What The A Pledge does

The A Pledge is a private, non-profit collective founded in 2020 and headquartered in Atlanta, Georgia, dedicated to incubating, advising, championing, and partnering with Black-owned advertising and marketing agencies. Its primary product is the Atlanta Black Agency Directory (B.A.D.), a free directory listing 19+ Black-owned agencies including Authentique, brndMethod, Content Monsta, The Frequency Studio, Pure Firefly, and others, designed to increase agency visibility and facilitate strategic partnerships with corporate buyers. A secondary program is the NextGen partnership, which exposes Atlanta high school students to advertising career pathways, building a future talent pipeline aligned with the organization's stated 2030 goal of matching Atlanta's demographic diversity in the agency community. The "A" in The A Pledge stands for Agencies, Awareness, Activism, and Alliance, as well as referencing Atlanta's nickname "The A."

The organization sustains operations through donations accepted via PayPal and corporate sponsorships rather than product or service sales. Named sponsors include Aflac, New & Improved, Alloy, Metro Atlanta Chamber, Creative Ladder, NextGen, and 48in48. Governance is provided by a Board of Directors with representation from Nebo, Nielsen, Warner Bros. Discovery, Haley Communications, Tenet Consultancy, Purpose Group, and SCAD, plus an Advisory Board drawing from Brand Positioning Doctors, Dagger, and Fiserv. Founding members include Brandon Butler, Darryl Cobbin, Adam Harrell, Jeff Hilimire, Ekaette Kern, Mike Popowski, Melissa Proctor, Kyle Stapleton, Kimberly Strong, and Shannon Watkins.

The go-to-market motion is community-led, combining advocacy-driven recruitment of Black-owned agencies into the directory, brand-side engagement encouraging corporate marketing departments to source partners through the directory, and earned media coverage in outlets such as Ad Age, Adweek, and Digiday. Distribution is regional, confined to the Atlanta metro area, and operates without disclosed technology infrastructure beyond a marketing website and email list. No AI, proprietary platform, or software product has been disclosed, and no external funding rounds have been recorded.

Name

The A Pledge

Legal name

The A Pledge

Website

https://theapledge.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

The A Pledge is an Atlanta-based non-profit collective founded in 2020 that supports Black-owned advertising and marketing agencies through the Atlanta Black Agency Directory, corporate partnership facilitation, and a NextGen youth pipeline program aimed at matching Atlanta's demographic diversity by 2030.

Ownership category

akta.pro rank

Product category

DEI Advocacy and Coalition Services

NAICS

Business Associations (813910), Civic and Social Organizations (813410)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Sponsorship Activation & Sports/Festival Experiential (BPAFAGAG)

Keywords

• DEI consulting services
• Diversity advocacy coalition
• Agency directory platform
• Corporate diversity partnerships
• Community-led DEI initiative

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Donations and Sponsorships: The A Pledge accepts donations via PayPal and operates with partner/sponsor support from corporations such as New & Improved, Alloy, Aflac, Metro Atlanta Chamber, Creative Ladder, and NextGen. The organization does not appear to sell products or services; it operates as a non-profit diversity initiative sustained by donations and corporate sponsorships.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

The A Pledge is a non-profit alliance that incubates, advises, champions, and partners with Black-owned advertising and marketing agencies in Atlanta to drive diversity, equity, and inclusion. Its primary product is the Atlanta Black Agency Directory (B.A.D.), a free online directory that gives Black-owned agencies visibility to corporate brands and facilitates strategic partnerships and incremental revenue opportunities. The organization is sustained by donations and corporate sponsorships rather than product or service sales.

Product overview

The A Pledge is a single unified offering—a membership organization focused exclusively on supporting Black-owned agencies in Atlanta. Its primary product is its advocacy platform and the Black Agency Directory (B.A.D.), which serves as a discovery and networking tool connecting Black-owned agencies with brands and organizations seeking agency resources.

Differentiator

Problem solved

Functional benefit

Brands

• Atlanta Black Agency Directory (B.A.D): A directory created to help Black-owned agencies in Atlanta generate incremental revenue by increasing brand awareness and facilitating strategic partnerships.

Products and services

• The A Pledge (membership and coalition program) A non-profit membership coalition that incubates, advises, champions, and partners with Black-owned advertising and marketing agencies in Atlanta to drive diversity, equity, and inclusion in the local industry. Member agencies and corporate brands participate in a city-wide DEI plan; the coalition connects agencies with brands, procurement leaders, and community programs.
• Atlanta Black Agency Directory (B.A.D.)
• NextGen Career Exposure Program

Quantifiable outcome

• Goal: Match the diversity of Atlanta's workforce demographics in the agency community by 2030

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• New & ImprovedcoreGTM or Marketing PartnerNew & Improved is a partner/sponsor of The A Pledge, contributing to the organization's mission to elevate Black-owned agencies in Atlanta. Listed as a logo partner on the home page showing support for DEI initiatives.
• AlloycoreGTM or Marketing PartnerAlloy is a partner/sponsor of The A Pledge, contributing to the organization's mission to elevate Black-owned agencies in Atlanta. Listed as a logo partner on the home page showing support for DEI initiatives.
• AflaccoreGTM or Marketing PartnerAflac is a partner/sponsor of The A Pledge, contributing to the organization's mission to elevate Black-owned agencies in Atlanta. Listed as a logo partner on the home page showing support for DEI initiatives.
• Metro Atlanta ChambercoreStrategic or Co-development PartnerMetro Atlanta Chamber is a partner of The A Pledge, providing regional business community support for the diversity and inclusion initiative in Atlanta's advertising and marketing industry.
• Creative LadderminorGTM or Marketing PartnerCreative Ladder is a partner/sponsor of The A Pledge, contributing to the organization's mission. Listed as a logo partner on the home page.
• NextGencoreStrategic or Co-development PartnerNextGen partnered with The A Pledge to expose high school students to advertising agencies in Atlanta, providing understanding of different roles and jobs in the industry. Students learn about content, marketing, creativity, and career opportunities in the space. This partnership addresses pipeline development for the future of the industry.
• 48in48minorGTM or Marketing Partner48in48 is referenced as a partner through a logo/link on The A Pledge website, indicating a collaborative relationship in the advertising/marketing community.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Color of Change: Color of Change is the nation's largest online racial justice organization, running campaigns that pressure brands and agencies on DEI practices. Adjacent comparator — a national advocacy organization whose corporate-facing campaigns both compete for sponsor dollars and amplify organizations like The A Pledge.

Direct peers

• Creative Ladder: Creative Ladder is a non-profit that provides free education and career navigation into creative and advertising careers for underrepresented talent. Directly comparable — and already a named partner of The A Pledge — focused on diversifying the creative/advertising talent pipeline.
• Free The Work: Free The Work is a non-profit platform that connects brands with underrepresented creators and directors in advertising. Directly comparable as a marketplace-style initiative designed to surface diverse creative talent to brands seeking more inclusive agency rosters.
• 600 & Rising: 600 & Rising is a coalition of advertising/media professionals advancing racial equity and inclusion inside the advertising industry. Directly comparable to The A Pledge as a DEI-focused industry coalition, though operating at a national rather than single-metro level.
• The LAGRANT Foundation: The LAGRANT Foundation is a non-profit focused on increasing the number of ethnic minorities in the advertising, marketing, and communications fields through scholarships, internships, and career development programs. Closely comparable as a DEI non-profit operating in the same advertising/marketing talent pipeline.
• The Marcus Graham Project: The Marcus Graham Project is a non-profit developing diverse leaders in the advertising, marketing, and media industries through mentorship, training, and a "iNSPIRE" bootcamp. Directly comparable as a pipeline-focused DEI initiative for the same advertising/marketing ecosystem The A Pledge serves.

Broad incumbents

• American Advertising Federation (AAF): AAF is the national trade association connecting advertisers, agencies, media companies, and students across the advertising industry. A broad incumbent comparator that, like The A Pledge, supports pipeline development and DEI via its Mosaic Center and student programs.
• American Association of Advertising Agencies (4A's): The 4A's is the national trade association for the U.S. advertising agency industry, operating programs such as the Multicultural Advertising Internship Program (MAIP). A broad incumbent comparator that addresses industry-wide DEI at much larger scale than The A Pledge's metro focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks2 records

Key highlights6 records

Customer concentration

• Xx.com/TheAPledge

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The A Pledge