Fording the mainstream: moving out of niche marketing isn't always easy for minority professionals

Minorities in the advertising field have difficulties transcending niche marketing and moving out into mainstreaming marketing due to the stereotyping they experience at the hands of advertising agencies. African-Americans, Hispanic-Americans and other ethnic minorities are considered for work when that work is specifically targeting Blacks or Latinos. They rarely, if ever, get work intended for mainstream marketing. Despite this situation, some minority-owned agencies have broken through the barrier by working with government agencies.
Pat Wheeler, a Washington marketing consultant, is often asked to partner with marketing and advertising agencies on projects aimed at minority audiences. 'I'd like to be considered for work based [...]