GroupM Forms Coalition To Increase Engagement With Multicultural Audiences
By Larissa Faw
GroupM and eight media, technology and publishing groups, including Google, Disney, and Twitter, are joining forces to launch the New Majority Coalition, a consultancy designed to help brands better adapt to the changing U.S. demographics and assist in developing their audience planning and media strategies accordingly.
Other Coalition members include iHeartMedia, Meredith Corporation, NBCUniversal, Univision and Viacom.
“With respect to this cultural reality and in recognition of the business opportunity, we hope that by bringing the industry together we can better understand the new majority and build authentic, sustainable and engaging brand relationships with them,” explains Tim Castree, CEO, GroupM NA.
This new coalition — which will officially debut during Advertising Week 2019 next Monday — will develop tools and solutions to help brands get “ready” to engage the new majority, including a benchmark readiness tool and cross-platform content solutions.
Also in development is a universal communications program to assist in driving adoption of more effective media strategies that reach, engage and connect to multicultural consumers.
New Majority Ready, a minority-owned marketing and content consultancy founded by Oswald Méndez and Jacqueline Hernández, has been retained as the coalition consultant to assist with the creation and development of the coalition’s tools and solutions.
Coalition members will further discuss goals and future activities on Monday, September 23 at 5:15 PM EST on the Impact Stage during Ad Week in New York City.
Credit: Media Post