They’re doing it for the culture!
Culture Brands, the Black media company founded by Eunique Jones Gibson, made history today after Hyundai announced them as their first Black marketing agency of record. Culture Brands will provide strategic solutions to connect with Black audiences and begin work this month with the launch of the all-new 2022 Tucson.
The independently owned and woman-run agency was founded in 2017 to fill in the gaps left by ad agencies who had little focus or understanding of Black people and culture. Since their inception, they’ve produced dynamic content that debunks negative stereotypes and celebrates unsung Black figures and unwritten history beyond 28 days a year.
“At Culture Brands, we use our media platforms, consumer brands, and partnerships to generate culturally relevant and affirming campaigns and content; we aren’t just marketers, we are culture shapers, and shifters, “Eunique Jones Gibson, CEO & Chief Creative Officer of Culture Brands said. “We are honored that Hyundai has chosen Culture Brands as its collaborative partner and look forward to working with them to create and execute campaigns that resonate with the Black audience.”
Angela Zepeda, CMO of Hyundai Motor America, told AdAge that in choosing Culture Brands, the Korean automaker is continuing the focus on diverse audiences that have been the “new fabric of Hyundai.”
Zepeda added, “At Hyundai, our vision is progress for humanity, and that includes making our marketing more inclusive and representative. 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.”
According to a press release, Culture Brands will collaborate with Hyundai to develop marketing strategies, create new vehicle campaigns, provide experiential and social media strategy, and consult on media buying decisions. In addition to the Tucson campaign, Culture Brands will support future model and IONIQ sub-brand launches, as well as Hyundai Hope On Wheels activities in 2021.
Under the acclaimed agency’s umbrella is award-winning platform Because Of Them We Can®, CultureTags®, and Dream Village®, which executed a multi-city tour with OWN and American Family Insurance in 2018.
“In starting Because of Them We Can in 2013, my goal was to refute stereotypes and to help people reimagine themselves through the images I was creating… especially children. I wanted to amplify Black excellence. A lot of people don’t know that I left a career in advertising to do that. But I never stop being an advertiser. I just shifted my skillset and learnings into something I thought would have a more lasting impact. I have always wanted to affect the way Black people are depicted in media positively, especially understanding the role advertising plays in funding it,” Gibson told Because Of Them We Can.
She added, “since 2017, we’ve run an agency that has allowed us to work with brands to make their campaigns and content more representative of who we are vs. whom they think we are… There’s no way to emphasize how excited I am to partner with Hyundai to do that and more. They get it, and they want to get it right. And I’m happy that our team will be alongside them for this journey.”
We know you’re going to knock this out of the park!