• by Joe Mandese  @mp_joemandese, October 19, 2021

Omnicom Media Group (OMG), which has been taking steps to increase diversity in the media supply chain it buys for its clients, this morning announced it is working with the National Minority Supplier Development Council to “certify” suppliers that meet its standards.

Omnicom -- which touts the association as a “first-of-its-kind partnership” -- will give the council’s certification to media outlets that meet its criteria as “diverse content creators,” which the agency said it will utilize in its media selection process.

The goal of the initiative is to “build the industry’s only database of certified creators, enabling a new media channel for diverse investment,” OMG North America CEO Scott Hagedorn said in a statement, adding that this is part of a progression of initiatives talent by OMG to accelerate diversity in the media supply chain.

"Earlier this year we partnered with a minority-owned [supply-side platform (SSP)]and others to enable the launch of more than 150 private marketplaces t hat helped diverse publishers gain a greater share of spend,” he noted.

As part of its partnership with the council, OMG said it has established a “grant program” that will reimburse the application fee to needy media content suppliers applying for certification.

Additionally, the agency said suppliers who earn certification will also be eligible to participate in “a comprehensive media and advertising education program that OMG will create to support qualifying candidates.