Dentsu UK launches ‘together’ as a new DEI proposition to boost its clients’ connection with under-represented media audiences
Dentsu UK has launched ‘together’: a pioneering new DEI proposition that will allow brands to make more authentic connections with diverse audiences across the country.
The new proposition will be supplemental to existing client work and is aimed at reaching LGBTQ+, ethnic minorities, and over 50’s, in a more tailored and approachable way. The together proposition goes beyond a classic mainstream media plan and is focussed on building long-term relationships with a wider pool of diverse publishers and increasing brands’ understanding of under-represented groups.
Dentsu believe that understanding and aligning with diverse audiences, who often have specific needs and expectations of brands, is crucial for the future growth of their clients. This is backed up by recent studies which show 64% of people take action after seeing an ad they consider to be diverse or inclusive, only 27% believe that advertising is reflective of the world around them, and 63% don’t feel represented in most advertising.1
Identifying this “Inclusivity Gap” as the difference between how well marketeers think their work is landing, compared to the lived experience of actual people, dentsu has set out to tackle the disparity through the proposition’s strategy. Activated through the Carat, iProspect and dentsu X media agencies, the new dentsu together client overlay is three-fold:
- Activation: ensure clients are reaching and engaging with all audiences in an authentic and consistent way by rebalancing biased media data points and working with a diverse range of publishers through partnerships to connect new or previously under-engaged audiences.
- Insight and measurement: leverage augmented proprietary media planning tools and data sources, which would otherwise skew towards the mainstream, thereby developing client understanding of people, places and publishers who are at the heart of under-represented communities.
- Consultancy: advising brands and media owners on how to correctly engage with, and communicate to all key stakeholders, for better representation and connection with all marginalised groups, regardless of age, gender, sexual orientation, ethnicity, or ability.
Speaking about the new launch, Hamish Nicklin, CEO, Media, dentsu UK&I, says: “Inclusive media means interrogating every stage of the media process and making sure we are doing everything we can to meet the expectations of our audiences. Society no longer accepts inaction, invisibility, or misrepresentation, and it’s inadequate to only be engaging around cultural dates. We’re excited to lead the way with the launch of together, which is uniquely placed to help brands in this space, and I’m already very proud of the work we’ve been doing.”
Lee Mabey, Media Growth Strategy Director and Co-Chair of &Proud at dentsu UK&I, who developed and leads the together proposition said: “together is an essential step in our journey to create a more inclusive media landscape. Supporting diverse publishers and educating brands on how best to engage with everyone in society will help our clients make authentic, lasting connections with communities across the UK. I am looking forward to continuing to deliver on campaigns that reflect our incredible society.”
Dentsu has demonstrated its commitment to diversity, equality and inclusion across a number of years and is the first media agency group to be named by Stonewall in the Workplace Equality Index Top 100. Dentsu is also proud to be a Top 30 Employer for Working Families. Its global CEO, Wendy Clark, recently made a public declaration in support of anti-racism and dentsu is a founding member of the World Economic Forum ‘Partnering for Racial Justice in Business’ coalition.
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NOTES TO EDITORS
- &Proud is the LGBTQ+ employee resource group within dentsu UK
About dentsu international
Part of the dentsu group, dentsu international is made up of six leadership brands - Carat, dentsuX, iProspect, Isobar, dentsumcgarrybowen, Merkle and supported by its specialist brands. dentsu international helps clients to win, keep and grow their best customers and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, CXM, and creative, dentsu international operates in over 145 markets worldwide with more than 45,000 dedicated specialists.