GM has named Atlanta-based advertising group Majority Agency as its fourth diverse agency of record for branded diversity marketing initiatives.
In a statement, GM Director of Diversity Marketing and Development, Tarshena Armstrong, said that Majority shares GM’s belief in reaching a cultural inflection point not just for electric vehicles, but for multicultural marketing as well.
“It’s about authentic connection, community, and a commitment to drive cultural awareness through inclusive marketing practices that earn cultural capital for GM and our family of brands,” Armstrong said.
Cofounded by NBA superstar Shaquille O’Neal, Majority was founded in March of 2021, and has since worked with brands like OshKosh and dating app BLK.
GM has made several commitments in recent years to invest more into diverse-owned media groups. Back in April of 2021, GM confirmed that it would double its ad spending with Black-owned media, from 2 percent of the budget allocation for 2021 to 4 percent, with plans to increase ad spending with Black-owned media to 8 percent of its annual budget by 2025. Additionally, GM committed to a “Diverse-Owned Media Summit” to “encourage existing and potential partners to submit an overview of their business for consideration by GM for deeper engagements beyond the summit, including a request for proposal.”
In addition, GM announced last year the creation of a Diverse Marketing Incubator fund that would include $50 million allocated over 10 years to support and scale diverse marketing companies.
The announcements in 2021 followed criticism from Black media leaders that GM was not spending enough of its ad budget with Black-owned media outlets, including a full-page ad in The Detroit Free Press from Allen Media Group.
Last September, GM announced that GMC would team with nonprofit Marcus Graham Project to promote equality and diversity in marketing, media, and advertising, with GMC sponsoring iCR8 Boot Camp, an education course that provides diverse aspirants in the fields of marketing and media with real-world experience in supporting careers in the industry.
“Investing in sustainable growth and fostering equitable representation extends our reach and strengthens the communities where our customers live and work to ensure education about the transition to EVs,” Armstrong said in the recent announcement regarding Majority.
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Comments
I am so tired of this corporate “woke” BS
I’ve been a GM fan since I was a child and everyday I grow to hate this company more and more.
Vehicles are one of the few things in this world that are color blind. They used to be a point of commonality across cultures and backgrounds.
Now it’s yet another thing that can categorize and divide.
All while preaching “better together”…
I see that most of the supposed “Afro-American ” leadership are asking many companies to discriminate in favor of “black customers” instead of being neutral and promote equality. The same is happening for the gay community. If our “Declaration of Independence” states that all men are equal under God, then why do these two groups ask for more attention? Or do they not believe the equality under God? Or not believe God at all?
So it’s a “diverse” Ad Agency is it ? Let’s see what new LIES the “Diversity” hires can come up with to convince morons to spend, on the average, per KBB, $19,000 more to buy an EV rather than a comparable ICE powered vehicle.
Just my thoughts, I believe GM is realizing how narrow the EV community support is and this is an effort to broaden that community to better assimilate something more like the support for ICE . However, I think their sights may be a little off target in that the cost of a new auto (not to mention the benchmark price of EV’s) simply leave some people out of the EV market. Conversion from ICE to EV will be a slow, undulating process.
Its like watching someone get coached to do the wrong thing and wonder why they suck..