Page 16 - The Growth of Supplier Diversity - FINAL

DETAILED FINDINGS

Agencies Enjoy Most Support

Agencies are the category that companies currently spend the most on with their supplier
diversity programs for marketing/advertising.

Categories with Most Spend

Base: 54

Agencies 50%
Media companies* 15%

Production 13%
Printing 13%
Consulting 8%

Promotion/promotional products 1%

Q: What specific categories of diverse suppliers for marketing/advertising do you currently spend the most with?
Select only one.
*Survey specified: By media companies we mean, as examples, radio stations, TV networks, digital media companies, etc. — NOT media advertising agencies

We drilled down in our qualitative interviews to learn which types of agencies are specifically
supported. Agency types mentioned include design, multicultural, promotion, public relations,
research/insights, and sports marketing.

Furthermore, many qualitative respondents noted that they now have regular conversations with
their agencies about the diversity of agency teams and leadership. One respondent talked about
“looking at the whole package,” including agency plans for recruiting diverse talent, training
programs, affiliations, and even production initiatives. Another respondent noted that the
company wants the staff of its agency to mirror that of its customer base.

16 | The Growth of Supplier Diversity