By Gurjit Degun
MediaCom has pledged to shift its media planning approach to always focus on diverse audiences in a bid to help brands better communicate with audiences.
The initiative will sit central to all planning decisions the agency’s teams make. MediaCom said that this is a “departure from the status quo” whereby the industry will often only consider diverse audiences for specialist briefs.
It means that the planning teams will have to think about how to work with clients to make briefs more inclusive, identify gaps within a brand’s audiences and connect with more inclusive partners.
The “Inclusive Planning” initiative is being spearheaded by Claire McAlpine, joint he
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