IPG Mediabrands announced a first-of-its-kind Equity Upfront, an event during the week of March 15 to raise visibility of Black-owned and targeted media businesses.
Spring is the traditional upfront season in the US with television networks spruiking for advertising dollars with content announcements.
Now IPG Mediabands will use the season to seek ad spend for Black-owned media.
Led by Mediabrands’ MAGNA, the investment and intelligence company, the media agency upfront will highlight entities across all media.
Among the confirmed media partners are Allen Media Group/Entertainment Studios, BET Network, Essence Communications and Urban One.
Confirmed Mediabrands clients participating include American Express, BMW, CVS Health/Aetna and Johnson & Johnson.
“Our mission with the Equity Upfrontis to move beyond intent and into actionable steps with minority and Black media partnerships,” says Dani Benowitz, president, US, MAGNA.
“The minority consumer’s consumption patterns are influential across all media and we must take accountable steps forward to address the inequities in how we invest.
“I have no doubt this critical initiative will urge other industry partners to see where there are gaps in their media approach and how they’re contributing to BIPOC media partner oversight.”
The inaugural 2021 Equity Upfront will focus on partnerships with Black-owned and targeted media businesses but Mediabrands will in future years expand partnership efforts with other multicultural platforms.
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