Publicis Once & For All Coalition Is Making Change in the Ad Marketplace

Founded and led by Publicis Media the Coalition is a multiyear initiative to increase equitable investment and improve representation for underserved and minority suppliers The Coalition is a partnership between Publicis Media its clients diverse and mass market suppliers research firms Comscore and Nielsen and the Association of National Advertisers ANA Alliance for Inclusive and Multicultural Marketing AIMMquotThe goal is to establish new diverseowned content media buying initiatives and increase opportunities for diverse suppliers and creatorsquot Vice President Rejon ThomasFerdinand explained quotWe39ve sparked new ways of working and delivered new processes on how to approach the marketplace and we39ve opened the apertures for new suppliers and brought in new partnershipsquotAt a time when the media and advertising industries are fortifying their commitment to diversity equity and inclusion the Coalition39s work is timely and prescient Brands and agencies are directing more dollars to reach multicultural audiencesBut there39s more to be done ThomasFerdinand noted quotIt is imperative that we go beyond spendquot she said quotHow do we invest and measure media How do we create content and do inclusive marketing It is a collective problem to solvequotThe Coalition has focused on three core initiatives with tangible actions and activities and the efforts are coming to fruition1 Invest in Diverse Content Creation and ProductionTo nurture diverse programming and creators Publicis Media39s APX Content Ventures Inclusion Investment Fund invested 25 million to support diverse content creationThe Coalition39s content investment supports multiplatform content Several shows have hit the market including Aspire TV39s 6 Minutes to Glory The HBCU Band Experience which followed six HBCU bands as they prepared to compete in the HBCU AllStar Battle of the Bands event and a streaming series with Alpha Precision media 5GRV Gamers on the Road a reality show featuring three Black female gamers on a 10day road trip visiting HBCU campusesThere39s more to come ThomasFerdinand said the Coalition is funding more than 25 concepts with a dozen media partners2 Improve the Planning ProcessThe Coalition is developing tools and programs to help brands and agencies increase their multicultural planning and spending So far Publicis Media has developed nine new media buying and planning tools across its three verticals to chart best practices The goal ThomasFerdinand explained is to improve the measurement of consumer sales lift return on investment and KPIs3 Hone in on MeasurementThe group launched a market measurement pilot with 18 of its advertisers and five measurement partners at the end of last year ThomasFerdinand explained The tool will help evaluate the impact of diverse consumers and suppliers on business outcomesA reflection of the industry39s focus on DEampampI the Coalition is proliferating It currently counts about 60 members including Publicis clients mass market and diverseowned operated andor targeted suppliers and measurement firmsIn two years ThomasFerdinand said members have 50 higher budget allocations toward diverse media and engage with 40 more diverse suppliers vs nonCoalition membersSince taking the helm of the Coalition a year ago ThomasFerdinand has served as the program39s point person She calls on advertiser and supplier members facilitates communications and best practices and leads the group39s gatherings She said the Coalition39s members and the ad industry are committed to diversity equity and inclusion and she keeps Coalition members focused and on task amp8230 The Coalition meets in person quarterly and smaller groups such as advertisers and suppliers gather regularly Stakeholders keep in touch through a LinkedIn group newsletters and virtual meetings ThomasFerdinand said they39re working towards common goals Better investment measurement inclusive content and marketingquotWe know that we need to do better as an industry amp8230 and we39re working toward progressquot she concluded quotAll players need to come together to address and break down legacy barriers and the Coalition is allowing for a new level of community and commitment to build a more equitable ecosystem togetherquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Publicis Once & For All Coalition Is Making Change in the Ad Marketplace

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Alli Romano

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Publicis Once & For All Coalition Is Making Change in the Ad Marketplace

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