Quick answer: Marketing and creative spend is hard to diversify because it usually sits with brand teams and agencies of record rather than procurement. The supplier diversity best practices that work best here are mapping where that spend actually goes, writing Tier 2 reporting into agency agreements, carving out defined projects a certified diverse supplier can take on directly as Tier 1, and keeping a short, pre-vetted bench of diverse marketing suppliers that internal teams can actually reach.
Supplier diversity teams have made real progress in categories like facilities, packaging, staffing and IT. Marketing is often a different story. The budget can be large, but decisions are spread across brand managers, communications, digital and events teams, and much of the spend flows through one or two large agencies. By the time it reaches a procurement report, it may show up as a single agency line.
That doesn't make the category impossible. It means the approach has to fit how marketing actually buys.
Why marketing spend is hard to diversify
- Agency of record consolidation. Many companies route most creative and media work through one or two large agencies, which leaves little direct spend to redirect.
- Decisions sit outside procurement. Brand and communications leaders often choose partners based on relationships and portfolios, sometimes before procurement is involved.
- Perceived risk. Marketing teams worry about quality, capacity and brand consistency with a new supplier.
- Visibility. Many certified diverse marketing firms are small and specialized, so internal teams simply don't know they exist.
- Coding. Production, web and event work done by subcontractors under an agency is invisible unless Tier 2 reporting is required.
Tier 1 vs. Tier 2: the two paths
Tier 1 (direct) spend is money your organization pays directly to a certified diverse supplier. A diverse agency hired for a website build, a campaign or event creative counts as Tier 1.
Tier 2 (indirect) spend is money your prime suppliers spend with certified diverse suppliers on work they do for you, reported back to you. When your agency of record subcontracts web development, production or design to a certified firm and reports it, that's Tier 2.
In marketing, both matter. Tier 2 lets you diversify without disrupting existing agency relationships. Tier 1 gives you direct relationships and clearer accountability.
Supplier diversity best practices for marketing spend
- Map where marketing dollars actually go. Break the category into agency fees, media, production, web and digital, events, print, research and internal communications. Some of those subcategories are much easier to diversify than others.
- Write Tier 2 into agency agreements. Ask agencies of record to set diverse subcontracting goals and report spend quarterly. Many large agencies already track this for other clients.
- Carve out defined Tier 1 projects. Microsites, landing pages, campaign production, event and conference creative, internal communications, presentation design and photo or video production are well-scoped projects a certified diverse supplier can own directly without replacing your agency.
- Build a short, pre-vetted bench. Verify certifications, review portfolios and capability statements, and confirm insurance and security requirements up front. Then give marketing teams a short list they can trust, not a database to search.
- Introduce suppliers to the decision-makers. Matchmaking events and supplier spotlights work best when brand and communications leaders attend, not just procurement.
- Make onboarding realistic for smaller firms. Clear vendor requirements, standard contract templates and reasonable payment terms make it far easier for small diverse suppliers to say yes and deliver well.
- Report outcomes, not just dollars. Pair spend numbers with a short story about the work delivered. Success stories are what convince the next brand team to try a diverse partner.
How to verify a diverse supplier
Ask for a current certificate and confirm it with the certifying body. Common certifications include:
- MBE (minority-owned): National Minority Supplier Development Council (NMSDC) and its regional affiliates.
- WBE (women-owned): Women's Business Enterprise National Council (WBENC).
- LGBTBE (LGBTQ+-owned): National LGBT Chamber of Commerce (NGLCC).
- DOBE (disability-owned): Disability:IN.
- VOSB / SDVOSB (veteran-owned and service-disabled veteran-owned): U.S. Small Business Administration (VetCert).
Some organizations also recognize state or local certifications. Check which ones your diversity program and any customer reporting requirements accept.
What to look for in a diverse marketing partner
Certification gets a supplier through the door. The same questions you'd ask any agency decide whether they're the right fit: Do they have relevant work in your industry or with organizations your size? Can they handle your volume and timelines? Do they meet your security, accessibility and brand standards? Can they work alongside your agency of record when needed? Will they provide references?
A diverse partner can also bring real perspective to work where it matters most. One of our own projects, for example, was building the digital home for a Fortune 500 consumer brand's initiative to advance racial equity for Black and brown Americans, designed to move corporate leaders from awareness to commitment.
Frequently Asked Questions
What are supplier diversity best practices?
Map where spend actually goes by category, set Tier 2 goals and reporting with prime suppliers, carve out well-defined projects for direct (Tier 1) diverse suppliers, keep a short pre-vetted bench, connect suppliers with real decision-makers, simplify onboarding and report outcomes alongside dollars.
What is a diverse supplier?
A business that is at least 51% owned and operated by members of a recognized group (such as minority, women, LGBTQ+, disabled or veteran business owners) and certified by a recognized certifying body.
What's the difference between Tier 1 and Tier 2 supplier diversity?
Tier 1 is spend your organization pays directly to a certified diverse supplier. Tier 2 is spend your prime suppliers pay to certified diverse subcontractors on your work, reported back to you.
Can our agency of record help us hit diverse spend goals?
Yes. Requiring Tier 2 goals and quarterly reporting in agency agreements is one of the fastest ways to grow diverse marketing spend without changing your agency relationships.
Which marketing projects are easiest to move to a diverse supplier?
Well-defined projects with clear deliverables: microsites, landing pages, campaign or event creative, presentation and report design, internal communications and production work.
How do we confirm a supplier's MBE certification?
Request the current certificate and verify it with NMSDC or the regional affiliate that issued it. Certifications are typically renewed annually.
If you're building a bench of diverse marketing suppliers, here's our own MBE certification and vendor information, and more about how we work with enterprise teams.
