Business Where credit is due Fiona Blades writes about the impact of diverse business accreditation W ould you like to be introduced to clients such as P&G, Mastercard and Bank of America? How about procurement helping you to get onto the roster? Some free training programmes from Dell or EY? Learning from business owners across the world? Awards? If you answer yes to any of these questions and you own a diverse business, consider accreditation. If you are a corporate client wanting to encourage innovation, inclusion, flexibility, speed and a fresh perspective, join not-for-profit network WEConnect International to meet diverse businesses. It wasnt until I moved to the US that I saw the importance of recognising Mesh Experience as a women-owned business. In fact, during the Covid-19 pandemic, it has been heartening to receive emails from corporates checking on our status. There is a benefit to corporates in encouraging diverse supply, beyond simply doing the right thing. Lets check out some facts. Jigsaw Research, a certified women-owned business, won Global Agency of the Year at the MRS Awards 2019 Boston Consulting Group found that increasing the diversity of leadership teams leads to more and better innovation and improved financial performance News publications, including the Guardian, have reported that countries with women leaders have fared less badly during the pandemic. Yet diverse businesses struggle to get funding. In 2018, women-owned businesses in the US received only 2.2% share of $130bn in venture capital funding. Whether through unconscious bias or other factors, it is tough for diverse businesses to grow. This is where certification plays an important role. WEConnect International considers four criteria for Womens Business Enterprise (WBE) certification: ownership, management, control, and 38 independence. To qualify, a business must be at least 51% owned, as well as managed and controlled, by one or more women. Mesh became certified as a women-owned business five years ago. WEConnect certifies businesses outside the US and WBENC within the US. Each year, there is a joint conference and in 2015, this took place in Austin, Texas. There was a WEConnect day for around 100 delegates to meet corporates in roundtable discussions and hear inspirational presentations. The next day was the WBENC conference and fair. Thousands of women entrepreneurs attended and there were hundreds of corporate stands. By year two, I had learned that a clear plan of action was essential. Last year, our managing director North America, Dana DiGregorio, attended and made 42 contacts. However, this does not mean 42 new clients. Even if the diversity person makes the introduction to the marketing/insight procurement person, you still need to meet the chief marketing officer or head of insight. Its unlikely that a head of insight will simply take the advice of their procurement colleagues on choice of agency. However, I have met many heads of insight that say it is difficult to get onto the procurement roster. This is when you play your trump card, and help the insight director by explaining that you know Ms/Mr xyz in procurement and that, as a diverse business, they are keen to help you through the process. This strategy has enabled Mesh to work with a major bank. If you are an insight director, check whether your company is a member of WEConnect (and lobby for it to become one, if not). This could help you to bring on board more easily new, diverse, innovative companies that you are keen to try working with. Weve also discovered that some existing clients were WEConnect members, including Delta Air Lines. In 2017, we were named the Delta Air Lines womenowned business of the year, which involved a reception in Atlanta, an introduction to the chief