For Marcus Best—the new head of Allied Global Marketing’s (AGM) new multicultural division, Allied Multicultural—effectively reaching out to multicultural communities is critical for any entertainment property looking to find a broad audience.
To do that, the global entertainment marketing agency recently consolidated several multicultural divisions—Latino-focused Allied Contigo and LGBTQ+-focused Allied Pride—into one umbrella division led by Best. Allied Multicultural has the resources to target African-American, Hispanic, Asian-American Pacific-Islander and LGBTQ+ audiences around the world.
“As a multicultural community, we’re not a monolithic audience,” says Best. “For us [at Allied Global Marketing], it’s important to have a team that can speak to the breadth of this audience, whether African American, Hispanic, Asian, LGBTQ+. We are working to shape and redefine the narrative in a creative and custom way.”
For Best and his team, that means bringing custom content to audiences where they live, whether that’s placements in such multiculturally-focused media as Ebony and Essence, partnering with multicultural influencers, creating events that appeal to specific communities and more.
“We wanted to have more of an integrated approach when we’re dealing with different clients so that we could look at these audiences holistically,” he says. “Our voices speak more loudly together than separate. We want to show our clients the value and power [these communities] bring. Let us come together and show you that we can be impactful.”
While AGM retains the ability to target specific communities, in most cases it pays to broaden a campaign’s scope, says Best.
He also says that AGM employs diversity across its executive roster. “It’s not often that you see people who understand the voice of the multicultural community, and who are passionate and can speak on their behalf,” says Best.
The company also has 23 offices across the U.S. that employ field reps that help the company keep their finger on the pulse of what’s happening in local communities in those markets.
“This agency uses its diversity as a superpower and I applaud that,” Best says. “They understand that all voices matter and need to be heard.”
Best came to AGM three years ago from cable network Fuse. Prior to that, he worked in marketing in the music industry. After graduating from HBCU Bowie State University in Maryland, he interned at cable network BET.