In recent years, as studios and brands have begun to more fully recognize the value of engaging diverse communities, the importance of marketing and PR agencies with expertise in that area has dramatically increased. One of the most prominent marketing and PR agencies in the entertainment industry is Allied Global Marketing, which has over 30 years of experience. As part of the agency’s multicultural focus, it had previously launched separate divisions focused on various diverse communities, like Allied Moxy, an African American focused marketing team, Allied Contigo, focused on Latinx marketing, Allied Pride (LGBTQ+) and Allied Azn (AAPI).
Recently, the agency made the strategic move to consolidate its various multicultural focused divisions under one umbrella, Allied Multicultural, led by veteran marketing and PR executive, Marcus Best.
Best and his team have worked on projects like Black Panther, P-Valley, Bel-Air, The Underground Railroad and Shang-Chi and the Legend of the Ten Rings. Before joining Allied, Best worked in the music and cable industry at BET, Warner Bros. Records, Interscope, and Fuse TV, and began his career as the personal assistant for singer, songwriter and producer Jon B.
I had the opportunity to speak with Best about his career path, how his team works with clients to better understand leveraging various diverse communities, and his advice for those interested in pursuing a career in marketing and PR.
My favorite story he shared, without naming any names, is about a client who wanted to appeal to Black audiences by targeting barber shops. Best and his team suggested expanding that focus to include HBCUs, fraternities and sororities, and other strategies to more effectively tap the audience they were seeking.
That anecdote is a great example of the important ways that multicultural marketing agencies can play vital roles in authentically and effectively appealing to diverse audiences.
Check out our conversation below!
ABOUT ALLIED GLOBAL MARKETING
In business for over 30 years, Allied has built upon its roots in advertising and publicity for movie studios to become a global leader in entertainment, culture and lifestyle marketing. Allied’s global team of specialists, over 400 strong across 23 offices in North America, Europe and Australia, create campaigns that drive conversion for some of the world’s biggest brands and their diverse customers across film, TV, streaming, sports, gaming, live entertainment, cultural institutions, hospitality and consumer brands.
To learn more, visit www.alliedglobalmarketing.com.
Ron is the founder and Editor-in-Chief of POC Culture. He is a big believer in the power and impact of pop culture and the importance of representation in media.