As marketers pull back from supporting diversity initiatives, media agencies are stepping in to ensure diversity, equity, and inclusion (DEI) efforts go beyond surface-level numbers. Agencies are integrating DEI into their core strategies, focusing on transforming the workforce and leveraging data to make informed decisions that promote equity. This shift reflects the growing responsibility agencies feel to demonstrate the real impact of DEI initiatives, both internally and in client-facing work.
During the Digiday Media Buying Summit in Palm Springs, various agencies shared how their DEI strategies are evolving. They are not just focusing on hiring and recruiting but also embedding DEI into their organizational culture and long-term business strategies.
Kamran Asghar, CEO of Crossmedia, highlighted the importance of a holistic approach, emphasizing workforce investment, mentorship, and data analytics to make better decisions. Asghar underscored the need for a diverse workforce, especially as the U.S. population becomes more diverse, with younger generations already predominantly non-white.
Media Agencies Drive DEI Initiatives as Marketers Scale Back on Diversity Investments
Reshma Karnik, chief media officer at BarkleyOKRP, stressed that diversity efforts must extend beyond hiring quotas. For her, diversity needs to be integrated across departments and include minority-owned partners and platforms. Karnik advocates for intentional, deliberate actions that involve all aspects of a business, including clients. She believes that diversity must be an organic part of company culture, not something done in isolation or as a token effort.
At 22Squared and Trade School, the DEI approach revolves around a client-facing service called “Each and Every,” headed by Janis Middleton. This service aims to educate brands on inclusivity and culture. Middleton emphasized the importance of diverse teams influencing creative work, arguing that inclusive media and creative efforts can’t be achieved with homogeneous teams. She encourages openness and dialogue within agencies, urging creatives to ask questions about stereotypes and inclusion to foster better understanding.
Both agencies argue that DEI should be seen not just as an ethical imperative but also as a strategic business advantage. Even though some brands have scaled back their DEI investments, the agencies believe that DEI must remain a priority. The evolving challenge is to redefine how DEI is understood and applied in the workplace and in media strategies, ensuring it is used as a tool for growth rather than a box to check off.
