报告:多样性和代表性.pdf

Media is one part of driving greater representation in our marketing. In 2021,WFA’s Diversity & Inclusion Task Force developed a practical Guide to potential areas for bias in the creative process. It works through the full creative process and highlights someof the key questions that are critical along that journey if brands are to end up with positively diverse and representative marketing.

Media is one key stage in this process. WFA members have responded positively to the guide, requesting more guidance around the media opportunity. This document focusses on media planning and buying. Often the barriers to representationcome in the form of unconscious bias, so much like in the original guide,in our focus on media, we aim to highlight some of the simple nudges and criticalquestions marketers can use to steer themselves throughout.

We’ve also included a small sampleof some of the resources and partners available to support on this journey, though many others exist and we will continue to expand this list on the WFA Diversity Hub.

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