Guide to diversity and representation in media planning and buying [REPORT]

WFA has launched a guide to tackling diversity and representation issues in the media planning and buying process, covering issues ranging from inclusive audience planning to measuring success.

Developed by the WFA Diversity Task Force with the support of GARM – the Global Alliance for Responsible Media, Diversity & Representation: Focuson Media Planning and Buying highlights four key areas where bias can occur and proposes questions and approaches that can be used to ensure progress. It also pulls together key resources that can be used to tackle any gaps or areas of concern.

The four areas are:

• Inclusive audience planning: ensuring audiences are diverse and inclusive at the planning stage;
• Supporting diverse voices: making deliberate decisions on media spend and building partnerships with unique media owners;
• Balancing brand safety with diversity: consciously managing brand suitability and safety alongside inclusion; and
• Measuring success: measuring all audiences fairly and investing in research.

Every area of media planning and buying is also illustrated with brand examples and the guide includes campaigns and resources from WFA and GARM members such as Bayer, Diageo, GSK, Reckitt, Ebiquity, Google, Meta, Twitter.

The new document has been developed as a media-focused extension to WFA’s Guide to potential areas for bias in the creative process (2021), which works through the full process. It will be freely available to everyone in the industry as part of WFA’s ongoing commitment to boosting diversity and inclusion and improving representation globally

To download report, CLICK HERE.