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Havas Media Group Launches Social Equity Marketplace in the UK

22/09/2020
Advertising Agency
London, UK
146
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The minority-focused marketplace will enable clients to support underrepresented groups with digital paid media investment
Havas Media Group is launching a social equity marketplace in the UK, with a focus on Black, Asian, minority ethnic, women and LGBTQ+ owned and operated media partners, as it aims to offer advertisers an easy and effective way to support underrepresented groups with their digital paid media investment.

Havas Media Group’s UK client Starbucks has signed up as the first brand to take advantage of the new marketplace. Following Havas Media Group’s successful launch of a similar marketplace in the US, the group is now offering its UK clients the opportunity to invest in media that makes a meaningful and positive impact on society and supports underrepresented groups.

While the US marketplace currently focuses on BIPOC (Black, Indigenous, People of Colour) and LGBTQ+ owned media businesses, the UK offering will initially benefit Black, Asian, minority ethnic, LGBTQ+ and women-owned and operated partners, with publishers including The Source, Gay Times, Pink News, and Woman Alive, as well as publishers popular across the UK’s Asian communities, already on board.

Havas Media Group is currently seeking to build partnerships with other relevant media owners.

The marketplace will be available for Havas Media Group clients to plug into as part of their standard media targeting. The UK business also anticipates working with some larger clients to create custom and bespoke marketplaces and partnerships for social equity.

The launch reflects Havas Media Group’s ongoing strategy to 'make a meaningful difference to brands, businesses, and people', and its mission to understand the most 'Meaningful Media' - the media channels, moments, and brands that really move consumers to action.

The move follows Dentsu’s Patrick Affleck joining Havas Media Group as UK CEO in July of this year.

Simon Bevan, chief investment officer, Havas Media Group, said: “At a time where consumer and business sentiment are focused on social action in many forms, Havas Media Group felt it was important to offer our clients a way to make a positive and meaningful impact on society. We are uniquely placed to be the first market outside of the US to launch an offering like this, and we’re hugely proud to be able to give our clients the opportunity to support underrepresented groups with their media investment.”

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