CultureCom will operate as a separate department offering a full media service to clients with planning, buying, creative consultancy, media analysis, consumer insight and effectiveness.
It will also house a unique data system, which will enable CultureCom to provide clients with accountable results.
Monir Ali, the cultural media specialist heading up CultureCom, said: "Advertisers have always depended on developing a close personal relationship with their consumers, but by missing out on approximately 7.8% of the UK population, they need to revaluate the sector, and that's what our objective is -- to redefine the way ethnic communities are perceived."
The agency has drawn on its expertise from multicultural campaigns with a number of clients, such as the Metropolitan Police's Project Trident on gun crime, in order to launch the new division.
MediaCom, the Grey Global Group media planning and buying network, handles media planning and buying for Base London, Churchill Insurance and Deutsche Telekom among others.
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