The Role of Minority-Owned Advertising Agencies in Shaping Authentic DE&I Strategies for Fortune-Listed Companies

This literature review critically examines the pivotal role of minority-owned advertising agencies in shaping authentic Diversity, Equity, and Inclusion (DE&I) strategies for Fortune-listed corporations. By synthesizing current scholarly research and industry insights, this review highlights how these agencies leverage cultural expertise to bridge corporate objectives with the needs of multicultural consumers. Findings reveal that minority-owned agencies drive authentic representation in advertising, fostering deeper consumer trust, enhancing brand equity, and promoting long-term brand loyalty. Despite facing systemic barriers, these agencies offer innovative strategies that challenge traditional marketing norms and advance substantive DE&I integration. This review concludes with actionable recommendations for corporations to collaborate more effectively with minority-owned agencies, embed DE&I into business strategy, and implement inclusive marketing practices that resonate with diverse audiences.