How we're expanding the Media Inclusion Initiative

Today, we're announcing the expansion of our Media Inclusion Initiative (MII) to include a 5% pledge to allocate spend across Black, Hispanic, AAPI and LGBTQ+ owned and/or focused media.

The pledge invites brands to invest at least five percent of total annual media budgets across publishers that create, curate, and distribute content specifically for diverse audiences. 

“As the largest media investment company in the world, we have a responsibility to accelerate growth through the next era of media,” said Kirk McDonald, CEO, North America. “That means making our industry more inclusive and equitable for all publishers. As well as, sharing brands’ products and services with audiences that are representative of the changing face of America in service of growing their businesses.”

In its first 18 months, MII—an integrated strategy for directing investment in and creating opportunities for diverse media companies and content creators—has outpaced the industry with a triple-digit increase in client investments in Black-owned media according to SMI data. 

“We’ve seen increasing client support for our Media Inclusion Initiative since we first launched in May 2021,” said Matt Sweeney, US chief investment officer. “By providing an intentional way for brands to support diverse-owned media we can ensure our clients are providing a platform for diverse voices, ensuring inclusive representation and reaching broader audiences.”  

Additionally, we have hired Cynthia Morgan Jenkins as head of supplier diversity to develop and nurture relationships with diverse-owned media and content partners. Morgan will lead the integration of those partners into GroupM client strategies, reporting ino Gonzalo del Fa, President, Multicultural.

“The Media Inclusion Initiative helps us, and our clients achieve greater equity while supporting the voices, content and editorial written for and by these communities and creating a more diverse media marketplace in the process,” said del Fa. “Not only have we doubled the number of clients participating in the Media Inclusion Initiative, but we’re also seeing those brands increase their commitments.”

In July 2020, we launched the GroupM Multicultural Marketplace, currently live with 300 publishers, representing a comprehensive – and growing – list of Black-and Hispanic-owned and/or focused publishers that create, curate, and distribute content specifically for these audiences.

Partners provided the following perspective on the announcement:

Alfred C. Liggins, Chief Executive Officer, Urban One Inc.: “The expansion of [WPP Media's] Media Inclusion Initiative is a monumental demonstration of their continued commitment to support diverse media. As the largest Black-owned multimedia company and long-time partner, I thank and honor [WPP Media] for outpacing and leading the industry in Black-owned media investment increases.  This ensures that historically underrepresented media companies and creators receive their fair share of advertising dollars. This push to pair national brands with Black-owned media creates a more equitable marketplace while driving business growth for the brands involved – it’s a win-win for all parties, most importantly our clients and the communities that we serve.”

Earl “Butch” Graves Jr., President & Chief Executive Officer, Black Enterprise: “The [WPP Media] Media Inclusion Initiative that began 18 months ago has made an enormous impact in Black owned media. This economic commitment is perhaps the first time that financial targets have been set, and more importantly, accountability has been both transparent and measured. The direct investment in our media companies, and the opportunity to present unique ideas to [WPP Media] and their clients will stimulate growth in Black owned media and create a blueprint for Corporate America in capitalizing on the bottom-line potential of the African American market.”

Detavio Samuels, Chief Executive Officer, REVOLT: “[WPP Media] has shown a commitment to supporting Black-owned media and we’ve seen leading brands within [WPP Media] step up and partner with REVOLT to do impactful work over the past two years,” said Detavio Samuels. “We believe [WPP Media's] latest initiative will encourage more brands to place bigger bets on Black-owned media companies and this new initiative is a step toward shifting the paradigm moving forward.”

Travis Montaque, Group Black’s CEO, and Co-Founder: “[WPP Media] has and continues to show exemplary leadership and ingenuity in driving more inclusive practices in media buying. The decision to expand their Media Inclusion Initiative is a step in the right direction towards accelerating progress for diverse media. As the largest collective of Black-owned media, we have been immensely grateful for our partnership with [WPP Media] and their continued support. When organizations like [WPP Media] lead the charge on initiatives like this, it pushes everyone forward.”