Leverage tools to analyze performance measurement and efficiency while also validate messaging efficacy on brand relevance and resonance.
This step is crucial to helping drive clarity. Anchor with data on your consumer base and growth targets to identify the insights and cultural cues that intersect with your brand purpose, values and/promise to help make informed choices.
Discovery & Calibration
Insights &
Strategy
Creative &
Experience
Asset Dev., Launch
& Measurement
Performance measurement & analysis beyond efficiency
Production
Barrier
Opportunity
“Previous experience” as production qualifier (over capability)
Consider production companies/vendors that are certified or identify as diverse that meet the brief and agencies goals. Require all production vendors source third-party services from a diverse pool of suppliers. Require that crew such as hair and makeup authentically represent the audience you are targeting in the campaign.
Lack of quality control in portraying diversity.
Craft casting calls that explicitly mention your commitment to diversity and ensure that the casting team is diverse as well.
Lack of knowledge of diverse production vendors
Collaborate with segment matter experts and DEIB industry organizations to identify/foster diverse talent.
Lack of diverse media publishers/suppliers.
Prioritizing efficiency over effectiveness.
Prioritizing efficiency over effectiveness.
Increase investment level in targeted media, diverse owned and diverse owned and targeted media across all mediums.
Prioritize media mix to drive results.
Prioritize media mix to drive results.
Media
Barrier
Opportunity
Lack of knowledge of diverse media publishers
Identity tools that have database of diverse publishers, including Diverse Owned and Targeted, Diverse Targeted and Foreign Owned
Lack of diversity in media planning, not understanding political nature of certain publications, dialect usage, US regional differences (Communist leaning, Taiwan vs. China, simplied chinese vs traditional, San Francisco Cantonese, Los Angeles Mandarin)
Equitably Hire experienced media planners with deep understanding of target audience and media landscape
Using programmatic to “check the box” in reaching a diverse target audience
Require a media mix of broadcast endemic partners, social and digital
Understanding regional ethnic population distribution in order to choose appropriate media (Vietnamese, Indian – Texas, Filipino – New Jersey, Nevada, Los Angeles)
Utilize census information to understand demographic population distribution
Lack of knowledge on how to target a multicultural audience (media landscape, vehicles)
Consider all diverse media avenues. Widen the aperture by including diverse-owned media dedicated to diverse audiences (Asian, Hispanic, Black etc.)
Creative assets audit (sub-language, past performance)
Lack of awareness of different groups
Audience certification (addressable & real identities)
Presence (diverse-TARGETED) – Relevance & resonance evaluations
Lack of knowledge of diverse media publishers
Lack of diversity in media planning, not understanding political nature of certain publications, dialect usage, US regional differences (Communist leaning, Taiwan vs. China, simplied chinese vs traditional, San Francisco Cantonese, Los Angeles Mandarin)
Invalidity
Perspective (diverse – OWNED) – Supplier diversity & certification
Measurement
Media consumption bias/data
Not enough programming on endemic media
Audit & scorecard
Measurement
Lack of sales attribution validation and relevant measures to set cultural relevance performance benchmarks
Set cultural relevance performance benchmarks by brand and by segment while infusing cultural insights from creative brief to final execution
Develop characters and storylines that authentically depict MC & diverse audiences
Establish baselines, tracking DEI Accelerator™ progress, and improvement on brand trust
Incorporate cultural relevance scores with reach and frequency planning/media optimizers while leveraging the multiplier impact of minority owned/targeted media through the Diverse Media Accelerator™
Discover cultural relevance insights that align with the brand, CIIM™ Ads testing early-stage creative to guide final creative and maximize impact for advertisers