As published by AdAge on 7/6/21

Written by Illyse Liffreing

As brands look to better reach and more authentically connect with diverse audiences amid the renewed social justice movement of the last year, there’s been a spike in interest in partnering with creators of color. At the same time, influential BIPOC creators are speaking out on the inequalities they have faced as they try to gain the same lucrative sponsorship deals as their white counterparts. Even as brands like Doritos, Logitech and Procter & Gamble make commitments to support BIPOC creators, these influencers are struggling to navigate a complicated brand environment and receive their fair share…

Earlier in June, Omnicom Media Group launched a Diverse Content Creators Network (DCN) that pairs brands with millions of diverse content creators in partnership with Twitter and two other platforms that have yet to be announced.

“Skyrocketing social media usage alongside new ‘creator friendly’ platforms have allowed the diverse creator universe to grow in both scale and influence, and this creates new opportunities for our clients to achieve scale and reach multicultural audiences,” says Scott Hagedorn, CEO, Omnicom Media Group North America. “However, it’s been challenging for brands to activate the collective scale of these prolific and effective creators across multiple platforms.”

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