CHW encouraged the insurer to contract the Millward Brown Group, a global-market research agency, to measure the spot’s effectiveness. Williams and her team want to make sure that they’ve delivered. “We needed an agency that would really be a partner with us. [We needed an agency] that would understand the African American consumer and how to get the right messages to that consumer in a way that was going to help us build our business,” Jennifer Davis, director of multicultural marketing at Allstate, says of its three-year relationship with the agency.
As the influence of the African American market expands, CHW is not only poised for growth, but for dominance. You can bet that Williams and company will be working their brand of magic for years to come.