With more companies looking to authentically engage with diverse audience, AMC Networks is lending a hand. It created Avenue, a one-stop shop within its in-house branded content studio that helps partners better reach diverse and underrepresented audiences.
Avenue lets advertising and marketing partners create compelling commercials or branded segments with input from AMC Networks’ talent or the “Avenue Creative Class,” a roster of leading on- and-off-camera talent involved with various series from “The Walking Dead” showrunner Angela Kang to on-air talent such as Giancarlo Esposito from “Better Call Saul.”
Launched in 2021, Avenue has seen a strong response that has included advertisers signing on to placements in series like “The Walking Dead” and “Dark Winds,” a police drama with headlining Native Americans on both sides of the camera. Clients are also joining WE tv’s Thursday night programming block that’s hosted by ALLBLK, AMC Networks’ streaming service dedicated to Black TV and Film.
The Avenue even produces its own original series. “Can We Talk About This?” evolved from an interstitial talk show that places outdated movie stereotypes in context and dialogue to a full series with performers, creators and influencers discussing inclusion in entertainment. The series was selected as a Silver Winner in the Branded Content Campaign at the 2022 Telly Awards.
The Avenue is no dead-end street. The coming year will see the introduction of tentpole opportunities that encourage campaigns or branded content tied to specific diversity celebrations, from Black History Month and Pride Month to Black Business Month and the Lunar New Year. Avenue is currently hyper-focused on reaching the Black, Latinx, LGBTQIA+, Asian Americans and Pacific Islanders, and Women audiences.
AMC Networks’ Avenue embodies the adage that diversity is not only the right thing to do, but also good business. Avenue celebrates underrepresented audiences and helps brands connect with them.