The Association of National Advertisers (ANA) has announced creation of a new body geared toward broadening diversity in the marketing output of brands and agencies.
The Alliance for Inclusive and Multicultural Marketing (AIMM) aims to coordinate action amongst members and assist marketers in meeting their diversity targets as clients increasingly demand minimum proportions of female and ethnic minority employees in creative departments.
Amongst those to make a move is General Mills which will not accept any agency pitching for its account whose creative department doesn’t include at least 50 per cent women and 20 per cent ethnic minorities.
ANA CEO Bob Liodice stated: “As the marketplace becomes increasingly diverse, the ANA recognizes that the strategic evolution of multicultural marketing becomes even more important to brands. To facilitate and accelerate that change, ANA invites the marketing community to come together to lead the pursuit of opportunities and to address the challenges before us.”
The new alliance will be co-chaired by Liodice and Michael Lacorazza, EVP, brand and advertising-integrated marketing at Wells Fargo