Angela Seits Speaks About the Role of Strategy in Fostering DE&I

PMG Managing Director and Head of Strategy & Insights Angela Seits recently joined Digiday media reporter Antoinette Siu on stage at the Digiday Media Buying Summit to discuss diversity, equity, and inclusion (DE&I). The conversation touched on what brands are currently asking of their partner agencies around DE&I, and how agencies can and should drive DE&I throughout the strategy planning process.

Seits shared that brands have an opportunity to ask more from their agencies, not just around how to reach diverse audiences, but also for help in ensuring that their creative, messaging, and custom content are developed in ways that resonate and connect with people from underrepresented communities on a more personal level.

She told the audience that, while DE&I should ideally be weaved throughout the entire approach—from strategy and planning to buying—it starts at the strategy phase. For example, Seits said PMG develops strategy briefs by outlining the audience we’re trying to reach and using that to guide our intentions for reaching diverse groups, which empowers media and creative teams, as well as external partners, to work together to bring that objective to life.

Seits also discussed how too many agencies think DE&I efforts begin and end at the public disclosure of their diversity data. Instead, it’s critical to develop an infrastructure of accountability across all levels of an organization to ensure the company is moving towards its stated goals and commitments. PMG makes progress against our DE&I goals with a cross-functional steering committee that is responsible for holding the broader organization accountable and is empowered to foster a culture of belonging, inclusion, and diversity (CBID) through initiatives like PMG’s nine employee resource groups.

The discussion resulted in a lively conversation between panelists and audience members, with Seits sharing more of her perspective in a 2-part follow-up story with Digiday after the event. Check out Part 1 here and Part 2 here.