Rrepresentation holds power and basketball star and businessman Russell Westbrook focuses on ensuring that multicultural audiences see themselves reflected in the products and content they consume. The nine-time NBA All-Star has spear a digital media division under his company Russell Westbrook Enterprises.
Westbrook will use the new venture – dubbed RW Digital – as a way to help global brands connect with diverse audiences and elevate the work of color editors. Causal IQ, a strategic digital marketing firm, will partner with the Westbrook team to help companies take a culturally-appropriate approach to their work. RW Digital’s customer portfolio includes American Airlines, PepsiCo, AT&T, American Entertainment Network and Moderna.
Westbrook says he wants to help global brands use their platforms to drive social impact. “With RW Digital, my mission is to enable brands to reach multicultural audiences through data-driven, programmatic media solutions. Today’s multicultural advertising lacks market insights and a deeper understanding of cultural nuances. Our platform also partners with brands to drive social impact on important social causes,” he said. share in a report. “Empowering underserved communities is my passion. With this company, I can have an impact on a global scale.
Farshad FardadCEO of Causal IQ, added Through this partnership, the company will “continue to create compelling value for global brands while sharing Russell’s vision of driving social impact.”
The news about the creation of RW Digital comes as there remains a need for more diversity in advertisements. To research shows 34% of consumers will stop using a brand because its advertising does not reflect their identity.
Whether through philanthropy, business moves, or creating film projects that celebrate Black history and culture, Westbrook has shown a dedication to making underrepresented communities feel seen and heard. Earlier this year, he announced he was developing a documentary that will capture the stories of pioneering black basketball players who competed before the racial integration of the NBA.
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