For the first time ever, Hyundai is enlisting the help of a Black marketing agency to expand the brand, reports Ad Age and Afro Tech.
Hyundai Motor America has chosen to hire Culture Brands — founded by 15-year advertising veteran Eunique Jones Gibson — as its African American marketing agency of record in an effort to commit to and reach more Black buyers.
“At Hyundai, our vision is progress for humanity, and that includes making our marketing more inclusive and representative,” said Angela Zepeda — CMO of Hyundai Motor America. “We selected Culture Brands for its expertise in reaching multicultural communities in culturally relevant ways. We can’t wait to get started and be more strategic, targeted and authentic in how we communicate with African American consumers.”
The Maryland-based agency has claimed the account with Hyundai under a multi-year contract following a competitive request for proposal (RFP) process. Under this account, the agency will provide strategic marketing solutions that will effectively reach Black consumers.
“Diversity and inclusion, and focusing on our diverse audiences, has been really part of the new fabric of Hyundai,” Zepeda said.
She claims that the automaker searched for an agency “not only developing creative and marketing solutions for the African American target segment, but an agency that really knew about building culture.”
Culture Brands — which currently houses culture-shifting entities such as Because Of Them We Can®, CultureTags® and Dream Village® — is known for developing innovative content that both refutes stereotypes in Black communities and encourages its audiences to celebrate unsung Black figures and our unwritten history year-round.