The BRiM Framework

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Introduction

BRiM Framework

The BRiM Framework provides practical guidance for organisations looking to improve representation across the marketing ecosystem.

It focuses on five areas where representation and inclusion shape marketing outcomes:

  • the work itself
  • the partners and suppliers involved
  • how ideas are developed and approved
  • where campaigns appear
  • the organisational culture behind decision making

The Framework is designed to help organisations assess where they are today, identify priorities, and track progress over time.

Download the full Framework (PDF)

Self-Assessment: Where Are You Today?

Purpose

A short self-assessment to help organisations quickly reflect on their current approach before exploring the pillars.

This helps position the Framework as a practical diagnostic tool, not just a set of principles.

  • Do your campaigns reflect the diversity of your audience?
  • Have you reviewed recent creatives for representation across key roles?
  • Do your agency, production and supplier partners reflect diverse perspectives?
  • Are diverse voices involved in campaign development and approvals?
  • Are different perspectives represented in strategy and creative decision making?
  • Is inclusive thinking embedded in briefing and concept development?
  • Are you considering where campaigns appear and the communities they reach?
  • Is representation reflected in your teams and leadership?

Transition

After completing this quick reflection, users can explore the pillars below to identify areas for action.

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How to Use the Framework

The Framework is designed as a practical tool.

Organisations can use it to assess their current approach and identify areas for improvement.

Step 1

Assess where you are today

Step 2

Identify one or two pillars to prioritise

Step 3

Set measurable goals

Step 4

Track progress over time

programme-structure
The five pillars

Five areas to embed inclusion in marketing

Purposeful Placement

Purposeful Placement

How advertising investment is directed across media channels, platforms and publishers.

Includes decisions that determine which communities are reached and in what context.

Key areas

  • Media allocation – Where budgets are spent and which audiences are prioritised
  • Platform selection – Which channels and publishers carry your advertising
  • Contextual targeting – The environments and content alongside which your ads appear

Practical prompts

  • Review spend allocation across diverse media owners
  • Audit inclusion and exclusion lists for cultural bias
  • Assess whether targeting criteria exclude Black audiences

Resources

Inclusive Marketing

Inclusive Marketing

How representation shows up in marketing and advertising, including storytelling, perspective and audience reflection.

Key areas

  • Inclusion values – Principles guiding representation in marketing
  • Key roles – Who is visible and whose stories are told
  • Story development – Whose perspective the story is told from

Practical prompts

  • Review recent creatives for representation
  • Track representation across roles
  • Assess perspective in storytelling

Resources

Partner Representation

Partner Representation

How diversity shows up across the agencies, suppliers and production companies you work with.

Includes how you hold partners accountable to shared inclusion goals.

Key areas

  • Supplier diversity – The range of backgrounds represented in your agency and vendor roster
  • Accountability measures – How partners are briefed and held to diversity commitments
  • Equitable practices – Fair rate cards and transparent selection processes

Practical prompts

  • Map your supplier roster against diversity benchmarks
  • Include representation requirements in briefs and contracts
  • Review rate cards to identify and close pay gaps

Resources

Inclusive process

Inclusive process

How inclusion is embedded into the way briefs are written, creative is developed and campaigns are approved.

Ensuring Black perspectives inform decisions at every stage of the process.

Key areas

  • Briefing standards – Whether inclusion requirements are set at the brief stage
  • Review panels – Who is involved in evaluating and approving creative work
  • Insight integration – How diverse consumer perspectives are gathered and used

Practical prompts

  • Add representation criteria to your creative brief template
  • Ensure Black voices are part of the approval process
  • Compensate external sounding board contributors fairly

Resources

Organisation & Culture

Organisation & Culture

How inclusion is embedded in the structure, culture and leadership of your organisation.

How that shapes the marketing decisions your teams make day to day.

Key areas

  • Leadership commitment – How senior leaders champion and resource inclusion goals
  • Talent and progression – How Black talent is hired, supported and developed internally
  • Accountability structures – How inclusion targets are set, tracked and reported

Practical prompts

  • Set measurable representation targets at leadership level
  • Review hiring and promotion data for Black colleagues
  • Publish an annual inclusion progress report

Framework Development

The BRiM Framework was developed with input from industry partners and the BRiM Steering and Advisory Groups. Acknowledging the organisations and individuals who contributed helps demonstrate that the Framework is industry informed and collaborative.

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