Media
How marketers can work with diverse media suppliers – Smartbrief
Marketers need to be able to reach diverse, multicultural audiences with authentic, relevant messaging — while demonstrating to customers they’re walking the walk by championing diversity within their own organizations.
One way brands can achieve both is by working with diverse media suppliers.
A new set of guidelines on working with diverse media suppliers was published this week by the Association of National Advertisers, its Alliance for Inclusive and Multicultural Marketing, and the American Association of Advertising Agencies.
America’s multicultural population “will be the majority in the not-too-distant future,” the report states, citing 2020 US Census Bureau data. The multicultural population rose to just over 42% in 2020, up from 36% in 2010.
The guide also lists more than a handful of business benefits from working with a diverse supplier base.
There’s a wealth of information in the guidelines, but we’ve highlighted some key information and advice:
How to find diverse media suppliers
The report offers several resources to help marketers get in touch with diverse media suppliers – those that are owned by ethnic minorities, women or the LGBTQ community. They are:
Diverse media requires different metrics
The guidelines recommend that marketers consider using alternative metrics when measuring diverse media performance.
This is because highly targeted audiences come with less scale and higher CPMs. Alternatives or additional metrics could include brand awareness, intent, favorable opinion, shares, video completion rates and click-thru rates.
The importance of diverse creators
The guidelines also offer resources to help marketers find diverse content creators, such as influencers, agencies, production companies and directors.
Involving diverse teams in the creation of content from the start can prevent brand missteps — such as this recent Samsung campaign, which missed the mark with women.
Cindy Gallop, consultant and founder and CEO of MakeLoveNotPorn, told SmartBrief in response to that Samsung campaign:
“Every brand and client — like Samsung — should mandate that their ads are overseen by women, created by women, approved by women, cast by women, directed by women, photographed by women, and announce that they will not give their business to any agency where the leadership team, the creatives and the creative decision-makers are all male.”
That example, which arose from a lack of female involvement in the creative, could apply to any campaign that hasn’t involved members of the audience it targets.
The right creative messaging
The guidelines therefore recommend that creative teams include diverse voices to ensure creative messaging is relatable.
“A lot of the time what we think works, and what works for a general market audience might not necessarily work for a multicultural audience,” said Paula Castro, multicultural creative business partner at Google, during an IAB NewFronts panel.
The importance of cultural nuance and heritage when engaging with Black audiences was recently explored by Numerator’s Amanda Schoenbauer, with a study by her company highlighting the levels of diverse thought and behavior within that community.
“A full picture view of this — or any — group of shoppers requires additional consumer context and segmentations,” Schoenbauer wrote.
Marketers can look to diverse suppliers to help deliver that context and culturally appropriate messaging. As one diverse supplier says in the report from the 4A’s, ANA and AIMM:
“There is much more value we can provide to connect through culture, heritage, emotion, nostalgia, etc.”
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The US government has seen reports of NewsClick’s alleged links to China and is aware of concerns around it though it can’t independently comment on the veracity of those claims. But, as a general principle, the US continues to urge Indian government as well other governments across the world to respect the human rights of journalists, including freedom of expression online and offline.
At a regular State Department briefing on Tuesday, when asked about the raids on the proprietors, staffers and contributors of NewsClick and a New York Times report that the news website was a part of a Chinese influence operation funded through an American businessman, State department‘s principal deputy spokesperson Vedant Patel said, “So we are aware of those concerns and have seen that reporting about this outlet’s ties to the PRC (People’s Republic of China), but we can’t comment yet on the veracity of those claims.”
Patel added that, separately, the US strongly supported “the robust role of the media globally, including social media, in a vibrant and free democracy”.
“We raise concerns on these matters with the Indian Government, with countries around the world, through our diplomatic engagements that are, of course, at the core of our bilateral relationship. And we have urged the Indian Government, and have done so not just with India but other countries as well, about the importance of respecting the human rights of journalists, including freedom of expression both online and offline.”
Patel, however, said that he did not have any additional information about “this particular circumstance or any of the underlying issues that may or may not be related to this outlet”.
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(Bloomberg) — India’s latest media crackdown puts the US in an awkward position as it seeks to balance promotion of human rights with courting New Delhi to counter the influence of China.
Police in the South Asian country’s capital arrested the editor-in-chief and another employee of online newspaper NewsClick Tuesday under sweeping anti-terrorism laws. Authorities also raided the offices of the publication, without giving a reason.
Prime Minister Narendra Modi’s government has been targeting critical independent media since he took office in 2014. NewsClick came to prominence in 2021 for its extensive coverage of farmer protests against government plans to liberalize agriculture. India has previously accused the media organization of having funding ties to China, which it denies.
For Arati Jerath, a New Delhi-based political analyst, the arrests create a challenge for Washington.
“The US does not want to get too involved in India’s domestic affairs,” she said. “They are looking at India through a geopolitical prism and with China in the picture, India is a strategic partner.”
US Department of State spokesman Vedant Patel said he couldn’t comment yet on claims NewsClick has ties to China.
Patel also stressed the importance of press freedom globally. “We raise concerns on these matters with the Indian government, with countries around the world,” he told reporters in Washington.
India has often argued its democracy and vibrant press are a counterpoint to China with its one-party state and heavily controlled media. The US frequently finds itself torn between its efforts to defend human rights around the world and the pragmatic need to partner with governments accused of rights abuses.
India’s government has often used its anti-terrorism law to intimidate and punish journalists. The law, which doesn’t allow for bail, empowers the police to detain suspects for years without leveling official charges.
India has also scrutinized many mobile app and technology companies for alleged links to China after a Himalayan border clash between New Delhi and Beijing in 2020.
In 2021, authorities raided NewsClick’s office and the homes of seven staff members for what they described as improper foreign investments. Several of them were questioned and NewsClick called the allegations “misleading, unfounded and without basis in fact or law.”
In August, the New York Times cited NewsClick as an organization allegedly being used for Chinese propaganda overseas. India’s Information and Broadcasting Minister Anurag Thakur said at the time the media outlet was being funded by Beijing.
Speaking to reporters on Tuesday, Thakur said he didn’t need to justify the raids. “If someone has done something wrong, the investigative agencies will work on it,” he said.
Free Democracy
NewClick’s human resources head Amit Chakravarty was also arrested. Several employees’ laptops and mobile phones were seized. Local media reported at least 30 premises were raided, including the homes of six NewsClick reporters.
India fell to 161st of 180 countries and territories in a press freedom ranking by Reporters Without Borders, a press advocacy group, this year. In February, authorities raided the BBC’s offices in New Delhi, weeks after the British broadcaster aired a documentary about Modi’s role in 2002 riots in his home state of Gujarat.
Last year, Mohammad Zubair, a journalist running a fact-checking website, Alt News, was arrested after highlighting anti-Islamic comments made by former BJP officials.
The Press Club of India expressed concern about the arrests and raid, saying it wants the government to explain its actions. The group plans to protest the detentions at a march Wednesday.
Jerath, the analyst, questioned India’s move to arrest the people under the terrorism law without providing details or evidence.
“You have already labeled them as terrorists,” she said.
(Updates with details on the crackdown. An earlier story corrected paragraph 11 to show authorities raided the homes of seven NewsClick staff members in 2021.)
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