General Motors is revamping its model for working with diverse-owned and diverse-targeted media, including hosting its own upfront dedicated to these outlets, creating a new $50 million incubation fund and rethinking measurement criteria.
The new plan follows GM’s conversations with Black-owned media outlets led by the likes of Byron Allen among others, who called for the automaker to sit down with group after claiming the company had ignored such meeting requests in the past.
“This action plan will transform our engagement model with diverse media in a sustainable way,” Deborah Wahl, GM global chief marketing officer, said in a statement. “Over the course of several weeks, we met with many diverse-owned media organizations. We are grateful for the transparency and spirit of collaboration, which helped us frame this inclusive approach.”
Diversifying media spend will be a focal point for brands and agencies heading into the upfront selling season, when media companies look to secure a bulk of their ad commitments for the new season.
Several agencies like IPG have hosted "upfronts" tailored to minority-owned and targeted media companies in the weeks leading up to the presentations by media behemoths.