GroupM Introduces the Media Inclusion Initiative, an Integrated Investment Strategy to Grow Black-Owned Media Companies and Support Creatorship
13 de mayo de 2021
GroupM, WPP's media investment group, today announced that it has formed the Media Inclusion Initiative, an integrated investment strategy to support and grow diverse and Black-owned media companies and creators, with an initial focus on Black-owned media and creators. As the latest program in GroupM's Responsible Investment framework, this initiative deepens the group's DE&I commitments. Specifically, the program components include a 2+% Pledge and "Diverse Voices Accelerator" positive impact fund that begins with an initial focus on Black-owned media.
"The Media Inclusion Initiative represents GroupM's long-term strategy for supporting diverse media," said Kirk McDonald, GroupM North America CEO. "In the immediate term, the Media Inclusion Initiative does two things: It invests in Black-owned media companies and creators that exist today, and it invests in supporting new Black-owned media companies and creators for tomorrow. As we head into this week's Black Owned Media Upfront, we look forward to making these investments collaboratively with our clients."
The first component of the Media Inclusion Initiative is a "2+% Pledge." This pledge invites GroupM clients to invest at least two percent (2%) of their total annual media budgets in Black-owned media. Invitations and planning are active now, with activation projected in the next 12 months.
Additionally, the Diverse Voices Accelerator serves as a positive impact content fund created within Motion Content Group, GroupM's global content investment and rights management company. The platform will support writers, producers, directors, talent and production companies in the development, funding, distribution and marketing of premium content for GroupM's clients. The Diverse Voices Accelerator will initially focus on Black-owned initiatives and companies and will subsequently expand its reach to traditionally underrepresented communities in entertainment and media.
"It is critical that we focus our attention on enhancing diverse media owners, creating opportunities for new multicultural entrants across all minority communities," said Gonzalo del Fa, President of GroupM Multicultural. "By investing in Black-owned media, we facilitate broader thinking and action that builds muscle memory for inclusivity and authenticity. Responsible investment is a critical step in supporting all multicultural organizations and engaging diverse audiences."