LOS ANGELES: The Axis Agency, the multicultural unit of Weber Shandwick, has named Kevin Hooks SVP of the African-American and urban marketing practice, a new position. Hooks started in early January.
Armando Azarloza, Axis president, said he wants the firm to be a full-service agency, and that hiring Hooks is the first step.
"There's a huge void out there today when it comes to knowing the African-American and urban markets," Azarloza said. "He brings the experience and knowledge of both."
Hooks joins from UPP Entertainment & Marketing, where he was VP and GM, handling brands like Procter & Gamble, Motorola, and Bacardi.
Some of the projects Hooks has already started on include the US Treasury Department's "Go Direct" campaign, an effort to get social security recipients to choose direct deposit instead of traditional checks.
Hooks said he's worked on unions between the National Urban League, the NAACP, and the Treasury Department for a Go Direct push for Black History Month in February.
He is also planning an effort for Pfizer to launch in June.
Hooks will report to Azarloza, alongside Anita Alban-Gastelum, SVP of the Hispanic marketing practice at Axis.