Actual Occasions Media has relaunched its cultural advertising firm, previously referred to as RTM360°, as Pitch Black. Beneath the brand new identify, the corporate will proceed to assist purchasers join with Black audiences by way of a mixture of culturally related model communication & outreach initiatives. It at the moment helps a portfolio of 15-plus purchasers nationwide.
“As RTM360 we’ve been in a position to do some nice work on behalf of wonderful purchasers across the nation. But it surely felt like with the watershed instances of the previous few years, that branding now not precisely mirrored the guts of who we’re as a corporation,” says Tanisha Leonard, president of Pitch Black. “Not that we’ve ever been something however unapologetically Black, I really feel the time is now for us to double down on that. I need our model to replicate the soulful flare of the communities we serve, that savoir faire, the grit and resiliency of ‘you’ll be able to’t outdo Black individuals’ power. It’s essential that after we stroll right into a room, our clients know this…and that they’ll depend on our sensibilities when connecting with Black audiences.”
Leonard, a 20-year advertising and communications skilled and a key government of Pitch Black guardian firm Actual Occasions Media, has led the group since its inception in 2018. She is joined on this effort by cultural advertising veteran Eric Roberts who serves as the corporate’s government vice chairman and brings a wealth of expertise, having led multicultural efforts for nationwide manufacturers akin to McDonald’s, Amtrak, and Hartford Monetary Companies Group.
“Black individuals are not dark-skinned white individuals” is a continuing chorus that Roberts has borrowed from Tom Burrell, acknowledged as the daddy of Black promoting. Roberts explains, “The purpose is that it isn’t language that distinguishes connectivity with Blacks, however the potential to know and acknowledge the Black expertise and cultural nuances that authentically resonate. Black People have appreciable satisfaction in being People. At Pitch Black, we’re protecting of cultural heritage and acknowledge the significance of sustaining traditions and symbols that strengthen the neighborhood.”
Echoing Leonard’s sentiment on why it was time for the corporate to evolve, Actual Occasions Media CEO Hiram E. Jackson mentioned, “The heightened sensitivity for social justice and fairness ensuing from the 2020 tragedies of George Floyd and Breonna Taylor renewed focus for firms round efficient communications for Black communities. “The unlucky by-product of that is that now everybody claims to be an professional on connecting with Black individuals. That’s not what you get with Pitch Black. Its legacy is rooted in a century-long historical past of being part of the Black Press. We now have been advocates of amplifying Black voices and impacting communities lengthy earlier than it was the snug factor to do. That is our superpower.”
Mission-based Advertising and marketing
“We’re not right here to easily get our purchasers “invited to the cookout,” Leonard goes on to say. “Our mission is to create genuine engagements and platforms mutually helpful to manufacturers and the communities they wish to join. Nothing we do is transactional. Our focus is on crafting communications that demonstrably construct influence and model sturdiness for our purchasers amongst Black communities.”
She additional notes that her group prides itself on being intentional concerning the language of Black Neighborhood versus Black Communities.
“Black individuals are not a monolith. Sure, there may be an underpinning of collective tradition. However messaging that not solely resonates however prompts goes past that floor. Our methods fiercely signify the tradition and strike the fragile steadiness between the emotional & rational, however we intention to search out the nuance, that “one factor” that motivates an viewers,” says Leonard.
A Second in Time
A lot of the work finished at Pitch Black is rooted in storytelling, even all the way down to why September 13 was chosen as a launch date. It’s a nod to the Gloucester County Conspiracy of 1663. September 13, 1663, is commonly famous as the primary recording of a deliberate slave rebel within the nation. Whereas the deliberate rebellion was thwarted, Pitch Black pays homage to the date in reflection of its mission to make sure and keep the integrity of its work. To study extra concerning the firm, go to www.hellopitchblack.com.