The ANA, 4A’s and AIMM Seek to Help Marketers and Agencies Partner with Diverse Media Outlets [REPORT]

The ANA and the 4A’s unveiled a comprehensive list of guidelines designed to help marketers partner with diverse media suppliers, strengthen their DEI strategy, and drive brand growth.

The recommendations are listed in Guidelines for Buyers (Agencies and Marketers) When Doing Business with Diverse Media Suppliers, which was created collaboratively by the 4A’s, the ANA, and the ANA’s Alliance for Inclusive & Multicultural Marketing (AIMM).

The guidelines were created with input from the trade groups’ respective members, along with diverse suppliers. They were designed to build upon the work of the ANA’s CMO Growth Council, which was established by the ANA and Cannes Lions to focus on driving enterprise growth.

“DEI issues are at the top of every marketer’s list of priorities, and this report offers solid advice on how they can improve their relationships with diverse media suppliers,” said ANA CEO Bob Liodice. “These guidelines directly address how marketers can overcome some of the longstanding obstacles that have prevented successful partnerships with the diverse media community.”

There will ultimately be two complementary sets of guidelines issued by the trade groups. The first, being released today, is for buyers (agencies and marketers) doing business with diverse media suppliers. The second, to be released at a later date, is for diverse media suppliers conducting business with buyers (agencies and marketers).

The report offers a total of 20 guidelines for working with diverse media outlets.

To download report, CLICK HERE.