IPG Mediabrands UM unit, and its client American Express, have kicked off an initiative to support small businesses struggling with the COVID-19 pandemic crisis.

The platform, dubbed “All In For Small,” features webinars, playbooks and thought leadership content pieces from UM and its sisters IPG agencies Kinesso, Reprise, R/GA, Momentum, United Minds and Octagon.

Sub-branded “an IPG Marketing Collective,” the program is anchored by a weekly webinar and video focusing on a different small business vertical category.

The webinars can be viewed live here each Tuesday at 1pm (ET), and two — focusing on the real estate and restaurant businesses — have already been archived as videos.

Watch Episode On MediaPost.