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Hyundai Taps Culture Brands for African American Marketing

Hyundai Motor America Inc. said it hired Culture Brands to serve as its African American agency of record as it looks to be more targeted in its marketing efforts.

The Fountain Valley automaker said it hired Culture Brands, based out of Maryland, for a multi-year deal to work on campaigns to reach the African American consumer. The first of that work will be for Hyundai’s 2022 Tucson compact utility vehicle.

The new agency makes good on a focus outlined by Hyundai Chief Marketing Officer Angela Zepeda to the Business Journal last year that includes hiring African-American and Hispanic agencies in a bid to diversify its marketing spend to include those communities.

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