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The initiative aims to expand the diversity of creators, producers and production companies
First syndicated content project titled ‘Rebuilding Black Wall Street: Greenwood’ will premiere on OWN this fall: Oprah Winfrey Network
GroupM, WPP’s media investment group, and Warner Bros. Discovery Channel announced today that GroupM Motion Entertainment and Warner Bros. Discovery have entered into a strategic partnership to support GroupM’s Diverse Voices Accelerator (DVA), Writers, producers, directors and studios from traditionally underrepresented entertainment groups. The partnership brings together the strengths of both organizations, GroupM’s media and entertainment expertise and Warner Bros. Discovery’s best-in-class storytelling capabilities, to develop inclusive content that represents diverse audiences and provides advertisers with connections and organic sponsorships Chance. Series developed through DVA will air on the Warner Bros. Discovery network and platform.
“We have a responsibility to create a more inclusive and equitable industry,” said Kirk McDonald, CEO of GroupM North America. “It’s good for everyone. It empowers content creators who face barriers, it gives brands the opportunity to reach diverse and engaged audiences, and it gives viewers authentic programming that captures the richness of the human experience.”
“Entertainment has a powerful influence on culture. We are committed to supporting stories and talent that make a positive impact both in front of and behind the camera,” said Chet Fenster of GroupM Motion Entertainment. “We’re proud to join Huner Bros. Discovery Channel as a network partner that shares our goal of telling stories that inspire and entertain all audiences.”
“Warner Bros. Discovery represents authentic, aspirational and safe programming environments where underrepresented communities can see themselves, and we pride ourselves on our unique ability to unlock opportunity for brands that share our values,” said Ad Sales and Senior Vice President Sheereen Russell said. Inclusive Solutions for the Warner Bros. Discovery Channel. “We are excited to strengthen our commitment to equity and support creators and producers of color on our platform through our partnership with GroupM.”
The first content development project backed by the strategic partners is a six-part documentary series titled “Rebuilding Black Wall Street: Greenwood,” which will premiere on OWN this fall. Created by executive producer Ri-Karlo Handy and his company, Sunwise Media, Inc., the renovation series will document the rebuilding of Tulsa’s Greenwood district that was destroyed in the 1921 massacre. Over six episodes, the host and construction team will guide viewers through Greenwood’s rich history and the personal journeys of the cast, many of whom are descendants of black Wall Street residents.
In addition to content development, DVA provides opportunities for brand endorsement through unique activation methods, creating natural and thoughtful messages for consumers. Projects created under the DVA will be supported by GroupM agencies including Mindshare, Wavemaker and EssenceMediacom, with clients including Domino’s (a Mindshare client) and other brand partners committed to diversity and tolerance.
“At Domino’s, it’s important that our media and advertising reflect the diversity of our customers, our team members and the communities we serve,” said Kate Trumbull, Domino’s senior vice president of brand and product innovation. “Through our partnership with GroupM’s DVA program, we are proud to support original programming developed by a diverse range of voices in media and entertainment.”
DVA is part of GroupM’s Media Inclusion Initiative (MII) – a comprehensive strategy to channel investment and create opportunities for diverse media companies and content creators – and a key pillar of GroupM’s Responsible Investing Framework.
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