Trade Groups Release New Guidelines for Diverse Media Suppliers | About the ANA | ANA

Trade Groups Release New Guidelines for Diverse Media Suppliers

Recommendations from ANA, 4A’s, and AIMM Offer Tips for Partnering with Marketers and Agencies

NEW YORK (August 9, 2022) — The ANA and the 4A's today unveiled a comprehensive list of guidelines designed to help diverse media suppliers improve and strengthen their partnerships with marketers and agencies.

The recommendations are listed in Guidelines for Diverse Media Suppliers When Doing Business with Buyers (Agencies and Marketers), which was created collaboratively by the ANA, the 4A's, and the ANA's Alliance for Inclusive & Multicultural Marketing (AIMM).

These recommendations were developed as a followup to Guidelines for Buyers (Agencies and Marketers) When Doing Business with Diverse Media Suppliers that was released in May 2022 to help marketers partner with diverse media suppliers, strengthen their DEI strategy, and drive brand growth.

The current set of recommendations were created with input from the trade groups' respective members. They were designed to build upon the work of the ANA's CMO Growth Council, which was established by the ANA and Cannes Lions to focus on driving enterprise growth.

"Addressing media investment inequality is one of the cornerstone objectives of the Global CMO Growth Council and our industry," said ANA CEO Bob Liodice. "The two sets of guidelines are designed to help buyers and sellers see the landscape through a more focused lens, advance engagement, and promote greater investment in the diverse supplier community."

4A's President and CEO Marla Kaplowitz added, "We should continuously challenge the status quo and work collaboratively to incorporate DEIB across the advertising and marketing industry. These guidelines serve as a roadmap to support diverse suppliers navigating the complexities of the industry to advance opportunities, so marketers and agencies deliver a more inclusive approach reflecting the ongoing changes in society and culture."

The report offers diverse media suppliers 16 guidelines for working with marketers and agencies. They include:

  • Register Your Business on Marketer Supplier Portals: Most marketers have their own portals that serve as a database for diverse suppliers, and suppliers should register their businesses on these portals. The portals should be just one step in building a relationship with the marketer, and diverse suppliers are encouraged to stay in regular contact (e.g., quarterly) with the marketer and/or its agency.
  • Consider Certification: Diverse-owned media suppliers which are not certified should consider getting their certification from the relevant organization(s). There are multiple benefits of obtaining certification. For example, certified businesses are included in more RFPs, which provides additional exposure to corporate marketing departments, which leads to increased sales. Certification therefore maximizes the opportunity for suppliers to be considered and hired.
  • Push Back on Extended Payment Terms: Many marketers have extended payment terms for various marketing services to improve their own cash flow. Diverse suppliers should push back when extended payment terms are requested. The business models and livelihoods of smaller players in the marketing supply chain, like diverse suppliers, can be threatened by extended terms.
  • Be Clear on Evaluation Criteria: Make sure RFIs are clear about the evaluation criteria suppliers will be measured against to be sure buyers are setting realistic goals. Diverse media suppliers should seek to understand how success will be measured to deliver against campaign goals and/or level-set expectations on gaps in measurement that should be highlighted from the outset.
  • The Value of Case Studies: Diverse media suppliers are encouraged to curate case studies displaying work they have done with national advertisers. Buyers appreciate learning via case studies.

The guidelines also cover topics such as the importance of understanding a marketer's procurement process, providing inventory through key buying channels, being aware of technical requirements, and requesting feedback if a supplier fails to get the business.

The complete Guidelines for Diverse Media Suppliers When Doing Business with Buyers (Agencies and Marketers), can be found here.



The mission of the ANA (Association of National Advertisers) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.


The 4A's was established in 1917 to promote, advance, and defend the interests of our member agencies, employees and the advertising and marketing industries overall. We empower our members to drive commerce, spark connections, and shape culture through infinite creativity. With a focus on advocacy, talent and the value of creativity and technology to drive business growth and cultural change, the organization serves 600+ member agencies across 1,200 offices, which help direct more than 85% of total U.S. advertising spend. The 4A's includes the 4A's Benefits division, which insures more than 160,000 employees; the government relations team, who advocate for policies to support the industry; and the 4A's Foundation, which advocates for and connects multicultural talent to the marketing industry by fostering a culture of curiosity, creativity, and craft to fuel a more equitable future for the industry.


The ANA's Alliance for Inclusive and Multicultural Marketing (AIMM) was established in 2016 to provide corporations with viable solutions for growth by addressing opportunities in Multicultural and Inclusive marketing. AIMM comprises senior-level advertisers, media/publishers, research and data companies, agencies, and trade organizations to spotlight the missed growth potential in General, Hispanic, African American, Asian American, and LGBTQ+ markets. This extraordinary working group of industry leaders is transforming the way multicultural and inclusive marketing is seen and understood via an industry-wide reboot. Beyond simply identifying where growth potential lies, AIMM shows its members (and the industry) how to maximize this potential toward positive bottom-line impact.


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