[Marketing Week] Bob Koigi: From campaigns to investments: How brands are championing black culture

As the world celebrates black history month in February, brands and agencies across the globe are not only paying tribute to black culture but have taken tangible steps to elevate, invest in, and empower black individuals and communities.

These initiatives, ranging from cultural campaigns and financial investments to ongoing partnerships with various players, reflect a deeper commitment to diversity, equity, and inclusion.

While February serves as a reminder of the importance of recognizing black contributions, the momentum generated by these efforts signals a more lasting change, offering hope for a future where black excellence is continuously celebrated and supported in every industry.

To usher the black hisory month, OUTFRONT Media, one of the largest out of home media (OOH) companies in the U.S., has announced its 2025 Black History Month initiatives, featuring inspiring OOH campaign series collaborations with Artsy, and Ad Age to celebrate Black creative excellence.

The Pepsi National Battle of the Bands (NBOTB) has announced the February airing of "Celebrating Champions of Culture," a dynamic film that honors the legacy and cultural significance of Historically Black College and University (HBCU) marching bands.

At the same time, Cosmopolitan, the UK’s media brand for young women, has launched a campaign to amplify its Black Beauty Hub – the title’s online destination for all things Black beauty.

Cosmopolitan’s Black Beauty Hub (BBH) is a culmination of all the work that the brand has done to create content that serves its Black British audience over the last decade.

In the recent past, GroupM, WPP’s media investment group, has launched a Black and Diverse media commitment that endeavors to have their clients pledge 2+% of their media budgets to Black and diverse media platforms, creators, and audiences in Canada.

Widen The Screen, an initiative of Procter & Gamble,P&G, accelerated opportunities for over 300 Black filmmakers across 12 films, including Queen Collective and 8:46 Film shorts, resulting in over 3001 minutes of original representative content in its first year.

P&G also stepped-up investment in Black Owned media companies, including Group Black, Central City Productions and Allen Media Group, as well as longstanding Black operated partners such as BET and OWN, to encourage the elimination of investment inequalities in the creative supply chain.

Logitech also partnered with creators to help address racial inequality by announcing July as #Creators4BIPOC month, a movement that aims to help address barriers disproportionately faced by Black, Indigenous and People of Color.

Super Bowl LIX Campaigns

Super Bowl LIX, one of the biggest annual sporting events in the U.S., is not just a battleground for football teams, but also for brands vying for attention on a global stage.

As one of the most-watched television broadcasts in the world, Super Bowl advertising has evolved into a high-stakes opportunity for brands to showcase creativity, innovation, and cultural relevance, and this year is no different.

Beauty brand Dove returns to the big game with a new ad to raise awareness of the impact negative body talk can have on girls in sports.Inspired by the findings that nearly half of girls who drop out of sports are criticized for their body type, Dove's 30-second spot will air during the fourth quarter, with an important message about boosting body confidence in young athletes.

Kitchenware brand HexClad, has unveiled "Unidentified Frying Object," its first-ever Super Bowl commercial that will air during the big game on February 9. The historic :30 second spot stars culinary icon and HexClad partner Gordon Ramsay, who showcases the brand's "out-of-this-world" technology alongside a surprise cameo appearance by actor and comedian Pete Davidson in an intergalactic kitchen escapade.

The Foundation to Combat Antisemitism (FCAS) is launching its second-ever Super Bowl campaign - 'No Reason to Hate'. The campaign emphasizes that when we break down the reasons behind hate, they are not only disturbing, but they are also, often, frankly stupid.

Instacart, the grocery technology company in North America, has unveiled its first-ever Super Bowl commercial, which will air during the second quarter of the Big Game on Sunday, February 9, 2025. Entitled "We're Here" the 30-second spot brings together beloved icons from America's favorite grocery brands — including breakout stars from the most legendary Big Game ads of years past — for one epic delivery that is only possible with Instacart.

This, as a recent research showed that nearly half of Super Bowl watchers can’t wait to see what Budweiser does this year. 44% of respondents are looking forward to seeing Budweiser or Bud Lite commercials during this year’s game, significantly higher than any other brand. Other brands mentioned were Doritos (24%), Coca-Cola (11%), and Pepsi (9%).

Sony, an official technology partner of the NFL, announced that it will have more technology than ever capturing this year's Super Bowl LIX between the Kansas City Chiefs and the Philadelphia Eagles on February 9th in New Orleans, Louisiana.

In total, more than 240 Sony Cameras will be in and around the Caesars Superdome covering your favorite plays, replays, interviews, and celebrations - enhancing the fan engagement experience for the crowd on-site as well as the billions around the world that will watch the game and consume Super Bowl content after it is over.

Agencies and accounts

Warner Bros. Discovery (WBD) have appointed Special as their creative agency of record to lead the launch of Max in Australia, working across brand strategy, advertising, earned media and content, following a competitive pitch. Max – the premier global streaming service from Warner Bros. Discovery is set to launch in Australia in H1 2025. Max is the destination for high quality entertainment that commands attention and gets everyone talking.

FINN Luxe, the dedicated luxury offering at FINN Partners, has been appointed as the UK and US retainer PR agency for global hospitality company Pan Pacific Hotels Group as well as its first property in Europe, Pan Pacific London.

Based out of London and New York, the PR agency team will drive brand visibility for Pan Pacific Hotels Group and Pan Pacific London.

Sorbent has appointed independent agency Sunday Gravy to ensure more Aussies reach for its range following a competitive pitch.

Partnerships and acquistions

Havas has acquired a majority stake in Channel Bakers, an e-commerce media agency and leader in retail media innovation.

The addition of Channel Bakers reinforces the performance and e-commerce capabilities of Havas Media Network’s global e-commerce proposition, Havas Market, delivering incremental growth for clients by harnessing the synergies between paid performance, retail media and content.

Media group Mediahuis has announced plans to acquire DGN Groep (DGN). This company's successful online platforms, including ZorgKiezer, EnergieKiezer and DeGoedkoopsteNotaris, offer consumers independent advice when comparing healthcare and health insurance, energy suppliers and notaries.

Paramount Global and Nielsen, a global player in audience measurement, data and analytics, have signed a new, multi-year deal, effective immediately. The partnership includes measurement for all Paramount platforms: national and local broadcast, all cable networks, and streaming on Paramount+ and Pluto TV.

Startups weekly update

Hitachi Ventures (HV), the corporate venture capital (CVC) arm of Hitachi, has announced the establishment of its fourth fund - HV Fund IV, to identify startups with the potential to create or disrupt large attractive markets, anticipate the next technological and social turning points, and generate future growth opportunities.

Neofin, a Brazilian AI-powered SaaS platform for accounts receivable workflows, has secured $7 million seed round led by Quona and Upload Ventures, alongside other investors. Neofin is currently in the first chapter of its existence (and forecasts at least 2 more going forward), which is focused on the Accounts Receivable and Collection cycles.

Innovate BC and the National Research Council of Canada Industrial Research Assistance Program (NRC IRAP), are investing a total of $1.5 million in funding across twelve B.C.-based companies to pilot innovation projects. Projects areas include wildfire management, critical minerals, water treatment, artificial intelligence and data analytics in applications to clean technology and agriculture, and more.

Other major news of the week

Omnicom has announced results for the quarter and full year ended December 31, 2024. Revenue in the fourth quarter of 2024 increased $261.3 million, or 6.4%, to $4,322.2 million. Worldwide revenue growth in the fourth quarter of 2024 compared to the fourth quarter of 2023 was led by an increase in organic revenue of $212.2 million, or 5.2%.

You Jump has merged Jumpsquare and Jump XL to Create a European Trampoline Park giant. In the first quarter of 2025, all indoor trampoline parks of Jumpsquare and Jump XL will continue under the same brand name: Trampoline Park You Jump. This will create a single leisure brand of European scale with nearly 60 locations.

Bob Koigi is the editor-in-chief of Marketing Report.One

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