LOS ANGELES -- The West Hollywood branch of Bank of America displays a banner supporting Gay Pride Day, but aside from a few such symbolic acts, bankers are ignoring a potentially lucrative market, according to several marketing executives.

A new marketing firm called AKA Communications Inc. hopes to remove that blind spot. The company, which was founded in 1985 but only recently branched from advertising into marketing, calls itself the West Coast's first full-service agency to specialize in homosexual markets. It focuses particularly on financial services concerns.

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