Not sure this campaign from Kenya is really respecting its audience. In fact, it’s disrespecting Black women.
Saturday, May 23, 2015
Friday, May 22, 2015
Campaign published another fluff piece featuring White women advocating for gender equality in the advertising industry. Of course, the ever-opportunistic Kat Gordon weighed in, relating the “lightning-bolt moment” when she realized she was the only woman on a team of 17 agency executives leading a new business pitch. Um, how many minorities were present in the group—or employed at the agency? Far less than 3% would be a safe bet.
Adweek asked a predominately White group of advertising industry VIPs, “If You Could Pick Only One, Would You Hire Don, Peggy or Joan?” Imagine if the same people were asked, “If You Could Pick Only One, Would You Hire Dawn, Shirley or Hollis?” They would undoubtedly choose Don, Peggy or Joan. Or Roger. Or Pete. Or Ken. Or Harry. Or Megan. Or Betty. Or Sally as an intern. Then they’d give Glen a shot. And eventually they’d even offer positions to the deceased Bert and Lane before considering minorities.
Advertising Age reported MDC and Doner have hatched Cultura, a “cross-disciplinary marketing firm uniting specialized full-service advertising and public relations expertise with deep insights across Hispanic, African American and Asian audiences.” MDC President and CEO Miles Nadal took some time off from his SEC investigation to declare, “No matter what your business, success depends on developing smart, authentic and culturally attuned relationships with the multicultural consumer.” Cultura will achieve the goal with a whopping staff of 10 people. That’s the stereotypical dedication to the multicultural market and diversity one can always expect from White enterprises like MDC and Doner.
MDC, Doner Launch Multicultural Shop Cultura United Agency
Holding Company Hasn’t Been a Player in U.S. Hispanic Market
By Maureen Morrison
Two weeks after Omnicom’s GSD&M and LatinWorks partnered to launch Hispanic agency Sibling, MDC Partners is making its own move, setting up Cultura United Agency with Doner, another MDC shop.
MDC is positioning Cultura as a “cross-disciplinary marketing firm uniting specialized full-service advertising and public relations expertise with deep insights across Hispanic, African American and Asian audiences,” according to a statement.
JC Penney is a Doner client in the general market, which will lead to some related Spanish-language work for the new unit. Independent shop Grupo Gallegos remains JC Penney’s Hispanic agency of record. Cultura, which will have 10 people and be based in Los Angeles, will also work with cosmetics company Jafra, a recent Doner win.
MDC hasn’t been a player in the U.S. Hispanic market. No MDC-owned agencies reported Hispanic revenue in Ad Age’s 2015 Agency Report. MDC’s KBS had a Hispanic unit called Ramona for a while, but it closed in 2012 after losing its only significant client, Tecate. MDC’s CP&B briefly convinced then-client Burger King to let it handle the fast feeder’s Hispanic business, and then lost the whole account.
But general market agencies remain eager to try to capture their existing clients’ Hispanic spending, too. To lead Cultura United Agency, the company is hiring Anita Albán Gastelum, a former VP of Axis Agency, a 50-person Interpublic-owned company that describes itself as a “culture movement marketing agency.”
“No matter what your business, success depends on developing smart, authentic and culturally attuned relationships with the multicultural consumer,” said Miles Nadal, president and CEO of MDC Partners, in a statement. “Marketers can no longer deny that today’s consumer audience is a multicultural one, and Cultura United Agency’s understanding of the trends driving purchasing decisions allows brands to extend the reach of their communications, generate new revenue streams, and deliver greater return on marketing investment.”
“Cultura United Agency is designed to help brands create relevance and achieve authenticity in the real world with an inclusive and interconnected approach that closely aligns brands with culture,” said Ms. Gastelum in a statement.
Thursday, May 21, 2015
The Cleveland Cavaliers defeated the Atlanta Hawks in Game 1 of the Eastern Conference Finals, leaving one to wonder if the Hawks should simply concede the series now. After all, the Offensive Karma sparked by Atlanta Hawks owner Bruce Levenson and Hawks general manager Danny Ferry virtually guarantees the team will not win a championship this year. More importantly, nobody wants to watch an NBA Finals featuring the Hawks.
Wednesday, May 20, 2015
Coca-Cola responded to its appearance in the final episode of AMC series Mad Men by presenting the Times Square billboard depicted above. Nice. Coke goes from celebrating diversity with “Hilltop” to saluting exclusivity with Mad Men. Shirley and Dawn don’t deserve a bottle?
Tuesday, May 19, 2015
Campaign published another fluff piece on gender equality in the advertising industry—which really means increased opportunities for White women. Wacl President and Maxus Worldwide Chief Executive Lindsay Pattison blathered on about the imperative for White women to work together, as well as partner with White men, to create greater White exclusivity.
White Right on, girlfriend!
Why women should work together to reach the top
By Lindsay Pattison
As Wacl’s annual training event Gather kicks off, president Lindsay Pattison explains how women should work together to help more women reach the top.
It is a universally acknowledged truth that women are excellent team players and collaborators. In corporate life, this often leads women into very senior roles in HR, account services and other vital support functions.
Those same traits can also make for really effective leadership – especially when combined with assertiveness, charm and emotional intelligence – yet, when it comes to leadership roles across almost all industries, the numbers change dramatically.
Media and advertising are definitely ahead of the curve. We should be proud that, while only five women run a FTSE 100 company, 25 per cent of senior management roles across our own industry are held by women – but given we start out as 50/50 gender split, we clearly have a long way to go.
There are plenty of reasons why there aren’t more women in leadership roles – unbalanced recruitment at senior level, the persistence of old boys’ networks, inflexible working policies which make life logistically challenging for working mothers and deeply ingrained stereotypes for starters.
What can we do? Lots. And Gather (Wacl’s annual training and networking event), sets out to help in a few vital ways. An important way to challenge these norms is for the small but significant number of women in super senior roles to help other women up the ladder.
It’s critical that we have real visibility as role models, so “walking the talk” by being on stage and sharing our stories, and encouraging others to take that step out in front.
And then empowering and educating other women, by creating mentor programs and other forms of training.
Since joining this industry as a grad trainee, I have received support from countless inspirational women. In return, I try to encourage other young women starting out in their careers to fulfil their potential. It also happens to be fun, rewarding and makes great business sense.
For Gather 2015 our theme is Together. In an industry that rewards personal achievements and targets, we want to recognise the power of the collective over individual self-reliance.
Our goal is to help young women starting out in our industry to appreciate their context and to recognise and voice what they are very good at – something that women have a tendency to struggle with.
Being desperately ambitious isn’t a bad thing, and we need to encourage young women to stop apologising for it.
Real-life stories that relate how other women have carved a successful path are crucial to inspire those just setting out on theirs. I am personally very excited to hear our keynote Miriam González Durántez give her take on Togetherness.
We will also be hearing from rugby World Cup winner Maggie Alphonsi who led her team to achieve something amazing in a male-dominated world.
This year’s Gather also sees us undertake a huge (and logistically challenging) speed mentoring session, offering each delegate the option for ten “power” minutes with some of the industry’s most powerful and influential women.
And what about the men? Well, a critical angle of our Together theme is about engaging constructively with the whole industry and so we’re delighted two proudly male feminists, Steve Hatch and Tom Knox, will join our final panel debate on men and women working together for positive change.
So today, alongside Tracey de Groose and Frances Ralston-Good as our brilliant and formidable co-chairs, I’m looking forward to hearing wisdom and stories from the most inspiring women in our industry.
I’ll also have the privilege of meeting our leaders of tomorrow as we switch up the leadership narrative, together.
Lindsay Pattison is president of Wacl and worldwide chief executive at Maxus.
Adweek reported Univision is launching a new branding campaign titled, “Todo Es Posible”—which translates to “Everything Is Possible.” The line does not apply to Latinos being adequately represented in the advertising industry.
Univision Tells Its Audience That ‘Everything Is Possible’
‘Todo Es Posible’ campaign includes inspiring stories
By Chris Ariens
Univision will launch a new uplifting branding campaign today called “Todo Es Posible” (everything is possible).
The new campaign, which Univision teased at its upfront presentation last week, is a multiplatform initiative the network says will “bring to life the core values of the Univision Network brand and the journeys of Hispanics in the U.S.”
“Our viewers not only tune in to watch our programming, but they invite us into their homes, their families and their lives,” said Jessica Rodriguez, chief marketing officer at Univision Communications.
The multiyear campaign begins with seven spots showcasing inspiring stories. They will be accompanied by a dedicated website and social storytelling across Instagram, Facebook, Twitter and YouTube. Viewers will also be able to join the conversation by using the hashtag #TodoPosible.
“This campaign touches on the powerful brand affinity Hispanics have for Univision Network and reflects the core values that make up not only our network but the audience and communities we serve,” Rodriguez said.
Univision is the leading Spanish-language broadcaster in the U.S. and, on some nights, the most-watched network in any language on broadcast TV.
Monday, May 18, 2015
The online recap of the final episode of AMC series Mad Men—Person to Person—featured no persons of color. Ironically, the show ended with the classic Coca-Cola “Hilltop” commercial from 1971, which celebrated diversity. Mad Men ultimately and accurately reflected today’s advertising industry by singing about inclusiveness, yet doing absolutely nothing to realize the vision. Have a Coke and a smile—while making a tax-deductible donation to ADCOLOR®.
Adweek published a piece titled, “Multicultural Talent Is Surging on TV and Winning Mainstream Audiences.” Wonder how long it will take before the trade journal can present a report titled, “Multicultural Talent Is Surging on Madison Avenue and Winning Mainstream Accounts.” Probably not for another 66 years at least.