Majority unites brands and culture with its diversity-first approach

The founding partners of Majority are on a mission. When CEO Omid Farhang, Chief Strategy Officer Asmirh Davis, Chief Marketing Officer Jorge Hernandez and NBA legend and entrepreneur Shaquille O’Neal opened the doors of their Atlanta agency in March 2021, they put diversity at the forefront—setting a standard that at least 75% of its team would be BIPOC, female or LGBTQ+. Ad Age Small Agency Awards See all of the 2022 winners Click here “While the current system is adjusting slowly, what we need is new systems that accelerate the rate of change,” Farhang told Ad Age at the time. Prioritizing diversity makes for not only an equitable industry—the founders believe it’s a competitive advantage that leads to more culturally disruptive creativity. The agency bills itself as an “agency for the culture” whose remit is to “put brands into culture and culture into brands.” And the work proves it. During the height of the pandemic, MatchGroup’s BLK dating app tapped the agency for a campaign to encourage young Black singles, the group most likely not to get vaxxed, to get on board with the COVID-19 vaccine. The result? “Vax That Thang Up,” a catchy, non-preachy reboot of Juvenile’s 1999 hip-hop anthem “Back That Thang Up.” The result wasn’t just vaccine awareness, it also led to a 30% increase in new BLK customers and a doubling of overall brand awareness. The agency helped Carter’s kids’ clothing brand OshKosh resonate on a culturally powerful level with an aspirational campaign that harked back to when legends such as Muhammad Ali, Mariah Carey and Outkast were kids. This year Majority also saw big business wins and in May became the agency of record for the NBA G League. Other clients include Coca-Cola, Merrell shoes, Shake Shack and Realtor.com. By the end of 2021 at just nine months old, Majority hit $5 million in revenue and is on track to hit $8 million for 2022. Ad Age Small Agency Awards See all of the 2022 winners Click here

Majority unites brands and culture with its diversity-first approach

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