• by Mike Donahue , Op-Ed Contributor, August 4, 2021

The American Association of Advertising Agencies' (4A’s) Universal Inclusion Initiative is about making everyone feel welcomed.

The initiative, which was announced by the 4A’s a few weeks ago, partners with neurocognitive marketing technology platform Reset Digital to prove that universal inclusion is good for everyone -- as well as being good for business.

The goal is to set a new standard for the advertising industry and establish a roadmap for predictable, positive long-term results for both marketers and the individuals they influence.

The initiative demonstrates that the 4A’s recognizes that agencies have a critical opportunity and responsibility to enhance marketing effectiveness by leveraging deep cognitive understanding across the entire agency workflow -- from insights through content creation through media investment and ultimately, measurement.

When I created Ad ID, for the 4A’s and the Association of National Advertisers (ANA) in 1998 to develop a universal ad asset identifier, it began with a similar goal of creating industry standards that would remove friction for everyone in the marketing, creative and media supply chain.

Unfortunately, that hasn’t happened -- yet! (But if NBCUniversal’s recent announcement is any indication, we may get there yet.)

Like Ad-ID, I believe the 4A’s will do everything in its power to have its Universal Inclusion initiative executed as soon as possible because it also is vitally important to everyone in the marketing, creative, and media supply chain.