Ad Age is marking Black History Month 2025 with our fifth-annual Honoring Creative Excellence package. (Read the introduction and all the essays here.) Today, guest editor Lynnwood Bibbens turns the spotlight to Crystal Foote, founder and head of partnerships at Digital Culture Group, who writes about the deeply personal inspiration she’s taken from her great-great-uncle.
“Boys, save the colors!”
This rallying cry, uttered by my great-great-uncle Sergeant Alfred B. Hilton during the Civil War, encapsulates his unwavering commitment to unity and the fight for equality. As the first Black man from Maryland to receive the Medal of Honor, Sergeant Hilton fearlessly carried both the American flag and regimental colors at the Battle of Chaffin’s Farm. These “colors”—the flags representing his unit—symbolized the ideals of freedom and a nation striving to live up to its promise. Even in the face of overwhelming odds, his focus remained on safeguarding these principles.
Sergeant Hilton’s legacy continues to inspire my work today, serving as a powerful reminder of the importance of courage, perseverance and the pursuit of a more just and equitable society.
As the founder of award-winning Digital Culture Group, the only Black- and woman-owned ad tech solutions company, I carry those values forward by reimagining how brands connect with diverse audiences. Representation is not a box to check—it’s the foundation of impactful advertising. At Digital Culture Group, we provide culture-first insights, bilingual creative and innovative technologies that enable brands to create meaningful and inclusive connections.
The essence of our mission is reflected in our work. Partnering with a major brand during the holidays, we launched an initiative to deeply engage diverse audiences with inclusive and custom creative advertising. Separately, through our IMPACT (Impressions for Positive Change and Transformation) program, we facilitated a partnership between the brand and a nonprofit, offering bonus advertising to support families in need.
The results were extraordinary. The brand’s holiday campaign exceeded expectations, delivering performance 558% above the benchmark goal. Meanwhile, the nonprofit achieved its highest-ever number of families served—over 12 million—driven by increased donations and heightened awareness. These efforts demonstrate how advertising can achieve both outstanding business results and meaningful social impact.
Sergeant Hilton’s call to “save the colors” was about more than flags—it was about protecting the ideals they represented. At Digital Culture Group, we strive to honor those ideals by building an industry where every voice is heard and valued. Advertising has the power to shape culture and bridge divides, and we are committed to ensuring it is used with purpose and integrity.
Carrying my great-great-uncle’s legacy through Digital Culture Group means continuing his work for unity and progress. It means challenging the industry to not just do better but be better. It means ensuring that the values he stood for—freedom, equity and representation—are interwoven into the fabric of everything we create. That is my commitment, and that is my legacy.
