Over the past year, there has been an increased impetus from the ad industry to support diverse suppliers. The purpose of this guidance is to help buyers (agencies and marketers) and diverse media suppliers improve their ways of working together. This work was created by a cross-industry collaboration. The 4As, the ANA, and AIMM, with input from our respective members, drafted the initial guidelines. We then reached out to diverse suppliers for input and improvement. While this guidance has been developed with diverse media suppliers specifically in mind, much of it is also relevant for diverse suppliers in marketing/advertising overall.
Areas covered include:
- Marketer supplier portals
- Certification
- Procurement’s perspective on spend
- Payment terms
- Curating case studies
- Requesting feedback
There are now two complementary sets of guidelines:
- For Buyers (Agencies and Marketers) When Doing Business with Diverse Media Suppliers was released in May
- For Diverse Media Suppliers When Doing Business with Buyers (Agencies and Marketers)
Related Resources
Guidance
Reconvening in the Home: The Power of Household Identity in the New TV Era
New Guide: Explore how adopting a household-based identity strategy can unify linear and CTV advertising—boosting targeting precision, measurement accuracy and overall ROI.
Talent Talks
4As Talent Talks is a series of in-depth conversations with industry leaders committed to creating inclusive and equitable workplaces in marketing, advertising and communications.
Report, Survey
2023 Diversity in Agencies Survey Report
The 4As continues to advocate for the business imperative of diversity, equity, inclusion and belonging within the industry.
