Mosaic Principles and Practical Guidelines


In response to the greater diversity underutilization of ethnic marketing, allegations of unfair business practices and findings of a 1999 FCC-commissioned study , the AAF and The AAF Foundation formed a Business Practices Review Committee. The committee drafted the Principles and Recommended Practices for Effective Advertising in the American Multicultural Marketplace, which are now known as the Mosaic Principles & Practical Guidelines. The primary objective of these principles is to increase the representation of people of color throughout the ranks of our business, to help companies achieve growth by leveraging multicultural and targeted ethnic marketing communications and to promote fair competition.

The principles are voluntary guidelines developed by AAF and 38 advertisers, agencies and media companies to encourage greater diversity in advertising and more understanding of multicultural marketing as a key strategy to achieve growth. These guidelines have industry-wide support, including endorsements from the American Association of Advertising Agencies (AAAA), the Association of National Advertisers (ANA), the Association of Hispanic Advertising Agencies (AHAA), Association of Asian American Advertising Agencies (AAAAA), National Association of Black Owned Broadcasters (NABOB) and National Association of Hispanic Publications (NAHP).

On October 6, 2000, President Clinton signed an executive order at the White House to establish the first multicultural advertising guidelines for federal government departments and agencies. He cited the precedent of the principles as an example for federal government.

  • The AAF principles lay out three general objectives for advertisers, agencies and media companies: Commit to identify and take advantage of growth opportunities in multicultural markets;
  • Promote inclusiveness and fairness throughout the marketing and advertising process - from employment and career advancement to competition and compensation for creative services and media buys; and
  • Require accountability and measurable results, including data on employment and targeted ad spending to measure the industry's pace and investment in multicultural marketing and workplace diversity.

Adopting Companies

Among the many companies and agencies who already have committed to adopting the principles are Procter & Gamble, DaimlerChrysler, Coca-Cola, Johnson & Johnson, Verizon Communications and Kraft General Foods. Click here for a complete list.

The AAF and its educational foundation formed the Mosaic Council (formerly the Business Practices Review Committee) in January 1999 when FCC Chairman William Kennard called for an industry code of conduct in response to alleged findings of discrimination in ad rates paid to minority broadcasters. During AAF's Most Promising Minority Students Program - 1999, Vice President Gore also called on the industry to investigate its practices with regard to minority advertising agencies and minority-owned and formatted media. That event was followed by an Executive Roundtable during which representatives of national advertisers met with minority agencies and media companies.

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