Boosting representation
Marc Bland, chief diversity officer at S&P Global Mobility, which tracks the automotive industry, said the hirings of Black-owned agencies come as consumers demand more representation in auto marketing. “If you’re trying to reach me, then I want all the content to be about me—Black creative, all-Black actors, real Black scenarios,” he said.
Read more: Hyundai leverages a TikTok trend to connect with Black consumers
Toyota currently ranks first among Black buyers based on new vehicle registration data, according to S&P, followed by Chevrolet and Honda. Jeep ranks eighth (better than its 10th-place ranking among all buyers), while Dodge is 17th (22nd for total market); and Ram is 18th (15th in total market.)
Stellantis got to know TKT & Associates via its participation in Stellantis’s National Black Supplier Development Program, an initiative meant to “develop Black suppliers for future contracting and procurement opportunities in pursuit of greater racial equity in the marketplace,” according to the program’s website. TKT & Associates first started working with Stellantis as a supplier in 2020 through TKT & Associate’s subsidiary, Astute Sourcing LLC, providing contingent staffing and workforce solutions.
Through those efforts, TKT was “able to really hone our skills, get to [Stellantis] better,” Kimberly Bunton, CEO and chief strategy officer of TKT Collab, said during the media briefing. The agency of record assignment is “a tremendous opportunity for us. It is not something that we take lightly… and we appreciate the opportunity to have a creative expression and energy to connect [Stellantis] with the Black community,” she said.
from Digital Marketing Education https://ift.tt/6GCFqaT
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