20 firms commit to spending 2%+ of annual media budget with Black-owned suppliers

GroupM, WPP’s media investment group, has announced that 20 clients have pledged to spend at least 2% of their total annual media budgets with Black-owned media companies; through the firm’s recently introduced Media Inclusion Initiative. 

Committed clients include AARP, adidas, Citizens, Danone, DoorDash, Ferrara, General Mills, L’Oréal USA, Mars, MGA Entertainment, Mizkan America Inc, Nestlé, No7 Beauty Company, Pernod Ricard, Pharmavite, Ring, Target, Tyson Foods, Uber and WW International Inc.

“Today’s bold commitment by our GroupM clients is essential to advancing diversity, equity, and inclusion across the media landscape,” stated Gonzalo del Fa, President of 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.”  

EQUITABLE MEDIA LANDSCAPE 

Target, for example, has pledged to spend 5% of its budget each year with Black-owned media companies from next year. “At Target, we’re committed to promoting inclusivity across our business, from the brands we carry and stories that we tell to how we connect with our guests,” stated Maurice Cooper, Senior Vice President, Marketing of Target. “The health and longevity of Black-owned publishers is essential to an equitable and representative media landscape; and we recognise an opportunity to drive meaningful change by spending 5% of our budget each year with Black-owned media companies, beginning in 2022; while also increasing our engagement with Black content creators. These investments will help our partners grow, further compete and extend their reach, helping ensure that all guests, everywhere, feel even more welcome at Target.”

The partnership with GroupM focusing on Black-owned media “is an important part of our anti-racism work and in line with our commitment to double supplier spend with Black-owned businesses”, added Uber’s Global Head of Media & Social at Travis Freeman. “Uber is committed to leveraging our scale to drive positive social impact and change.”

Evaluating media investments “to ensure they are spent with Black-owned media companies is an important step in combating racial inequality and creating new economic opportunities for diverse communities,” commented Terrance Irizarry, Head of Inclusive Diversity for Danone North America. “This is part of our larger journey and our work toward enhancing the overall diversity in our content; and our partnerships with diverse suppliers in the industry. At Danone, the marketing for our delicious foods and beverages needs to reflect the diversity of our consumers and society; and reach those consumers meaningfully.”

BLACK-OWNED MEDIA FOCUS

Part of GroupM’s Responsible Investment framework, Media Inclusion Initiative is an integrated strategy for directing investment in, and creating opportunities for, diverse media companies and content creators; with an initial focus on Black-owned media. “Directing investment toward Black-owned media is essential to the future of our industry and a priority for GroupM in our mission to create a more equitable ecosystem; and make advertising work better for people,” said Matt Sweeney, Chief Investment Officer at GroupM US. “We are inspired by the immediate enthusiasm from this initial group of industry-leading clients, which reinforces our commitment to meaningful, long-term action.”  

The initiative reinforces GroupM’s critical stand over the last several years to invest in and support supplier diversity and efforts that improve the industry’s ecosystem; and drive positive cultural influence. “We are proud to join GroupM’s Media Inclusion Initiative; and commend all agency and advertiser efforts to support minority-owned media companies and creators,” stated Courtney Ballantini, VP of Marketing Communications at Tyson Foods. “We believe investing with intention is critical for advancing equitable and inclusive marketing practices. We are pleased to partner with GroupM and Mindshare to accelerate those efforts. At Tyson, we are committed to equity, inclusion and diversity within our own business and across our communities. 

Earlier this year, retail giant Target announced a commitment to spend more than $2 billion with Black-owned businesses by the end of 2025, as reported. Click here to read more.