Following commitments from brands and agencies to shift some ad dollars to media channels that are focused on diverse communities, the next question was how to make sure these were not one-off pledges to proactively increase investment in these channels.
In 2022, Omnicom Media Group (OMG) launched the “Infronts” series. The new biannual event pairs brands with media partners in an effort to build investments in DE&I and offer an opportunity to pitch to stakeholders in an intimate setting. The event featured two days of conversations between a dozen OMG clients — including from healthcare, financial services and luxury retail industries — with 20 diverse media partners including Canela Media, Reset Digital, NGL Collective, Revolt, Asian Media Group, Channel Factory, LATV, TheGrio, BET, Univision and Telemundo.
The “Infronts” series has led to brands looking to explore content opportunities with diverse media companies in addition to increasing awareness and consideration of these partners from a portfolio perspective. In other words, it’s not about giving diverse media their own upfront; it’s about keeping them in front of the people who control spend on both the client and agency sides, in hyper-relevant contexts.
Katie Beaule [email protected]
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