Dentsu Launches Economic Empowerment Offering to Address Inequities within Media Buying
DE&I Media Advocate Mark Prince to Lead Industry-first Offering
NEW YORK – May 13, 2021 – Dentsu continues its commitment to deliver meaningful media by launching a new Economic Empowerment offering. This industry-first offering is aimed at combating inequities within the investment of media buying, providing opportunities for dentsu clients to increase spend with Black owned and diverse owned media companies, from the established to the up and comers.
The Economic Empowerment offering will consist of a full-funnel approach for clients to implement systemic change to their overall diverse owned media investment. The new team will help support minority owned media companies by establishing client benchmarks to reach diverse media audiences; maintaining a repository of all minority owned partners; proactively report spending for clients with diverse owned media; providing strategic consultancy services and feedback to media owners; drive unique content creation, and expand definitions to include all diverse targeted media networks. Additionally, after successfully piloting for the last six months, dentsu is launching Infronts, an initiative that pairs minority owned business partners with internal investment and client communities.
Dentsu has tapped industry change agent, Mark Prince to lead this new offering. In the newly created role as SVP, Head of Economic Empowerment, Mark will oversee the development and management of the supplier diversity program, shifting media dollars evenly to create a more equitable supply chain. He will report directly to Doug Rozen, CEO, dentsu Media – Americas.
Doug Rozen, CEO of media, dentsu Americas said: “This is a critical time for meaningful growth and change. One and done activity to diversify media investment is not acceptable. Agencies have built teams with dozens of people focused on areas like safety or productivity. Now we must have teams addressing investment inequality. We are thrilled to have a change agent like Mark Prince join dentsu and help us launch the industry’s first offering dedicated to growing Economic Empowerment. It’s a real opportunity to address the discrimination within the media supply chain. Mark will help amplify the voices and perspectives of diverse owned and targeted media companies and cultivate more diverse supplier inclusion.”
Mark has more than 20 years of experience in developing and managing relationships to achieve awareness and deliver business opportunities to diverse owned media partners. Prior to joining dentsu, Mark served as Managing Partner and EVP Media Services at Professional Partnering Solutions, Inc. – a leader in diversity solutions for advertising, marketing, media, and technology. In this role, Mark led the supplier diversity initiatives on behalf of AT&T at MEC and Hearts & Sciences. Before that, Mark spent a big part of his career in local media as a Broadcast Buying Director at GSD&M, overseeing multiple brands for AT&T. Mark began his career at Starcom/Leo Burnett working on multiple national and local
clients and was instrumental in the creation and launch of the internal local Investment Group that serviced the top 100 markets for the agency’s clients.
On joining dentsu, Mark said: “There was a seriousness from denstu about making real change that resonated with me. I have experienced first-hand the legitimate issues and challenges minority owned media, especially Black owned media, have and continue to face within the advertising landscape. This new offering is an important step in providing economic inclusion for diverse owned media companies. I am excited to lead this new practice to ensure these important voices and outlets are valued and heard.”
Detavio Samuels, Chief Executive Officer, REVOLT said: “Like the rest of America, the media industry is at an inflection point in regards to diversity and economic inclusion. Now, more than ever before, we need brilliant executives, like Mark Prince, who are in positions of power and can help brands break from convention and chart new paths forward. Real, transformative progress will require bold moves by brands and their agency partners — this is especially true as it relates to Black-owned media — and I couldn’t be more thrilled to see the bold decision by dentsu to create this new role and select Mark to spearhead their efforts. I look forward to seeing Mark shake things up by addressing inequities within the investment of media buying—without question, he is the person for the job.”
Dentsu continues to focus on DEI initiatives as a core pillar to each of their largest global media partnerships. Dentsu recently announced a strategic partnership with minority-owned OZY Media, as well as Hero Collective to unveil a purpose-driven offering called Carat Hero EQ. Earlier this year, in partnership with Urban One and NABOB, they launched a first-of-its-kind audio series, “More Than That with Gia Peppers,” which tapped into diverse voices and was exclusively distributed by Black-owned and operated businesses. Additionally, dentsu developed a DEI digital partner framework called PRISM that assesses investments on a deeper level to ensure they reach audiences that reflect the US population and launched a comprehensive DEI RFI process for clients.
Part of dentsu, dentsu 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 operates in over 145 markets worldwide with more than 46,000 dedicated specialists. Follow us on social @dentsuUSA.