Publicis Groupe's VivaWomen of Color Launches Black Owned Business Directories

The struggle for small businesses reached a critical point during COVID19 which added to the already difficult business environment These challenges hit Blackowned businesses especially hard According to CBS News an estimated 90 of Blackowned firms were either ineligible for pandemic related support money or denied loans The reason behind this is quotthese small business owners are less likely to have relationships with commercial bankingquot so when they want to apply for a loan the time frame required to establish a relationship qualify and apply for a loan often requires too long a wait time explained Suruchi Sheth producer at Digitas HealthHow the Directory StartedAccording to Tiffany Ford senior human resources generalist at Razorfish Health the directory started as an idea for an inperson holiday bazaar event quotthat highlighted Black owned businesses in the Philadelphia areaquot But the holiday event was converted into the virtual directory as the pandemic raged This not only placed further stress on already struggling businesses it also underscored the deep need for a wider ongoing effort to help consumers recognize and support local Blackowned businesses Ford wanted the directory to address the questions quotWhat can I do What kind of personal impact can I makequotPhiladelphia was the perfect city to launch the first of what is hoped to be many city guides Sheth noted that quotOne out of five small businesses in Philadelphia are owned by people of color It39s a big part of what shapes PhiladelphiaquotMarketing the DirectoryAs far as the marketing rollout for the guide is concerned quotPublicis has an internal global AI connectivity platform for all of its employees called Marcel which is all encompassing a network that we use accessed by every single Publicis employee across the globe We39ve been highlighted therequot Ford stated Especially amid the pandemic Marcel has been an integral tool that helps to connect and engage the company39s 80000 people across the globe during a time of isolation and create a strong sense of unity across markets It has also helped saved over 2000 jobs through its quotGigsquot featureThis gave the directory an enthusiastic global presence Additionally quotPublicis Health has highlighted the directory on their social media platforms such as Instagram and LinkedInquot amp160quotWe also published it on a website called Issuu amp8230 and when you upload a PDF to that site it turns it into this cool online magazine where you can open up the link and flip through the pages Because it39s on Issuu anyone can access it anywherequot stated ShethAdvancing ChangeAll of this would not be possible without the efforts of the VivaWomen of Color Business Resource Groupe BRG Publicis Groupe is home to 11 National BRGs Business Resource Groups with 77 local chapters across the US with over 8000 members These BRG communities have each been central to connecting with talent in new and meaningful ways especially amid the pandemic From learning sessions to mentor circles the BRGs are creating macro and microconnection moments that have made a positive difference for so many in Publicis39 agency communities They play a central role in helping to inform Publicis Groupe39s broader talent inclusion and engagement strategies and helping to author the future of the organization as a more diverse equitable and inclusive placequotVivaWomen of Color launched in 2014 with chapters in New York and Chicago and it has since grown to more than nine chapters and 950 members across the country including Philadelphiaquot noted Arnetta Whiteside director multicultural research and knowledge management Publicis Media Cultural Quotient ampamp national colead VivaWomen of Color The group itself was created to form a network for women of color to help break down silos and create a sense of community at agencies and within the advertising industry quotOur programming centers around four core pillars Holistic Authenticity Professional and Leadership Development Internal Organizational Impact and Advocacy and Community Service and Outreachquot she explained Ford added that the BRGs have had great impact in Publicis and quotare really influencing the companyquotNext StepsThe plan for the directory going forward is focused on expansion Ford explained that quotWe would love to have other editions of this and update them seasonally because we know that as things start to open up businesses will start to open up as well as new offerings from existing businessesquotquotIt is not one and donequot added Sheth quotBecause it39s an interactive guide people can come back to itquot The directory quotwas a big passion project for us With so much negativity going on in the world and so much stress amp8230 this guide brought a boost of positive energy into our lives and motivated us through many other thingsquot she concludedPhoto credit Ebby Underwood art director at Digitas HealthquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160amp160

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Publicis Groupe's VivaWomen of Color Launches Black Owned Business Directories

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Charlene Weisler

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Publicis Groupe's VivaWomen of Color Launches Black Owned Business Directories

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