How Majority uses diversity as a competitive advantage

Founded less than three years ago, it hasn’t taken long for Majority to leave its mark—not only with clients but with the industry at large. The Atlanta-based shop, co-founded in March 2021 by NBA legend Shaquille O’Neal and agency veteran Omid Farhang, pulls from a multicultural talent pool but scoffs at the label of multicultural agency. It’s a winning formula leading to general market duties for clients including Sprite and the NBA’s G-League. WPP is so impressed that it took a 30% stake in the agency in June, with WPP CEO Mark Read praising the shop as “really adept at connecting with the new audiences that our clients want.” Ad Age Small Agency Awards See all of the 2023 winners Click here Majority reported $11.5 million in revenue in its second year, up 120% from the prior year, as it welcomed new clients including Coca-Cola Co. (Sprite) as well as Kids Foot Locker and Realtor.com. The growth came as the agency employed roughly only 25 people—75% of whom represent people of color and LGBTQ+ communities. Diversity is “the ultimate competitive advantage for ideas that land in culture,” Majority said in its entry. For Sprite, the shop handled a campaign that promoted a new clear bottle that is easier to recycle. Ads featured NBA stars Trae Young and Anthony Edwards, who pushed the message that the liquid inside the bottles is not changing. General Motors hired Majority in late 2022 as its “agency of record for branded diversity marketing initiatives”—work that has included a branded content series called “Neighbor Hoods” in which the automaker partnered with emerging artists for artwork displayed at Roc Nation’s “Made in America” music festival in Philadelphia. Ad Age Small Agency Awards See all of the 2023 winners Click here

How Majority uses diversity as a competitive advantage

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