AgenciesD&IMSL’s Bryan Pederson: Consumers Expect Better Representation & Voices Resembling Their Own

MSL partners with The Influencer League to boost diversity, equity and inclusion of its influencer marketing offering, MSL Fluency
Marcom Weekly StaffAugust 17, 20204 min
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Publicis Groupe’s leading global public relations and influencer marketing agency, MSL, revealed “four measurable commitments to address the lack of diversity and other inequalities affecting influencers who are Black, Indigenous and People of Color by the end of 2020,” according to a recent announcement. MSL is now using its proprietary influencer marketing platform, Fluency, platform to implement diversity, inclusion and equal pay measures to create a more diverse and inclusive industry.

Influencers are among the most visible, creative and impactful media platforms today and the industry is cementing its place as a core communications channel for brands. The influencer marketing industry is projected to be valued at $15 billion by 2022, according to a 2019 Business Insider Intelligence Influencer Marketing report. MSL boasts an expansive database of influencers in the United States and sophisticated influencer management and engagement platform, through Fluency.

“We believe it is our responsibility to do everything in our power to make Fluency the most inclusive, diverse, fair and transparent influencer marketing platform in the industry,” said Bryan Pedersen, MSL’s chief innovation officer. “We want to lift up influencers of color because not only is it the right thing to do, it is also what is best for brands as consumers expect better representation and voices resembling their own.”

MSL’s four commitments addressing lack of diversity and inequities include:

  • Diversity
    Increasing the discoverability and the number of diverse influencers within the Fluency platform and improving how the agency measures and optimizes diversity in influencer engagement through true tracking metrics.
  • Opportunity
    Actively supporting equal access to opportunities for diverse influencers by procedurally recommending more diverse and reflective influencer representation in our clients’ marketing efforts.
  • Equity
    Creating the best practice approach to drive pay parity in the influencer marketing industry.
  • Education
    Giving influencers of color access to leading learning resources that support their career development and professional journeys

As part of the commitments, MSL is partnering with The Influencer League, a community dedicated to educating, equipping and empowering influencers to reach their full potential, from growing followers to monetizing content.

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