said it would launch a “multi-year” effort aimed at getting advertisers to invest more regularly in media outlets that cater to people from a broader range of cultures and background, part of a growing effort by Madison Avenue to rectify years of focusing mainly on mainstream media as vehicles for the majority of clients’ advertising.
Publicis, the media-buying arm of Publicis Groupe of France, said it had launched 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. 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.
Publicis Media has committed $25 million to help fund the creation of content for diverse audiences through its APX Content Ventures unit.