Understanding GARM: Who are the Brands, Platforms and Agencies?
GARM is comprised of an advertiser centric community of global brands, media agencies, media owners and platforms, and industry bodies focused on effectively reducing the availability and monetization of harmful content. Alliance members acknowledge their collective power to improve safety for consumers and brands. Together, they have identified concrete initiatives, created shared processes and common protocols for protecting people and brands.
GARM’s founding members coalesced from active participation in the World Federation of Advertisers. The ANA CMO Growth Council, a member of the WFA, will champion the alliance.
The Advertisers
Over 55 Global Brands and Advertisers are included within GARM, including Adidas, Asahi Beer, Bank of America, Bayer, Beiersdorf, BP, Chanel, Danone, Diageo, Discover, EA, Ferrero, Fiat Chrysler, Friesland Campina, General Mills, GM, GSK, Hershey, HP, Johnson & Johnson, Kellogg, LEGO, LVMH, Mars Incorporated, MasterCard, Microsoft, Mondelez International, NBC Universal, Nestle, Orange, Procter & Gamble, PepsiCo, Pernod Ricard, Philips, Shell, Sony, Unilever, Vodafone, Yildiz Holdings and Yum! Brands.
“We take our role as a responsible marketer very seriously, as do many others, which means there’s no better time to move the industry forward collectively.”
— Isabel Massey, Diageo, Global Media Director
The Agencies
The Alliance also benefits from the active expertise of major holding company media agencies including Dentsu, WPP’s GroupM, Havas Media, IPG, Publicis Media, and Omnicom Media Group.
“The significance of the issues in front of our industry is existential. This is about the future of marketing and how consumers trust media properties and brands; it’s also about the very fabric of our societies. Here, we check our badges at the door to find practical paths forward together.”
— John Montgomery, Global EVP, Brand Safety, GroupM
The Platforms
Founding media companies and platforms include Facebook, Google/YouTube, Twitter, and most recently Pinterest.
“I applaud and support the leadership of the Alliance for this collaboration to do more for the people we serve. We are resolute in our commitment to provide a safe community, and we know we can’t do this alone. We’ve made a lot of progress, and this Alliance is our next step forward.”
- Carolyn Everson, VP Global Marketing Solutions, Facebook
To learn more about Zefr’s involvement with the Global Alliance of Responsible Media, visit our website.
