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.”