U.K. University Developing a Directory for 'Quality' Media Brands to Target Funds towards Inclusivity
The Better World Marketplace and Partner Directory, an initiative launched by media agency UM U.K., aims to make a more positive impact in the world. Developed by the IPG Mediabrands agency, this directory is designed to help brands invest in ad spending that supports better reporting about equality.
The directory is not limited to news outlets, but includes media of various types. It features several media outlets that focus on equality issues, such as The Guardian, Channel 4, Gay Times, Hearst, The Big Issue, Amaliah, Gal-dem, and Attitude. These media outlets are chosen by equality-conscious ad spenders to create a Better World.
The directory's goal is to help brands invest in media that supports positive social change. It identifies progressively minded media and diversely owned media, providing a list of options beyond the given list. Brands can use the directory to invest in ad spending that aligns with their values and promotes diversity and inclusivity.
In addition to traditional media outlets, the directory also includes digital publications and platforms that are working towards creating a more equal society. The media outlets in the directory are chosen based on their commitment to equality and their ability to reach diverse audiences.
The directory can be used for programmatic activation of campaigns, allowing brands to easily and efficiently allocate their ad spending to support diverse and progressive media. This makes it easier for brands to make a positive impact in the world while also reaching their target audiences.
The IPG Mediabrands agency uses the directory to support diverse and progressive media, ensuring that their clients have access to high-quality media outlets that align with their values. UM U.K. set up the Better World Marketplace and Partner Directory with the intention of making it easier for brands to invest in media that supports positive social change.
In summary, the Better World Marketplace and Partner Directory is a valuable resource for brands that want to support diversity and inclusivity in media. By investing in ad spending through this directory, brands can help create a more equal world while also reaching their target audiences.
