Madison Avenue made sweeping commitments to support Black-owned businesses and media networks following the 2020 murders of George Floyd, Breonna Taylor, Ahmaud Arbery and other Black Americans.
But now that the #BlackLivesMatter hashtag has stopped trending as widely and black-square profile pictures have been replaced, have brands and agencies made good on their pledges?
“One-hundred percent I believe that the market has moved,” said Revolt CEO Detavio Samuels, a former Interactive One executive who was hired by Revolt in 2020 and elevated to lead Sean “Diddy” Combs’ media company in 2021.
“This was a history-setting, record-breaking year for Revolt,” Samuels said of 2021, suggesting that the fast-growing brand—which also launched an app for mobile and connected TV in November—was a beneficiary of more than just the unprecedented client-side demand for ad inventory that was recorded by many media companies.
“It is also because there are a handful of brands and a handful of major media agencies that are showing up in a big way,” said Samuels, noting that Revolt added 75 new clients and reaped the rewards of ad deals with AT&T, Cadillac and Comcast. “I think most of us saw that growth,” he said of his peers in the Black-owned media sphere. “I think many of us have been able to [double] our advertising.” Read more.