GroupM is launching INCA Communities, an initiative to improve diversity, inclusivity, and representation in the creator marketing industry.
There are 6 million creators in Australia. The aim of INCA Communities is to elevate under-represented voices and enable change across the influencer space.
Whilst Aboriginal and Torres Strait Islanders make up 3.3.% of the Australian population, it is estimated that only 0.3% of media spends are invested in reaching these communities.
On average female creators earn 14% less compared to men.
INCA will hold itself accountable for advancing and improving the inclusion and growth of diverse creators in the media space across brief responses, content creation and target audiences, benchmarking and tracking progress.
For all brief responses, INCA will ensure content is designed and planned for specific audiences, as well as ensuring key messages speak to a diverse range of people.
The move is part of GroupM’s commitment to shape the next era of media and make advertising better for people.
INCA Communities will be the first of GroupM’s specialist media businesses to roll out its DE&I roadmap, with products in development across other channels including Digital Programmatic OOH through Sightline and other addressable channels through Nexus. and other addressable channels through Nexus.
Ryan Menezes, CEO, Nexus Australia, said: “Across the media industry as a whole we can and should be doing better when it comes to diversity in advertising. Representation matters.
"It impacts how others see us and more importantly, how we see ourselves. We’re on a journey to making creator marketing better for all."
Maria Casas, Colgate-Palmolive integrated brand experiences lead ANZ, said: "As advertisers we have a responsibility to increase the diversity and representation in our advertising, so I'm excited to see GroupM taking a proactive approach to addressing diversity in influencer marketing.
"I'm looking forward to seeing the positive impact this will have on the industry in Australia."
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