GroupM has launched INCA Communities, an initiative to improve diversity, inclusivity, and representation. INCA will provide access to technology, training and tools in order to create equitable pathways for diverse creators.
There will be a launchpad program to drive inclusion and more diverse representation in influencer and creator marketing regardless of ability, age, gender, sexuality, race or religion.
It is estimated that only a small amount of media spend is invested in reaching these communities.
The inclusion and growth of diverse creators in the media space will be held accountable by INCA.
The move is part of GroupM's commitment to shape the next era of media. The first of GroupM's specialist media businesses to roll out its DE&I roadmap will be INCA Communities.
The media industry as a whole should be doing better when it comes to diversity in advertising. Representation makes a difference. It affects how others view us and how we view ourselves. Making creator marketing better for all is our goal. We are committed to changing the status quo with INCA Communities. Maria Casas said: "As advertisers we have a responsibility to increase the diversity and representation in our advertising, so I'm excited." I think this will have a positive impact on the industry in Australia.
Group M has launched a marketing platform in Australia.