At MediaCom, our aim is to be as diverse as possible, which is why we’re shifting our media planning to always focus on diverse audiences.
We are departing from the industry norm in which targeting diverse audiences is only considered for specialist briefs. Instead, inclusive planning will be central to all planning decisions our teams make. Our planning teams will now be working with clients to ensure that our work delivers diversity. As part of this, we will work to identify gaps within a brand’s audience are and work closely with inclusive media partners to ensure maximum reach.
The initiative is headed by our Joint Head of Social Change Hub Claire McAlpine, and Partner John Beardsworth. In order to ensure inclusive planning is implemented across the business, we have created a steering group that works across the agency.
On the new process, Claire McAlpine said, "Inclusive Planning will ensure that the work we do truly reflects the diverse population of this country, ensuring advertising is relevant and effective. This isn't just something we will do in preparation for cultural events or religious celebrations, it will be embedded into the way we work across all briefs and integral to growth opportunities for our brands."
John Beardsworth added, "Integral to the process is ensuring diverse voices are front and centre. A crucial part of this is working closely with cultural consultants – external people who run platforms or charities that engage audiences we don't inherently understand. We will work with our consultants throughout the process, impacting everything from the brief to the creative output."