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GroupM Offers Plan to Expand Investment in Diverse Media

Brian Steinberg Senior TV Editor GroupM, the large WPP-owned media-investment agency, wants advertisers to do more when it comes to supporting diverse media. After calling for advertisers to put between 2% and 5% of their annual media spend into multicultural media venues, the media buyer hopes clients will now invest the upper end of that range. “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, GroupM North America, in a statement. “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.” Under GroupM’s effort, marketers would ensure the money is invested across Black, Hispanic, AAPI and LGBTQ+ owned and/or focused media.

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