Cultural marketing agency 160over90 said Wednesday it has made a strategic investment and partnership with Obsidianworks, a marketing agency co-founded by the actor and producer. Michael B. Jordan.
Obsidianworks was founded by Jordan and Chad Easterling, a Nike veteran and marketing executive. They lead the agency along with a core senior leadership team, including CAA alumnus and nonprofit advisor René Spellman, and marketing and creative agency veteran Bobby Moore III, who have helped establish the agency for top global brands seeking to reach millennial, Gen-Z multicultural communities.
“Chad and I have been building the foundation for Obisidianworks for years, and I am delighted to finally take this company to the next level, ”said Jordan, Obsidianworks CEO. “Our goal is to bridge the gap between customers and culture. We will seek to raise new voices and fresh perspectives in everything we do. 160over90 was the perfect partner to help advance our commitment to a new era of storytelling that opens the door to more inclusive and authentic stories and campaigns. “
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“We created Obsidianworks to offer ambitious brands something new, brave and different, ”said Easterling, CEO of Obsidianworks. “An agency that reflects the diverse community we belong to and reminds the industry that “multicultural marketing” is mainstream marketing. We are proud to partner with 160over90 to expand our capabilities and help brands and talent benefit from a broader range of stories and storytellers, and reach vital communities, especially Gen Z and millennials, in new ways. “
“Michael and Chad are exactly what we are looking for in partners: multihyphenates with vision, passion and courage, ”said Ed Horne, president of 160over90. “They know what it takes to get and hold attention. We are very proud to invest in the growth of Obsidianworks and look forward to working with them to deliver culturally relevant work that brands cannot find anywhere else. “
Jordan is represented by WME, M88 and Ziffren Brittenham LLP. WME and 160over90 are Endeavor companies. Obsidianworks was advised by Fort Greene Partners LLC, Stubbs Alderton & Markiles, and Ziffren Brittenham LLP. 160over90 was advised by Latham & Watkins.