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Saturday, July 29, 2017
Friday, July 28, 2017
The Google Doodle for July 28 salutes the 100th anniversary of the Silent Parade in New York that covered Fifth Avenue to—appropriately enough—Madison Avenue. “Today’s Doodle commemorates the 100th anniversary of the Silent Parade,” explained Google, “and honors those whose silence resonates a century later.” Not sure what that last line means. Modern-day Madison Avenue doesn’t have enough Blacks to execute a line dance, let alone a parade. And when asked about its Black representation, Google resorts to being silent.
Advertising Age reported Mickey D’s has reduced its roster of local advertising agencies from about 60 to a mere seven. Four of the finalists are White advertising agencies that have already been servicing the fast feeder, and at least one shop in the quartet boasts multicultural capabilities. The three newcomers offer a host of questionable skills, with Doner featuring a multicultural division, Lopez Negrete being a Latino agency and the ever-awful Zimmerman being a sister agency of We Are Unlimited—as well as a resident in the Omnicom stable of jackasses. Mickey D’s Founder Ray Kroc insisted, “We have an obligation to give something back to the community that gives so much to us.” Okay, but the Magnificent Seven hardly reflect the communities that the burger joint serves.
Seven Agency Groups Make the Cut for McDonald’s Local Advertising
By Jessica Wohl
McDonald’s and its franchisees have picked seven agency groups to handle local advertising for the chain across the United States, Ad Age has learned.
Previously, about 60 agencies handled local advertising for nearly 200 cooperative groups across the country. Now it appears that just seven agencies will handle the load going forward. They’ll be working with a smaller number of co-ops, perhaps fewer than 100, as McDonald’s adjusts the composition of its regional groups nationwide.
According to multiple sources familiar with the pitch process, McDonald’s appears to have selected seven groups to be certified as agencies that can work with the co-ops. Bernstein-Rein and Fahlgren, which each worked with McDonald’s co-ops in the past, are collaborating as a team. So are two other incumbents, Moroch and Stern. Davis Elen and H&L are two other incumbents that have been selected, sources said. And it appears three newcomers are set to join the roster: Doner, Lopez Negrete and Zimmerman.
McDonald’s declined to comment. The agencies involved either declined to comment or could not be reached for comment.
Meanwhile, dozens of agencies that have had relationships with McDonald’s co-ops are going to soon lose that business. The media side of those local accounts, which was often handled by the local agencies, has already been moved to Omnicom’s OMD. Omnicom is also home to McDonald’s national creative agency, We Are Unlimited, which was formed after a separate pitch process last year.
The pitch process is still ongoing for the certified agency groups, which must now present to co-ops to try to win their business.
Thursday, July 27, 2017
Here’s another reason to be offended by MODE Body Boutique advertising. The White women—while treated as sex objects—are at least engaged in athletic or avant-garde behavior. In contrast, the woman of color is a sex object seeking sex.
Advertising Age spotlighted “The Talk”—a campaign featuring a video depicting Black parents discussing the thorns and threats of racism with their children. The work falls under Procter & Gamble’s “My Black Is Beautiful” initiative. What makes the latest project downright outrageous? The video was created by White advertising agency BBDO New York. First of all, there’s something very familiar about the concept, but MultiCultClassics can’t immediately identify the “inspiration” for the video. Second, they should have included a parent warning their kid about encountering blatant racism—by pursuing a job at BBDO or any other White advertising agency in America. The saddest part is, BBDO CCO David Lubars will probably nab an ADCOLOR® Award for the hypocritical bullshit. This mess is a shining example of talking the talk, but not walking the walk.
Procter & Gamble is both “Proud Sponsor of Moms” and supporter of African-American women, with its ongoing “My Black Is Beautiful” campaign. These concerns merge in the marketer’s heart-rending film about the unique challenges African-American mothers have in raising kids—in decades past, and continuing today.
Scenes that take place over different eras depict moms consoling and educating their children after they encounter racism: one daughter receives a compliment that she’s pretty—“for a black girl,” a boy gets called the n-word while another has faced discrimination on the sports field.
The mothers encourage their kids to endure and hold their heads up high, no matter what the challenges. One mom tells her daughter she’ll do fine at science camp, but she’ll have to “work twice as hard and be twice as smart,” and the mother with the “pretty” daughter drives home that she’s “beautiful, period.”
But there are other fears as well, ones that the women may have little control over. One mom insists that her son take his ID with him to music practice, because it will be late when he returns home. Then a young woman at the steering wheel tells her mother she need not worry because she’s a “good driver,” but that’s not what Mom’s real concern is.
Unlike many other socially-conscious ads, the film, entitled “The Talk,” doesn’t sugarcoat with assurances that things will only get better. It’s inspiring yet filled with an unsettling uncertainty—a thoughtful marketing approach that’s sure to promote real conversation.
BBDO New York created the ad, and Malik Vitthal of The Corner Shop directed.
P&G introduced the “My Black Is Beautiful” campaign a decade ago, with the goal of helping black women and girls feel confident about themselves, and in the process, develop a stronger bond with black consumers. The marketer intends this latest ad to open about a broader discussion about discrimination among a spectrum of communities. Further films on the accompanying website for “The Talk” show how real people have dealt with negative bias in their everyday lives.
“We know that bias is not just an African American issue,” said Damon Jones, director of global company communications of Procter & Gamble in a statement. “It’s an issue that takes on many shapes and forms, across gender, race, age, weight, sexual orientation, and more. Our goal with ‘The Talk’ is to help raise awareness about the impact of bias. We are also hopeful that we can make progress toward a less biased future by recognizing the power of people of all backgrounds and races showing up for one another.”
Wednesday, July 26, 2017
Nielsen published a report titled, “Youth Movement: Gen Z Boasts the Largest, Most Diverse Media Users Yet.” Unfortunately, the advertising industry creating much of the media content boasts the largest, least diverse group yet.
Tuesday, July 25, 2017
AgencySpy posted about two hires at We Are Unlimited—Max Geraldo and Bruno Guimaraes—who likely address the restless ambition of DDB North America CEO and President Wendy Clark “to be as diversely inclusive as the marketplace that we serve on behalf of our clients. Period.” Then again, Geraldo and Guimaraes originally hail from Brazil, the new Sweden for recruiters servicing White advertising agencies. To date, it looks like Clark’s action plan involves enlisting White women and Brazilians. Which makes her bold declaration unlimited bullshit. Period.
Monday, July 24, 2017
Adweek shat out a lengthy turd titled, “Why the U.S. Ad Industry Will Never Regulate Gender Stereotypes.” Oh, really? The White women’s bandwagon will absolutely demand and direct regulation of gender stereotypes—and White men will eagerly jump on board—ultimately providing a smokescreen to avoid dealing with all the racial and ethnic stereotypes so prevalent in advertising campaigns, as well as the discriminatory racial and ethnic profiling that fuels exclusivity in advertising agencies. Clients and trade organizations are already pushing matters, and a spike in gender-friendly awards seals the deal. It’s a safe bet that the U.S. advertising industry will regulate gender stereotypes long before the 66 years it will take to bring diversity to the field.