Hyundai Motor America has selected independent and minority- and female-owned Culture Brands as its African American marketing agency of record.
Culture Brands will provide strategic marketing solutions for reaching and engaging African American audiences more effectively and will begin work this month with the launch of the all-new 2022 Tucson. Hyundai has entered a multi-year agreement with Culture Brands following a competitive request for proposal (RFP) process.
“At Hyundai, our vision is progress for humanity, and that includes making our marketing more inclusive and representative,” said Angela Zepeda, CMO, 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.”
“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,” said Eunique Jones Gibson, CEO & Chief Creative Officer of Culture Brands. “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 African American audience.”
Culture Brands is known for developing innovative content that refutes stereotypes and champions audiences to celebrate unsung Black figures and unwritten history beyond 28 days a year.
They currently house properties such as the award-winning platform Because Of Them We Can®, as well as CultureTags®, and Dream Village® which executed a multi-city tour with OWN and American Family Insurance in 2018.
The agency will collaborate with Hyundai to develop African American marketing strategies, create new vehicle campaigns, provide experiential and social media strategy, and consult on media buying decisions.
In addition to the Tucson campaign, the agency will support future model and IONIQ sub-brand launches, as well as Hyundai Hope On Wheels activities in 2021.