Posts Tagged ‘Multicultural Advertising’

BMW 6 Series Coupe Multicultural Print Ad in Harlem Fine Arts Magazine

April 2, 2013

Did you see The Harlem Fine Arts magazine that appeared in the New York Times and Wall Street Journal last week?

If not, no worries, you can download the magazine at:

Be sure the check out the BMW 6 Grand Coupe spread on the inside cover. BMW is proud to be a sponsor of the Harlem Fine Arts for 2013 and Matlock is proud to have BMW as a Client!

BMW 6 Series Gran Coupe Multicultural Inside Cover Spread in Harlem Fine Arts

BMW 6 Series Gran Coupe Multicultural Inside Cover Spread in Harlem Fine Arts


Spotlighting Women in Business: Matlock Client, Trudy Hardy, BMW of North America, LLC.

March 27, 2013

To wrap up Women’s History Month, we couldn’t think of a better way to celebrate than feature a few of our Clients.

As consummate professionals, we learn from them every day. However, we have never taken the opportunity to learn how they came to be great Clients, Colleagues, Mentors, etc.

Today we feature Trudy Hardy, Department Head, BMW Marketing Communications and Consumer Events, BMW of North America, LLC.  Our CEO, Kent Matlock, describes Trudy as bright, talented, and one of the hardest working professionals in the business!”

We agree! Please check out what we learned when we asked her a few questions:

QUESTION 1: As a child what did you want to “be” when you grew up?

Trudy Hardy (TH): Well, as a young child, I wanted to be a Dallas Cowboy Cheerleader. I was very serious about this goal and was heartbroken that my mother didn’t take my ambition seriously. In fact, she refused to buy me an actual Dallas Cowboy Cheerleader costume. So, I decided to make my own: consisting of the shorts, a blue shirt, and the vest. Also, since I didn’t have any white boots, I wore my brown snow boots….which looked ridiculous!

While I had distinct goals, my mother guessed my correct career path. She stated that I was the ONLY kid who had no desire to watch cartoons; however, I’d stop what I was doing to watch commercials, particular ones with jingles. She stated she could only see two clear paths for me: marketing, based on the interest in commercials or law, based on my desire to argue.

QUESTION 2: Later in high school and college, was marketing your “chosen” career?

TH: No, in fact I went to college to be an accountant as I always excelled at math. It wasn’t until my junior year of college that I took a marketing class and became inspired. Based on this class I added an extra semester of college and graduated with a double major of accounting and marketing.

My first job after college was a marketing role for a financial software product, which I thought was perfect for me. However, this was a boring job and I quickly learned that I wanted bigger and better marketing challenges.

QUESTION 3: If you had not chosen this career path, what do you think you would be doing now?

TH: I’d definitely be an accountant.

QUESTION 4: How do you balance being a mother and a business leader?

TH: I believe having children influenced my career path. Based on their ages and needs, I made sure I was able to find roles where I could be there for my kids. As my kids got older, it got easier, and that was when I was able to take on more and more responsibilities.

QUESTION 5: Is it hard to find time for a personal life with family and friends?

I think so, definitely more difficult than finding time for my family and work. I always tell my kids you better love your job because the truth is, you will spend more time at work with your colleagues, than you will with family.

Again, as my kids have grown older (now 14 and 20 years old respectively), I have taken on more responsibility. So my personal time/life is more sacrificed than anything else. But luckily, I love my job and my team.

QUESTION 6: Do you see your kids wanting to follow in your footsteps?

TH: Interestingly, my daughter recently took a professional test that based on your answers, calculates your assumed profession. Based on her scores it was recommended that she should be in Marketing/Management, which she was very excited to learn!

My son wants to be in the automotive industry, but he wants to be a racer, on a race team or a professional driver. We have agreed that he can pursue this career as long as he gets a college degree to fall back on, so he is currently studying sports management.

QUESTION 7: Have you ever felt denied a role/promotion based on your gender? If so, can you share?

TH: Actually no. I have felt fortunate to really know my strengths, core skill sets, and my boundaries. Using this, I have found roles where I fit and have been happy to excel. I think women in more male dominated roles including engineering probably have it tougher, but BMW is an equal opportunity corporation and I have always felt needed.

QUESTION 8: Have you ever felt you were at an advantage over others, based on your gender?

TH: It’s sad to say, but in many cases, it can be an advantage being a strong woman in business. I find that working for large corporations or businesses, we are under the microscope to have a diverse workforce. Particularly in the automotive business, where the ratio of men to women is generally higher, it could be an advantage for a woman.

However, I strongly believe that the right person for the job should be chosen, regardless of gender.
What I have a big problem with is when I hear other women use their gender for personal advantage. I once heard a colleague say “I can say that as a woman, but you can’t say that as a man.” Why?? I’m sorry but I don’t think anyone should be able to play both sides – if you want to be treated equally; you have to treat everyone equally.

QUESTION 9: In your role, you supervise a large team of direct employees as well as many partner advertising teams. Do you find there are differences in how men and women work? Do you see any key comparison/contrasts in how each handle situations or excel in certain areas?

TH: Definitely! Women are more emotional! However, this statement is both a positive and a negative – a double edged sword. If emotions are channeled in a positive way, this will be shown in being passionate for your work. However, if channeled negatively, emotions can be a woman’s downfall. I often tell my female team members “Say what you need to say but do so without the emotional tie-in.” By taking out the emotion, you are simply presenting the facts, which is important in presenting your case.

QUESTION 10: In mentoring your team, do you see in any differences now from when you were in their roles?

TH: Absolutely, I can see myself in them and remember how it felt in particular stages. It really teaches you a lot. I think I’ve learned more from what I didn’t like in certain past supervisors/bosses than anything else. Remembering key insights from both good and bad supervisors has really taught me how best to train and mold my team.

QUESTION 11: Last question, there is a growing concern that fewer senior roles are going to women. Do you feel there is a “Glass Ceiling” and if so, as a glass breaker, do you have any thoughts on this concern/issue?

TH: I find that women in general are better in balancing what they want out of career and personal life. Most women are aware that with advancement comes sacrifice and therefore determine their own ‘ceiling’. In fact, on my team, I can say that 8 out of 10 women would NOT want to have my job. These women, in particular, have aggressively worked to find the best career opportunity where they can have successful careers and happy family lives, with boundaries between the two and limited sacrifices. Men usually do not have to find this balance, although this is changing and I feel everyone must decide how high is high enough? I think most people would say a better balance of life and work is more important than the stress and exhaustion that is needed to handle the job above the glass. I encourage everyone to really think to themselves, “How high is high enough?”

It’s Women’s History Month!

March 7, 2013

It's Women's History Month!

Matlock is pleased to honor Women’s History Month by updating our Facebook logo. Women’s History Month honors and celebrates the struggles and achievements of women who have struggled to gain rights not simply for themselves but for many other underrepresented and disenfranchised groups. Stay tuned for great content celebrating Women throughout the month. We encourage you to “Like” our page, respond to interesting posts and share/recommend us to friends!

Matlock is Happy to Announce our Partnership with Neighborhood Nexus

August 29, 2012

We are delighted to announce that Neighborhood Nexus has selected Matlock Advertising & Public Relations as their agency of choice.


A regional information system, Neighborhood Nexus provides data, tools and expertise as a catalyst to create opportunity for the citizens in all 20 counties that encompass the metro Atlanta area. Neighborhood Nexus was created in 2009 to bring better data to the thousands of decision-makers throughout metro Atlanta. With Atlanta’s rapid growth there is always a need for more and better information. Drawing on a wealth of expertise through partnerships and collaborations with the academic community, Neighborhood Nexus closes the gap in affordable, accurate neighborhood-level data that is compiled and updated on a regular basis.

Matlock Vice President and Group Director Greg Heydel says, “We are excited about helping communicate the availability and benefits of this crucial regional resource – Neighborhood Nexus – which fosters better decision-making for those who are enhancing lives in their communities.”

The core partners of Neighborhood Nexus are:  Atlanta Community Foundation, Emory University, Georgia State University, Atlanta Regional Commission, and The Civic League for Regional Atlanta.

What I’ve Learned at Matlock – A post by Public Relations Intern Asha Haki-Tyler

August 10, 2012

Where can I even begin when I start to reflect on my past month at Matlock? Returning here to intern for the summer has been one of the best decisions I’ve made, because the “fruits” of my labor will always be bountiful for both my academic and career pursuits. I learned so much about how critical a person and/or company’s reputation can be to their success.


Dealing with issue/crisis management and media monitoring has taught me that while yes, “all publicity” may indeed “be good,” it takes a strong public relations team to truly allow its client’s audience to view it that way, and capitalize upon it so the client can continue to be profitable and successful. Working with social media to develop a client’s image has allowed me to truly see the importance of keeping your personal social media platforms private and/or appropriate in this ever-growing digital age.

One of my dreams is to open up my own thriving fashion and entertainment publicity firm. With the wealth of experiences I’ve garnered this summer, I feel more confident that my dream can become not only a realistic aspiration, but eventually an actuality.

As always, thank you for this opportunity Matlock!

What I’ve Learned at Matlock – A post by Public Relations Intern Asha Haki-Tyler

August 6, 2012

Here is what our clever intern had to say about her experiences at Matlock Advertising & Public Relations from last week:

“This week at Matlock I believe I really refined the way that I approach and understand the purpose of media. Through my media monitoring activities I had an active hand in extracting and interpreting the trends, thoughts, and actions of the nation, if not the world. Not only did this sharpen my media relations, and issues/crisis management skills, but it simultaneously kept me abreast of the latest, and most important news. When I return to Boston University in three weeks, this experience alone will be extremely relevant to the courses I will be taking, hopefully keeping me ahead of the collegiate learning curve.”

“Once again, thank you so much for this opportunity!”

Una Rubia y Una Roja

July 23, 2012

Erika and Beth representing their mothers’ countries.

As the U.S. continues to become the “Majority-Minority” with a growing number of Hispanics, African Americans, Asian Americans and many other ethnic groups, Matlock understands how important it is for our clients to reach, communicate and engage multicultural consumers based on each segments’ unique culture, heritage and language.

Matlock prides itself on being a minority-owned advertising agency with a diverse staff from all walks of life. That’s why we find it interesting that two of our team members with strong backgrounds in the Hispanic market are not what you might consider “typical” Hispanics. Both fair skinned, and seemingly 100% American, they talk about their particular paths and why the Hispanic market is so important to them.

Beth’s mother’s family photo. Her mom, Maria Louisa Ferreira, aka, Marie Roper, is in the front row, wearing the scarf.

Beth Roper, Brand Account Director, is half Portuguese and half Scotch-English. Her mother is from a small coastal town in Portugal named Foz do Arelho, a fishing village that has become a summer vacation spot over time. While Beth’s grandparents spoke Portuguese, her mom grew up in the U.S., where she desperately tried not to be considered “foreign” or deemed an “immigrant”. “My mother said she did everything she could to look and sound more “American”. She and all her 1st generation American cousins only spoke Portuguese when needed with family and over time Portuguese became the language of the “old people”. While it makes me sad to hear how tough it was to be different when my mom was growing up, I find it encouraging that a generation later, I’m so proud to celebrate my mom’s heritage.”

Based on her mom’s unique background, Beth was always fascinated with different cultures and languages, which lead to her decision to a) go to International Business School and b) learn Spanish. “I knew just enough Portuguese to thoroughly confuse myself when I heard Spanish”, Beth jokes. She attended the University of South Carolina’s Moore School of Business for her MBA with a focus on Spanish language intensive that included a semester in Guadalajara, Mexico at Tec de Monterey, a semester in Barcelona, Spain at ESADE and an MBA internship in Panama working for a leading Outdoor advertising agency. Upon finishing school, she moved to New York and worked at The Vidal Partnership, a leading and award-winning Hispanic agency, where she worked on accounts including Nissan and MasterCard for almost four years. “My Spanish improved immensely while working at Vidal, but more importantly, I learned about the multi-segmented US Hispanic market and how important it is to advertise to Hispanic consumers in a culturally relevant manner, whether in Spanish or English.”

This photo was taken in Los Barrios de Gordon in Leon, Spain during a family member’s wedding in the 1950’s. Erika’s mother is the little girl (seated on Erika’s grandmother’s lap).

Erika Ludwig, Account Coordinator – Reputation, is half Spanish and a quarter Italian. Her mother is from Madrid, Spain, but spent much of her childhood in La Pola de Gordon in Leon, Spain – Northwest of Madrid. Her mother and father met in Madrid in the 1970’s while her father was stationed there on active duty in the United States Air Force. They fell in love, and married (even though at the beginning of their relationship neither one spoke each other’s’ language very well).

The youngest daughter of three, Erika and her sisters were each born in Torrejon de Ardoz, just outside of Madrid, Spain. The family moved to the U.S. from Spain in the mid-late 1980’s, and has lived stateside since.

Erika’s first language was Spanish; however by moving to the U.S. at such an early age, English was easy to learn. In fact, Erika does not have an accent in either language – she is a native-sounding speaker for both languages. Erika speaks in both Spanish and English with her family.

Growing up, Erika took many trips back to Spain to visit with family and friends. Her grandmother lived in Madrid, and she and her mother would visit with her in Madrid and then ride the train to La Pola to visit with more family. “I have very fond memories of visiting Spain with my mother,” Erika said. “I remember going to el Parque Retiro, stopping to have churros con chocolate after shopping at El Corte Inglés, riding the Metro to get around Madrid, and of course eating all of the wonderful tapas – Tortilla Española, Jamón Serrano, Chorizo, Albóndigas, Aceitunas and more. I’m very fortunate to have been able to grow up in a household that embraces people’s cultures and memes. I welcome any opportunity where I can learn about and understand others.”

Both Beth and Erika are excited to be a part of Matlock’s team. Speaking Spanish and having Hispanic marketing expertise has been beneficial for many of our clients who seek multicultural advertising and look to Matlock to better reach numerous diversity markets including African American, Hispanic, Asian American and LGBT.  “As the US continues to grow into a more diverse and multicultural country, I feel it is crucial to communicate to different diversity groups based on cultural relevancy, rather than a more blanket approach” stated Beth. “At Matlock, one of my favorite parts of the job is being able to work with a group of unique individuals who are able to bring expertise in multiple segments and develop a collective-best approach that celebrates and embraces diversity for our clients and their brands.”

Meet Candice

July 10, 2012

Matlock would like to welcome Candice Mallory to the team!  A graduate of Emory University, Candice joins Matlock as our Agency Services Coordinator.

We sat down with Candice and asked her a few questions so that we could get to know her better. So here it is – Meet Candice!

What is your favorite place to travel?
Edisto Island, SC. – I love searching for Horseshoe crabs and dolphin watching.

What is your favorite movie?
The Nightmare Before Christmas – It’s about self-acceptance and loving yourself. It’s an amazing movie, as is Tim Burton. I also enjoy the soundtrack.

What is your favorite quote?
“Life has no meaning the moment you lose the illusion of being eternal.” – Jean Paul Sartre

What do you like to do in your spare time?
I enjoy writing poetry, reading, watching movies, debating social issues, and learning.

What is your favorite book?
The Alchemist by Paulo Coelho because it’s a beautifully woven story about patience, and observance of life.

Team Fusion

July 3, 2012

As BMW’s African American agency, we have achieved much success since we started serving them in 2003.  Like a number of our brand clients, we are part of a team that includes other agencies.  We have embraced these partnerships.  We pride ourselves on producing our “collective best” and being able to build collaborative working relationships.  We call this “Team Fusion.”

Matlock has enjoyed working with BMW North America’s general market agency of record, Kirshenbaum Bond Senecal + Partners (kbs+), over the past year.  Now, we are taking our collaboration with them to the next level, having moved our BMW account staff into kbs+ offices in New York City.  According to Kirstin Popper, Matlock SVP & General Manager, this move “will not only create an atmosphere of greater collaboration, it will take the next step in a strategic alliance with Kirshenbaum.”

The move has practical benefits for Matlock’s BMW account leader, Beth Roper, Account Director.  The kbs+ office is only a block from where she lives in lower Manhattan.  If that wasn’t enough to make her excited about the move, she is also pleased with having closer access to “the scoop” that the agency of record is privy to, as well as to Kirshenbaum’s assets, like a recording studio on the premises.

Other Matlock staff who have moved into the kbs+ offices are Ed Rutland, EVP & Managing Partner, and Wilton Wallace, Senior Associate.  Thanks for the warm welcome, kbs+!