MASTERCLASSING

Industry alliance BRiM launches to improve Black representation in marketing

Gabby Fernie

BRiM, a new industry initiative in the UK to increase Black representation in marketing launches today. 

To mark the launch, BRiM is unveiling a free framework via The Advertising Association website. Everyone in the industry is invited to review it and put plans into action to create impactful and long-lasting change.

The framework aims to cover the complete marketing journey. It starts with the creative output and extends to the ecosystem of partners who create the marketing assets, as well as the core team at the heart of strategic campaign decisions. It also provides examples of commitments that people in organisations should consider adopting, with readily available templates and tools at hand when putting their efforts into practice.  

A research study (conducted by MetrixLab) of over 300 marketing professionals in the UK this month found that 7 in 10 understand the need for fairer Black representation.  

By joining the BRiM community, individuals will demonstrate their commitment to a long-term journey and will be asked to feed into regular research to measure progress that they or their organisation are making in representing Black people fairly. Learnings will be shared publicly, anonymising the input.  

“There is much work to be done in terms of Black representation in marketing: on screen, in production companies, agencies and advertisers. I am committed to helping create tangible actions that lead to sustained and meaningful change for the long term. BRiM will continue to highlight this issue and accelerate progress in the area" said BRiM's Advisory Board Chair, Julian Douglas.