Stellantis will boost its diversity marketing by using a Detroit-based, Black-owned boutique marketing and consulting firm.
The automaker is adding Ignition Media Group to the company’s media and marketing agency roster.
The agency will focus on Stellantis’ North America brands, including Alfa Romeo, Chrysler, Dodge, Fiat, Jeep and Ram.
The automaker’s cross-town rival General Motors has faced continued pressure this year to spend more money with Black-owned media.
Ignition Media Group, through its Soundcheck practice, will serve as a sounding board and multicultural thought partner to assist in shaping and fortifying Stellantis’ media and marketing strategies across the company’s portfolio, according to the automaker.
“Through this newly formed alliance with Ignition Media Group, our commitment to minority-owned economic empowerment also continues to evolve and take shape, ensuring that we are both audience-aware and culturally inclusive across our multibrand portfolio,” said Marissa Hunter, vice president of marketing, Stellantis North America in a release.
Ignition Media Group was founded in 1998 by Dennis Archer, Jr., the son of former Detroit Mayor Dennis Archer.
“The Stellantis leadership is adamant about making certain talent attraction, marketing and advertising creative, and philanthropic strategies are reflective of an evolving domestic and global marketplace,” Archer Jr. says in a release.
The partnership with the agency will play a “significant role” in the automaker’s goals of strengthening corporate diversity, inclusion and engagement strategies, says Lottie Holland, director – diversity, inclusion, engagement and EEO compliance, Stellantis North America.
“Our commitment to creating a diverse network of partners across all facets of our business, representing our workforce, our customers and our community, is a critical building block in shaping our collective future,” Holland says in a release.