Allied Integrated Marketing to launch African-American division

Share this article:

Allied Integrated Marketing launched May 10 an African-American marketing division called Allied Moxie, said company president Clint Kendall.

Because Allied focuses mainly on entertainment marketing, which campaigns for movie studios, video game companies and television networks, Kendall said, many clients wanted to see a division created that would help them cater to African Americans.

“It's an important demographic for our clients,” he said. “Particularly for our movie clients, the African American demographic is a key audience for movie going.”

Allied already has marketing divisions for Hispanic consumers and religious viewers as well, Kendall said.  Allied Moxie will be headed up by Kim Walters, who will oversee the company's strategy from Los Angeles and Gloria Jones, who will oversee strategy from Washington D.C., the company said in a statement.

Allied Moxie will focus primarily on “earned media,” he said, including social media and publicity. The division will likely work with grassroots organizations as well. “If you have the right message and the right channels to reach them you can make a bigger impact,” he said.

When targeting different groups, Kendall said, “It can require a different message, although that also can't be too far off from the general audience message. They don't just see media that's targeted to them. They see media that's targeted to general audiences as well.”

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Target Better With Facebook, Sandberg Tells Marketers

Target Better With Facebook, Sandberg Tells Marketers

In earnings call, the COO claims Facebook is 44% more accurate than the industry average at targeting and promises increasing investment in ad tech.

Day One on the DMA2014 Show Floor

Day One on the DMA2014 Show Floor

Sprouting from the Direct Marketing Association convention today were retargeting refinements, rules for breach behavior, and, yes, some darn fine Brussels sprouts.

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.