced searching for qualified Black candidates. Taste samples of the campaigns produced by the innovative pioneers. Smell the bullshit that continues to restrict, pigeonhole and segregate minorities on Madison Avenue and beyond. In short, the chapter stimulates—and reels—the senses.
Chambers doesn’t hesitate to consider all angles, noting the contributions every player has made to the global problems and challenges. There are certainly implications for the current diversity dilemma. How will minority shops affect and be affected by the latest drama taking place in the advertising industry—will they lead or be led? The chapter serves food for thought to anyone involved with today’s efforts. And if you’re not involved, it’s high time to get started. An easy first step is buying this book.
This is the twelfth installment of MultiCultClassics’ running review of Madison Avenue and the Color Line by Jason Chambers. See the previous posts here, here, here, here, here, here, here, here, here, here and here.
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