Buick | GMC


When a Fortune 100 automaker took on the challenge to become the most inclusive company in the world, we were asked to help two sister brands show up in a meaningful way.

Live Project


Racial tension in the US surged in the Spring of 2020 after the public murders of unarmed Black citizens at the hands of police. Some companies were uniquely poised to step up boldly with their culturally-rich audiences, others struggled out of fear, readiness, or even team composition. Buick and GMC wanted to explore ways they could become more inclusive brands.


Develop a strategic lens, framework and checklist by which we evaluate multicultural opportunities, especially in the media space for both Buick and GMC. Create a consistent workstream with partners to engage diverse content vendors specifically in priority communities for both brands. Execute work that tells the stories of prospective and current customers for both brands.


Within one year, we’ve helped to implement nearly a dozen strategically connected corporate social responsibility and media programs that have kicked off in 2021 ranging in impact from a greater awareness in priority communities and visibility of community trailblazers, to nurturing young marketing talent.


Cultural Brand Strategy
Partner and Influencer Relationship Strategy