Integrated marketing agency Allied Global Marketing is launching Allied Multicultural, a group of existing teams focused on African-American, Hispanic, Asian-American Pacific-Islander and LGBTQ+ audiences around the world.
Marcus Best will lead the new group as senior vice president. Best previously served as SVP of Allied Moxy, which specifically focused on African-American audiences. The combined teams include Latino-focused Allied Contigo and LGBTQ+-focused Allied Pride.
“We are thrilled to announce Allied Multicultural to help brands strategize paid, earned and owned media opportunities across multicultural audiences,” said Clint Kendall, CEO of Allied Global Marketing, in a statement. “We understand that effectively reaching the African-American, Hispanic, AAPI and LGBTQ+ communities requires deep cultural expertise. By combining our existing teams of specialists into one group under Marcus’ leadership, we feel we can better create campaigns that reach across these communities while speaking to each one with an authentic voice.”
As part of this initiative, Allied also promoted Verona Cesair-Jones to vice president. She joins Stephany Echepetelecu, Josh Grijalva and Jamila Osouna as vice presidents on the Allied Multicultural team.
“I’m excited by the opportunity to lead a talented team of multicultural experts and curators,” said Best, also in a statement. “We have compiled an incredible group of people that are shaping campaigns and strategies that speak to the full breadth of the African-American, Hispanic, AAPI and LGBTQ+ cultures.”
In business for more than three decades, Allied Global Marketing employs a global team of more than 400 across 23 offices in North America, Europe and Australia to create campaigns for some of the world’s biggest brands across film, TV, streaming, gaming, live entertainment and more.