Allied Global Marketing, a full-service integrated marketing agency that works primarily with entertainment, consumer and lifestyle brands, is launching a 360-degree global performance marketing solution dedicated to effectively connecting clients with the LGBTQ+ community. Fittingly, the new service is called Pride.
“Our goal is to achieve comprehensive representation and inclusion of LGBTQ+ individuals from diverse cultures and backgrounds throughout our campaigns ensuring we reach consumers with authentic and inclusive messaging,” explains Rebecca Shoalts, director of Canadian marketing for Allied Global Marketing.
“In today’s landscape, inclusivity and authenticity isn’t just a trend – it’s a necessity. We’re proud to take a bold step forward in our commitment to these values,” says Adam Cunningham, chief strategy officer. “With Pride, we’re setting a new standard, ensuring our clients can authentically engage with the LGBTQ+ community on a global scale.”
Allied says that Pride will do this by leveraging proprietary tech and AI. “Our suite of proprietary tools and AI-based technologies allow us to analyze over 35 years of data from past campaigns within a secure, sandboxed environment to inform strategies, targeting and tactics based on historical campaigns,” Shoalts adds. “We leverage our tools and AI in myriad ways across strategy, paid media, earned media, and owned media.”
Some of those ways include audience data analysis to help gain insight into customer behaviours, mixed media modelling and projections, a proprietary influencer database to help identify and partner with LGBTQ+ influencers, tracking and measuring campaign effectiveness, and developing custom processes to automate tasks.
“Our new service offering aims to elevate and build upon the work we’re already doing,” says Shoalts. “For example, we recently worked with Canadian distributor, VVS Films, where we led earned media and influencer marketing for A24’s romantic thriller, Love Lies Bleeding starring queer icon Kristen Stewart. Despite being broadly LGBTQ+ focused, our approach was tailored to reach a specific subset of the community, which speaks to our overall aim of this new service offering. ”
“We’re here to make sure our clients’ efforts go beyond superficial ‘pride outreach’ and instead foster nuanced and genuine engagement, addressing the unique needs and perspectives within the larger community,” She adds.
Allied is the Canadian AOR for Warner Bros. Pictures Canada, Searchlight Pictures and Universal Pictures.
