FOUR STRATEGIES TO DEPLOY TO MAKE YOUR BRAND MESSAGING MORE POWERFULLY EFFECTIVE WITH DIVERSITY.
Like every CMO, I spend much of my day in creative reviews. That means I am on the receiving end of a lot of beautiful images. But over the years, too many have been filled with perfect young hipsters, in beautiful houses, living in cool cities. Our products are for everyone, but our images were not telling that story.
We had a problem. So we started a journey to make sure that everyone can see themselves reflected in our creative work. We definitely do not have all the answers. But I want to share what we have learned— sometimes the hard way.
The makeup of your team matters
The first step is increasing diversity on the creative teams. As of this year, less than 6 percent of the advertising industry is Black, a figure that has been on the decline since 2010. There is no shortcut here. It takes time to seek out diverse talent. Everyone knows this. But in the rush to fill an open role it can be all too easy to fall back to the usual suspects.
When we are making a hire today, we ensure a diverse range of candidates from a wide range of backgrounds are considered before making a decision. And it is not just your own teams that matter; agency partners are critical too. For example, all too often when meeting with our agencies, I found myself looking at a room full of men. So we started to ask why? And what they could do about it? It is our responsibility to make sure we’re always asking these questions.
This story is from the June 11, 2018 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the June 11, 2018 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.