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Hyundai hires FUSE agency to handle first African American advertising campaign

(October 28, 2014) Hyundai Motor America has named the St. Louis, MO-based marketing agency, FUSE, to handle its efforts targeted to African-American consumers. Announcement of the assignment was first made at the Rainbow PUSH Automotive Summit in Detroit earlier this month.

FUSE's first task for the automaker is a new advertising campaign entitled "Hyundai Smarter," which focuses on everyday women and issues of importance to them. More than 80 percent of automotive purchase decisions are influenced by women, and the ethnic consumer market represents 1 out of 4 new car buyers, according to research firms Auto Alliance and IHS Automotive.

"We celebrate the successes and contributions of women," says Zafar Brooks, Director, Diversity and Inclusion, Hyundai Motor America. "We are proud to launch this campaign, which speaks to the interests of the multicultural women market. The growth of this segment is significant, and it is critical that we address its important needs of safety, reliability and value. The all-new 2015 Sonata is a Smart Choice that meets the demands of this market."

The Hyundai Smarter campaign will run now until November 21st. The advertising campaign developed by FUSE includes a 60-second broadcast and radio ad, a 90-second internet only ad called "Time to Shake Up The World," an online web series, and a limited edition SmarterLiving brand book.  Social media followers can join the conversation on Facebook or Twitter using hashtag #HyundaiSmarter.

FUSE was started in 1997 as a creatively led ad agency focused on building a deeper relationship between companies and consumers. It sought to create provocative advertising that would not only build brands but also build self esteem and pride in the consumers that would view the messages.

Numerous awards and honors have been bestowed to FUSE, including being the first Black-owned agency to win "Best of Show" in local, regional and nationally Addy Awards from  the American Advertising Federation. Clifford Franklin, FUSE CEO (pictured), was named Advertising Executive of the Year by Target Market News in 2009.

FUSE's client roster includes Edward Jones, Entergy, Gillette, IBM, The State of Missouri, The Obama Campaign, STL Cardinals and V408.

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The 2014 MAAX Awards to honor African American marketing, media and research execs Nov. 17th

Target Market News has announced the recipients of the 2014 Marketing to African Americans with Excellence (MAAX) Awards. The annual awards presentation recognizes the contributions, innovations and exceptional performance of African American professionals in the fields of marketing, advertising, media, public relations, consumer research and advocacy. The recipients are...
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