The automaker’s executives said, “Hey, we can do more,” Erik Thomas, director of experiential marketing at Hyundai Motor America, told Automotive News. “We can do more to connect with these multicultural audiences that are maybe feeling disenfranchised.” After a lengthy search, Hyundai selected Culture Brands. The agency was founded in 2017 by CEO Eunique Jones Gibson, who had marketing and advertising experience with Microsoft Corp. as well as other companies on the publishing side.
“We really started to work with brands and organizations on their culturally relevant tentpoles and campaigns,” Gibson said.
The agency was formed to support the work it was already doing, but to also make sure brands and organizations “weren’t just looking at us from an amplification or an influencer [standpoint], but really understanding the full service we offer to brands that we felt ‘got it’ and understood what we were trying to do in marketing to Black and brown audiences.”
Among Culture Brands’ clients are Warner Bros., Black Entertainment Television, Nickelodeon, Genworth Financial and the antisexism nonprofit UltraViolet. While Hyundai is its first automotive client, members of the agency’s staff of roughly 20 have experience working with the industry.
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