GroupM is spearheading a new initiative to help media companies prepare for and understand America\u2019s new audience groups and demographics as the country becomes more diverse.<\/p>\n

Speaking with Beet.TV during Advertising Week, GroupM president Gonzalo del Fa says the goal of the initiative was to re-engineer the conversation around multicultural advertising in the US. \u201cMulticultural\u201d and \u201cminority\u201d are in fact misnomers, says del Fa, when the country is shifting and people 18 and younger are now majority non-white in the US, and as of next year, 53 percent of American households will be of ethnic or mixed races.<\/p>\n

So the initiative, dubbed New Majority Ready, aims to reflect that shift.<\/p>\n

\u201cWe want our clients to understand this new reality and get prepared to talk to these audiences in a relevant and authentic way,\u201d says del Fa.<\/p>\n

With New Majority Ready, GroupM has established a coalition of media partners that the media agency will work with in helping them to navigate new audience groups as well as internal staffing practices that will go hand-in-hand with a more diverse audience strategy. At the start, GroupM is partnering with Disney, Viacom, Google, Meredith Corporation, NBCUniversal, Univision, Twitter and iHeartMedia. According to del Fa, GroupM wanted to partner with media companies in order to expand the initiative\u2019s reach.<\/p>\n

\u201cIf we join forces as a media agency who handles a lot of really important clients and bring aboard media partners with the audience and content, we can do a much better job,\u201d he says.<\/p>\n

At the core of the current New Majority Ready strategy is content packages that take high-visibility audience moments and turn them into bigger-reaching properties and conversations. Take the NFL for example, which del Fa says has considerable African American and Hispanic audiences: the plan is to create content that goes across platforms in order to have more impact specifically with these audiences, beyond commercial breaks.<\/p>\n

Another goal of the initiative is to help companies get up to speed in hiring more diverse teams, a component that del Fa says is necessary if they want to get to the right place with diverse audiences.<\/p>\n

\u201cWe want to help clients navigate these waters that we know isn\u2019t easy, we know it\u2019s new, but we can help them get to the right place,\u201d says del Fa. \u201cWe want the clients to start thinking if they don\u2019t have multicultural in mind, their businesses might be at risk.\u201d<\/p>\n

This video is part of a series of interviews conducted during Advertising Week New York, 2019.\u00a0 This series is co-production of Beet.TV and Advertising Week.\u00a0 \u00a0The series is sponsored by Roundel, a Target company.\u00a0 Please see more videos from Advertising Week\u00a0right here<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

GroupM is spearheading a new initiative to help media companies prepare for and understand America\u2019s new audience groups and demographics as the country becomes more diverse. Speaking with Beet.TV during Advertising Week, GroupM president Gonzalo del Fa says the goal of the initiative was to re-engineer the conversation around multicultural advertising in the US. \u201cMulticultural\u201d […]<\/p>\n","protected":false},"author":21,"featured_media":62954,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8108],"tags":[5287,8190],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/62948"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=62948"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/62948\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/62954"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=62948"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=62948"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=62948"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}