Allison+Partners launches M365, a multicultural marketing offering that explores audience engagement through three distinct multicultural dimensions: cultural heritage, cultural status and cultural integration. Strategies include: incorporating data science and technology to promote authentic brand awareness; creating relevant moments that tap into cultural trends and conversations; keeping pace with the societal shifts of multicultural audiences; and leveraging research such as quick pulse surveys, focus groups and data insights to help clients understand motivations, aspirations, and key purchase drivers. “Our team of specialists help clients anticipate cultural and economic shifts to create more diversity-forward and inclusive campaigns,” said M365 vice president Ro Hawthorne. In addition to helping clients including Toyota and Denny’s to build and create authentic connections with multicultural consumer markets, the M365 team supports Denny’s activations for HBCU sports.
Keywords Studios, a video games service provider, acquires US-based social media agency Digital Media Management. DMM will join Keywords' Engage division, which includes brands in marketing, player support and player research offering. It will also play a major role in Keywords' move to offer holistic marketing programs. “The acquisition of DMM brings Keywords a top tier social marketing agency, world-class production location and capability, as well as a technology platform that can help scale its influencer offering,” said Keywords Studios chief executive Bertrand Bodson.
Red Fan Communications introduces a new agency model that it says will allow it to better support and create value for its clients. The revised structure adds a client success team that will work with clients to identify goals and strategy, allocate resources, report on KPIs, and deliver results that add business value. The success team will operate alongside the agency’s client services department. As an extension of the firm’s restructuring, Red Fan named former publisher of Austin Woman Magazine Dawn Weston vice president of client success, established a presence in Dallas with Callie Neatherlin as senior media relations manager and promoted eight-year Red Fan veteran, Emma Chase to supervisor of client services. “Under Red Fan’s new model, clients have a seasoned client success manager that is focused on their needs and goals and is not distracted by the traditional duties that in other agencies would pull them in multiple directions,” said Red Fan founder and CEO Kathleen Lucente.
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