In the pivotal cultural moment of 2020, many brands faced a choice: engage with multicultural audiences superficially or do the deep work required for authentic connection. Fortune 100 automaker Buick & GMC, in partnership with their agency Leo Burnett Detroit, recognized the need to move past performative gestures. They sought a genuine, sustainable strategy to build credibility and chose us to help guide the way.

The core challenge wasn't a lack of intention, but the inertia that often accompanies large organizations. Buick & GMC needed to replace one-off campaigns with a consistent, credible presence in diverse communities. This required more than just a new marketing plan; it demanded a fundamental shift in their operational and cultural approach.

Instead of chasing surface-level inclusion, we developed a bespoke cultural framework that guided both brands on how to show up authentically.

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