GlobalHue lends a multicultural tone to its clients' advertising efforts. The agency provides creative ad work and marketing plans targeting African-American, Hispanic, and Asian-Americans. It also creates ads focused on the general youth market. Clients have included FedEx, American Airlines, the US Navy, and the coveted multicultural creative account for Wal-Mart. Originally an African-American agency, the Hispanic market makes up about 50% of GlobalHue revenues. The agency was created in 2002 through the merger of several multicultural shops, including the Don Coleman Agency, Innovasia Communications, and Montemayor y Asociados. Advertising giant Interpublic Group owns 49% of the company.
In 2007 GlobalHue underwent a $4 million restructuring that created four units: GlobalHue Latino, GlobalHue Africanic, GlobalHue Asian, and GlobalHue Next, which focuses on the youth market. Despite the global economic recession that's hammered the advertising industry as a whole, GlobalHue has been able to hang on to long-time clients including the Bermuda Department of Tourism and the US Navy and hire about 90 employees since January 2009. To grow, GlobalHue plans to pursue the multicultural youth market and eventually international clients.