Image provided by Yum! Brands.
Yum! Brands has joined the Publicis Media Once & For All Coalition, a multi-year, cross-industry collaboration to build a more equitable advertising ecosystem for ethnically diverse media suppliers, content creators and production partners, with an initial focus on Black and Hispanic platforms. The move is part of the company’s U.S. multicultural plan and strengthened commitments to drive equity and inclusion across all aspects of its global business.
Yum! and its brands — KFC, Pizza Hut, Taco Bell and The Habit Burger Grill — will participate in the coalition, which is committed to removing legacy barriers to equitable financial opportunity and representation of underserved and ethnically diverse suppliers. The initiative also includes peer companies, diverse-owned media suppliers and industry groups.
U.S. Multicultural Marketing Leadership Council
Yum! also announced the establishment of a U.S. Multicultural Marketing Leadership Council to drive cross-brand implementation of its multicultural marketing strategies. The council, chaired by Yum! Brands Chief Communications & Public Affairs Officer Jerilan Greene, will include independent advisory, agency and internal brand experts and will aim to bring more intentionality and investment to the U.S. brands’ efforts to build upon and support culturally relevant relationships, channels and authentic connections with diverse-owned consumers and media.
Through the work of the U.S. chief brand and marketing officers, franchisees and the council, Yum! plans to deliver sustained actions over the next several years, initially, in three key areas:
- National advertising spend. The company will significantly increase the allocation of national media and production spend to diverse-owned media suppliers, content creators and production partners specifically across Black, but also Hispanic, Asian-Pacific American, women and LGBTQ platforms.
- Partnerships. Yum! will establish multi-year partnerships with diverse-owned media, content creators and production properties, which, over time, is expected to contribute to expanding the supply of available media buying opportunities with diverse-owned media companies.
- Representation. The business will continue to increase Black, Hispanic and diverse representation in its U.S. brand teams and work with U.S. agency partners to do the same.
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