ANA, 4A's and AIMM Release Guidelines for Diverse Media Suppliers

The Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A’s) have released a comprehensive list of guidelines to help diverse media suppliers strengthen their partnerships with marketers and agencies. The aim of the guidelines is to increase investment in diverse shops in the marketplace. They include showing the value of case studies, certification of diverse-owned media suppliers from relevant organizations, pushing back on extended payment terms that can negatively affect smaller players, and clarification of evaluation criteria to more clearly deliver expectations. In addition, the study suggests suppliers should register their businesses on marketer supplier portals. Most marketers have their own portals that serve as a database for diverse suppliers, and suppliers should make sure to register their businesses there. The portals are part of building relationships, and diverse suppliers are encouraged to stay in regular contact with marketers. The guidelines also cover topics such as the importance of understanding a marketer’s procurement process, providing inventory through key buying channels, being aware of technical requirements and requesting constructive feedback if a supplier fails to get the business. Make Your Brand Associations Automatic With a Long-Term Strategy The recommendations are part of a broader study titled Guidelines for Diverse Media Suppliers When Doing Business With Buyers (Agencies and Marketers), which was created through a collaboration of the ANA, the 4A’s and the ANA’s Alliance for Inclusive & Multicultural Marketing (AIMM). These guidelines, created with input from members of the trade groups, were designed to build on the work of the ANA’s CMO Growth Council, which was established with Cannes Lions to focus on driving enterprise growth. They follow on a study released in May for media buyers to help them partner with diverse suppliers, strengthen their DEI strategy and drive brand growth. “Addressing media investment inequality is one of the cornerstone objectives of the Global CMO Growth Council and our industry,” said ANA CEO Bob Liodice in a statement. “The two sets of guidelines are designed to help buyers and sellers see the landscape through a more focused lens, advance engagement, and promote greater investment in the diverse supplier community.” A diverse supplier is defined by the ANA as a business owned and operated at least 51% by an individual or group that is part of a traditionally underrepresented or underserved group, which includes minority- and women-owned enterprises, as well as those owned by members of LGBTQ+ communities, veterans and people with disabilities. “We should continuously challenge the status quo and work collaboratively to incorporate DEIB across the advertising and marketing industry,” said 4A’s president and CEO Marla Kaplowitz in a statement. “These guidelines serve as a roadmap to support diverse suppliers navigating the complexities of the industry to advance opportunities, so marketers and agencies deliver a more inclusive approach reflecting the ongoing changes in society and culture.” The complete report can be downloaded from the ANA website, as can the first set of guidelines. The efforts are part of the ANA’s and AIMM’s efforts to address racial inequality in the advertising and marketing world, which gained prominence in 2020 when the trade organization committed to seven steps to address systemic racism within the industry. The 4A's took its own steps in 2020, including launching a leadership program for Black professionals. ANA Launches List of Diversity-Certified Agencies