Publicis pushes for more diverse, inclusive ad ecosystem with Once & For All Coalition
Media-buying arm of Publicis Groupe, Publicis Media has announced the launch of the Once & For All Coalition, a group that hopes to establish “equitable investment” with minority-owned media, develop minority creators and content; and press requirements for sustainable infrastructure.
Lisa Torres, president of Publicis Media’s Cultural Quotient unit said: “True equity requires sustainability, and our goal with the Once & For All Coalition is to take a long-term approach, consistent with the population change and fast-rising majority. We have spent many years working toward more inclusive investment and supplier diversity, but in order to drive true change we need all industry players working together.”
According to the company the multi-year effort aims to get advertisers to be more diverse and inclusive by investing more in media outlets that cater to people from a broader range of cultures and background. The Coalition also includes industry groups such as the Association of National Advertisers and the Alliance for Inclusive and Multicultural Marketing, and Publicis expects the group to expand to include more members over time.
The coalition is open to all of Publicis Groupe’s clients, and the company said 21 advertisers and 23 media outlets owned by minorities or that aim for minority audiences have joined the effort. The Coalition also includes industry groups such as the Association of National Advertisers and the Alliance for Inclusive and Multicultural Marketing, and Publicis expects the group to expand to include more members over time.
Through its APX Content Ventures unit, Publicis Media has committed $25 million to help fund the creation of content for diverse audiences. The company and its clients also intend to increase investment in minority-owned and targeted media outlets and fund “research, measurement, content creation and evolving infrastructure solutions as deemed necessary by the Coalition.”
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