Chrysler and Jeep parent Stellantis (NYSE:STLA) announced Wednesday that the company has added TKT Collab — a division of Kentucky-based TKT & Associates, a Black- and woman-owned business — to its North America creative roster in an effort to boost its marketing efforts to reach Black customers and other multicultural communities. TKT is the automaker's first Black agency of record across Stellantis’ North American brand portfolio that will oversee marketing efforts to a Black audience.
Stellantis has previously collaborated with Black-owned agencies and developed campaigns targeted towards Black customers. However, executives said the partnership with TKT signifies a reinforced dedication to those audiences and an increased effort to expand and engage with the Black consumer base. Highlighting Stellantis' commitment to fostering diversity and inclusivity in its marketing strategies.
"We are reminded as marketers that it is our responsibility to continue to embrace this ever-changing world with innovative thinking and to demonstrate our commitment not only to diversity, but to also being instruments of change," said Kim Adams House, who was announced to lead multicultural marketing efforts in addition to licensing and merchandising, replacing Juan Torres, who left the automaker in October. "And that is precisely why we went through the rigorous process to identify a Black agency to focus exclusively on building more authentic and deeper audience connections with Black consumers across all of our North American brands."
During the recent Stellantis African Ancestry Network Diaspora Gala, TKT produced a video that specifically centered around Jeep. This video was showcased during the event. TKT's initial major campaign is set to launch later this year, primarily targeting Jeep, it will have a widespread reach across online platforms, social media, and television channels. In addition, Stellantis plans to incorporate product placements for Jeep in various TV shows, films, and music videos as part of their broader marketing efforts.
"We are beside ourselves with the opportunity to work with you guys particularly closely," said Kimberly Bunton, CEO and chief strategy officer of TKT Collab. "We appreciate your trust in us, and we look forward to the ability to make some amazing content that does resonate with a Black community in a very authentic and organic way."
Shares of STLA are down 0.18% in early trading on Wednesday.