The Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A’s) have released 11 new guidelines aimed at encouraging marketers and agencies to invest more in diverse media suppliers. Among the key recommendations are establishing connections with existing diversity teams within companies, focusing on strategic communications goals rather than fixed spending benchmarks, and gauging market share among different ethnic segments to identify growth opportunities.

The guidelines also urge companies to explore beyond traditional media channels, advising investment in event sponsorships, experiential marketing, and product placement. They caution against seasonal or event-specific spending, advocating for year-round investment to maintain authenticity and engage a diverse customer base.

ANA CEO Bob Liodice states that these guidelines aim to assist marketers who are keen but uncertain about how to start investing in diverse media. The guidelines are designed to shape a robust investment strategy, reflecting the diversity of each company's consumer demographic.