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Eunique Jones Gibson Is Utilizing Tradition Manufacturers To Ignite Social Change In The Advertising and marketing Business

Eunique Jones Gibson

LOS ANGELES, CA – SEPTEMBER 23: Eunique Jones Gibson, recipient of The Rockstar Award, speaks onstage in the course of the twelfth Annual ADCOLOR Awards at JW Marriott Los Angeles at L.A. LIVE on September 23, 2018 in Los Angeles, California. (Picture by Lester Cohen/Getty Pictures for ADCOLOR)

Eunique Jones Gibson has been proudly disrupting the advertising trade since 2017 by her company Tradition Manufacturers.

As main corporations have began to lean extra closely on Black tradition to assist carry the cool issue to their messaging, Jones Gibson, additionally the founding father of As a result of Of Them We Can, and her workforce have positioned themselves on the intersection of cultural appropriation and cultural relevance to assist construct real campaigns. In an interview with DIGIDAY, Jones Gibson talked about Tradition Manufacturers’ dedication to taking out fashionable Blackness and guaranteeing the neighborhood comes first. “What’s necessary to us is an actual dedication to [the] neighborhood,” she stated. “There are lots of people who can say, ‘We would like one thing culturally related as a result of culturally related means that’s cool and that’s hip, it’s on the high of thoughts and it’s going to resonate,’ however that’s not sufficient for us.”

Boasting purchasers like Hyundai, BET, Nickelodeon, and extra, Tradition Manufacturers has reported a 50% development over the previous few years, in line with DIGIDAY.

For this Black-owned advertising company, it at all times comes again to what they name a “two-way dialog with the African American neighborhood” when deciding who to accomplice with and what strategy to take to maneuver the needle ahead. “It’s a really younger firm, however we’ve obtained some actually dope individuals within the combine that carry that institutional data from the legacy businesses or experiences that basically assist floor us as a result of we’re actually huge danger takers over right here,” Jones Gibson stated. “And generally you simply want skilled individuals to inform you what’s good and what’s not generally as a way to hear.”

Jones Gibson understands the weird area that each she and Tradition Manufacturers fill in an trade with a historical past of utilizing Blackness to promote merchandise whereas ignoring the individuals altogether. In an interview with Forbes, she embraced the company’s mission as its attain expands. “As CEO of Tradition Manufacturers, I purpose to refute stereotypes whereas humanizing and celebrating Black individuals,” she stated.



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