- by Fern Siegel , Yesterday
Global brand-experience agency Jack Morton has launched Vivi, a new diversity-driven practice geared to helping brands connect with women of color.
One in five Americans are women of color — and women drive 80% of all consumer-purchasing decisions, according to Morgan Stanley. Yet, only 1 in 10 women of color think brands do a good or great job connecting with people like them, per a Vivi study. However, it notes 32% will buy from a brand that connects with their identity or culture.
The bottom economic line: Women of color represent $5 trillion in buying power, reports the University of Georgia, Selig Center. And that’s where the new agency steps in.
Run by Jack Morton vet Bonnie Smith, Vivi uses experiential marketing to assist brands in reaching this key target audience. The Vivi team specializes in brand activations for consumer and B2B brands, as well as sponsorship marketing and employee experiences. Her team has expertise in multicultural marketing, brand advertising, experiential creative and production.
Vivi kicks off with The Community Cohesion Project (CCP), a partnership between Walmart, P&G, Crystal Bridges, and other community organizations to build a more inclusive environment in Northwest Arkansas.
“Women, in particular women of color, are not one dimensional, they are not a monolith, Brands must design experiences that make her feel seen, valued and heard, by celebrating all of the ways in which she identifies. Women of color’s impact and ability to shift culture is incredible, and their power as consumers is unmatched,” Smith told Agency Daily.
“What we do at Vivi, is help brands see the world through her eyes, versus a checklist or single brushstroke,” she said. A former Jack Morton SVP-group account director, Smith also founded Studio B Entertainment, a female-owned-operated brand experience agency.
Both Jack Morton and Vivi are experienced with diversity initiatives.
“Vivi is a collective of many powerful voices. Our team’s experience is impressive, having worked with brands such as GM, Showtime Networks, Target, Meta and P&G, and notable cultural properties, such as Latin Grammy’s, ESSENCE Festival and Art Basel,” Smith added. “We’re just getting off the ground and look forward to expanding in the future.”
“If your brand doesn’t have a diversity strategy, you don’t have a growth strategy. Ensuring that diverse audiences feel valued, seen, and understood is imperative for our agency and our clients. It’s why we created Vivi,” said Josh McCall, Chairman & CEO, Jack Morton.
Jack Morton is part of IPG.