Lori J. Hall and Jessica D. Lane Alexander want brands to show Black consumers they value their lives and not just the dollars they spend. The two former entertainment executives, based in Atlanta, have officially launched Pop’N Creative, a multicultural agency focused on digital and social content creation, and experience design.
The agency is founded on the core believe that Black Americans want to spend their money with brands who genuinely care about them. Brands who speak up authentically during this tough time will see a positive effect. Brands who don’t will be in the hot seat.
“We’ve seen too many brands offend Black consumers in their marketing, creative and social conversations, and we know they can do better,” said Hall. “As a result, we are dedicated to helping brands avoid the pitfalls of marketing in a multicultural world. In particular, as brands continue to speak in support of Black Lives Matter and pledge to fight racism, we want to ensure they offer more than just lip service.”
With a collective 25+ years of experience, Hall and Lane Alexander have set out to help these brands authentically connect with highly coveted multicultural audiences.
The duo’s goal is to have brand voices unite behind the consumers they serve and value, which is why Pop’N Creative created their free Response Guide to Discussing Racial Injustice on how to discuss and address racial injustice in America.
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In light of recent protests demanding an end to police brutality and racial injustice, sparked by the horrific murders of George Floyd, Breonna Taylor, Ahmaud Arbery and Rayshard Brooks, Pop’N Creative set out to help brands craft a response that is authentic and supportive of the most recent traumatic events currently happening in the United States.
“As racism in America is an extremely nuanced and multi-layered issue, we want to remind brands this is a fight for equality and demanding institutions protect and serve Black people and our communities like they do for other communities,” said Lane Alexander.
She adds, “Our free response and action guides are available to any executive, small business or brand that needs them. We know attacking racism is uncomfortable, but to create change–you have to be honest, willing to do the work and open to assistance.”
Some brands are getting it right, but too many are getting it wrong.
For brands committed to challenging and calling out racism, the agency followed up with their Free Action Guide to Dismantling Racism to encourage action, such as elevating and promoting Black employees to boardroom and upper management, committing and hiring diverse vendors and suppliers, creating and implementing real and lasting change in workplace equity, and donating money to racial justice organizations.
Specializing in masterful storytelling and crafting campaigns and content that give people a reason to genuinely laugh, cry or share, Pop’N Creative is also obsessed with the intersection of pop culture, marketing and technology.
The agency’s approach is to use these as tools to build strong brands people want to like, tweet, text and talk about.
A sampling of their work includes: Freeform’s original social series Black People Like… and the original digital and social series Unsung Live.
Reel 360 wishes the duo the best of luck. Get pop’N, ladies.