GM will host a dedicated upfront with diverse media owners on May 14, ahead of the traditional media marketplace. The goal of the summit is to encourage existing and potential partners to submit an overview of their business for consideration by GM for deeper engagement, including request for proposal. The process that will be used for the selection of media will be accredited by a third party to ensure fairness and transparency, according to the company.
The auto maker is also allocating $50 million over 10 years to help support and scale diverse marketing companies. This is incremental to GM’s media spend.
One challenge brands and media agencies have expressed in working with diverse-owned media companies is around measurement and scale. To help overcome some of these challenges,…
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