A turn of the Upfront/NewFront screw unfolded March 1 at the first-ever GrowthFronts, organized by the Alliance For Inclusive and Multicultural Marketing (AIMM). Instead of TV services making the case for more advertising dollars in advance for the content they'll offer viewers during the season ahead, advertisers and ad agencies were front and center in the hot seat, detailing how they will place campaigns on media owned by and catering to underrepresented audiences. AIMM, holding court at the Henry R. Luce Auditorium inside Dotdash Meredith's offices in New York's Battery Park City district, is a subsidiary of the Association of National Advertisers, one of the oldest U.S. ad industry trade organizations with more than 600 company members.
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