21 DEC 2021
In November 2021, MediaCom UK’s Branded Entertainment and Partnerships Specialist Neesha Taneja joined Channel 4’s Inclusion Festival, a day long event featuring sessions with a range of British Television talent both on and off screen. The festival provided the platform to discuss experiences of exclusion and the lack of representation within the television and media industries whilst facilitating conversation around generating positive change.
Neesha, alongside fellow advertising industry experts, was featured in a panel discussion around Channel 4’s Black to Front initiative, discussing work with MediaCom clients Tesco and Direct Line who provided advertisements that aired on the day. Both companies created bespoke content starring Black colleagues who shared their greatest sources of joy. These powerful films were created to celebrate Black culture and champion Black talent at the organisations.
Black to Front – a day initiated in response to the resurgence of the Black Lives Matter protests across the summer – aired on September 10th 2021. Channels 4’s initiative saw Black British talent take control of the day’s broadcasting with Black talent featuring both on and off screen, including for the ad breaks.
The panel event provided discussion across several significant topics, including the importance of creating a legacy of change and driving tangible impacts beyond a singular event or campaign. Neesha provided great insight into MediaCom’s Inclusive Planning approach and MediaCom’s work that continues to address issues of inclusion and representation in every campaign.
As Neesha stated during the Inclusion Festival, the creation of a legacy of change is what matters. Through MediaCom’s inclusive planning approach, we are shifting the traditional boundaries of advertising by making the incorporation of diversity and inclusion practices the norm.
This approach also encourages the advertising industry at large to address the opportunities within inclusive planning approaches. As Neesha said, ‘inclusion is not the enemy of reach.’
You can watch the full interview with Neesha on demand via Channel 4.