Three black-owned firms come together to win Lexus advertising account

(August 28, 2007) In early August, Push Creative, a New York-based branding agency and Unity Media, a New York-based media buying agency, together with Beverly Hills-based branding firm Walton Isaacson, were selected as an African-American team to work on promoting the Lexus brand to African Americans in both urban and suburban markets. The team is expected to incorporate strategic planning, creative development, experiential marketing and media fulfillment services into their campaigns. Each of the three firms is an independent and minority-owned.

Lexus’ decision to establish this partnership is based on the reputations of the three African-American companies who together have an innovative approach in developing lifestyle initiatives and integrating technology into their campaigns. The company is looking to the combined work of Unity Media, Push Creative and Walton Isaacson to help increase their presence in the African-American market.

Echoing these sentiments, Rudy Gaskins, creative director for Push Creative said that “Lexus is an extraordinary brand and we intend to improve its standing with an innovative and compelling campaign that powerfully resonates with African-American consumers.”

Keeping in the spirit of originality, Aaron Walton, partner and co-founder of Walton Isaacson said that “For us it’s all about generating unconventional ideas that position clients in a way that makes a lasting impression on the consumer.”

In similar vein, Robert Tassie, president of Unity Media, said that “Obtaining the media component for Lexus allows Unity Media to exhibit the strength of the Black media and its ability to tap into the extraordinary purchasing power of the Black buyers.”

Push Creative is an independent, minority-owned agency providing strategic branding and integrated marketing solutions for a wide variety of entertainment and corporate brands, including American Express, Fox News Channel, BET, Costco, The History Channel, ABC, NBC, Spike TV and The New York Times. The company is especially adept at leveraging creative talent to deliver marketing solutions across both the general and African American markets.


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New Buying Power report shows more spending by black consumers on 'necessities'

Thanks to economic gains in the past two years, black households across the U.S., especially middle-class families, are increasing their purchases of lifestyle and leisure items.

According to the newest edition of “The Buying Power of Black America,” there are indications that black households are feeling more confident about making purchases that...
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