[Marketing Week] Bob Koigi: Focus on minority content creators

Agencies, publishers and advertisers are changing tact and investing in minority content creators in a move geared towards creating a more equitable ecosystem.

BET, a unit of ViacomCBS recently launched BET Studios, an unprecedented studio venture that offers equity ownership for Black content creators.

Propelled by the infrastructure and financing of BET and ViacomCBS, BET Studios will create premium television series and films for an array of internal buyers, including Paramount+, SHOWTIME, CBS, Nickelodeon, BET+ and BET, in addition to select third-party platforms that seek best-in-class content from both leading and rising Black creatives. BET Studios will launch with principal partners Kenya Barris, Rashida Jones and Aaron Rahsaan Thomas.

In other news that make headlines in the week, Dentsu International has announced the launch of its first global ‘Rise Up’ Challenge to upskill 10,000 young people in digital media and creative communications and showcase their best campaign ideas to inspire consumers to drastically reduce their food waste.  

Food waste is a significant factor in both climate change and biodiversity loss and responsible for an estimated 10 per cent of global greenhouse gas emissions, with one third of all food produced ending up in landfill sites. With increasing recognition of the role that humans play in creating environmental damage, dentsu is sharing its expertise in changing behaviour with a generation that wants to make a difference.  

The world’s leading beer, wine, and spirits producers and global advertising, public relations, and influencer agencies have joined forces to establish common standards to prevent influencer marketing reaching minors in a campaign being championed by International Alliance for Responsible Drinking (IARD).

Influencers working with some of the world’s most iconic brands will be subject to the first-ever industry-wide set of global standards for influencer marketing, under a new partnership aimed at further concrete steps towards preventing minors from seeing alcohol marketing online, and reducing harmful drinking among adults.

Intracto Group recently rebranded to iO. Under this moniker, symbolising infinite opportunities, the organisation takes an important next step in its growth story, true to its ambition: bringing talent together to help clients end-to-end in their communication and digital transformation.

With this, iO provides an answer to the market's high demand for a single, high-quality, long-term full-service partner.

Nielsen and PubMatic have announced that Nielsen’s audience data is now available through PubMatic’s Audience Encore™ permitting advertisers to buy premium omnichannel inventory layered with quality data for precision targeting and better performance.                           

Brands can benefit from PubMatic’s extensive reach, enabling advertisers to engage audiences wherever they may be across all digital channels.

Smartly.io, the social advertising automation platform for creative and performance marketers, has announced upgrades to its Creative Editor experience with unified workflows across creative formats.

Already uniting design and performance teams into a single platform, Smartly.io’s Creative Editor now offers advertisers even more speed and power to iterate and scale creative productions in an agile way.

Software and data platform, VideoAmp, has announced their official status as a Facebook multi-touch attribution measurement partner.

The partnership provides VideoAmp clients with a holistic view of campaign performance across the Facebook family of apps, including Facebook, Instagram and Audience Network alongside linear TV, streaming and digital investments.

Bob Koigi is an editor at Marketing Report EU

www.marketingreport.eu

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