GroupM has taken a stand on what it calls media responsibility, outlining a framework of five key pillars. This initiative is the basis of a half-day Global Forum on June 23, produced by Beet.TV in collaboration with GroupM and the 4A’s.

We spoke with Kirk McDonald, CEO of GroupM NA about the event and his hope that the dialogue coming out it will lead to a more fair, sustainable media landscape.

This week, GroupM announced that some 20 leading brands are making substantial commitments to investment in Black-owned media companies. Speaking to Variety about the initiative, McDonald stated:

GroupM’s programs “are not just about what we need to do to support today’s owners, but how do we make sure that diverse ownership grows in the future? We are talking about both of those legs.”

The Global Forum will be streamed on the GroupM LinkedIn feed from 1 to 4 pm EDT on 6/23. The program is made possible with the support of IBM Watson Advertising, MediaMath, Nielsen and PubMatic. To stay informed of the Forum details and agenda use the hashtag #ResponsibleMedia.