WPP’s GroupM has formed the Media Inclusion Initiative, a program to support and grow diverse and Black-owned media companies and creators, with an initial focus on Black-owned media and creators.
Under the new initiative GroupM clients are invited to invest 2% (or more) of their total annual media budgets in Black-owned media. Planning is ongoing with activation is projected in the next 12 months.
Also part of the program is the “Diverse Voices Accelerator” created within Motion Content Group, GroupM’s global content investment and rights management company. The platform will support writers, producers, directors, talent and production companies in the development and distribution of content for GroupM’s clients. It will initially focus on Black-owned initiatives and companies and will expand its reach to other traditionally underrepresented communities in entertainment and media.
“The Media Inclusion Initiative represents GroupM’s long-term strategy for supporting diverse media,” said Kirk McDonald, GroupM North America CEO. “As we head into this week’s Black Owned Media Upfront, we look forward to making these investments collaboratively with our clients.”