Putting spend into minority-owned channels that are leading and credible is a trick that too many brands have missed for too long.
If we’ve learned anything in the last two years, it’s the power of communities. They’re what kept us (mostly) sane during Covid. We also discovered that enduring brands and agencies don’t just succeed by reaching audiences; they succeed by engaging, supporting – and sometimes creating – those very communities.
Today, the technology and appetite exist to build relationships with communities in more relevant and authentic ways than ever before – and that means we can reach audiences and media channels that have historically been under-served by advertisers.
Data-driven insight means brands can engage with community-owned media to both raise awareness of and address relevant issues on a practical basis.
Read more on The Media Leader.