MERCADEO Versión en español
IPG Mediabrands Taps Gracenote to Support Client Diversity, Equity and Inclusion Initiatives
Liz Unamo| 23 de septiembre de 2021
Gracenote A Nielsen Company
Gracenote, a Nielsen company, announced that IPG Mediabrands, a client-led, consulting-first, community-driven marketing agency, has licensed the Gracenote Inclusion Analytics solution to help advertisers better connect with important but underserved audiences. Through Inclusion Analytics data and insights, Mediabrands will gain new visibility into the gender, race, ethnicity and sexual orientation of talent appearing in popular linear and streaming TV programming. Equipped with this intelligence, the agency will further sharpen its consultative offerings ensuring clients effectively reach key target audiences, meet critical marketing objectives and deliver on important Diversity, Equity, and Inclusion (DE&I) initiatives.”As the make-up of the United States population continues to diversify, so do the content preferences and desires of TV watchers as well as consumers more broadly,” said Stacie deArmas, SVP, Diverse Insights & Initiatives at Nielsen. “A massive opportunity exists to serve all groups by advancing Diversity, Equity and Inclusion in media and creative content. Realizing the scale of the opportunity, Mediabrands is leading the charge with its clients by leveraging data-driven insights from Gracenote Inclusion Analytics.” “One way we can contribute to a more representative and welcoming media and entertainment landscape is by supporting programming that presents diverse casts and content,” said Brian Hughes, EVP, Managing Director, Audience Intelligence & Strategy, MAGNA. “This mission begins with the data to analyze shows not only by viewership but also by how balanced casting is. Increasingly, advertisers want to invest in programming that reflects the values of their brands and equity-and-inclusion benchmarks are a key part of that.”
