General Motors Selects Majority Agency as Diverse Creative AOR

By Kyle O'Brien 

General Motors has chosen Majority Agency, an Atlanta based culture creative agency co-founded in 2021 by Shaquille O’Neal and Omid Farhang, as its creative agency of record for branded diversity marketing initiatives—making it GM’s fourth diverse agency of record.

The announcement comes as GM looks to become one of the top inclusive companies in the world, with an all-electric future.

“Majority shares our belief that this is a cultural inflection point, not just for EVs, but for multicultural marketing,” said Tarshena Armstrong, GM director of diversity marketing and development, in a statement. “It’s about authentic connection, community—and a commitment to drive cultural awareness through inclusive marketing practices that earn cultural capital for GM and our family of brands.”


Majority joins General Motors’ current list of multicultural agencies: Carol H. Williams Advertising, Spike DDB and Casanova INC. Together, these diverse-owned agencies will work with existing GM media, marketing and experiential agencies McCann/Commonwealth, Jack Morton and Carat to help increase EV adoption, amplify cultural moments and social injustice and elevate the GM brand.

“Today we are in the infant stages of a perception shift around EVs. But we need to make the category more inclusive,” said Brandon Butler, chief content officer at Majority, in a statement. “That means multicultural marketing can’t just be an exercise in consulting, versioning and micro-targeting. It must be a leading conduit to the popular culture that transcends our differences and connects us all.”

Armstrong added: “Investing in sustainable growth—and fostering equitable representation—extends our reach and strengthens the communities where our customers live and work to ensure education about the transition to EVs.”