In an ongoing effort to support and diversify the creators its clients work with, Omnicom Media Group has partnered with Latinx media group NGL Collective to help brands connect with Hispanic creators and their audiences.
OMG’s Diverse Content Creators Network, announced in June of last year, helps to connect Omnicom clients with thousands of diverse content creators across platforms, many with millions of followers. Creators include Tiara Willis, who was featured in a Burt’s Bees Twitter campaign; Chef Aaron Sanchez; Latinx beauty expert Desi Perkins; and YouTuber Marques Brownlee. NGL Collective, which stands for Next Generation Latinx, recently merged with digital media company Mitu, and will provide content and help distribute campaigns activated through the Diverse Content Creators Network.
“Hispanic audiences are some of the youngest, and they index heavily with social media, which is an instrumental piece of this partnership,” said Michael Roca, managing director of diverse investment at Omnicom. “We often hear that clients don’t invest [in minority media] because of the lack of reach and scale. We want to build that supply.”
The collaboration comes as Hispanics now represent 19% of the U.S. population, and held buying power of $1.9 trillion in 2020. The median age for Hispanic Americans is 29.8, nearly 9 years lower than the median age of 38.5 for the entire U.S. population. And 31% of Hispanic Americans are younger than 18, compared to 22% of the nation, according to USAFacts, a data nonprofit.
The partnership was announced onstage yesterday at OMG’s Future of Connection client event.