GroupM today announced that an inaugural group of 20 clients has pledged to spend at least two percent (2%) of their total annual media budgets in Black-owned media companies through the firm’s recently launched Media Inclusion Initiative.
The program is designed to help clients invest in diverse media companies and content creators with an initial focus on Black-owned media.
Charter clients include AARP, adidas, Citizens, Danone, DoorDash, Ferrara, General Mills, L’Oréal USA, Mars, MGA Entertainment, Mizkan America Inc., maker of RAGÚ, Nestlé, No7 Beauty Company, Pernod Ricard, Pharmavite (maker of Nature Made vitamins and supplements), Ring, Target, Tyson Foods, Uber, and WW International.
Full budgets aren’t disclosed but the 2% allocations will be made beginning with the 2021 upfront marketplace discussions.
GroupM said it was in talks with other potential participants as well.
In addition to the Media Inclusion Initiative, GroupM recently announced a program called the Diverse Voices Accelerator (DVA) which will support writers, producers, directors, talent, and production companies in the development, of premium content for GroupM’s clients.
“Today’s bold commitment by our GroupM clients is essential to advancing diversity, equity, and inclusion across the media landscape,” said Gonzalo del Fa, President, GroupM Multicultural. “Investing in the Black-owned media companies of today and the future, is at the core of the Media Inclusion Initiative. We plan to continue to work with all our clients to identify further ways to do just that.”