WBE Certification for Marketing & Creative Companies
Complete guide to Women Business Enterprise certification for marketing & creative businesses — requirements, documents, corporate programs, and federal contracting opportunities.
Why WBE Certification Matters for Marketing & Creative Companies
For businesses that are at least 51% owned, operated, and controlled by one or more women.
For marketing & creative businesses, WBE certification opens doors to corporate supplier diversity programs and federal contracting opportunities specifically targeting this sector. Many Fortune 500 companies and government agencies have dedicated spending goals for WBE-certified suppliers in marketing & creative.
Marketing and creative services have a significant diversity gap that certification helps you close. Here's why it matters: **ANA Industry Standards**: The Association of National Advertisers' Alliance for Inclusive and Multicultural Marketing (AIMM) recommends that 6.5% of all ad spending go to diverse-owned media by 2025, up from just 1.85% currently. This industry-endorsed target creates urgency among brands to find and engage diverse marketing suppliers. **Fortune 500 Mandates**: Major advertisers including P&G, Unilever, GM, and AB InBev have made public commitments to increase spending with diverse marketing partners. These commitments flow through their procurement processes and require certification for tracking. **Holding Company Initiatives**: Advertising holding companies like Omnicom and Interpublic Group (IPG) have partnered with NMSDC to advance certification for diverse content creators and media companies, creating structured pathways to subcontracting opportunities. **Authentic Storytelling Demand**: Brands increasingly recognize that reaching diverse consumer segments requires diverse creative voices. Certified diverse agencies bring cultural expertise that general market agencies cannot replicate. **Full Spectrum of Services**: Diversity in marketing is not limited to advertising—PR, digital marketing, social media, video production, graphic design, market research, experiential marketing, and media buying all have growing diversity spend commitments. The ANA's December 2024 Certified Diverse Supplier list contains 542 companies, providing a growing but still limited pool of certified suppliers—certification makes you discoverable to brands actively seeking diverse partners.
WBE Eligibility Requirements
Must be at least 51% owned by women who are U.S. citizens.
To qualify for WBE certification through WBENC: **Ownership Requirements:** - At least 51% owned by one or more women who are U.S. citizens - Women owners must have contributed capital or expertise proportional to their ownership **Control Requirements:** - Women must hold the highest officer position (CEO, President, etc.) - Women must control day-to-day operations - Women must make long-term strategic decisions - Women must sign on major contracts, leases, and financial obligations **Business Requirements:** - Must be a for-profit business operating in the U.S. - Must be an independent business (not a subsidiary of a non-woman-owned company) - Must be operational with demonstrated business activity
Required Documents for WBE
| Document | Status | How to Obtain |
|---|---|---|
| Organizational Chart | Required | Create using tools like Lucidchart, Microsoft Visio, or PowerPoint. |
| Business Tax Returns (3 Years) | Required | Request copies from your accountant or download from IRS.gov using Form 4506-T. |
| Government-Issued Photo ID | Required | If expired, visit your local DMV or apply for passport renewal at usps.com or travel.state.gov. |
| Affidavit of Ownership | Required | Each certifying body provides their own form. Download from their website or request. |
| Operating Agreement or Bylaws | Required | Draft with an attorney or use a legal template service. Must reflect current ownership accurately. |
| Personal Tax Returns (3 Years) | Required | From your tax preparer or IRS.gov. All owners with 10%+ ownership typically need to provide. |
| Lease Agreement or Deed | Required | From your landlord (lease) or county recorder's office (deed). |
| Bank Statements (6-12 Months) | Required | Download from your online banking portal or request from your bank. |
| Existing Certification Copies | Recommended | From your certification files or download from the certifying body's portal. |
| Birth Certificate | Recommended | Request from the vital records office in your birth state. Many states offer online ordering through vitalchek.com. |
| Stock Certificates or Membership Certificates | Recommended | Issue through your corporate records. Consult your attorney if not previously issued. |
| Business Financial Statements | Recommended | Generate from your accounting software or have your accountant prepare. |
| Certificate of Good Standing | Recommended | Request from your state's Secretary of State office. Most states offer instant online certificates. |
How to Apply for WBE as a Marketing & Creative Business
- **Step 1: Identify Your Regional Partner Organization (RPO)**
- WBENC processes applications through 14 Regional Partner Organizations. Visit wbenc.org/rpos to find yours.
- **Step 2: Create a WBENC Account**
- Register at wbenc.org and begin the online application process.
- **Step 3: Complete the Application**
- The application includes detailed questions about ownership, control, operations, and capabilities.
- **Step 4: Upload Documentation**
- Submit all required documents through the online portal.
- **Step 5: Pay Application Fee**
- Fees vary by RPO and company size, typically $350-$1,000.
- **Step 6: Application Review**
- Your RPO reviews the application for completeness and compliance.
- **Step 7: Site Visit**
- An RPO representative visits your business to verify information.
- **Step 8: Certification Committee Review**
- The committee makes the final certification decision.
- **Step 9: National Certification**
- Once approved, you receive national WBENC certification.
Marketing & Creative Corporate Programs Accepting WBE
These companies have marketing & creative supplier diversity programs that accept WBE certification:
Google (Alphabet Inc.)
Google is committed to building a diverse supply chain that reflects the communities we serve. We actively seek partnerships with certified diverse businesses.
View program details →Microsoft Corporation
Microsoft believes diversity drives innovation. Our supplier diversity program ensures certified diverse businesses have equitable access to procurement opportunities.
View program details →Target Corporation
Target is committed to creating inclusive economic opportunities. We actively source from diverse suppliers to reflect the communities we serve.
View program details →Comcast Corporation
Comcast NBCUniversal is committed to building a diverse supply chain that reflects our commitment to equity and inclusion.
View program details →Marriott International
Marriott has been a leader in supplier diversity in the hospitality industry. We value diverse partnerships that enhance our guest experience.
View program details →Nike, Inc.
Nike is committed to building a more diverse and inclusive supply chain.
View program details →PepsiCo
PepsiCo is committed to driving equity through our supply chain. We invest in diverse suppliers who can help us grow sustainably.
View program details →Procter & Gamble
P&G has been a leader in supplier diversity since 1972. We believe diverse suppliers strengthen our ability to serve diverse consumers.
View program details →Salesforce
Salesforce believes in creating pathways for underrepresented entrepreneurs in our supply chain.
View program details →Starbucks
Starbucks is committed to supplier diversity as part of our mission to nurture the human spirit.
View program details →State Farm
State Farm is committed to building a supplier base that reflects the diverse communities we serve.
View program details →The Coca-Cola Company
Coca-Cola is committed to mirroring the diversity of the communities we serve through our supplier partnerships.
View program details →The Walt Disney Company
Disney is committed to building relationships with diverse suppliers who share our values of creativity and innovation.
View program details →Need Help Getting WBE Certified?
Our CertifyAll service handles your entire WBE application — documents, forms, and submission — for a flat $399 fee.
Learn About CertifyAllNot Sure Which Certifications You Qualify For?
Take our free 2-minute quiz to find out which certifications match your marketing & creative business.
Take the Certification QuizGovernment Marketing & Creative Opportunities
**Federal Opportunities** Government agencies contract for marketing and creative services: - **General Services Administration (GSA)**: Government-wide marketing, communications, and advertising services contracts - **Department of Defense (DoD)**: Military recruitment advertising, public affairs - **Department of Health & Human Services (HHS)**: Public health campaigns, health communication - **Census Bureau**: Outreach and advertising for national census and surveys **Key Contract Areas** - Public affairs and strategic communications - Advertising and media buying - Graphic design and branding - Video and multimedia production - Social media management - Website design and development - Market research and focus groups - Multicultural outreach campaigns **Contract Vehicles** - GSA MAS (Multiple Award Schedule) for advertising and marketing - Agency-specific BPAs for communications support - 8(a) sole-source contracts for marketing services up to $4.5M - Agency small business set-asides **State and Local** State tourism offices, public health departments, economic development agencies, and transit systems all contract for marketing and communications services, often with diverse supplier requirements.