Havas Media Group has announced the launch of a social equity private marketplace, made up of BIPOC (Black, Indigenous, People of Color) and LGTBQ+-owned media businesses for the clients to positively invest funds in underrepresented businesses. Media agency furthers its commitment to make a meaningful difference to brands, businesses and people through their new meaningful media offering

This first-of-its-kind platform is the agency’s latest commitment to exploring meaningful media and recognizing the need for equitable treatment of businesses that are traditionally underrepresented in the marketing industry.

“In a time where consumer and client sentiment is focused on social action in many forms, we felt it was important to launch a product that allows clients to take positive actions with their media spend as desired, just like a bank can create or manage socially responsible funds. Our role is to advise clients of the opportunity to support these businesses in a system that previously did not make it easy for brands to support minority-owned companies,” said Havas Media Group Global CEO Peter Mears. 

“Today, it’s just as important where a brand shows up as what they have to say.” Mears said the new global offering stems from Havas Media Group’s core strategy to “make a meaningful difference to brands, businesses, and people,” and its mission to understand the most “Meaningful Media”—the media channels, moments, and brands that really move consumers to action. Media that is trusted, engaging, and influential has the best chance of helping brands reach an engaged audience.

“As an agency that is built on delivering the best possible Media Experience and has invested in and investigated what we call ‘Meaningful Media,’ we do not believe that all impressions are created equal,” Mears said. 

The rollout will begin in the US and Michelin and Moen will be among the first brands to benefit from the marketplace. A rollout to international markets is planned for later this year.

Source:  Havas Media Group