Hyundai appoints African-American marketing agency, Culture Brands


Hyundai Motor has appointed Culture Brands as its African American marketing agency of record in a bid to promote inclusion. Culture Brands, an independent, minority and female-owned agency that celebrate, reflect and represent African Americans in media, will provide strategic marketing solutions for reaching and engaging African American audiences more effectively.

Angela Zepeda, CMO, Hyundai Motor America said: “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.”

Culture Brands 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, Culture Brands will support future model and IONIQ sub-brand launches, as well as Hyundai Hope On Wheels activities in 2021.

Eunique Jones Gibson, CEO & Chief Creative Officer of Culture Brands said: “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. 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 develop innovative content that refutes stereotypes and create culturally relevant and affirming campaigns that inspire African American audiences by ensuring they feel seen, heard and valued. The Company’s media platforms include the award-winning 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.



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