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‘Only the beginning’: GroupM multicultural president Gonzalo del Fa on agency’s pledge to commit 2% of ad dollars to Black-owned media

Digiday 02 Jun 2021 04:01
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June 2, 2021 by Kristina Monllos

GroupM is aiming to make its media buying and planning more responsible and purposeful. Earlier this year, the media agency rolled out its responsible investment framework with five pillars: brand safety, data ethics, diversity, equity and inclusion, responsible journalism and sustainability. Now, when it comes to DE&I, the agency has recently unveiled its new 2% plus pledge, which aims to get clients to spend at least 2% of their media dollars with Black-owned media brands. 

Digiday caught up with Gonzalo del Fa, president of GroupM Multicultural, to get a better sense of how that pledge came to be and how much clients are currently spending with Black-owned media brands. This conversation has been edited and condensed for clarity. 

Tell us how you landed on a 2% goal for the pledge?

I want to be clear: We’re saying at least 2% and we’re starting with Black-owned media. That 2% plus should be [spent with] Black-owned media. This is only the beginning. We have a much longer road map ahead of us. We’re moving towards all diverse audiences. We said let’s start somewhere and we’re going to keep going, keep adding. We decided to go with 2% because we want to be realistic about what’s achievable. Based on all the estimates that we did, the 2% plus [pledge] is something we can actually effectively drive. 

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